We had the distinct pleasure to interview award winning designer Alice K about their original and creative Website design work. Alice K is an award-winning communication designer, that makes our world a better place with their original website works.
Alice K ("AK") answered Design Interview ("DI") questions about their award-winning work AX1 Website. Interview questions prepared by Frank Scott.
AK : The main principle behind the AX1 design is to convey modernity and futurism while staying true to the core values of blockchain technology. The idea was to break away from the usual designs seen in the blockchain space and create something that feels dynamic, sleek, and forward-thinking. The inspiration came from the speed of blockchain development and the premium nature of the project, which led to the use of dark themes, vibrant accents, and 3D chrome elements to evoke emotions of innovation and exclusivity.
AK : My main focus in designing was to create a futuristic, engaging experience that reflects the cutting-edge nature of blockchain technology. I wanted to achieve a balance between aesthetic appeal and user functionality, ensuring the design was not only visually striking but also intuitive and easy to navigate. The goal was to evoke curiosity, highlight the premium quality of AX1, and make the user experience feel seamless across all devices, from desktops to smartphones.
AK : My future plans for the AX1 design involve continuous evolution. The project is always developing, with new sections and pages being added to better serve the growing blockchain community. As AX1 community expands, the design will adapt to incorporate more features and improve user experience. I’m also focused on enhancing the site interactivity and visual effects, keeping it in line with the latest tech trends and ensuring it remains a leading platform in the blockchain space.
AK : It took about a month to design this concept, including the creation of complex animations. The process involved multiple iterations to refine the visual elements, user flow, and interactivity to match the futuristic and innovative feel of the project.
AK : This design was commissioned by the AX1 team, who wanted a futuristic, innovative website that would reflect the cutting-edge nature of blockchain technology. However, I took creative liberty in interpreting their vision, drawing inspiration from the speed of blockchain development and the premium quality of their project. The goal was to create a design that would break away from traditional blockchain aesthetics, with dynamic visuals and interactive elements, while still remaining user-friendly. It was a blend of both client goals and my own inspiration to push the boundaries of what a blockchain site could look like.
AK : The rights to the AX1 design are owned exclusively by me and my client. It is not being produced or used by any other company. I have no plans to sell or lease the production rights. The design is specifically tailored for AX1 and its unique vision, and any further adaptations or uses of the design will be in collaboration with them. The focus remains on delivering an exceptional product that aligns with the client’s goals and the future growth of their blockchain community.
AK : I designed this particular work to capture the futuristic and innovative essence of the blockchain industry. The challenge was to break away from traditional designs in this space and create something that feels modern, dynamic, and engaging. The goal was to visually represent the cutting-edge technology of AX1 while ensuring the design was intuitive and user-friendly, appealing to both industry experts and newcomers.
AK : Yes, I was influenced by the work of designers who push the boundaries of technology and aesthetics. In particular, the interface design improvements by Apple have been a huge inspiration — how they manage to solve complex user problems with simple, intuitive design. I also drew inspiration from designers at leading tech companies who constantly innovate in creating immersive and futuristic experiences. Additionally, collaborating with my team and client throughout the process provided fresh insights that helped refine the AX1 design, making it more impactful and user-centric.
AK : The target customers for the AX1 design are individuals and companies involved in or interested in the blockchain industry — from early-stage startups to established players looking for innovation and financial support.
AK : What sets the AX1 design apart is its bold, futuristic approach combined with premium, chrome-plated 3D elements. Unlike typical blockchain sites, which often follow conventional or overly technical aesthetics, AX1 uses dark themes with bright accents to create an emotionally engaging experience. The design incorporates complex visual effects that both capture attention and convey the speed of blockchain innovation, making it feel dynamic and forward-thinking. It's a unique blend of technology and art, focused on a user experience that’s both cutting-edge and intuitive.
AK : The name AX1 comes from the client's internal processes and represents a key aspect of their company's identity. It's a reflection of the core values and vision behind the project.
