Most designers start with visuals. Oliver Lazarevikj started with systems. Over 9 years building brands, products, and platforms – from fintech MVPs to high-traffic WordPress ecosystems – he’s developed a clear position: UX design strategy is more important than aesthetics, and the designers who understand that will be the ones who last. As founder of Visual Side, he combines branding, design, web development, and infrastructure into one streamlined package for startups and small businesses. Â
In this interview, he shares how he thinks about design, where most products fail, and what he would do differently if starting over today. The interview is presented in his own words.
"Good UX disappears when it works."
What originally pulled you into design?
It wasn’t a clean decision – it evolved. I started by building things: websites, systems, tools. Design came as a necessity, not an aesthetic pursuit. Over time, I realized most products fail not because of code, but because they’re hard to use.Â
That’s when design became strategic – less about visuals, more about guiding decisions and creating clarity for users.
Can you describe a moment when you realized a design truly “worked”?
While working on a hospitality system used in real restaurants, we redesigned flows for staff operating under pressure. After deployment, there were no complaints, no confusion – just smooth operation. That silence was the signal.
Where do you tend to get stuck in your process – and what do you do to move forward?
I get stuck when the problem isn’t clearly defined. Most blocks aren’t creative – they’re strategic. To move forward, I step back and reframe the problem: what decision does the user need to make, and what friction is preventing that? Once that’s clear, the design process becomes straightforward.
How do you balance making something visually striking with making it easy to understand?
Clarity always wins. Visuals should amplify understanding, not compete with it. My approach is layered: structure and logic first, hierarchy second, visual refinement last. If the foundation is clear, the visuals naturally enhance the experience.Â
This is why UX design strategy is important – without the right foundation, even the most polished interface will slow users down instead of guiding them forward.
Tell me about a time when your design missed the mark
Early in my career, I over-designed – focusing too much on aesthetics. The result looked impressive but slowed users down. That experience shifted my mindset. Now I design for speed of understanding, especially in B2B tools where efficiency matters more than visual flair.
What do you feel is currently shifting in design culture?
Design is shifting from screens to systems. Designers are no longer just creating interfaces – they’re shaping products, decisions, and entire ecosystems. At the same time, AI is accelerating production.
I’ve adapted by positioning myself as a product owner and digital architect – focusing on scalable systems, decision frameworks, and UX design strategy rather than just UI execution.
What would you do differently if you were starting your design journey today?
I would focus less on tools and more on thinking. Understanding business, user behavior, and systems creates long-term leverage. I would also start sharing my thinking earlier – building visibility, authority, and opportunities from day one.
About the designer
Oliver Lazarevikj is a UI/UX designer and digital architect with 9 years of experience building products used by millions. As founder of Visual Side, he works with startups and small businesses to combine branding, design, web development, and infrastructure into a single package – so founders can launch and grow without managing a dozen vendors.Â
His work spans fintech MVPs, high-traffic platforms, and hospitality systems. His approach is consistent across all of them: design for clarity, build for scale, and never let aesthetics get in the way of function.
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