Hi, I’m Veronika,
a multidisciplinary UX designer
delivering customer-centric experiences that drive adoption, satisfaction, and business impact.
See selected works
See selected works

Abetor®

What I'm really good at

(01)
Product Design & Strategy

I identify as a multidisciplinary hands-on designer who thrives across the full lifecycle — discovery, ideation, prototyping, and delivery. Colleagues know me for:

Focusing relentlessly on users and driving ideation
High-Fidelity design and prototyping
Storytelling and workshop facilitation
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(02)
Leadership

Because of my leadership role in XD Guardians, I’ve become a design advocate and change-maker across the organisation. I don’t just manage a team — I inspire collaboration, educate developers and product partners, and push design standards higher. I’m proactive in driving innovation, unblocking problems, and making sure designers feel empowered to experiment and grow.

DesignOps problem solving
Inspiring collaboration and experimentation
Raising the bar for design quality at scale
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(03)
Business

Before moving into design, I worked as a Senior Consultant in Data and Analytics. Over time, I realised I was missing the human factor — which inspired me to study human-centred design and become a product designer. The best decision I’ve ever made.

However, that business-first lens I developed as a consultant is now my design superpower. It helps me:

Balance user value with commercial goals
Drive outcomes with strong stakeholder management
Apply analytical mindset to design strategy
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Experience

Company Name
Work Type
Work Year
Projects
Sage
Team Lead (20% of my time) @XD Guardians
2025 – Present
Founded and lead a cross-functional team driving design process innovation and AI adoption for 150+ designers.
Sage
Senior product designer @Sage People
2022 – Present
Leading UX for a £26M ARR B2B SaaS platform with 500k+ end users. Delivered a 21-point NPS increase and 25% higher UX satisfaction.
Futuresight
Lead UX designer
2021 – 2022
Lead UX, delivering B2B e-commerce and social media projects end-to-end while wearing multiple hats across product, content, research, and client engagement.
Swapie
Co-founder / Product Designer
2020-2021
Launched Russia’s first toy subscription service, from concept to customers.
Oliver Wyman
Senior Data Analyst
2017 - 2021
For Top-30 global banks, designed and developed advanced analytical products and digital solutions in Data Analytics.

About me

At work, I bring energy, bold fresh ideas, and high standards.
I love solving complex problems in simple, human ways — and I thrive where there’s ambiguity, collaboration, and the chance to make a meaningful impact.
Accessibility Champion

I completed the Deque University curriculum and now bring accessibility principles into every stage of my work. I champion inclusive design by organising Empathy Lab sessions, where we use disability simulation tools to experience firsthand the challenges faced by users with disabilities. We then guide people in using assistive technologies to complete simple tasks, such as ordering food.

Sage Empathy lab 2025
AI advocate

AI is a personal passion. I run AI Tools Playground, a Slack community of 50+ Sage designers sharing experiments and outcomes. I’ve participated in 8 Sage AI Hackathons turning concepts into working prototypes and real solutions. I shared my AI Journey in an article below.

From AI curious to AI native: my fast-track journey
Article, Aug 19, 2025
Startup experience

While studying UX at a Bootcamp, I co-founded Russia’s first toy subscription service. Although the project ended in 2022 due to geopolitical events, I loved every moment—building it with my husband, from an idea born in our kitchen to packing boxes and hearing customer feedback. It showed me that I had found my true path in product design.Read case study about my startup

Passions

Outside of work, I’m all about movement and challenges—climbing walls, practicing handstands, or hitting the gym. It keeps me energized, adventurous, and occasionally makes me look like Spider-Man, my 6-year-old daughter’s favourite superhero.

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As a web designer and developer, I turn your ideas into reality on a digital platform. I create websites that are not only beautiful to look at, but also functional.
Achievement
(©22 - 25)
Digital Dev & Designer

Awards

©25

Brand Innovation
2025
Site of The Month
2025
Site of The Year
2024
Podcast of the Year
2024
Network of the Year
2023
Honorable Mention
2022
Testimonials Author
01/
Branding

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

Nina Patel
Founder
Testimonials Author
02/
Development

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

Jonathan
Product Manager
Testimonials Author
03/
Webflow

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

Michael Di
Jonathan
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Selected Works

©25

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BRANDING.

BRANDING.

BRANDING.

BRANDING.

BRANDING.

BRANDING.

BRANDING.

BRANDING.

BRANDING.

Strategy.

Strategy.

Strategy.

Strategy.

Strategy.

Strategy.

Strategy.

Strategy.

Strategy.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

WEBFLOW.

thank you

thank you

Let’s Connect

Let’s Connect

Let’s Connect

Let’s Connect

Let’s Connect

Let’s Connect

Let’s Connect