ZI.
ZI.
Zlatina Ilieva
Zlatina Ilieva
Lead Product Designer & UX Strategist
Lead Product Designer & UX Strategist
(01)
(Strategic Impact)
© 2026
(01)
(Strategic Impact)
(01)
(Strategic Impact)
© 2026
15%
B2C Mobile Conversion
Optimised high-stakes digital funnels to make buying from a business easy, which led to direct top-line growth.
70%
Faster Task Completion
Stripped away friction and administrative repetition, returning thousands of hours to business developers so they can focus on high-value sales.
23%
Reduced Cart Abandonment
Refined the checkout logic through precision UX, ensuring that operational complexity never stands in the way of a completed transaction.
90%
Design Systems Reusability
Engineered a scalable component architecture that minimised technical debt and accelerated new feature delivery by 30%.
(02)
(Selected work)
© 2026
(02)
(Selected work)
(02)
(Selected work)
© 2026
Where the Real Work Lives
Where the Real
Work Lives
Where the Real Work Lives
The work that shaped my standards lives here - reserved for those who share them.
(03)
(The Blueprint)
© 2026
(03)
(The Blueprint)
(03)
(The Blueprint)
© 2026
(The Technical Foundation)
My journey didn't start in a design studio - it started in code. That reversed path shaped a designer who thinks in systems and logic, not just visuals.
(+ The Strategic Architect)
I bridge business goals and engineered solutions - building systems that put people first without compromising technical resilience.
(= The Logic of Impact)
Every design decision is backed by data, and every system is built to scale — across markets, teams, and years of iteration.
(04)
(UCD Process)
© 2026
(04)
(UCD Process)
(04)
(UCD Process)
© 2026
Overview
My framework comes from years of navigating complex, high-stakes projects. At its core: make technical decisions that solve today's problem without creating tomorrow's. As a Lead Product Designer & UX Strategist, I protect the resources that matter most - time, focus, and budget - from being spent on the wrong things.
The Non-Linear Reality
Complex architecture rarely follows a straight line - it's a cycle of analysis, prototyping, and recalibration. I look ahead deliberately, flagging bottlenecks before they become expensive, then circle back to strengthen the foundation without losing momentum.
STRATEGISE & DEFINE
/01
Aligning business goals and framing problems based on data
AI-Augmented Discovery & KPIs: Synthesizing complex research to map and define clear success goals.
Stakeholder Alignment: Ensuring the vision and business goals are synchronised.
Risk Analysis: Identified technical and UX debt before they scale, i.e. flagged compliance and RTL architecture requirements early for the Egypt B2B/B2C portal, preventing costly late-stage rework.
STRATEGISE & DEFINE
/01
Aligning business goals and framing problems based on data
AI-Augmented Discovery & KPIs: Synthesizing complex research to map and define clear success goals.
Stakeholder Alignment: Ensuring the vision and business goals are synchronised.
Risk Analysis: Identified technical and UX debt before they scale, i.e. flagged compliance and RTL architecture requirements early for the Egypt B2B/B2C portal, preventing costly late-stage rework.
STRATEGISE & DEFINE
/01
Aligning business goals and framing problems based on data
AI-Augmented Discovery & KPIs: Synthesizing complex research to map and define clear success goals.
Stakeholder Alignment: Ensuring the vision and business goals are synchronised.
Risk Analysis: Identified technical and UX debt before they scale, i.e. flagged compliance and RTL architecture requirements early for the Egypt B2B/B2C portal, preventing costly late-stage rework.
ARCHITECT & GOVERN
Work Efficiency
+23%
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Work efficiency in this week increased to 23% as compared to last week.
Overall :
48.9%
Overall now you have 48.9% better system as compared to previous week
Export
/02
Creating blueprints and making systems that can grow
IA Overhaul: Structuring complex data into intuitive systems.
Design System & AI Governance: Built the source of truth for scalable UI - governed the Enterprise Design System across 20+ markets, reducing new feature development time and achieving high adoption rate across the full product portfolio.
Mastering User Flow: Creating smooth paths through technical limits.
ARCHITECT & GOVERN
Work Efficiency
+23%
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Work efficiency in this week increased to 23% as compared to last week.
Overall :
48.9%
Overall now you have 48.9% better system as compared to previous week
Export
/02
Creating blueprints and making systems that can grow
IA Overhaul: Structuring complex data into intuitive systems.
Design System & AI Governance: Built the source of truth for scalable UI - governed the Enterprise Design System across 20+ markets, reducing new feature development time and achieving high adoption rate across the full product portfolio.
Mastering User Flow: Creating smooth paths through technical limits.
