Publication
Understanding Cognitive Bias in Product Design, the Good and Bad (With Infographic)
https://www.toptal.com/designers/ux/cognitive-bias-product-design
Nataliia is available for hire
Hire NataliiaNataliia Pylypchuk
Verified Expert in Design
Designer
Lviv, Lviv Oblast, Ukraine
Toptal member since February 13, 2019
Bio
Nataliia is a UX/UI designer with over 10 years of hands-on experience specializing in complex products and working on a project's lifecycle from concept to delivery. A typical example of her work is Lessoncast—a SaaS web app for professional development. By solving the usability issues and conducting a user study, Nataliia helped grow it from 8,000 to 20,000 users and significantly reduced negative customer reviews.
Experience
- User Interface (UI) - 11 years
- Wireframing - 11 years
- Product Design - 10 years
- Usability Testing - 9 years
- UX Prototyping - 9 years
- UX Research - 9 years
- User Experience (UX) - 9 years
- User Flows - 9 years
Portfolio
Civil Analytics
User Experience (UX)UX DesignAI DesignAI-powered Product DesignReal Estate UI
Work Experience
Senior Product Designer
2022 - PRESENT
Obodo
- Designed digital products end-to-end across concurrent engagements in healthtech, real estate, construction AI, fintech, and sustainability—solo on some, within cross-functional teams of researchers, designers, PMs, and engineers on others.
- Facilitated discovery and product-definition workshops with client stakeholders—problem framing, journey mapping, and feature prioritization—then translated the output into user flows, wireframes, interactive prototypes, and production-ready UI.
- Maintained and evolved design systems and component libraries across multiple client products, extending and documenting components as new features shipped so designers and developers on distributed teams worked from one consistent source.
Technologies: Figma, Claude, Figma Make, Hotjar, App Design, Artificial Intelligence (AI), Claude Code, SaaS Design, Service Blueprints, Journey Mapping, User Flows, User Journeys, User Research, Dashboard Design, Web App UX, User Interviews, Interactive Prototypes, Information Architecture (IA), Wireframing, Product Design, User Experience (UX), Usability Testing
Senior Product Designer
2023 - 2025
CertifyOS
- Led end-to-end product design as sole designer for a B2B healthcare company with 200+ employees, delivering five major features and improving existing ones through prototyping, user testing with clients, and iterative design with high efficiency.
- Applied new branding to the existing product interface, rebuilding core design system principles and updating complex interface components to maintain consistency and accessibility standards.
- Contributed to company growth and market positioning during a period of significant expansion, supporting the organization through successful fundraising that culminated in a $40 million Series B round.
Technologies: Figma, Dashboards, Web Applications, User Experience (UX), User Interface (UI), User Interviews, UX Prototyping, Information Architecture (IA), UX Design, UX Wireframes, User Journeys
UX/UI Design Mentor
2021 - 2024
Designlab Learning
- Participated in one-on-one calls with students to give feedback and answer their questions.
- Supported students in setting their goals and overcoming psychological difficulties in the learning process.
- Gave written feedback to students, highlighting successful decisions and areas of improvement.
Technologies: Teaching, UX Mentoring
Senior Product Designer
2021 - 2022
Awaze
- Performed a redesign of the property search experience and changed the Cottages.com brand's home page.
- Conducted research and redesigned the home page to attract property owners and increase conversion.
- Contributed to the mobile app for property owners that included a booking calendar, an overview of each booking, and the ability to edit.
- Optimized mobile property search experience for Hoseasons.
Technologies: Figma, A/B Testing, Interactive Prototypes, UI Design, User Interviews, UX Design, Interaction Design (IxD), Information Architecture (IA), User Experience (UX), Product Design, User Testing, Responsive UI, User Journeys, B2C, Real Estate Web Design
Freelance Product Designer
2017 - 2022
Self-employed
- Worked on more than 80 projects for small and mid-sized businesses.
- Consulted on the UX for more than 25 companies, helping them improve their products and obtain more loyal users.
- Contributed to the creation of products for various industries, including healthcare, artificial intelligence, augmented reality, and eCommerce.
