Iryna Serednia

UX Designer • UI Designer • Product Designer • Toronto, ON, CA

Product Management

Business Analytics

Design Strategy

High Fidelity Prototype

Education

Architecture

Low-fidelity

E-Learning

Prototyping

User Personas

Mobile Design

User Interface Design

User Research

User-Centered Design

Product Strategy

User Flows

Design Thinking

Design Systems

UX Strategy

Wireframing

Design

UI/UX Design

Figma

Available for hire fromNegotiable

Full-Time Roles

Contracts

Leader of an award-winning UI/UX design team 🏆

I love UX and challenges. Not just pretty UI – there are so many UI kits and accelerators for that. Where I shine is – providing the best suggestions and communicating them through user flows to predict all potential use cases. Following the latest trends in design ensures that you get a fresh and up-to-date solution. Simplicity and usability are the core values. Thus, I do my best to make challenging things easy and intuitive. Another thing I bring to the table is keen attention to your business goals, including market and competitive research. With me, you can expect to brainstorm product features, receive feedback (and pushback) on your roadmap, and generally count on me as a sounding board.

Projects

Sitenna: modernized telecom site acquisition & management platform

Sitenna is a revolutionary cloud-based solution backed by Y combinator aimed at streamlining and modernizing telecommunication site acquisition and management. This unique interconnected platform encompasses plenty of valuable features and enables a fully digitized process of searching for, assessing, negotiating, and acquiring wireless cell sites in one single place while reducing deployment and management costs for all parties. As the process of site acquisition and its management is currently outdated, manual, and tedious, Sitenna decided to develop high-end software to eliminate paperwork, reduce legacy manual processes, boost work efficiency, and give access to all necessary tools on one single platform. What’s more important, the main focus of this project was to speed up the site acquisition process from months to a matter of weeks. Therefore, the client chose Cieden as a trusted partner in this exciting journey to assist them with creating a catchy yet professional design that would convey their brand vision and values. Our team assigned 2 specialists (a designer and a lead designer) to work on developing a coherent visual story for Sitenna’s solution. In addition, 3 professionals including a manager, designer, and illustrator were responsible for creating their marketing website. 👉 Task – to design interconnected high-end software to eliminate paperwork 👉 Team – UX/UI designer and design director 👉 Duration – 18 months 👉 Scope – discovery phase, UX audit, product UX/UI design, and design system Solution: Unlike our competitors, Cieden’s designers work closely with business analysts and are knowledgeable in the approaches and work methods of the business analysis themselves. Therefore, their exceptional expertise enables them to focus on delivering well-matching, appealing, and intuitive designs based on the best industry practices that fit the client’s needs and requirements.See More

A CMS for Blizzard

UX/UI Design for a Digital Asset Management System Project goal: BlizzCat is a customized content management platform that extends Innovative Dynamix's TheMIX. The system handles the metadata, content and related assets for Blizzard, such as thumbnails, cover and poster art. While BlizzCat has historically provided value to multiple teams, the actual interface was limited in its available functionalities and difficult to use. 👉 Task – transition a default, backend digital asset management library into a user-friendly interface that is better aligned with the unique pressures of live streaming events 👉 Team – 3 UX/UI Designers, 1 Stakeholder 👉 Duration – 3 months/308 hrs Project сhallenges 🌪️ In this project, we face several critical challenges. First, we need to develop an efficient method for swiftly diagnosing and resolving errors that occur during live events. Additionally, we must adapt our product to cater to the specific requirements of other companies in the same niche. Balancing these adaptations while remaining within the constraints of our initial Minimum Viable Product (MVP) and adhering to the limitations of our backend library poses yet another set of complex challenges. Thus, Cieden worked jointly with Simran Butalia of BeBop Technology to identify features gaps, uncover stakeholder frustrations, and design a fresh approach to Blizzard’s media management platform. As a result, it’s now much easier for multiple teams to track the progress of content as it passes through the digital supply chain while providing necessary metadata to OTT subscription services for end-user consumption.See More