ARCHITECT & GOVERN
Work Efficiency
+23%
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Work efficiency in this week increased to 23% as compared to last week.
Overall :
48.9%
Overall now you have 48.9% better system as compared to previous week
Export
/02
Creating blueprints and making systems that can grow
IA Overhaul: Structuring complex data into intuitive systems.
Design System & AI Governance: Built the source of truth for scalable UI - governed the Enterprise Design System across 20+ markets, reducing new feature development time and achieving high adoption rate across the full product portfolio.
Mastering User Flow: Creating smooth paths through technical limits.
EXECUTE & VALIDATE
class Sampling(layers.Layer):
"""Uses (mean, log_var) to sample z, the vector encoding a digit."""
def call(self, inputs):
mean, log_var = inputs
batch = tf.shape(mean)[0]
dim = tf.shape(mean)[1]
return mean + tf.exp(0.5 * log_var) * epsilon
/03
Perfect delivery and testing that can be measured
Perfect UI: High-fidelity execution with with no compromises on quality.
Testing Strategy: Used FullStory analytics and A/B testing across conversion funnels.
Cross-functional Handoff: Championed design quality across 3 cross-functional teams (Product, Engineering, Compliance), translating regulatory requirements into compliant UX for high-risk transactional features.
EXECUTE & VALIDATE
class Sampling(layers.Layer):
"""Uses (mean, log_var) to sample z, the vector encoding a digit."""
def call(self, inputs):
mean, log_var = inputs
batch = tf.shape(mean)[0]
dim = tf.shape(mean)[1]
return mean + tf.exp(0.5 * log_var) * epsilon
/03
Perfect delivery and testing that can be measured
Perfect UI: High-fidelity execution with with no compromises on quality.
Testing Strategy: Used FullStory analytics and A/B testing across conversion funnels.
Cross-functional Handoff: Championed design quality across 3 cross-functional teams (Product, Engineering, Compliance), translating regulatory requirements into compliant UX for high-risk transactional features.
EXECUTE & VALIDATE
class Sampling(layers.Layer):
"""Uses (mean, log_var) to sample z, the vector encoding a digit."""
def call(self, inputs):
mean, log_var = inputs
batch = tf.shape(mean)[0]
dim = tf.shape(mean)[1]
return mean + tf.exp(0.5 * log_var) * epsilon
/03
Perfect delivery and testing that can be measured
Perfect UI: High-fidelity execution with with no compromises on quality.
Testing Strategy: Used FullStory analytics and A/B testing across conversion funnels.
Cross-functional Handoff: Championed design quality across 3 cross-functional teams (Product, Engineering, Compliance), translating regulatory requirements into compliant UX for high-risk transactional features.
MEASURE & ITERATE
Security
Efficiency
Speed
Accuracy
Status:
Updating:
/04
Tracking performance and mentorship
Quantitative Results: Tracked adoption and performance across a 20+ market product portfolio, using data to prioritize the iterative backlog and continuously raise the bar on UX quality.
UX Literacy Mentorship: Raised the team's design standards by embedding design thinking into cross-functional rituals - shortened feedback loops and reduced review cycles.
Iterative Backlog: Improving the product based on real-world performance.
MEASURE & ITERATE
Security
Efficiency
Speed
Accuracy
Status:
Updating:
/04
Tracking performance and mentorship
Quantitative Results: Tracked adoption and performance across a 20+ market product portfolio, using data to prioritize the iterative backlog and continuously raise the bar on UX quality.
UX Literacy Mentorship: Raised the team's design standards by embedding design thinking into cross-functional rituals - shortened feedback loops and reduced review cycles.
Iterative Backlog: Improving the product based on real-world performance.
MEASURE & ITERATE
Security
Efficiency
Speed
Accuracy
Status:
Updating:
/04
Tracking performance and mentorship
Quantitative Results: Tracked adoption and performance across a 20+ market product portfolio, using data to prioritize the iterative backlog and continuously raise the bar on UX quality.
UX Literacy Mentorship: Raised the team's design standards by embedding design thinking into cross-functional rituals - shortened feedback loops and reduced review cycles.
Iterative Backlog: Improving the product based on real-world performance.
(05)
(Shared Standards)
© 2026
(05)
(Shared Standards)
(05)
(Shared Standards)
© 2026
My standards aren't about ego - they're about consistency: the same rigor applied whether the deliverable is a button state or a market-wide rollout.
Chavdar Iglev
Head of Digital Factory at Coca-Cola HBC
01/08
I've worked with Zlatina Ilieva for 2 - 3 years - first while she was at Atos/Eviden supporting CCH, and later at CCH where I hired her and she reported to me. She consistently delivered pixel‑perfect, production‑ready designs grounded in real customer feedback. She clarifies problems and translates them into clear, testable flows, owning the full cycle from concept to QA validation. Reliable, user‑first, and detail‑obsessed - she is a standout designer any product team would be lucky to have.
