From mathematical proofs scribbled late at night to designing some of the most impactful user experiences across Europe, Vitaly Friedman‘s impressive career has been anything but conventional. Born in Minsk, Belarus and educated in computer science and mathematics in Germany, Vitaly’s journey to becoming a leader in the UX design space began (of all places) in his kitchen. Late-night algebra proofs and software engineering preparation unexpectedly sparked a passion for typography, interface design, and writing.

After six years as a freelance designer and developer, Vitaly Friedman co-founded Smashing Magazine in 2006. It has since grown into one of the world’s most respected online resources for web designers and developers. Driven by his insatiable curiosity, his interests have changed over the years –from typography and front-end development to performance optimization, accessibility, and user experience. Today, he serves as UX lead at both Smashing Magazine and the European Parliament, while also consulting for clients like Haufe-Lexware and Axel Springer.

Smashing Magazine isn’t the only design resource Vitaly contributes to. He’s the author, co-author and editor of Smashing Books and a curator of Smashing Conference. Through his online courses, Measure UX and Smart Interface Design Patterns, he teaches accessible and in-depth UX and design techniques, including live UX training for designers. On LinkedIn, he regularly shares resources to help designers grow and make an impact in their work.

At the 2025 Product + Design Conference, Vitaly will host a dynamic workshop titled “Design Patterns for AI Interfaces.” In an age where AI is rapidly embedded into every corner of digital products, Vitaly challenges the norm of the all-too-familiar chatbot interface – slow, impersonal, and repetitive. Instead, his workshop will equip attendees with practical techniques to design AI interfaces that truly serve user needs.

Rather than focusing on how to use AI to assist in design, Vitaly will explore how to design better AI. Attendees will leave with a repertoire of advanced patterns for crafting more intuitive and empowering AI interactions. He’ll also dive into helping users express intent more clearly, refine outputs, and explore content from different perspectives, without the usual frustration. Vitaly’s approach isn’t just about tools; it’s about people. Drawing on years of experience driving transformation, he’ll share how to foster trust and collaboration when introducing change within an organization. As someone who understands the resistance that often comes with disruption, Vitaly emphasizes the importance of asking the right questions, listening deeply, and building relationships that open doors to real innovation.

Whether you’re integrating AI into your product for the first time or looking to take your UX skills to the next level, Vitaly Friedman’s workshop promises more than just practical techniques. It’s an opportunity to learn hands-on insights from a curiosity-driven designer with deep passion for creating meaningful digital experiences.

Vitaly Friedman’s workshop is taking place Wednesday, June 25.

Visit our conference page to learn more details about this year’s event, check out what happened at past conferences, and stay informed about what’s next. 

Lydia Pejovic is a UX Writer at ITX. She enjoys creating informative and engaging content for all audiences. Lydia received her BA in English from the University of San Diego and a dual MA & MFA in English from Chapman University.