Solutions for Managing Restaurants

Product Design for SaaS solution 🌟 Project goal: Managing a business is very complicated work - you must keep an eye on multiple directions simultaneously, have all processes properly set up, and have the proper tools on hand to assist you while monitoring and controlling all moving parts. We designed a simple CRM system for restaurant businesses that allows customers to automate the management process. It includes all necessary sings for managers and employees for comfort work in one place. 👉 Task – To conduct a discovery phase to identify the main pain points in managing restaurants in Central Asia and identify opportunities and gaps. Based on the research findings, we were to design a new platform to support setting up and scaling of the business 👉 Team – 2 UX/UI Designers, BA 👉 Duration – 3 Months of active work 👉 Scope – SaaS for restaurant management (Saudi Arabia): web app and mobile app Project сhallenges 🌪️ Our project faces several key challenges that demand meticulous attention and innovative solutions. Firstly, the development of a bilingual system that seamlessly supports both English and Arabic languages is imperative to cater to our diverse user base effectively. Secondly, adhering to local regulations, particularly those related to salary calculations in the UAE, poses a significant challenge. Navigating the intricacies of these regulations while ensuring compliance is a priority. Lastly, the project entails complex business logic, especially in the creation of working schedules. Balancing fixed and flexible schedules while accommodating various organizational requirements requires intricate planning and execution.See More

Communication Platform

Product Design for Flybox.io, communication and safety platform 🔥 Project goal: Flybox.io is a communication and safety platform that enables its customers to send and receive location-based notifications under full anonymity of their personal data. It was initially designed as a campus messaging platform for sending alerts in life-threatening cases such as a natural disaster, an active shooter, or a hostage situation. The unique advantage of the platform was an opportunity to immediately reach and inform everyone within an emergency area without tracking their data or violating privacy in any other way. Business owners very much enjoyed the idea to send context-specific information to their clients without making them download an app or requesting GPS permission. The original version was good for nothing except demonstrating the viability of the idea and efficiency of the algorithm. But it could not show high marketability and attract new funding. That is why we decided not to redesign the existing version but to start the work from scratch. 👉 Task – To create a new product design fitting to the increased requirements of Flybox.io that evolved from a campus emergency notification service to a cross-industry communication and safety platform 👉 Team – Business Analyst, 2 UX/UI Designers 👉 Duration – 3 months of active work Project challenges 🌪️ The project faces difficulties due to the absence of designs and documentation from the previous product version, hindering our understanding and decision-making. Unclear integration with third-party tools introduces potential bottlenecks and unexpected complications, requiring careful planning and adaptability. Frequent changes in functional requirements necessitate an agile workflow, challenging us to maintain project coherence while adapting on the fly.See More

Multi Brand Loyalty and Management Systems

💡 Design for Flexybox, Multi Brand Loyalty and Management Systems Project goal: Cloud computing technologies continue transforming the service sector worldwide. Our client from Flexybox, Denmark, is on the cutting edge of the booking system digitalization in the media, fitness, and hospitality industries. The company provides all-inclusive “turn-key” integration of the booking business processes into the virtual space. Along with this, a special “bonus” offer of Flexybox to its B2B clients is an opportunity to create a customized white-label app for users consistent with a company’s brand identity. This is what the Cieden team has been requested to help with. 👉 Task – envisage an algorithm enabling an average customer without particular technical skills to adjust an app to the needs of their business with a series of simple steps 👉 Team – 3 UX/UI Designers, 1 Manager 👉 Duration – 12 months of active work 👉 Scope – product discovery, UX/UI design of six digital products for Android (min resolution), tablet (768x1365), and Web (1440), design system See More

Healthcare Enterprise Platform

Imagine a world where healthcare is just a click away. Our project makes this a reality by connecting patients with doctors in the blink of an eye. Not only does this save invaluable time for patients, eliminating the need for tiresome commutes, but it also revolutionizes the way doctors communicate and manage their medical teams. At the heart of this innovative venture is a specially crafted panel tailored for doctors. This digital tool serves as the central hub, displaying a comprehensive list of patients who have reached out to the clinic for treatment. More than just a list, this panel empowers medical teams to delve into detailed notes made by doctors and other essential information. It's all about seamless record-keeping and ensuring everyone is on the same page, fostering efficient collaboration. 👉 Task – enhance the user experience design of the live platform, aligning it perfectly with the dynamic needs of both the business and the users, all guided by precious user feedback 👉 Team – Business Analyst, 2 UX/UI Designers 👉 Duration – 2 years 👉 Scope – web app for doctors, admin portal for clinic staff, mob app for patients, cart softwareSee More

Legal Support of Work Permits

Many legal processes in Arabic countries are still paper-heavy, submission of applications is tiresome, lengthy and has many steps in the process. Our client, being a subject matter expert in the field, approached us with the idea to improve the process of migration services and full legal support of work permits for companies. Though, before jumping into the building of the actual product, he aimed to get investment and work through the solution logic and its capabilities. We started collaboration from deep dive into solution use cases, in particular, the process of getting work permits in Arabic countries, studied the case management domain itself and explored current UX patterns that are available on the market. Then after a series of workshops and collaborative brainstorming with the stakeholder, we mapped out wireframes and created a clickable prototype that covered the major functionality of the solution. 👉 Task – concept of the solution to get investor buy-in 👉 Team – Business Analyst/Project Manager, 2 UX/UI Designers 👉 Duration – 4-5 months 👉 Scope – UX design for 2 rolesSee More

