80 → 8 designers · +7% ARR
I built the design team from the ground up, then started new products, PDF Expert Web and Business Manager, that contributed to 7% growth in annual recurring revenue.
What changed because I was there.
A design organisation built from zero. A product transformed into a growth engine. A design culture built to raise the bar.
Case study
+120%engagement · +75% daily active users
I saw a growth opportunity in apps nobody had touched for four years, won the investment, and led the redesign that more than doubled engagement against a +30% target.
Case study
176 → 17 designers · 7 products
I grew our chapter of the guild nearly three times over and built a culture of craft, ownership and generous critique across seven Wix products.
Ten years of leading design.
From building my first design team to leading product design at PDF Expert, my scope has grown from shaping experiences to building design organisations, driving product strategy, and creating new business opportunities.
Mar 2024 – now
Head of Product Design
Readdle · PDF Expert, 30M users
I built the product design organisation from 0 to 8 designers across core experience, growth and new products on iOS, iPadOS, macOS and Web. I started PDF Expert Web and Business Manager and led both to launch as business owner. As part of the executive team, I partner with the CEO on product direction.
0 → 8designers
+7%ARR growth
May 2021 – Sep 2022
Head of Mobile
Wix · DeviantArt, 80M+ users
After the redesign, I was promoted to lead the whole mobile R&D organisation across Product, Design, Engineering, QA, BI and Marketing. We turned mobile into the platform’s growth engine and launched DeviantArt’s first in-app monetisation.
~30people, 7 teams, 6 countries
+60%engagement
Feb 2020 – May 2021
Head of Design, Mobile
Wix · DeviantArt
I initiated DeviantArt’s return to native mobile after four years without updates and won executive buy-in through a pilot. Then I built the mobile design team and led the full redesign of the iOS and Android apps.
+120%engagement, against a +30% target
+75%daily active users
2018 – Feb 2020
Product Design Manager
Wix · DeviantArt
I led a team of 5+ designers through DeviantArt’s post-acquisition rebuild, bringing in research-led practice and a higher quality bar, and started the mobile web revival that led to everything after.
5+designers
Webplatform rebuilt
2018 – 2022
UX Group Lead
Wix UX Guild · alongside DeviantArt
I founded and led the Ukrainian chapter of Wix’s global UX Guild, connecting designers across seven products, and built a culture of critique, learning and ownership around them.
6 → 17designers
8 → 4weeks to hire
2016 – 2017
UX Team Lead
Luxoft
My first design team: I managed the Enterprise Design Group of 10+ designers and led design for DHL, Ford and Deutsche Bank.
10+designers
3enterprise clients
The person behind the work.
On the things I believe in, the people who inspire me, and what keeps me curious.
I believe in ambitious work and people who grow through it.
I’ve led design teams for the past 10 years, but what excites me goes beyond building products people love. It’s recognising potential before it becomes obvious, whether in an overlooked product opportunity, a designer ready for a bigger challenge, or a team capable of more than they realise.
What I find most rewarding is watching potential become reality. An ambitious idea taking off. Someone surprising themselves with what they’re capable of. A team achieving more together than any of us could alone.
That belief extends to my own life, too. A few years back, I took a career break to fulfil a lifelong dream and earned my private pilot licence. It reminded me of something I deeply believe: our limits are often much further away than we imagine.
Outside design, you’ll find me flying, shooting film, or exploring somewhere new. After all, I’m on a mission to live a very interesting life, and that applies just as much to my work as everything beyond it.
Lina