Technologies: Hotjar, Figma, Web App UX, User Flows, User Testing, User Journeys, UX Prototyping, Web Applications, Mobile App Design, Qualitative User Research, User Interviews, Product Research, B2C, B2B, Heuristic Analysis, Prototyping, Interactive Prototypes, UX Wireframes, SaaS, Dashboard Design, MVP Design
User Experience Consultant
2020 - 2021
Alta Media
- Performed UX audits on eCommerce websites to improve the conversion rate.
- Conducted user research to uncover existing problems and find new solutions and opportunities.
- Tested improvement hypotheses to understand their performance.
Technologies: eCommerce, UX Audits, Conversion Rate Optimization (CRO), eCommerce UX, User Research, A/B Testing, Hotjar
UX/UI Course Curator
2019 - 2020
Beetroot Academy
- Taught UI and UX design, as a course curator, at the Beetroot Academy.
- Prepared easily digestible materials for lectures.
- Mentored students and supported them in obtaining employment.
Technologies: User Interface (UI), User Experience (UX), UX Mentoring, Tutoring
UX/UI Designer
2017 - 2018
Spartans AI
- Performed a UX audit of the chatbot for the HR managers and reported all the issues.
- Created a position creation wizard interface experience and design.
- Participated in the design process of two augmented reality (AR) products.
Technologies: Augmented Reality (AR), Product Design, UX Audits, User Experience (UX), User Research, AI Design, Responsive UI, UX Prototyping, UX Flows
UX/UI Designer
2015 - 2017
AgnoWeb
- Created the interface design of the in-house CMS for teachers.
- Oversaw and was responsible for the Lessoncast redesign—resulting in +50% users amount growth after the redesign.
- Developed a new visual system for teacher professional development, taking into account the needs of non-tech-savvy users.
- Helped with the landing pages and presentation tasks.
Technologies: Dashboards, UX Design, User Interface (UI), Product Design
Other Experience
Education
2011 - 2015
Bachelor's Degree in Economic Cybernetics
Taras Shevchenko National University of Kyiv - Kyiv, Ukraine
Certifications
MARCH 2023 - PRESENT
Conversion Rate Optimization Mini Degree
CXL
OCTOBER 2019 - PRESENT
UX Certification
Nielsen Norman Group
SEPTEMBER 2019 - OCTOBER 2021
Growth-Driven Design
HubSpot
MARCH 2017 - PRESENT
480-hour UX Program
UX Academy from Designlab
Skills
Tools
Hotjar, Sketch, UsabilityHub, Figma Prototyping, Axure RP Pro, Claude, Figma Make
Industry Expertise
Education
Platforms
Figma, iOS, Android, Mobile
Other
Responsive UI, SaaS, Prototyping, Interface Design, Personas, Web App Design, Information Architecture (IA), eCommerce UX, Design Thinking, User Experience (UX), Wireframing, UX Prototyping, User Flows, B2B, User Research, Dashboard Design, UX Audits, Web App UX, User Personas, Web Design, App Design, Product Design, Responsive Web Design (RWD), SaaS Design, Interaction Design (IxD), B2C, MVP Design, User Journeys, Customer Journey, Dashboards, Interactive Prototypes, Mobile App Design, Web Applications, E-learning, Conversion Rate Optimization (CRO), User Interface (UI), UX Research, Usability Testing, User Interviews, eCommerce, UX Design, Teaching, UX Mentoring, AI Design, Healthcare Software, Journey Mapping, Competitive Analysis, Enterprise SaaS, Real Estate Web Design, Product Research, Qualitative User Research, User Testing, Design Systems, Optimal Workshop, Online Shopping, Mobile App UI, Secondary Research, Augmented Reality (AR), Competitor Analysis & Profiling, UI Design, Mathematics, A/B Testing, UX Wireframes, Business to Business (B2B), Heuristic Analysis, User Journey Maps, AI-powered Product Design, Artificial Intelligence (AI), Service Blueprints, Website Redesign, Real Estate UI, Claude Code, Tutoring, UX Flows
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