Tatiana Pavlova, Designer in London, United Kingdom
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Tatiana Pavlova

Verified Expert  in Design

Product Designer

London, United Kingdom
Toptal Member Since
May 19, 2020

Tatiana has 17+ years of design experience, including UX/UI design of digital products for the luxury travel sector, healthcare, B2C eCommerce, and airline industries. Past clients include Samsung, SLH, Six Senses, iconic London hotels, and private member clubs. For the past two years, Tatiana has consulted and created MVPs for digital startups. She has a master's degree in UX design and uses a structured, user-centered approach to design and problem solving.


Work Experience

UI/UX Designer

2022 - 2022
An American Airline
  • Produced a functional prototype of an analytics platform for an American airline based on the proof-of-concept (POC) model. A top-tier consulting firm engaged me (via Toptal) to develop this for one of its clients.
  • Created a UI/UX work plan with a timeline to meet the tight deadline.
  • Collaborated with data scientists and developers to define the prototype requirements.
  • Designed and conducted user interviews and user testing.
Technologies: UI Design, UX Design, Prototyping, Interactive Prototypes, High-fidelity Prototypes, High-fidelity Mockups, Functional Prototype, Webflow, Webflow CMS, Tableau, Dashboards, Web Design, User Testing, Surveys, No-code Development, Web App UX, Web App Design, Responsive Web Design (RWD), User Flows, Wireframing, Minimum Viable Product (MVP), Data Visualization, Web App UI, User Interface (UI)

UI/UX Designer

2020 - 2022
A Startup Beauty Business
  • Built an MVP web app, beginning as a startup beauty product shop browser.
  • Designed the startup, including branding, wireframing, high-fidelity prototypes, user testing, and product requirements documentation for developers.
  • Delivered a functional prototype made in Bubble and worked closely with developers on building the React version of the MVP.
  • Designed a browser extension for Chrome and developed a landing page in Webflow.
Technologies: UI Design, eCommerce, UX Design, Branding, Webflow, Landing Page Design, User Flows, Remote User Testing, Bubble, WebApp, Web Design, Minimum Viable Product (MVP), User Testing, No-code Development, Web App UX, Mobile First, Product Design, Web App Design, Visual Design, Responsive Web Design (RWD), Prototyping, Wireframing, Graphic Design, Userlytics, Web App UI, eCommerce UI, User Interface (UI)

Founder | Product Designer

2017 - 2020
  • Developed the business strategy for the first gaming addiction identification and recovery (GAIR) app.
  • Conducted market and user research and launched GAIR's landing page.
  • Launched the GAIR app in the App Store, featuring an internet gaming disorder test (IGD-20).
  • Secured a place in the Cambridge Social Ventures Incubator at Cambridge Judge Business School and the Lloyds Bank Social Entrepreneurs startup program.
  • Progressed toward developing the MVP, designed a marketing survey, and built a design system.
Technologies: Overflow, Typeform.io, Adobe Photoshop, Adobe Experience Design (XD), Social Impact, Social Enterprise, Entrepreneurship, Web Design, Minimum Viable Product (MVP), User Testing, Surveys, Landing Page Design, Mobile First, Product Design, Visual Design, Prototyping, UX Design, User Flows, Wireframing, Nonprofits, Web App UI, Websites, UI Design, User Interface (UI)

Web Designer | Graphic Designer | Photographer | Product Designer

2015 - 2018
Freelance Clients
  • Conducted a usability evaluation for the Six Senses luxury hotel chain, including task analysis, experimental design, UX testing, feedback analysis, and high-fidelity prototyping.
  • Delivered user-centered design (research, analysis, IA, wireframing, prototyping, data gathering, personas, user journeys, and scenarios) for the RSPB mobile app redesign (an AR children's book) and GAIR (the first gaming disorder mobile app).
  • Reviewed the elicitation design for Feefo, a firm that provides customer-experience solutions.
  • Developed the art direction and photography styling for Earth To You, a botanical oil brand, and executed a photoshoot and postproduction.
  • Designed and developed a responsive portfolio website from scratch using Adobe Muse CC. The site was an Adobe Site of the Day winner.
  • Executed photoshoots and postproduction for Stanton Manor Hotel (interior, food, and location) and the BioScience Center's website (interior, location, and lifestyle).
  • Redesigned a website for Wedding People, one of Russia's top professional wedding planners and organizers (weddingpeople.ru).
  • Designed and developed a website for Vera Moore, a London artist, including branding and photography.
  • Completed the graphic design for a Christmas charity event in London.
Technologies: Adobe Lightroom, Adobe Illustrator, Adobe Photoshop, User Experience (UX), Web Design, Websites, UI Design, User Interface (UI), Art Direction

