Polish-born Designer Paulina Raczkowska has built a career rooted in empathy, cultural understanding, and a commitment to social impact. From her early UX/UI roles in Berlin to impactful projects across continents, Paulina’s journey showcases the power of design to transcend aesthetics and connect with users on a deeper level.
Paulina’s global perspective was molded during her education at the Eugeniusz Geppert Academy of Art and Design in Wrocław and studies in Valencia, Spain. She then spent nearly a decade deeply immersed in Mexico, Kenya, Brazil, and the Dominican Republic. These travels shaped her understanding that good design extends beyond aesthetics and encompasses a deep understanding of cultural heritage.
We spoke with Paulina to learn more about her career and how she approaches the field of UX and UI design.
Early UX Beginnings at Viacom
Paulina’s entry into the world of UX/UI design was with Viacom’s Berlin office, where she worked on redesigning the Nickelodeon website and the Viva Charts mobile app. “It was a huge early challenge,” she said. “I was thrown into a high-visibility project without formal training in this specific field, and I quickly realized how much of UX/UI relies on intuition, logic, and a deep understanding of how people interact with technology.” She says: “Great design isn’t just about aesthetics but about anticipating human behavior and collaborating closely with developers, content teams, and stakeholders.”
Global Perspective and Adaptability
After Viacom, Paulina worked at Rocket Internet, providing her opportunities to develop platforms for multiple industries across Southeast Asia, Latin America, and Europe. “That global perspective taught me to never assume a one-size-fits-all approach,” she explains “What works in Berlin won’t necessarily work in Jakarta or São Paulo. I’d say this adaptability and versatility in both creative direction and UX strategy are some of my strongest assets.”
Highlighting Memorable Projects
When asked about her most memorable projects, Paulina highlights the redesign of TRNSFRMNG, a creative agency’s website in Berlin. “It was visually driven, with a focus on UI and playful interactions,” she says. “We integrated WebGL animations and micro-interactions that made the site feel lively and experimental without sacrificing usability.” Paulina also notes her work for TPA Real Estate, where she designed an immersive digital experience with interactive 3D building models and interactive maps.
Paulina also explains her passion for app development. “There’s something uniquely satisfying about simplifying complex user journeys into intuitive, fluid app experiences,” she states. “I approach app design with the belief that the best interfaces should feel almost invisible — so seamless and natural that users barely notice the UI because everything just works.”
Improving Plenty of Fish User Experience
During her time working on Match Group’s Plenty of Fish app, Paulina and the team focused on modernizing the app’s look, streamlining user experience, refining the color palette, enhancing typography, and simplifying user flows. One of the most exciting features was the integration of “Cue’d Up,” a new in-app game designed to foster connection before matching.
Beets&Roots: Balancing Brand Identity and Functionality
Paulina’s work with Beets&Roots, a fast-casual restaurant brand in Berlin, involved redesigning their website, refining the ordering interface, and creating marketing visuals. “The biggest challenge was integrating a seamless online ordering system that worked equally well on desktop and mobile while preserving the brand’s bright, playful identity,” she explains.
Impacting Businesses Through Design
Paulina’s contributions also extended to TPA Real Estate and SinnerSchrader. For TPA Real Estate, she designed a platform that reflected the exclusivity of their luxury developments through interactive 3D building models and interactive maps. At SinnerSchrader, she bridged the gap between sophisticated design and intuitive UX, delivering polished UI systems and marketing visuals for various corporate clients.
Looking Ahead: Socially Responsible Content Creation
Currently, Paulina is a co-founder of a creative production studio focused on socially responsible content creation, spotlighting sustainability, women’s rights, and equity within the fashion and media industries. This initiative underscores her commitment to using design as a tool for positive change.
With a career defined by empathy and a dedication to bridging cultural divides, Paulina Raczkowska continues to demonstrate the profound impact of thoughtful, user-centered design.
Learn More:
Paulina Raczkowska: Instagram, LinkedIn, Website
Ahoy Studios: https://ahoystudios.com/top/
