Ralitsa Atanasova is a UX expert who thinks like a philosopher, writes like an essayist, and analyzes technology like a cultural critic from the future.

With over 20 years of experience in designing digital experiences, she blends behavioral psychology, ethics, and strategic thinking to explore not just what people do online, but why they do it - and how technology is reshaping the very concept of being human.

In her writing, UX is not just a methodology, but a window into how we think, feel, and choose in the digital age.

She approaches artificial intelligence not as a tool, but as a cultural phenomenon - one that raises new questions about identity, morality, and free will.

With surgical precision, she decodes the hidden interfaces behind our decisions - from algorithms to interface language - and translates them into a clear, yet never oversimplified narrative.

In this column, she provokes, questions, investigates, and challenges the status quo. Because she believes the future isn't predicted - it’s designed.