Kelli Novotny
Verified Expert in Design
Designer
New City, United States
Toptal member since July 29, 2026
Across ad tech and consumer software, Kelli has spent 19 years building user-centered product experiences. Her toolkit centers on Figma, Adobe CC, and GitHub. While at Eyeo, she cut mobile onboarding drop-off by 30% and lifted completion rates by 25%.
Portfolio
Experience
- Visual Design - 12 years
- UX Design - 10 years
- User-centered design - 10 years
- Product Strategy - 9 years
- High-fidelity Prototypes - 8 years
- GitHub - 6 years
- Figma - 6 years
- Claude Code - 2 years
Tools
- GitHub
Work Experience
Lead Product Designer
Eyeo
- Designed consumer, B2B, and media products at AdBlock Plus, often as the only designer in the room. My work centered on the theme that runs through everything I do: taking complex, technical products and making them feel simple to real people.
- Redesigned onboarding, cutting drop-off by around 30% in three weeks and lifting completion rates by 25%. A design system rollout across three platforms cut design debt by 40% and improved dev handoff efficiency by 30% in eight weeks.
- Integrated AI-assisted research synthesis into discovery, partnered closely with engineering and product to align strategy with user needs across multi-stakeholder workflows, and helped build design culture in a company that hadn't always had one.
Senior Product Designer
Eyeo
- Led mobile onboarding redesign, cutting drop-off by 30% in three weeks and lifting completion rates by 25%.
- Championed the rollout of a scalable design system across three platforms, cutting design debt by 40% and improving developer handoff efficiency by 30% in eight weeks.
- Partnered with five cross-functional teams to align strategy with user needs across complex, multi-stakeholder workflows, accelerating roadmap delivery by 20%.
- Integrated AI-assisted research synthesis into discovery, surfacing behavioral patterns and accelerating cross-team alignment.
- Owned design end-to-end across ambiguous problem spaces, from early framing through engineering handoff, often as the only designer in the room.
Product Designer
Eyeo
- Led user-centered design across large-scale web platforms, browser extensions, and monetized products.
- Improved core user journeys through iterative prototyping and testing, reducing friction and increasing engagement by 20% within two quarters.
- Led the evolution of Eyeo's design system to drive cross-product cohesion, cutting UI-related bugs by 40% in under six months and improving developer velocity.
Product Designer
Adblock
- Developed and maintained a unified visual language across two flagship products, supporting consistency at scale for 140+ million users and helping sustain a lower than 1% UI/UX-related complaint rate (via Zendesk data).
- Designed and launched the end-to-end UX for Adblock Premium, introducing new features that drove a 15-20% increase in upsell conversions within three months.
- Led user research and iterative design cycles, turning insights into wireframes, prototypes, and polished experiences that improved core user flows and retention.
Senior Designer, UI/UX and Mobile
IAC
- Designed and optimized iOS app experiences using wireframes, flowcharts, and prototypes, boosting mobile engagement by an estimated 25% based on analytics.
- Built and maintained high-traffic websites with front-end tools and CMS platforms, ensuring 99.9% uptime and seamless content delivery to thousands of daily users.
- Assessed analytics tools to base A/B testing scenarios against control.
Education
Bachelor of Arts Degree in Psychology
SUNY Oswego - Oswego, NY, USA
Certifications
PM Masterclass for Designers
Maven
Describing the ROI of Design
Maven
Ultra Speaking Fundamentals L1
Ultraspeaking
Skills
Tools
Adobe CC, Claude, Figma Component Library, Miro, Atlassian Suite, GitHub, Confluence, Jira, ProtoPie, Usertesting.com, Xcode
Languages
HTML, CSS, JavaScript, Swift, TypeScript
Platforms
Figma, iOS, WordPress, Dovetail, Android, Firebase, Vercel
Industry Expertise
Health & Wellness, Fitness
Other
User-centered design, Prototyping, UX Wireframes, High-fidelity Prototypes, UX Design, UI Design, Product Strategy, Visual Design, Design Systems, Wireframing, Competitive Analysis, Product Design, User Flows, Information Architecture (IA), Interaction Design (IxD), Mobile UI, Web Design, Responsive UI, Front-end, B2B, SaaS, Usability, User-centered Design (UCD), Agile, Cross-functional Team Collaboration, Design Reviews, Design Specifications, Interactive Prototypes, Branding, Digital Brand Identity, Mobile App Design, Responsive Design, Consumer-facing Product Design, Discovery, Mobile Apps, User Experience (UX), User Experience Design, User Journey Maps, User Interface (UI), App Design, Mobile Design, Tokenization, Web App Design, Design Leadership, Design Thinking, MVP Design, Web App UI, App UX, Web App UX, Mobile UX, Landing Page Design, Product Growth, User Conversion, AI Design, AI-enabled Applications, UX Audits, Mobile App UI, Wellness, Audits, User Journeys, SaaS Design, AI-assisted UX, Market Research, Full-stack, API Integration, Digital Design, Graphic Design, Video Integration, Native Mobile Apps, Loom, Usability Testing, A/B Testing, Data Analysis, UX Research, Claude Code, AI-powered Product Design, Accessibility, Artificial Intelligence (AI), Conversational AI, Dashboards, AI Prompts, Android Design Guidelines, Dashboard Design, Responsive Web Design (RWD), Enterprise UX, Data Visualization, Front-end Development, Flutter, Business to Business (B2B), Jitter, Framer, React, Cloudflare, Systems Thinking, Authentication, design tokens, design to code, SwiftUI, AI Agents, Model Context Protocol (MCP), Onboarding, Data Privacy, Next.js, design engineering, Brand Identity, brand systems, Logo Design, Brand Architecture, Typography, Impact Analysis, Communication, Business, Social, Strategy, UI Components, Reusable Components
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring