In this interview, Tornike Beroshvili shares how his background in hospitality shaped his approach to UX/UI design, what he looks for when measuring the success of his work, and how he thinks about the future of the field. The interview is presented in his own words, offering a first-person insight into his process, mindset, and creative instincts.
"When users don't notice the design at all — it just works. That's the biggest signal for me."
Why did you step into design? What drew you to it?
I actually came into design from hospitality. I spent years in 5-star hotels, where everything is about anticipating needs, reading people, and solving problems before they even ask. At some point I realized I enjoy designing experiences more than just delivering them.
UX/UI felt like a natural transition — it’s still about people, just in a digital space. What keeps me engaged today is that mix of logic and empathy. Every project is like a puzzle: business goals, user behavior, constraints — and you’re trying to make something feel simple on top of all that complexity. I genuinely enjoy that challenge.
How do you know when a design is actually working?
There are a few clear signals I look for. Users don’t hesitate — flows feel obvious without explanation. Fewer steps, fewer drop-offs. Metrics improve: conversion, engagement, task completion. Stakeholders stop questioning how it works and start focusing on growth.
But honestly, the biggest one is when users don’t notice the design at all. It just works.
Which part of your process tends to slow you down the most?
If I’m honest — the thinking phase. I tend to explore a lot before committing. I analyze competitors, edge cases, different flows — sometimes more than needed. It slows me down upfront, but it helps avoid bigger mistakes later.
Over time I’ve learned to balance it better — set time limits, move faster into testing ideas instead of over-polishing them in my head.
How do you decide what deserves the most visual priority?
I always start with one question: what is the one action we want the user to take here? Everything else supports that.
From there I think about the business goal, the user’s intent at that moment, and the context — first-time versus returning user. Then I work with hierarchy: size, contrast, spacing, limiting distractions, grouping related elements. I try to avoid “everything is important” — because then nothing is.
Can you share a design decision that didn’t go as expected?
In one project — a gambling promotions page — I initially designed a very visually rich layout. Lots of banners, highlights, dynamic sections. It looked engaging, but in testing it became clear users were overwhelmed. They couldn’t easily scan or compare offers.
What I learned is that more visual energy doesn’t equal a better experience. Clarity and structure matter more than excitement — especially in decision-heavy environments, where users want control. After simplifying and adding structure, the experience became much more usable.
What changes do you think will reshape design in the near future?
Two things stand out. AI is changing how fast designers can work — wireframes, UI generation, entire flows. The value of designers is shifting more toward thinking, decision-making, and system design rather than just producing screens.
Personalization is also becoming standard. Especially in industries like iGaming, fintech, SaaS — users expect experiences tailored to them. Design will move more toward adaptive interfaces rather than static ones. Attention spans are getting shorter too, so clarity and speed will matter even more.
What mindset has been the most valuable in your growth as a designer?
Probably this: not getting attached to my first idea. Early on, I would try to make my initial concept perfect. Now I treat everything as a hypothesis — something to test, not to defend.
Being comfortable with feedback, even harsh feedback. Always asking why, not just how it looks. And honestly, my habit of deep thinking before execution — even if it slows me down sometimes, it helps me make stronger decisions in the end.
About the Designer
Tornike Beroshvili is a product and UX/UI designer based in Tbilisi, Georgia, available for freelance and full-time work. He describes himself as a design mercenary — a designer-for-hire who joins teams, tackles tough product challenges, and delivers with both precision and creativity.
From streamlining user journeys to crafting pixel-perfect interfaces, he adapts quickly and moves projects forward. Currently working at DoktorABC, he’s equally open to long-term roles where he can go deeper — driving strategy and helping shape products over time.
Whether it’s a one-off mission or a lasting collaboration, his focus stays the same: design that solves real problems and creates real impact.
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