Real Estate Wizard Wireframes

UX/UI Designer for Real Estate Web Application Project goal: Every real estate startup faces fierce market competition and strives to stand out by offering unique value. Our product's primary value lies in personalized content for each customer, achieved through automation and third-party integration for data enrichment. One notable industry challenge is the user profile of real estate SaaS products. While the main customers are real estate and brokerage firms, the primary users, real estate agents, tend to be over 55 years old on average. This necessitates prioritizing accessibility and usability in our design solutions. Initially approached to assist with product discovery, our collaboration evolved into a comprehensive user experience design project. The solution, designed for global real estate agencies, focused on three key aspects: property listing management, lead and client management, and an intuitive website builder. This solution, embedded in a broader product ecosystem, stands out for its uniqueness, even though indirect competitors cover some aspects of its features. 👉 Task – to conduct an exhaustive product discovery and create a UX design with advanced options for brokerage and real estate management, including a simple algorithm of webpages personalization 👉 Team – Business Analyst/Proxy PO and 2 UX/UI Designers 👉 Duration – 4 Months 👉 Scope – complete user flow for two user roles, more than 200 screens; supporting documentation On this project we were building the logic for a new SaaS product that combined website builder functionality mixed with real-estate CRM. The client approached us with a product vision and high-level business requirements, which during discovery phase were transformed into concrete user requirements. See More

Task Tracking Tool for Restaurants

UX/UI Designer for Task Tracking Tool Project goal: Food safety compliance encompasses more than just the crucial point during production. During the pandemic, chefs needed to be especially careful and strived for a way to guarantee the top quality of their dishes. The app helps to ensure that nothing is left to chance, chaos is eliminated, all kitchen tasks are tracked, and the work gets done faster. A well-known French chef and proponent of food safety and HACCP compliance founded Qualizy. The startup aimed to connect food security and health. The app digitalizes safety management and provides enhanced functionality: checklists, audits, tracking expiry dates, and allergens. However, the end-users did not utilize the application to its full potential, they only tracked tasks in kitchens and kept documentation organized. The client addressed Cieden to help improve the UX of the app, help Customers discover all the features and use them efficiently, along with creating new capabilities. 👉 Task – improve UX and overall usage of the product, design new features 👉 Team – 1 Business Analyst and 2 UX/UI Designers 👉 Duration – 2 months of active work and ca. 4 months of support 👉 Scope – UX/UI design of full user flow for two personas (desktop, mobile and tablet), development support Project сhallenges 🌪️ Confronting technical limitations stemming from the existing code base, demanding innovative solutions and workarounds. Navigating the unique usage environment of the app, which presents distinct challenges in user behavior and expectations. Dealing with a primary user group composed of a team, requiring specialized features and collaboration tools. Adhering to an urgent release schedule prompted by the COVID-19 pandemic, necessitating rapid development and adaptation to the evolving situation.See More

Work History

Design Director, Co-founder

CiedenCieden is a digital product design and marketing agency with one unwavering focus: building and launching successful products. Here at Cieden, we believe that design is a journey of discovery. We take pride in our design abilities. The reason we delight our clients is simple. Our philosophy mandates that every one of them - regardless of industry or engagement type - benefit from our unique approach that weaves together core tenets from business analysis, product management, design thinking, and growth hacking. Our areas of expertise are 🏆 ► USER EXPERIENCE DESIGN 👉🏻 User stories, user scenarios, use cases, user flows; 👉🏻 Identifying Personas; 👉🏻 Create and deliver User Experience that enhances marketing efforts, increase Net Promoter; 👉🏻 Score and Satisfaction; 👉🏻 Researching and studying user behavior to create an information architecture; 👉🏻 Using storytelling to improve engagement of the mobile app; 👉🏻 Gamification principles to raise user lifetime value; 👉🏻 Increasing the application efficiency with the jobs-to-be-done framework. ► USER INTERFACE DESIGN 👉🏻 Wireframes and Prototypes; 👉🏻 Logo design and branding; 👉🏻 Interface and interaction design; 👉🏻 Clickable prototypes; 👉🏻 Keeping the design simple. The best interface is invisible to users. Our goal is to include only necessary elements in the UI; 👉🏻 Designing an interface that should help people focus on what is most important. The hierarchy of elements, size, and color work together, creating an intuitive interaction.

Education

Ivan Franko National University of Lviv

Master’s Degree, English Language and LiteratureSep 2004 - Jun 2009

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