Chavdar Iglev
Head of Digital Factory at Coca-Cola HBC
01/08
I've worked with Zlatina Ilieva for 2 - 3 years - first while she was at Atos/Eviden supporting CCH, and later at CCH where I hired her and she reported to me. She consistently delivered pixel‑perfect, production‑ready designs grounded in real customer feedback. She clarifies problems and translates them into clear, testable flows, owning the full cycle from concept to QA validation. Reliable, user‑first, and detail‑obsessed - she is a standout designer any product team would be lucky to have.
Chavdar Iglev
Head of Digital Factory at Coca-Cola HBC
01/08
I've worked with Zlatina Ilieva for 2 - 3 years - first while she was at Atos/Eviden supporting CCH, and later at CCH where I hired her and she reported to me. She consistently delivered pixel‑perfect, production‑ready designs grounded in real customer feedback. She clarifies problems and translates them into clear, testable flows, owning the full cycle from concept to QA validation. Reliable, user‑first, and detail‑obsessed - she is a standout designer any product team would be lucky to have.
(06)
(Services)
© 2026
(06)
(Services)
(06)
(Services)
© 2026
From Strategy to System
From Strategy to System
Every problem calls for a different depth of involvement - from early-stage strategy to hands-on system architecture. Here's where I add the most value.
Discovery
Stakeholder Alignment
KPI Mapping
Risk Analysis
Discovery
Stakeholder Alignment
KPI Mapping
KPI Mapping
Risk Analysis
01
Product Discovery & Strategy
Translating ambiguous business goals into clear, data-backed UX direction - stakeholder alignment, KPI mapping, and early risk identification before a single screen gets built.
Discovery
Stakeholder Alignment
KPI Mapping
Risk Analysis
Discovery
Stakeholder Alignment
KPI Mapping
KPI Mapping
Risk Analysis
01
Product Discovery & Strategy
Translating ambiguous business goals into clear, data-backed UX direction - stakeholder alignment, KPI mapping, and early risk identification before a single screen gets built.
Design Systems
Component Libraries
Design Tokens
Governance
Design Systems
Component Libraries
Design Tokens
Design Tokens
Governance
02
Design Systems Architecture
Building and governing scalable component systems that eliminate inconsistency across teams - from IA structure to token-based design libraries that reduce technical debt and speed up delivery.
Design Systems
Component Libraries
Design Tokens
Governance
Design Systems
Component Libraries
Design Tokens
Design Tokens
Governance
02
Design Systems Architecture
Building and governing scalable component systems that eliminate inconsistency across teams - from IA structure to token-based design libraries that reduce technical debt and speed up delivery.
B2B/B2C
Enterprise UX
Compliance
Multi-Stakeholder
B2B/B2C
Enterprise UX
Compliance
Compliance
Multi-Stakeholder
03
Enterprise UX for Complex Products
Designing for high-stakes, multi-stakeholder environments - B2B portals, transactional flows, and compliance-heavy interfaces where clarity and trust are non-negotiable.
B2B/B2C
Enterprise UX
Compliance
Multi-Stakeholder
B2B/B2C
Enterprise UX
Compliance
Compliance
Multi-Stakeholder
03
Enterprise UX for Complex Products
Designing for high-stakes, multi-stakeholder environments - B2B portals, transactional flows, and compliance-heavy interfaces where clarity and trust are non-negotiable.
Conversion Rate
A/B Testing
Funnel Design
Data-Driven UX
Conversion Rate
A/B Testing
Funnel Design
Funnel Design
Data-Driven UX
04
Conversion-Focused UX Optimization
Refining checkout flows, funnels, and high-friction journeys using data (FullStory, A/B testing) to remove barriers between users and completed transactions.
Conversion Rate
A/B Testing
Funnel Design
Data-Driven UX
Conversion Rate
A/B Testing
Funnel Design
Funnel Design
Data-Driven UX
04
Conversion-Focused UX Optimization
Refining checkout flows, funnels, and high-friction journeys using data (FullStory, A/B testing) to remove barriers between users and completed transactions.
Localization
RTL Design
Multi-Market
Global UX
Localization
RTL Design
Multi-Market
Multi-Market
Global UX
05
Multi-Market & Localization Architecture
End-to-end design for products spanning multiple markets and languages, including RTL architecture - ensuring usability holds up across cultural and technical contexts.