Web Designer | Graphic Designer | Photographer

2012 - 2015
John Henry Ltd
  • Delivered digital designs for marketing campaign microsites and eCommerce products for top brands.
  • Designed for SLH, Six Senses, and InterContinental Hotels Group in the luxury travel sector; iconic London hotels; and private member clubs, including Royal Automobile Club, Farmers Club, and Watch Club.
  • Collaborated with developers and client-facing teams on a wide range of websites and platforms for clients of PRCo, a leading global PR agency.
  • Designed prototypes, engaging graphic content, visual assets, and site navigation.
  • Directed and executed photoshoots, product photography, and postproduction.
Technologies: User Experience (UX), Web Design, Landing Page Design, Responsive Web Design (RWD), Prototyping, eCommerce UI, Websites, UI Design, User Interface (UI)

Web Designer

2010 - 2012
  • Designed a website for BornSoon, a maternity clothing boutique.
  • Created the website design for Elize, a chain of perfumery and cosmetics stores.
  • Designed the website for Unistar, an energy efficiency investment company.
  • Created the website design for a residential and commercial real estate investment company.
Technologies: Adobe Lightroom, Adobe Illustrator, Adobe Photoshop, User Experience (UX), Web Design, Websites, UI Design, User Interface (UI)

Web Designer | Graphic Designer

2009 - 2010
Deluxe Interactive Agency
  • Played a key role in the design of animated flash promo microsites for Samsung.
  • Created website mockups and wireframes; designed web banners, ads, and storyboards; and delivered technical illustrations and designs.
  • Performed ongoing design and redesign of new and existing websites and portals for agency clients.
Technologies: Adobe Illustrator, Adobe Photoshop, User Experience (UX), Web Design, Websites, UI Design, User Interface (UI)

Web Designer | Graphic Designer

2008 - 2010
Art Lebedev Studio and Freelance
  • Created visual content, such as flyers, banners, posters, and internal pages of a children's web portal for Looky, a startup business.
  • Contributed to information designs, icons, technical illustrations, and technical designs.
  • Edited image content and retouched photographs.
Technologies: User Experience (UX), Web Design, UI Design, User Interface (UI)

Co-founder | Director | Project Manager

2005 - 2008
Snowhead Design Studio
  • Designed, tested, and delivered web designs to agency clients; executed technical illustrations, technical designs, icons, and graphic designs for others; and published a local commercial magazine.
  • Planned, managed, tracked, and delivered all work that came into the agency.
  • Managed sales and administration and led a team of designers, developers, and account managers.
Technologies: Adobe Illustrator, Adobe Photoshop, Web Design

Graphic Designer

2004 - 2005
  • Visualized and designed print materials, such as brochures, display pieces, business cards, and magazines.
  • Created layouts and printed materials that were sent to printing presses for production.
  • Collaborated with creative and advertising teams on client projects and provided customer service.
  • Performed prepress and postproduction activities and operated digital printing equipment.
Technologies: Adobe Photoshop, Adobe Illustrator
2016 - 2017

Master's Degree in User Experience Design

Kingston University - London, England, UK


Rhino 3D Intermediate Level



Webflow Masterclass (online course)

Flux Academy


Bubble Bootcamp

Million Labs


Social Venture Incubator (12-month program)

Cambridge Judge Business School


SSE Start-up (12-month program)

School for Social Entrepreneurs Hampshire



Chelsea College of Art and Design


Adobe Photoshop, Adobe Experience Design (XD), Adobe Illustrator, Adobe Lightroom, Airtable, Tableau, Bubble, Rhinoceros 3D, Rhino


Webflow, Webflow CMS

Industry Expertise



User Flows, Wireframing, User Personas, Web App Design, Prototyping, Web Design, UX Design, Surveys, Landing Page Design, Responsive Design, Mockups, User Experience (UX), Overflow, Product Photography, Nonprofits, Dashboard Design, Dashboards, Web App UX, Visual Design, Responsive Web Design (RWD), Web App UI, eCommerce, Web UI Design, Web UI, Websites, UI Design, User Interface (UI), User Interviews, Mobile Design, Mobile UI, Product Design, Branding, Hierarchical Task Analysis (HTA), Mobile UX, Interactive Prototypes, Mobile UX Design, Remote User Testing, eCommerce Web Design, User Testing, Mobile App Design, User Journey Maps, UX Analysis, Mobile UI Design, Minimum Viable Product (MVP), Mobile First, eCommerce UI, eCommerce UX, Art Direction, Illustration, Brand Design, UX Research, Typeform.io, Typeform, User Research, Mobile Apps, Survey Design, Personas, Design Systems, Research, System Usability, Performance Analysis, Experimental Design, Heuristic Evaluation, App UI, Redesign, Microsites, Interactive UI, Product Retouching, B2C, Package Design, Design Thinking, User Journeys, High-fidelity Prototypes, Userlytics, No-code Development, High-fidelity Mockups, Functional Prototype, MVP Design, Style Guides, WebApp, Qualitative Research, Social Impact, Social Enterprise, Entrepreneurship, UX Audits, Graphic Design, Data Visualization, Landing Pages, Funding Process, Finance, Data Analysis

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