Top 3 with Ljuba Youngblom: What is UX design?

TechTalks, UX design, GSIX, Ljuba Youngblom

We cannot imagine a better quote than Steve Job’s to start this – “Design is not just what it looks like and feels like. Design is how it works.”


Ljuba Youngblom is one of the most successful young people with Balkans origin, but born and raised in Canada. His career path leads him at the reputable Berkeley University in San Francisco, California. There, he completes his Master’s degree in Entrepreneurship, Informatics and Design.

His career starts as a UX Designer followed by the development of the startup “Automatic” when he and his team become world famous. “Automatic” is a device to use in your car which analyze the data of your car and stores in the cloud lately. The user is able to see where is the car at any moment and show your driving statistics. There’s an option to call the emergency assistance if an accident occurs.

His master’s work was a public transit iOS app, designed and built by himself and named “Transporter”. This app brought Ljuba winning awards. There are a lot of people in the Bay area who are still using it.


Ljuba was one of our appreciated guests powered by Swiss – Entrepreneurs in Residence program. We invited him to talk about one of his greatest expertise fields – UX Design Essentials – as part of our series of TechTalks every Thursday.

  1. Are art and design the same thing?

Designers and artists, both create visual compositions using a shared knowledge base, but their reasons for doing is completely different. People see and appreciate the art, but great design solves one or more problems for clients.

Therefore, there is a huge difference and you can’t equal the terms “design” and “art”. The designer’s job is not about inventing something new, but communicating something that already exists, for a particular purpose. You can say a design is successful if it effectively communicate the message. It also motivates the consumer to do an appropriate job.

  1. What exactly is a UX design?

First of all, there are many forms of design including: graphic, interior, industrial, user interface design and more. User experience is a perfectly balanced mix of business goals, capabilities and user needs. It is a process of enhancing the user satisfaction with a product by improving the usability, accessibility and the overall pleasure when interacting with the product.

As a UX designer, you will always consider these questions. Why, what and how of product use. This makes UX design user-centered. The process of UX design includes user research, creating personas, designing wireframes and interactive prototypes as well as testing designs.

These processes may vary from one company to another, but the main point is the same. UX designers are users’ advocate and their job is to keep the users’ needs at the center of all design and development efforts.

  1. How do UX designers work?

UX designers work is usually split into 4 circulating phases. Those are: observation, idea generation, prototyping and testing. And this is a never ending process.

This work doesn’t stop even when the final product releases. Instead, UX designers continue their work when it comes time for future product updates. They will always launch with the best possible version of the product, but are open to learn and grow by changing the product.

In addition to Ljuba’s presentation, he showed us some great examples of good and bad user experience design. We surely will avoid the bad user experience examples and make the most of the good ones.

Shout out to this impressive talk and sharing expertise by this amazing guest we’ve been honoured to host in our offices – Ljuba Youngblom.

Till next time


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