Localization
RTL Design
Multi-Market
Global UX
Localization
RTL Design
Multi-Market
Multi-Market
Global UX
05
Multi-Market & Localization Architecture
End-to-end design for products spanning multiple markets and languages, including RTL architecture - ensuring usability holds up across cultural and technical contexts.
Team Leadership
Mentorship
Design Critique
Quality Standards
Team Leadership
Mentorship
Design Critique
Design Critique
Quality Standards
06
Design Leadership & Mentorship
Raising design quality across cross-functional teams through structured critique, design literacy coaching, and shared ownership of craft standards.
Team Leadership
Mentorship
Design Critique
Quality Standards
Team Leadership
Mentorship
Design Critique
Design Critique
Quality Standards
06
Design Leadership & Mentorship
Raising design quality across cross-functional teams through structured critique, design literacy coaching, and shared ownership of craft standards.
Discovery
Stakeholder Alignment
KPI Mapping
Risk Analysis
Discovery
Stakeholder Alignment
KPI Mapping
KPI Mapping
Risk Analysis
01
Product Discovery & Strategy
Translating ambiguous business goals into clear, data-backed UX direction - stakeholder alignment, KPI mapping, and early risk identification before a single screen gets built.
Design Systems
Component Libraries
Design Tokens
Governance
Design Systems
Component Libraries
Design Tokens
Design Tokens
Governance
02
Design Systems Architecture
Building and governing scalable component systems that eliminate inconsistency across teams - from IA structure to token-based design libraries that reduce technical debt and speed up delivery.
B2B/B2C
Enterprise UX
Compliance
Multi-Stakeholder
B2B/B2C
Enterprise UX
Compliance
Compliance
Multi-Stakeholder
03
Enterprise UX for Complex Products
Designing for high-stakes, multi-stakeholder environments - B2B portals, transactional flows, and compliance-heavy interfaces where clarity and trust are non-negotiable.
Conversion Rate
A/B Testing
Funnel Design
Data-Driven UX
Conversion Rate
A/B Testing
Funnel Design
Funnel Design
Data-Driven UX
04
Conversion-Focused UX Optimization
Refining checkout flows, funnels, and high-friction journeys using data (FullStory, A/B testing) to remove barriers between users and completed transactions.
Localization
RTL Design
Multi-Market
Global UX
Localization
RTL Design
Multi-Market
Multi-Market
Global UX
05
Multi-Market & Localization Architecture
End-to-end design for products spanning multiple markets and languages, including RTL architecture - ensuring usability holds up across cultural and technical contexts.
Team Leadership
Mentorship
Design Critique
Quality Standards
Team Leadership
Mentorship
Design Critique
Design Critique
Quality Standards
06
Design Leadership & Mentorship
Raising design quality across cross-functional teams through structured critique, design literacy coaching, and shared ownership of craft standards.
(07)
(Engagement models)
© 2026
(07)
(Engagement models)
(07)
(Engagement models)
© 2026
From embedded leadership to focused, time-boxed engagements - I work in the format that fits the problem, not the other way around.
Full-Time Leadership
For teams ready to invest in senior design ownership - building or scaling a design function from the ground up.
Full-Time Leadership
For teams ready to invest in senior design ownership - building or scaling a design function from the ground up.
Full-Time Leadership
For teams ready to invest in senior design ownership - building or scaling a design function from the ground up.
Fractional / Advisory
Embedded strategic input on a recurring basis - design system governance, UX audits, or leadership support without a full-time commitment.
Fractional / Advisory
Embedded strategic input on a recurring basis - design system governance, UX audits, or leadership support without a full-time commitment.
Fractional / Advisory
Embedded strategic input on a recurring basis - design system governance, UX audits, or leadership support without a full-time commitment.
Project-Based / Contract
Focused, time-boxed engagements for discovery, architecture, or design system builds with a clear scope and deliverable.
Project-Based / Contract
Focused, time-boxed engagements for discovery, architecture, or design system builds with a clear scope and deliverable.
Systems built on logic. Interfaces built for legacy.
Systems built on logic. Interfaces built for legacy.
Systems built on logic. Interfaces built for legacy.
(08)
(FAQ)
© 2026
(08)
(FAQ)
(08)
(FAQ)
© 2026
Answers to common questions about how I work and what to expect.
What are your rates?
Why are your case studies locked?
Are you open to full-time roles, or only contract work?
What's your typical availability / response time?
Do you work with international/remote teams?
What are your rates?
Why are your case studies locked?
Are you open to full-time roles, or only contract work?
What's your typical availability / response time?
Do you work with international/remote teams?
(09)
(Contact)
© 2026
(09)
(Contact)
(09)
(Contact)
© 2026