AK : I used the following design tools: 1) Figma: For creating the overall UX/UI design, wireframes, and prototypes. Figma was key for collaboration, allowing me to work closely with the team and quickly iterate on designs. 2) Adobe Photoshop: For image retouching and creating polished, high-quality visuals that enhance the sleek, modern look of the website. 3) HTML, CSS, and JavaScript: These were used for development and implementing the dynamic animations and interactive elements that make the design come to life. These tools allowed me (and my team) to create a fully responsive, visually engaging website that aligns with AX1 innovative and forward-thinking vision.
AK : The whole concept is non-standard, the dark theme and incredible visual effects completely destroy the stereotypes about this topic. The site interface is monochrome, however in the effect, in the second block, bright colored spots can be seen, thus emphasizing the futurism and emotions that users experience. Unique chrome-plated three-dimensional objects have also been developed. They reflect the metal of the technique and the premium nature of the project. The design is user-friendly and responsive.
AK : I collaborated closely with my client, the development team, and a few specialized designers. The development team was crucial for translating the design into a fully functional website, especially when implementing the complex animations and ensuring cross-device responsiveness. I also worked with technical experts who provided insights into the blockchain industry, ensuring the design reflected the right tone and user experience for that audience. The collaboration with my team helped ensure the design was not only visually striking but also technically sound and aligned with the project’s goals.
AK : Technology plays a key role in the AX1 design by enabling dynamic visual effects and interactive elements that reflect the futuristic nature of blockchain. Tools like HTML, CSS, and JavaScript were essential in bringing the complex animations and responsive design to life. Technology also ensures that the site is fully responsive, adapting seamlessly across devices and browsers. Ultimately, the design leverages technology not just for functionality, but to enhance the user experience — making it immersive, engaging, and aligned with the innovative spirit of the blockchain industry.
AK : Yes, my design for AX1 was influenced by data and user research. I conducted a survey with two groups: one familiar with blockchain technology and one unfamiliar. The key questions were about how users perceive blockchain and what emotions the topic evokes. This data was crucial in shaping the design visual elements — helping me balance the complexity of the technology with an emotionally engaging experience. Additionally, I researched industry trends to ensure the design felt modern, intuitive, and aligned with current blockchain aesthetics.
AK : One of the main challenges was finding the right balance between futuristic design and user accessibility. I wanted to create something visually striking with complex animations and effects, but I had to ensure the design didn't overwhelm users or make navigation difficult. Another challenge was making sure the site was fully responsive across different devices while maintaining its high-end, premium look. Also, working with such a cutting-edge technology like blockchain required me to deeply understand its core principles to reflect them accurately and meaningfully in the design.
AK : I decided to submit the AX1 design to an international competition because of the incredible response it received from everyone who saw it. Both the client and my Instagram community were amazed by the design's uniqueness and impact — it generated a true «wow» effect. The innovative use of visual effects, premium aesthetics, and user-centric functionality felt like something worth sharing on a global stage. I wanted to showcase how design can push boundaries, and this seemed like the perfect opportunity to share AX1 forward-thinking vision with the world.
AK : During the design, I learned to balance aesthetics with user-centered functionality, especially with complex tech like blockchain. I improved my ability to create engaging visuals without overwhelming users, and learned to design for diverse audiences based on survey insights. I also strengthened my skills in collaborative design using Figma and implementing dynamic animations. This project deepened my understanding of how design can connect with emotions and technology.
AK : One thing I'd like to highlight is the evolutionary nature of the AX1 project. The design is not just a one-time creation— it's part of an ongoing journey. As the community grows and the blockchain industry continues to evolve, the design will also adapt to reflect these changes. The goal is to keep innovating and improving, ensuring the site stays relevant and engaging for users. Additionally, the collaboration throughout the design process was truly invaluable. Working closely with the client, the development team, and industry experts allowed me to ensure the design not only looked great but also met the functional and emotional needs of its users. It’s this combination of creativity, collaboration, and adaptability that I believe makes the AX1 design stand out.
