Hi, nice to meet you!

I’m Kristina – a Lead Product and UX/UI Designer with 10+ years of experience across eCommerce and agency environments. For the past 7 years, I’ve been working remotely with US-based agencies, leading end-to-end projects that span discovery, UX, UI and implementation.

I’m deeply focused on building products that are not only intuitive and accessible, but also drive real business results. I enjoy working closely with cross-functional teams, aligning product vision with technical constraints and business goals, and helping teams move faster with clarity and confidence.

Outside of design, I’m passionate about travel. I’ve visited 30+ countries so far, and I spend every vacation exploring a new destination as it’s my favourite way to recharge and find inspiration. At home, life is happily chaotic thanks to my three cats, Lily, Loki & Mina.

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Core Expertise

UX & Product Strategy

  • Defining problems and shaping product direction
  • Turning complex requirements into clear user flows
  • Information architecture, wireframing, interaction design
  • Creating measurable improvements across funnels (CRO mindset)

UI & Visual Design

  • High-fidelity design for responsive web
  • Design systems, components, tokens & scalable UI patterns
  • Accessibility-first design (contrast, spacing, compliance)
  • Clear visual hierarchy & decision-focused interfaces

Tools I Use

  • Figma (Autolayout, Variables, Prototyping, Dev mode)
  • FigJam
  • Hotjar & Microsoft Clarity
  • GA4 (events, funnels)
  • Dovetail
  • Notion
  • Figma Tokens
  • ChatGPT (ideation, UX writing)
  • Elementor & WordPress
  • Zeplin / Jira / Asana
  • Adobe Creative Suite (Photoshop, Illustrator, InDesign)

UX & UI Skills

  • Conversion Rate Optimization (CRO)
  • Problem Definition
  • Information Architecture
  • User Flows
  • Wireframing
  • Accessibility
  • Design Systems
  • Mobile-First Design
  • UX writing
  • Stakeholder Management & Workshops
  • Dev Handoff & Design QA

SOFT SKILLS

  • Proactive Problem-solving
  • High Accountability
  • Cross-functional Collaboration
  • Client Communication
  • Mentoring & Uplifting Teammates
  • Ownership Mentality
  • Strategic Thinking
  • Stakeholder Management
  • Decision-Making Clarity
  • Navigating Ambiguity
  • High Empathy & Listening Skills
  • Calmness Under Pressure

Career Path

Human Element, Remote, US

Product Designer, UX & UI

August 2022 – Present

  • Simplified complex user journeys and flows, contributing to an +88% increase in add-to-cart and a +60% lift in conversion post-launch
  • Owned and shaped the design strategy for eCommerce and web platforms, taking projects from initial research through UX/UI design, prototyping and final delivery to improve clarity, navigation and usability
  • Built scalable design systems and reusable components to ensure consistency across multiple brands
  • Conducted usability and heuristic audits using heatmaps, funnels and behavioural insights, and ran user testing to validate key assumptions
  • Integrated AI tools for faster ideation, content clarity and exploration of alternative flows
  • Delivered full WordPress/Elementor sites, including layout and components

Shero commerce, Remote, US

UX/UI Designer

August 2018 – August 2022

  • Designed and optimised eCommerce experiences and web applications with a strong focus on usability, conversion and visual consistency. As the designer on multiple projects, I led the full design process from initial discovery to UI delivery and Design QA.
    • Led end-to-end design across multiple client projects, from research and wireframing to UI, prototyping, documentation and handoff
    • Designed Magento 2, Shopify and BigCommerce interfaces with strong CRO focus
    • Maintained consistency through shared components, visual guidelines and design documentation
    • Collaborated closely with PMs and developers to ensure functional, accessible and on-brand implementation

Freelance, Remote

Product Designer

October 2016 – August 2018

  • Delivered complete digital experiences for clients across industries, including mobile app interfaces, responsive websites, eCommerce flows and custom WordPress sites, taking full ownership of UX decisions and end-to-end execution.

INCHOO, Croatia

UX/UI Designer

October 2016 – August 2018

After completing my internship at the agency, I was offered a full-time position where I designed a wide range of digital experiences across web, mobile and tablet. My work included:

  • Designed eCommerce flows and visual assets across web, mobile and tablet, from wireframes to polished UI.
  • Collaborated with developers and clients to deliver cohesive, on-brand digital experiences.