Why Before UI - Design it. Defend it.

Challenge kicks off Oct 2nd

Become a stronger designer in 8 weeks

A design challenge for designers ready to go beyond pixels and design for real change

Move from executor → influencer

Build portfolio work with real business context

Explain the “why” behind every decision

Why this isn’t just another design challenge

Most challenges reward polish. Pretty screens… no strategy. That doesn’t help you win buy‑in or grow your influence. Why Before UI flips the script. You’ll design with research, constraints, and business goals—and practice explaining the decisions that drive impact.

Who It’s For

Designers who want to be heard, not just handed tasks

Folks moving from executor → influencer / senior track

Anyone building a portfolio that shows impact, not just UI

Designers learning to connect user insight to business outcomes

What you get

Stronger portfolio

Stronger case‑study material grounded in real business context

Meaningful practice

Practice translating insights into decisions that move metrics

Confidence in choices

Confidence presenting and defending design choices

Why designers are joining…

- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."

- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."

- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."

- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."
- Deepak., UX Designer
"The kind of role I’ve worked in hasn’t really allowed me to work with data or research for design. I’d like to improve my skills in that area and hope this challenge will help me practice and get better."
- Pratik., Designer
"I believe data-informed design is a crucial skill to hone and I’m willing to put it into practice.
- Shubham., UI Designer
"I want to design something beyond the client feedback and mundane work. I believe data-informed design is a crucial skill to hone, and I’m ready to practice using research insights to create solutions that have real impact for both users and the business."
- Christian., Ux Designer
"I’ve tried daily UI and copying UIs, but I really want to practice on real briefs that get me thinking and learning and can be used in my portfolio."
- Azhar., Mid-Level Designer
"I’m interested to join this to see and explain my work from a strategic perspective. Previously, I’ve worked in environments where PMs didn’t give designers visibility into metrics. I want to learn how to connect my feature or flow metrics to top-level outcomes."
- Natali., Designer
"In my startup roles, I've consistently found myself arguing with stakeholders to convey my design rationale, and I'm eager to improve how I explain the 'why.' Ultimately, I want to move beyond just creating designs to executing and owning the full product output."

How it works

Get the brief

Each Thursday for 8 weeks: a real scenario with research insights + product goals.

Get the brief

Each Thursday for 8 weeks: a real scenario with research insights + product goals.

Get the brief

Each Thursday for 8 weeks: a real scenario with research insights + product goals.

Design the solution

Create a focused UI that balances user needs with business outcomes.

Design the solution

Create a focused UI that balances user needs with business outcomes.

Design the solution

Create a focused UI that balances user needs with business outcomes.

Explain your why

Showcase your rationale and expected impact.

Explain your why

Showcase your rationale and expected impact.

Explain your why

Showcase your rationale and expected impact.

Share & discuss

Share you solution and discuss your approach with others in the slack community

Share & discuss

Share you solution and discuss your approach with others in the slack community

Share & discuss

Share you solution and discuss your approach with others in the slack community

Weekly Winner

Every Wedesday a judges will select a winner and share why

Weekly Winner

Every Wedesday a judges will select a winner and share why

Weekly Winner

Every Wedesday a judges will select a winner and share why

Why it's different

Traditional

challenges

Traditional challenges

Emphasis on visuals

Vague briefs

No practice defending decisions

Business goals + research

Clear problems to solve

Practice articulating rationale & impact

Don't miss your opportunity to get hands on practice with indemand skills that'll make you more valuable

Meet the judges

WEEK 1
@femkedesign
Design leader
Femke
🇨🇦
WEEK 2
@nimatahami
Designer & Builder
Nima Tahami
🇨🇦
WEEK 3
@ux.edward
Product Designer at tiket.com
Edward Sudjono
🇮🇩
WEEK 4
@thomasprioruk
Designer & Coach for Business-Minded Creatives
Tom Prior
🇬🇧
WEEK 5 & 6
@uxsurvivalguide
Principal Designer
Creator of UX Survival Guide
Miranda Slayter
🇳🇱
🇺🇸
WEEK 7
@arek_works
Senior Product Designer at ICEYE
Co-founder of Fundament
Arkadiusz Radek
🇵🇱
WEEK 8
@ux.aneta
Designer, Founder & Educator
Aneta Kmiecik
🇳🇴
🇵🇱
WEEK 8
@karlafernandes
UX/UI & Digital Product Designer
& Creator of UX/UI Hub
Karla Fernandes
🇧🇷
🇨🇭

MINI TEASER CHALLENGE

Turo is a peer-to-peer car-sharing marketplace where you book cars from local hosts—skip the rental counter and pick the exact car you want via the app.

🚀 Goal : Increase “first search started” rate by +20%.

📊 Quick Insights
- 42% of new sessions end on this screen without a search.
- New users are unsure what to type first (place? dates? airport code?).
- Travelers expect airport shortcuts; locals expect nearby suggestions.
- Trust cues (ratings, trips, host status) drive taps more than price alone.