Ellen Kovalenko — Product Leader
London-based product design leader specialising in complex systems in fintech, adtech, AI, commerce, and multi-sided platforms.
I work across B2B and B2C at the intersection of strategy, design, and product, turning ambiguous problems into shipped, successful products. From AI-driven platforms at Klarna to large-scale enterprise systems at Deutsche Bank and Deloitte.
🔒 PORTFOLIO
Jotts — London, UK
Personal Career Management
Personal Career Management
Jotts is an AI-powered career management platform I'm founding and designing — giving professionals full ownership of their career in one place. From application tracking and achievement portfolios to performance reviews, resume generation, and an AI career copilot, it covers the full career lifecycle.
Live on TestFlight. Building in public.
Live on TestFlight. Building in public.
Scope: 0-to-1 Product Strategy · Product Design · Discovery · Rapid Prototyping · Roadmap Ownership
jotts.app
jotts.app
Klarna — Berlin, Germany
Commerce Discovery Platform
Commerce Discovery Platform
I led the redesign that delivered 60% higher average viewing time and 25% higher CTR — transforming Klarna's app home from a transactional screen into the central entry point for shopping across 150M users.
I shaped the design strategy from first principles: repositioning the feed around personalisation, integrating influencer-led and AI-generated content, and designing a journey that served both users and Klarna's merchant partners.
I shaped the design strategy from first principles: repositioning the feed around personalisation, integrating influencer-led and AI-generated content, and designing a journey that served both users and Klarna's merchant partners.
Scope: Design Strategy · Content & Personalisation Strategy · AI/ML Integration · Cross-functional Alignment (16 teams) · Hands-on Design & Prototyping · User Research & Testing · Launch Oversight · Designer Mentoring
Klarna — Berlin, Germany
AdTech Platform
AdTech Platform
I identified the merchant self-serve advertising opportunity before it existed as a product — through user research and competitive analysis — then defined the vision and secured senior leadership buy-in to build it.
Led 0→1 from discovery through launch: team alignment, prototyping, and end-to-end design. The platform reached 70K+ advertisers at launch, with CTRs up to 25× industry benchmarks, contributing to 131% YoY marketing revenue growth.
Led 0→1 from discovery through launch: team alignment, prototyping, and end-to-end design. The platform reached 70K+ advertisers at launch, with CTRs up to 25× industry benchmarks, contributing to 131% YoY marketing revenue growth.
Scope: Design Strategy · 0-to-1 Product Design · JTBD & User Journeys · Generative AI Integration · Discovery & Opportunity Framing · Stakeholder Management · Cross-functional Collaboration
Verifone (Curb) — NYC, USA
Three-Sided Mobility Marketplace
Three-Sided Mobility Marketplace
I held design ownership across Curb's full product ecosystem, spanning 10+ interconnected products: driver and rider apps, in-cab media, payments, navigation, and dispatch tooling.
I established design processes, led strategy across the portfolio, and managed a team of designers while staying hands-on. A systematic UX audit of the core apps lifted App Store ratings from 4.1 to 4.8 across 70,000+ reviews.
Scope: Design Strategy · 0-to-1 & Iterative Product Design · Driver & Rider Apps · Payments & Ads Platform · Navigation · Design Process & Team Management · Discovery
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ABC Financial — Dallas, TX, USA
Enterprise Health & Fitness Platform
Enterprise Health & Fitness Platform
I led design of a comprehensive gym management platform for ABC Financial, consolidating member management, billing, scheduling, and reporting into a unified operator experience.
Managing a distributed team through a critical transformation that supported 50% YoY growth, I established quality standards and user-centred practices, ensuring design decisions were grounded in operational reality. The result reduced friction for gym operators and gave ABC Financial a scalable product foundation.
Managing a distributed team through a critical transformation that supported 50% YoY growth, I established quality standards and user-centred practices, ensuring design decisions were grounded in operational reality. The result reduced friction for gym operators and gave ABC Financial a scalable product foundation.
Scope: Product Design Strategy · Revenue & Subscription Management · Payments & POS · Scheduling Systems · User Research & Discovery · Team Management · Quality Control
Deloitte — Chicago, IL, USA
AI-Powered Tax Processing Platform
AI-Powered Tax Processing Platform
I led design for a Deloitte ML/AI platform (Intela) built to automate large-scale financial data preparation, blending, and analysis, a high-stakes workflow where errors carry real compliance risk.
Working closely with data engineers and stakeholders, I mapped the end-to-end process, identified friction points and risks, and designed workflows that enable repeatable, auditable outcomes with minimal manual intervention, significantly reducing processing time and error rates contributing to Deloitte being named Tax Technology Firm of the Year.
Scope: Information Architecture · ML/AI Workflow Design · Prototyping & Testing · In-depth User Research · Accessibility · Cross-functional Collaboration · Discovery
Atea — Riga, Latvia
Cloud Ecosystem Marketplace
Cloud Ecosystem Marketplace
As sole designer, I designed and delivered a B2B ecosystem marketplace and subscription billing platform for Atea, a multi-sided system serving distributors, resellers, managed service providers, and vendors.
I owned the full process end-to-end: research, opportunity framing, catalogue and billing design, partner channel tooling, and production-ready assets, giving Atea's partner network a unified, scalable operational foundation.
Scope: B2B Subscription & Billing Design · Ecosystem Architecture · Catalogue Systems · Research · Prototyping · Cross-functional Collaboration