Ellen Kovalenko — Product Leader
London-based product Design Leader specialising in complex systems in fintech, adtech, AI, commerce, and two-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
AI-Powered Career Management
AI-Powered 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.
Currently in B2C beta. Full case study coming soon.
Currently in B2C beta. Full case study coming soon.
Scope: 0-to-1 Product Strategy · Product Design · Discovery · Rapid Prototyping · Roadmap Ownership
jotts.app
jotts.app
Klarna — Berlin, Germany
Shopping Feed
Shopping Feed
I led the strategic redesign of Klarna's Shopping Discovery Feed, transforming it from a transactional surface into the central entry point for the shopping experience.
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. The feed was elevated to a top company priority, taking over the full homepage, and delivered 60% higher average viewing time and 25% higher CTR.
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. The feed was elevated to a top company priority, taking over the full homepage, and delivered 60% higher average viewing time and 25% higher CTR.
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
Ads Manager
Ads Manager
I initiated and led the 0-to-1 design of Klarna's Ads Manager, a self-service advertising platform for 500,000+ merchants.
With no existing product or precedent, I defined the opportunity, secured roadmap buy-in through prototyping and internal discovery, and led design end-to-end. The platform integrated AI-powered ad creation, advanced targeting, and real-time analytics into a single intuitive workflow. Post-launch: 131% revenue growth and 30% increase in CTR.
With no existing product or precedent, I defined the opportunity, secured roadmap buy-in through prototyping and internal discovery, and led design end-to-end. The platform integrated AI-powered ad creation, advanced targeting, and real-time analytics into a single intuitive workflow. Post-launch: 131% revenue growth and 30% increase in CTR.
Scope: Design Strategy · 0-to-1 Product Design · JTBD & User Journeys · Generative AI Integration · Discovery & Opportunity Framing · Stakeholder Management · Cross-functional Collaboration
ABC Financial — Dallas, TX, USA
Club Manager
Club Manager
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 period, 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 period, 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
Verifone (Curb) — NYC, USA
Three-Sided Mobility Marketplace
Three-Sided Mobility Marketplace
I held design ownership across Curb's full product ecosystem, the leading taxi dispatch and payment platform in NYC and across the US and the UK, 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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Deloitte — Chicago, IL, USA
AI Tax Processing
AI Tax Processing
I led design for a Deloitte ML/AI platform 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.
Scope: Information Architecture · ML/AI Workflow Design · Prototyping & Testing · In-depth User Research · Accessibility · Cross-functional Collaboration · Discovery
Atea — Riga, Latvia
Ecosystem Marketplace
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