New to the UX&I team: Senior UI designer Jasmin Amend

Jasmin, how did you get into UI design?

Even back in school, I was fascinated by art and design. When I went shopping, I often bought products that appealed to me visually, there was just something inside me that found aesthetics fascinating.

After completing my degree in communication design, I worked at a full-service agency, where my work included print, advertising, and a bit of web design. I particularly enjoyed systemic design projects, such as a catalog for Cologne that mapped out the locations of benches throughout the city and specified the types of paving materials used. I really enjoyed thinking through systems like that.

But at some point, I felt I had exhausted the potential in the print sector. I wanted to move on, to dive deeper into the field of design. And I realized that my creativity was often being drained. I had to design what the client liked without any real research or a thorough examination of user needs. That was the point when I knew: I want to go somewhere else.

Was there a moment or a project that made you realize, “This is my thing”?

Yes, definitely. I helped develop the Material guidelines for a major airline. That was also my first exposure to WCAG accessibility standards. I created a style guide in Frontify, and realized just how much goes into such small components. That understanding of the basics is so valuable.

Another “aha” moment: I worked on a platform for licensing music. The requirements were extremely complex, and there were many features packed into a small space. I’m drawn to designing such complex systems in a way that makes them understandable and usable.

You’ve clearly specialized in UI, why this focus?

I just love beautiful things. The lines between UX and UI are blurred, many designers today are “unicorns” who do both. But I’ve realized that the strategic side of UX interests me less. I want to have time to really focus on UI, on design systems, on details. That’s what I want to do really well.

What are some common misconceptions when it comes to UI?

Many people think UI is just about “making things look pretty.” But there’s much more to it than that: it’s about recognizability, consistency, and reusability. UI plays a huge role in supporting UX. A good interface guides users and takes them by the hand.

You’re known among colleagues and clients for your speed, while still maintaining high quality standards. How do you manage that? Do you have a secret?

That’s just kind of my nature, I tend to be impatient. But what really helps is feeling confident in the basics. For me, the key lies in hierarchy and visual flow. I often do a test by squinting, that way I can immediately see if the visual flow works and if the eye finds a resting point. I also create styles, variables, and components for every project, no matter how big or small. That’s basically the ROI of a design system, just on a smaller scale.

What makes a good interface for you?

It really depends on the industry. In e-commerce, design can be inspiring, with new shapes, and it should be fun to browse through the pages. I prefer to shop on a site that’s designed in a cool way. In the SaaS sector, the interface should be more understated and support users with clear structures. The eye needs to find some peace.

Where do you see room for improvement in companies when it comes to UI?

In recent years, there has been significant investment in UX, but UI has sometimes been neglected. Companies recognize why UX is important, but the UI is often viewed as secondary. Yet it is just as essential: A teapot may be functional, but it also has to look good so that more people will want to buy and use it.

Many companies are starting to build design systems, but they aren’t being used consistently. Furthermore, design isn’t always approached holistically: When a company introduces new branding, it often doesn’t align with the web implementation or isn’t WCAG-compliant. UX and UI aren’t viewed as a unified whole, and marketing often goes its own way. 

How does good UI design go hand in hand with the business perspective?

Good UI ensures consistency and an intuitive user experience. Here’s an example: Originally, the interface of a licensing platform was completely cluttered, and the navigation was far too complex. Once we streamlined it and created a clear visual hierarchy, the platform suddenly felt much more high-quality. Users were able to find their way around more quickly, and the product suddenly took on a whole new level of value.

Two additional business considerations: accessibility and brand recognition. The latter is particularly important in employer-facing products because it strengthens identification with the brand and improves employee retention in the long term.

What trends and developments do you see in UI design?

What’s exciting right now: retro styles, minimalism, bold typography, and AI-generated 3D objects. AI is also becoming increasingly important in my workflow, though more as a support tool, for example, for placeholder images or inspiration. When a design system has reached a high level of maturity, AI can also be effectively used for quality assurance.

What should companies definitely keep in mind in the coming years?

More customization and personalization, for example, with theme options like Dark Mode, adaptive contrast, or even language. For instance, I’ve set my iPhone to Kölsch. Haptic and auditory feedback will also be expanded and refined for UI elements that feel, or even sound, real.

Where do you find your creative inspiration?

It varies: Behance, Dribbble, or Mobbin for specific projects. A great example: the Kunstpalast Düsseldorf website. Or I draw inspiration from architecture, advertising, typography, and photography, for example, on Abduzeedo. But sometimes it also helps to just get out of the office or clear my head. And I’ve introduced “Monthly Mates,” a monthly UI brainstorming session at UX&I where we work in pairs to show each other our current projects. It’s incredibly beneficial.

Is there an artistic project or hobby that’s particularly close to your heart?

I’m always trying new things. For example, I build furniture, but nothing too complicated! Other than that, I love decorating my apartment, taking care of plants, skating, surfing, and riding my road bike. Being active outdoors gives me energy.

Finally, what’s the most important lesson you’ve learned so far in your career?

The basics are key. Design should guide users without them even noticing. The best design is the one that goes unnoticed. Sometimes it’s just the little things, like the perfect shade of gray for a border or the right shape for a message box, but that’s exactly what makes all the difference.