Regina Rakhlin
Verified Expert in Design
Designer
New York, NY, United States
Toptal member since June 1, 2020
Regina has a proven track record for creating world-class digital products that grow global brands such as Tiffany & Co., Hunter Douglas, Victoria's Secret, MAC Cosmetics, MIRA Beauty AI, Phillip Jeffries, and more. She has over 15 years of experience in UI/UX, digital design, and strategy. Regina's passion for problem-solving is driven by simplifying, organizing, and optimizing.
Portfolio
Victoria's Secret: Online International Shopping
MAC Cosmetics: Digital/Physical Connected Tablet Experiences
Work Experience
Founder | CPO
RD Digital
- Designed and managed multiple, complex initiatives simultaneously.
- Led collaborative strategy and brainstorming sessions with executive leaders.
- Presented experiences for various B2C and B2B clients, including MIRA Beauty AI, Phillip Jeffries, Blackbox, Habitual, Peek Kids, Crane Stationery, Aretsky Patroon, and more.
- Conducted usability tests and competitive landscape analysis to support recommendations, design exploration, and decision-making.
CRO & Digital Design Strategist
Hunter Douglas
- Led strategic redesign, usability studies, and testing to boost CRO by 300%, exceeding 2023 targets. Drove 145% revenue growth, re-platformed websites, optimized services, and ensured ADA compliance.
- Oversaw website redesign and re-platforming, aligning on business goals for sustainable growth. Developed and executed a long-term CRO strategy with robust measurement to optimize conversions and demonstrate ROI.
- Fostered cross-functional collaboration for seamless website changes. Led content migration and authoring, ensuring a smooth transition and brand consistency.
- Managed a data-driven conversion rate optimization program, implementing A/B testing and iterative UX improvements (architecture, wireframes, design system) to achieve measurable conversion rate increases.
- Employed a data-driven approach to optimize the conversion funnel. Analyzed quantitative data and qualitative user insights to identify and address user pain points. This resulted in a significant improvement in conversion rates.
- Enhanced sales funnel by prioritizing initiatives from lead generation to post-purchase support. Developed targeted content strategies to drive consumer engagement and maximize ROI.
- Provided regular progress reports to executive leadership, including key findings, outcomes, and actionable recommendations. Presented a prioritized roadmap for achieving annual conversion rate goals.
CX Strategist | UX Director
Valtech
- Led the customer journey and digital experience strategy for the suite of MAC Cosmetics in-store connected experiences.
- Interfaced and collaborated with MAC’s leadership and stakeholders via strategy ideation, experience workshop, and product presentations.
- Delivered quality products with challenging objectives despite compressed timelines.
UX Director
Victoria’s Secret
- Managed the creation and execution of the digital product with a remote and local UX design team.
- Coached and designed informed solutions that leveraged design systems and UX best practices.
- Created usability prototypes for assumption validation and gained insights.
- Identified test-and-learn agenda items to increase revenue and optimize digital performance.
- Ensured cross-functional alignment to optimize processes, methodologies, relevant emerging trends, and tools.
- Conducted internal/external collaboration to align on realistic limitations, priorities, and timelines.
- Led the art direction of internal and external teams that were focused on content and user experience.
- Managed simultaneously projects of varying scopes and timelines.
- Designed major business initiatives: holiday creative, high-profile launches, introduction to new sub-brands, and a site redesign.
- Created layouts and business cases for digital project initiatives.
Art Director
Tiffany & Co.
- Played an integral role in launching their first eCommerce site along with a redesign.
- Art directed photography and retouched images along with preparing them for production.
- Designed many high-profile and business driver initiatives.
Education
Bachelor of Fine Arts Degree in Graphic Design
School of Visual Arts - New York, NY, United States
Skills
Tools
Microsoft Office, Atlassian Suite, Adobe CC, InVision, Sketch, Adobe Creative Suite, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Zeplin, Atlassian, Apple Keynote, Google Docs, Confluence, Jira, Slack, HipChat, InVision Studio, Google Slides, Airtable
Platforms
Web, WordPress, Shopify, Figma
Industry Expertise
Fashion & Beauty
Other
User Requirements, UX Research, UI Design, eCommerce, Digital Kiosks, User Flows, Wireframing, Digital Design, Product Design, Lean UX, Mobile Design, UX Design, Customer Experience, UX Strategy, Landing Page Design, Visual Design, Apps, Service Design, UX Process, Design Sprints, Digital Product Design, Tablet Design, Mobile Web, Responsive, Agile UX, Mobile Web Design, Web Design, Web UI, High-fidelity Mockups, Low-fidelity Mockups, Mobile First, Conversion, Conversion Rate, Conversion Rate Optimization (CRO), Landing Pages, Responsive Web Design (RWD), User Experience (UX), User Interface (UI), Content Creation, Responsive Design, Banner Design, Infographics, Presentation Design, Print Design, Checkout, eCommerce Design, eCommerce Platforms, eCommerce UI, eCommerce UX, eCommerce Web Design, Web UX, Article Design, Editorial Design, Branding, B2C, Fashion Design, Competitor Analysis & Profiling, Design Leadership, Web App Design, POS, User Research, Design Consultation, Websites, Web Design Strategy, Prototyping, Usability Testing, Blog Design, Web App UX, Dashboard Design, Dashboards, Premium Content Subscriptions, AI Design, Logo Design, Campaigns, Visual Storytelling, Research Analysis, Digital Experience Design, Subscriptions, Design Systems, Augmented Reality (AR), Functional Specifications, RFID, WiFi, Artificial Intelligence (AI), Notion, Audits, Optimization, User Engagement, Engagement Strategy, Research
Experience
- Lean UX - 10 years
- Mobile Design - 10 years
- UX Design - 10 years
- UX Strategy - 10 years
- Adobe CC - 10 years
- Customer Experience - 10 years
- InVision - 5 years
- Sketch - 5 years
Tools
- Adobe CC
- InVision
- Sketch
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