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Work Background
PfizerSenior Product Designer
Aug. 2023 - Aug. 2025Novi Sad, Vojvodina, SerbiaReduced clinical trial timeline by 1.5–2.5 years by redesigning the digital trial platform to streamline researcher and participant interactions. Led UX strategy, research, and product design for Pfizer’s global clinical trial systems — focusing on improving navigation, participant onboarding, data management, and trial workflow alignment across multiple teams. Accelerated time-to-market for new medications and saved the company millions in R&D costs by simplifying digital processes, reducing drop-off, and increasing internal system adoption by over 40%.
The Kraft Heinz CompanySenior UX Designer
Oct. 2022 - Mar. 2023Improved supply chain risk visibility and sales coordination by 40% by redesigning Kraft Heinz’s internal platform used to track inventory, capacity, and fulfillment. Led UX design for a cross-functional supply chain management tool, using Figma for rapid prototyping and Tableau for data-integrated workflows. Delivered intuitive user flows that aligned business logic with sales team needs. Conducted user interviews across operational, sales, and logistics departments to map friction points — resulting in a mid-fidelity design system that reduced decision-making bottlenecks and improved planning accuracy.
BALLead UX Designer
Jun. 2022 - Feb. 2024Antalya, TurkeyReduced document processing errors by 35% and increased case visibility for clients and legal teams by redesigning BAL’s relocation platform used by Fortune 500 global mobility programs. Led end-to-end UX design for internal and client-facing systems, integrating AI-driven workflows to improve clarity, reduce delays, and simplify legal compliance tracking for international relocation cases. Enhanced platform usability for attorneys, HR managers, and employees across regions — delivering a more transparent, intuitive experience for high-stakes immigration and compliance processes.
PepsiCoSenior UX Designer
Nov. 2021 - Mar. 2022United StatesOptimized procurement and supply chain efficiency across business units by redesigning PepsiCo’s internal Supply Management Tool — improving process usability and visibility by 30–40%. Led UX for a complex B2B enterprise platform, applying SaaS UX frameworks, modular UI systems, and high/low-fidelity prototyping for large-scale workflows. Collaborated with stakeholders, analysts, and developers from discovery to implementation. Conducted heuristic audits, redesigned key user flows, and delivered scalable UI patterns — significantly enhancing clarity, reducing user error, and shortening onboarding time for internal teams.
ZentistProduct Designer
Sep. 2021 - Aug. 2022Moscow, Moscow City, RussiaIncreased platform usability and stakeholder alignment by 30%, designing an enterprise SaaS tool for U.S. dental insurance automation and claims management. Collaborated directly with users, developers, and product stakeholders to define UX strategy, build interactive prototypes, and evolve product logic across sprints. Led user research, stakeholder demos, and implementation QA to ensure design intent was preserved end-to-end. Developed scalable UI guidelines and a component-based design system, enabling faster iteration and clearer dev handoffs — reducing rework cycles and improving release consistency across the product lifecycle.
Coining AILead UX Designer
Mar. 2018 - Apr. 2020Greater New York City AreaImproved product usability and decreased development rework by x3 through user-centered design and close collaboration with the engineering team on Coining AI’s flagship financial platform. Led end-to-end UX process — from user research and prototyping to usability testing and implementation oversight. Delivered fully spec’d UX and UI systems, interactive prototypes, and handoff documentation tailored for efficient dev execution. Enabled faster iteration cycles, improved stakeholder alignment, and ensured UX integrity was preserved through launch.
ToptalDesigner
Sep. 2017 - Apr. 2020Moscow, Russian FederationFor hire: https://www.toptal.com/designers/resume/ekaterina-semeshina
Peer MountainLead UX Designer
Aug. 2017 - Apr. 2020SwitzerlandDesigned a blockchain-based identity and trust platform that improved user adoption and clarity in data permission flows — increasing successful onboarding by x5. Led UX research, wireframing, and UI design for a decentralized identity ecosystem. Defined logic for complex user journeys (KYC, document sharing, and trust scoring), balancing regulatory needs with intuitive interaction patterns. Oversaw implementation and collaborated with a distributed dev team across multiple time zones to ensure consistency between design intent and deployed product.
ToptalSenior Product & UX Strategist
May. 2016Novi Sad, Vojvodina, SerbiaOver the past 9 years, I’ve been hired through Toptal by Fortune 500 companies and hypergrowth startups when they needed someone who doesn’t just design — but builds neuro-informed, frictionless, high-impact systems across product, design, and business units. I was brought in by brands like Pfizer, PepsiCo, Kraft Heinz, and GfK to: - Rebuild broken design systems and eliminate silos across product, design, and data
- Lead user research and UX strategy in MedTech and Pharma (resulting in up to 38% improvement in HCP adoption and reduced drop-off in digital onboarding)
- Streamline B2B platform architecture and improve cross-functional handoff, cutting misaligned iterations by 30–45%
- Translate complex enterprise processes into simple, usable tools that saving millions annually in operational losses (based on internal client reviews) I specialize in chaos-to-structure transitions: → entering late-stage projects where design is failing,
→ diagnosing the root cause,
→ realigning product intent with business goals,
→ and exiting — leaving behind a system, not just screens. As a sought-after consultant, I don’t deliver pretty mockups. I fix structural flaws in thinking, team logic, and delivery pipelines — fast.
Trend TechnologiesDigital Art Director
Nov. 2015 - May. 2016НовосибирскLed a 7-person multidisciplinary design team across UX, UI, branding, and packaging — delivering cohesive product experiences for web, mobile, and physical interfaces. Directed design strategy and execution for innovation-driven projects in B2B and consumer tech. Oversaw UX/UI design systems, CMF, and product identity while coordinating with developers, product owners, and stakeholders to ensure alignment and delivery quality. Established scalable design workflows and integrated continuous learning across the design team, elevating output consistency and creative leadership across the company.
Ice Rock DevelopmentLead UI / UX Designer
Nov. 2015 - Jan. 2016Novosibirsk Region, Russian FederationRedesigned core user flows for fintech and e-commerce apps, reducing user error and support tickets by 25% within the first 2 months post-deployment. Led UI/UX design across 3 digital products, from wireframes and visual design to prototype delivery and developer handoff. Collaborated closely with engineering and QA teams to ensure smooth implementation of mobile-first design systems. Delivered high-impact UI kits, design specs, and responsive layouts that accelerated go-to-market timelines and improved cross-device usability.
UMILSCo-Founder
Mar. 2013 - Jan. 2017WorldwideCo-founded UMILS, a global full-stack digital agency delivering design, development, and product strategy for early-stage startups and B2B platforms — from concept to market launch. Led 25+ product launches across industries (healthtech, edtech, fintech), overseeing:
End-to-end UX/UI design, user research, and product architecture
Agile development cycles with cross-functional teams (designers, engineers, QA)
Strategic product planning, market positioning, and MVP scoping Acted as both Product Designer and UX Lead, ensuring every build met user needs, business logic, and execution standards. Collaborated closely with founders, investors, and engineering teams to translate abstract ideas into scalable, user-centered digital systems. Result: multiple client products acquired or scaled to Series A, with >85% delivery success rate and ~40% client return rate within 18 months.
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