Elena I.

Designed and scaled B2B2C SaaS experiences across core product and payments, serving clubs, partners, and end users. - Led end-to-end design for Playtomic Payments, enabling B2B clients to use card readers and centralize all transactions in one platform. - Delivered a payments experience that processed $1M+ in transactions within the first 4 months, increasing financial visibility and operational efficiency for clients. - Designed a multi–legal entity management experience, allowing clients to manage multiple entities from a single dashboard. - Enabled configuration of payments, invoicing, and tax/VAT rates per legal entity, reducing accounting friction for multi-entity businesses. - Worked on enabling online private class bookings, taking the feature from zero usage to €100k+ in transactions in 3 months. - Conducted qualitative and quantitative user research to identify usability gaps and inform roadmap priorities. - Used The Workflow to synthesize user interviews, optimizing research analysis, insight extraction, and

decision-making speed. - Partnered closely with Product Managers and Engineering Managers on discovery, roadmap definition, and delivery. - Leveraged analytics, usability testing, and stakeholder feedback to iterate on designs based on real usage data. Defined multiple improvements in the Design System and collaborated closely with the Design team to achieve the best UX.

Impact highlights: -$1M+ processed via new payments solution in 4 months. - €100k+ generated through online private classes from zero baseline. - Reduced friction for B2B clients managing payments and compliance across multiple legal entities.

Established the end-to-end UX and UI from scratch for a B2B analytics platform providing performance insights for local businesses based on Google Maps reviews and performance data.

• - Led product discovery and UX definition in close collaboration with founders and stakeholders, shaping product vision, information architecture, and interaction patterns. - Created and scaled a Design System from zero for a SaaS, reducing design delivery time by 45% aprox, and enabling faster, more consistent product iteration. Designed clear visual navigation, data sorting, and performance dashboards, enabling customers to understand and act on business insights easily. - Increased the number of customers converting to monthly subscriptions from 19 to 80. - Contributed directly to +€12,000 in recurring monthly revenue, driven by improved usability, clarity, and product value communication.

Conducted mixed-method user research and built personas based on real customer data. - Performed competitive analysis and benchmarking across 7 companies. - Created user journeys and mid-fidelity wireframes, validating solutions with 10% of the customer base (3k users). - Contributed to the evolution of the Design System (30+ components). - Designed and tested a high-fidelity mobile app prototype, achieving 78% task success and increasing in-app bookings by 4%.