Lilianka – Figma, Design system, Product design

The client is a multinational tobacco company with products sold in over 180 countries. This project specifically aims to personalize experiences for their Heat-not-Burn.

• Advocated for user-centric solutions by leveraging user behavior insights and personalization strategies, driving improved engagement in B2B2C markets;
• Led UX strategy for AI-driven personalization, aligning design with business objectives to improve B2B2C user engagement and retention;
• Implemented Business Design frameworks and UXR methodologies, uncovering user insights that optimized stakeholder decision-making and contributed to an accelerated go-to-market strategy;
• Mentored junior designers in DesignOps & UX documentation, increasing team efficiency and operational scalability across multiple projects.

The project development is based on the latest discoveries and initiatives in the AI market. Despite being in production for only one year and on the market for three months, it is already showing progress.

• Identified critical pain points in the user journey through strategic UX research, laying the foundation for improved engagement and product flow;
• Drove a 3.12% increase in post-sign-up retention by designing targeted interventions that aligned user needs with business goals;
• Secured cross-functional stakeholder buy-in to reimagine social interactions within the discovery feed, initiating a product shift toward deeper user engagement and community-driven features.

The client is a six-year-old startup that aims to clarify powerful ideas. They offer bite-sized guides, expert tips, and concise summaries designed to be consumed in minutes.

This startup has encountered significant challenges with user drop-offs during the sign-up process. These drop-offs hinder user activation and negatively impact iOS user acquisition. The goal was to identify the issues within the experience and streamline the user journey. The team successfully achieved this.

• Mentored UXUI designers and planned UX research;
• Took design decisions that reduced task completion time by 35%, significantly improving overall efficiency;
• Led user-centered design iterations that increased task success rates by 22%, enhancing product reliability and usability;
• Designed intuitive design solutions, resulting in 76% of users describing the process as intuitive during usability testing.

The client is the leading Japanese streaming service, offering an extensive catalog that includes series, dramas, movies, books, and more. The client was facing challenges with its search engine and had set goals to update its design system while implementing advanced human-computer interaction features, such as Autocomplete, using Elastic Search methods.

The business and development team estimated the new search implementations would take approximately five years to complete. However, Lilianka, the Product Designer, managed to significantly reduce this timeline, bringing it down from the perceived five years to just four months. This was achieved through a strategy focused on leveraging the current technology and existing design system.

• Conducted the overall Desktop Research on Autosuggest Search and the differences to Autocomplete;
• Designed and documented Autosuggest Experiences for Mobile Apps, both iOS and Android, and for the Web, Desktop, and Responsive views;
• Conducted Stakeholder Interviews to navigate politics and gather valuable insights;
• Facilitated ideation, discussion, and work sessions with the main and broader team;
• Led Desktop research for TV and initial ideation;
• Delegated and supervised TV autosuggest initiatives.