Pitch me
Boosted user acquisition and core metrics via high-impact Product Hunt releases and UX improvement
Worked at Pitchme in the product team, collaborating with PMs, developers, and data scientists to design and launch digital products. Contributed to UX/UI design and aligned solutions with user needs and business goals
Duration
2020 — 2023
Role
Lead Product designer
Work & Impact
- Improved design workflows
- Refined brand identity and visual style
- Tested product hypotheses
- Designed UI mockups
- Designed UI animations
- Built user flows
- Analyzed data for bottlenecks
- Researched user sessions
- Grew key metrics
- Optimized sales funnels
- Enhanced UX copy and microcopy
- Created UI component library
Key Highlights
- $1.5 million in funding
- Target Markets: UK, EU, US
- #5 Product of the Day on Product Hunt
- International team
- 200% New user growth
- #5Product of the Day on Product Hunt
Selected clients
Project in media
When I joined the company, all legacy mockups were created in Sketch, with Zeplin used for developer handoffs. Design files were stored locally, and tasks were managed in Jira.
Files organization
After aligning with developers on Zeplin’s limitations, I spearheaded a full transition to Figma, leveraging its native Dev Mode for seamless handoffs. To streamline workflows:
Standardized template:
Impact: Streamlined workflows and ensured cross-functional transparency
Standardized template:
- Jira-Figma integration: Linked tickets directly to design files via URLs, tagging files with task IDs
- File cover: Displayed task name and tags (priority, status e.t.c)
- Dedicated pages: "Work in Progress", "Exploration", "Handoff" (developer-ready specs), and "Copy" (for copywriter collaboration)
Impact: Streamlined workflows and ensured cross-functional transparency
Workflow
We also agreed on a unified design process structure
- All projects started from a centralized Figma template
- Final screens merged into master files or replaced legacy versions
- Deprecated assets systematically archived
Key benefits
- For PMs: Instant access to task-specific files with clear version history
- For Team: Guaranteed source-of-truth accuracy with no outdated duplicates
- For Onboarding: 50% faster ramp-up for new members (structured templates + archived context)
Uncovered critical UX gaps via market analysis, session replays, and CustDev, identifying onboarding as the key conversion bottleneck
- Manual Dependency: Sales team intervened to complete registrations
- Low Completion Rates: <30% of users reached "Aha!" moments
- Downstream Impact: Poor data quality hurt matching efficiency
Priority #1 Transforming onboarding to unlock growth
Led end-to-end onboarding redesign with dual flows:
Led end-to-end onboarding redesign with dual flows:
- Employer Path: Streamlined vacancy creation to capture rich role requirements
- Candidate Path: Guided profile completion for higher match accuracy
- System Core: Automated skill mapping from unstructured text inputs
Job story
Employer journey
"When I need to hire fast, I want to post requirements without friction, so I can get quality candidates sooner."
Candidate journey
"When I’m job hunting, I want to showcase my skills quickly, so recruiters notice me."
"When I need to hire fast, I want to post requirements without friction, so I can get quality candidates sooner."
- Redesigned vacancy creation as progressive Q&A
- Auto-extracted skills from job descriptions
Candidate journey
"When I’m job hunting, I want to showcase my skills quickly, so recruiters notice me."
- Profile builder with smart suggestions from resumes/LinkedIn
Figma file
Candidate flow
The candidate onboarding flow suffered from critical UX issues:
#1 Poor Transparency
#2 Missing Value Proposition
#3 Algorithmic Data Gaps
Identified 3 onboarding failure points:
✓ Cognitive overload from multi-action screens
✓ Absent value communication at decision moments
✓ Critical algorithm inputs (social links) treated as optional
#1 Poor Transparency
- Unclear step-by-step progression and action objectives
- Overloaded single-screen design requiring excessive actions
#2 Missing Value Proposition
- No visible incentives for profile completion
- Weak communication of benefits (e.g., "Complete 3 more steps to 2x profile visibility")
#3 Algorithmic Data Gaps
- Social media linking (for cybervetting) was:
- Buried in the flow
- Rarely completed (<15% adoption)
- Lacking explanatory copy
Identified 3 onboarding failure points:
✓ Cognitive overload from multi-action screens
✓ Absent value communication at decision moments
✓ Critical algorithm inputs (social links) treated as optional
Employer flow
The employer onboarding flow suffered from parallel UX and technical failures:
#1 Core UX Issues
#2 Technical Debt
- Forced manual corrections → 2x redundant work
- No match justification
Systemic onboarding flaws:
✓ Non-compliant with HRIS standards (no Workday/Greenhouse parallels)
✓ Document parser achieved only 58% field accuracy
✓ Zero post-completion guidance on next steps
#1 Core UX Issues
- No Value Visibility: Failed to communicate "What's in it for me?" during vacancy creation
- HR Mismatch: Flow structure contradicted standard recruiter workflows (e.g., no ATS-style bulk actions)
- Interface Overload: Multi-action screens increased cognitive load
#2 Technical Debt
- Document Parsing: File upload feature (intended to speed up onboarding) frequently:
- Forced manual corrections → 2x redundant work
- Final Stage Breakdown: Even compliant users received:
- No match justification
Systemic onboarding flaws:
✓ Non-compliant with HRIS standards (no Workday/Greenhouse parallels)
✓ Document parser achieved only 58% field accuracy
✓ Zero post-completion guidance on next steps
