Vaiva Rivas
Verified Expert in Design
Designer
Madrid, Spain
Toptal member since February 3, 2026
Vaiva is a senior design strategist with a strong background in service and product design, new business model validation, and process optimization. She has extensive experience in innovation projects, taking product concepts from discovery through to go-to-market. Vaiva blends research, systems thinking, and iterative design to translate user and organizational insights into meaningful experiences. Driven by curiosity and clarity, she excels at turning ambiguity into well-thought-out solutions.
Portfolio
Go-to-market Plan for a New Animal Pharmaceutical Product
Transformational Change for a Corporate Innovation Department
Work Experience
Co-founder and Chief Product Officer (CPO)
Primary Link
- Designed and implemented the go-to-market strategy alongside the product roadmap to guide launch and growth.
- Conducted market research to identify opportunities and define product positioning.
- Repositioned the service and translated complex technical concepts into a clear value proposition for clients and partners.
- Developed sales materials, including presentations, brochures, and ads, and redesigned the website. Created an award-winning pitch deck that secured €15,000 in the EIT Food TeamUp competition.
Lead Design Strategist | Managing Consultant
Frog Design Inc.
- Spearheaded end-to-end design initiatives combining service design, design thinking, business insights, and product experimentation.
- Conducted user and stakeholder research to uncover unmet needs and opportunity areas, translating insights into user archetypes, interaction flows, and service blueprints.
- Crafted value proposition and positioning for a complex, geopolitically sensitive high-tech product for client acquisition.
- Designed and facilitated cross-disciplinary workshops to align product, design, tech, and business stakeholders.
- Created strategic frameworks and measurable success criteria to support sustainable adoption and iterative improvement.
- Collaborated with clients, including Philips, on redesigning ways of working and embedding user-centred practices across all touchpoints.
- Worked on multiple projects for enterprise clients like MSD, Philips, and Capgemini Invent.
Senior Experience Designer | Innovation Consultant
Mobiquity
- Defined the new direction for the SGS Online Store initiative through stakeholder interviews, alignment workshops, and strategy design.
- Launched an innovative product, leading design and research from discovery through go-to-market.
- Supported Rabobank Innohub teams on multiple projects that aimed to develop and validate new product concepts in an agile way of working.
- Designed and facilitated co-creation workshops, conducted stakeholder check-ins, and collected and analyzed feedback.
Product Designer
Relay42
- Redesigned the entire B2B SaaS platform to improve user experience, enabling non-technical users to set up journeys independently.
- Created a design system from scratch and introduced it to the development team.
- Designed new platform modules incorporating AI features and machine learning predictions.
Product Designer
KollektFM
- Designed a B2B SaaS platform from scratch for use by client companies and partner DJs.
- Wireframed, prototyped, and tested the user flows with partners and clients.
- Created a design system and color palette for the product and website.
Education
Master's Degree in Public Relations
Vilnius University - Vilnius, Lithuania
Skills
Tools
Miro, Usertesting.com, Maze, UX Pilot, Asana, Airtable, Google Analytics, Hotjar, Jira, FigJam, Sketch, MURAL, InVision, UsabilityHub
Platforms
Figma, Userlytics
Languages
HTML5, CSS
Other
Communication, Agile, Scrum, Innovation Labs, Innovation, Innovative UX, Strategy, Value Proposition, Value Proposition Design, Product Vision, Qualitative Research, Go-to-market (GTM) Strategies, Service Blueprints, Ideation Workshops, Service Design, Organizational Design, Workshops, Stakeholder Management, Product Design, Business Models, Process Design, User Journeys, User Experience (UX), User Experience Design, User Experience Strategy, User Research, Quantitative User Research, UX Design, Storytelling, Visual Storytelling, User Personas, Digital Design, Digital Product Design, User Journey Maps, Design Leadership, Design Thinking, Product Discovery, Web Design, Responsive Web Design (RWD), Branding, Copywriting, Guerilla Usability Testing, Remote User Testing, Systems Thinking, Analytical Thinking, Experience Design, Cross-functional Team Leadership, Stakeholder Mapping, Ecosystem Mapping, Enterprise SaaS, User Interface (UI), Web App Design, Web Application Design, eCommerce, UI Design, Brand Design, Art Direction, Notion, Reputation Management, Press Releases, Softr, Microsoft Teams, Semplice, Personas, Data, Blockchain, Problem Statements, Usability, Sales, Startups, Startup Marketing, Framework Design, Customer Insights, Consumer Research, Archetypes, Behavioural Archetypes, Burner Brand, Healthtech, Healthcare Services, Organizational Transformation, Concepting, UX Research, User Validation, Design Validation, Organization Strategy, Research, Customer Loyalty, PSD2, Carbon Footprint, Consumer Data, Marketplace Design, Marketplaces
Experience
- Experience Design - 9 years
- Communication - 9 years
- Qualitative Research - 9 years
- Workshops - 9 years
- Innovation - 8 years
- Service Design - 8 years
- Strategy - 8 years
- Value Proposition Design - 8 years
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