Marina Makoeva

About

I'm a product design leader with 9+ years of experience in product design, working across travel, edtech, e-commerce, and HR tech. I have a track record of building design and product processes, hiring and leading teams, and working hands-on in international companies. I’ve designed complex digital products across B2C, B2B, B2G, SAAS, marketplace models, from analytics platforms and mobile apps to self-service solutions. I create systems that empower design to drive business impact, enhance collaboration with product and engineering, and cultivate a productive environment for designers.

Experience

• Director of Design · Constructor04-01-2023 – 12-01-2024

  Led a team of 6 designers, hiring, mentoring, and managing design processes, including discovery/delivery. Combined leadership with hands-on work, focusing on web interfaces, primarily an analytics dashboard. Conducted user research and workshops, improved existing products, and built an efficient design environment, including a design system. • Defined a clear design strategy, aligning the design team and improving cross-functional collaboration. • Redesigned the information architecture, enhancing navigation, scalability, and overall usability. • Developed an advanced design system based on Atomic 2.0 methodology, increasing efficiency for designers and developers. • Standardized data visualization in analytics, introducing new metrics and a structured, actionable approach. • Created a robust UI library for e-commerce, enabling extensive customization for clients. • Implemented an A/B testing feature, enhancing data-driven decision-making. • Conducted a large-scale UX audit, shaping quarterly product goals and prioritizing key improvements. • Optimized internal design team workflows, introducing structured processes that improved efficiency and consistency. • Systemized collaboration with product managers, creating a more structured and predictable planning process.

• Senior Product Designer · Sweatcoin12-01-2021 – 01-01-2023

  Designed UX/UI for the mobile app, focusing on monetization, engagement, and crypto integration. Led end-to-end design processes, refined interfaces, and collaborated with researchers, PMs, and developers. Contributed to the Design System Guild, structured workflows, and conducted workshops to enhance collaboration and consistency. • Redesigned the user profile, significantly increasing conversion into paying users by visualizing benefits and losses. • Implemented a prize draw feature, boosting daily app opens, engagement, and revenue. • Developed a gamified feature, increasing ad views and conversion to paying users. • Executed a Ramadan campaign, driving higher donations to charitable organizations. • Led the transition from Framer to Figma, expanding the design system and improving team efficiency. • Conducted design workshops for designers and other teams, enhancing consistency and accelerating design workflows.

• Head of Design · Mercaux09-01-2019 – 03-01-2021

  Led a team of 4 designers, hiring, mentoring, and managing design operations. Designed and improved web, tablet, and mobile apps, self-service kiosks, and the company website. Conducted research, built an efficient design environment, and developed a strong visual language. • Defined and executed a clear design strategy, aligning all products under a unified vision. • Redesigned core products (Sales Assistant App, HQ Management & Analytics Platform), reducing support requests and improving customer business performance. • Designed new products from scratch, including Self-Service Multi-client Kiosk, Self-Checkout Kiosk for Dufry, Consumer QR App, Analytics Reports Emails, and an Internal tool for the Technical Integration Team. • Implemented a scalable design system, accelerating feature development and reducing design team workload. • Introduced new modules such as Digital Fitting Room, Remote Selling, Customer Profile, Appointments booking, and Analytics. • Created templates and guides for Sales, Client Success, and the Technical Integration Team, streamlining internal workflows.

• Senior Product Designer · Aviasales04-01-2016 – 04-01-2019

  Designed and improved UX for Travelpayouts affiliate network and Hotellook metasearch. Led end-to-end design processes, from research to handoff, developed the design system, created documentation and guidelines, conducted workshops, and contributed to a rebranding initiative. • Redesigned the TP platform, WordPress plugin, Blog, and Widgets, enhancing user experience. • Conceptualized and launched TP Events, unifying company events and expanding audience reach. • Designed the Hotel and Flights Search White Label, enabling a seamless B2B integration. • Developed customizable widgets and specialized themes, providing flexibility for partners. • Revamped the email campaign, reducing support workload with clearer messaging and user-friendly design. • Introduced Assisted Booking for Hotellook, increasing hotel bookings. • Created a browser extension, inspiring users to travel more. • Produced numerous targeted marketing landing pages, covering key travel topics such as insurance, airports, and additional services, improving user engagement and conversion rates. • Supported multiple marketing campaigns with dedicated landing pages. • Built a comprehensive Design System, covering brand assets, product libraries, and marketing guidelines.

Education

• Higher School of EconomicsMaster's degree, Graphic Design
• British Higher School of Art and DesignIntensive UX & UI Design
• Sense Academy«Practical Course on Brain Functioning»
• Kaplan International PathwaysIntensive English

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