Elina Sazonova
I design

Product designer for complex B2B services

5+ years in design · B2B and B2C · web, mobile, tablet

I make heavy enterprise workflows feel light. Every decision rests on research, and post-launch metrics show whether it worked. No guesswork, no decoration for its own sake

← interviews, usability tests, focus groups
← −52% time to create an insurance contract, measured
More about me
Frame

ColSy

Moving a top-10 bank's collateral off a legacy system, from cash deposits and guarantees to real estate and movable property. Twelve user groups, one platform.

B2BWeb app10 min read
 Frame

Hamkorbank

Website redesign for a retail bank in Uzbekistan. Interviews showed clients check the dollar rate more often than the weather, so the rate moved into the navigation.

B2CWebsite & mobile version5 min read
 Frame

X5 Dialog

A promo page for X5's retail analytics product. The plan comparison, four plans by eleven parameters, turns into expandable cards on mobile.

B2BWebsite & mobile version3 min read
 Frame

Other products

Banking, retail, energy, insurance and travel. Eight more products, from bank apps to a supplier portal.
OTP BankBanking · public websiteStudio · B2C2024

Task

Refresh two pages of the bank’s public website: the OTP debit card and the compliance page, which isn’t a client page but has to be on the site by regulation.

What I did

  • Debit card page: set the order of blocks based on research the bank ran and shared with us
  • Reworked the feedback form the bank tracked a satisfaction score with: on mobile the 10-point scale merged into a row of tiny numbers and caused misclicks, so I moved it to a 5-point scale with tap-friendly buttons
  • Added a comment field for scores below 4, so an unhappy user can say what exactly is wrong and the team can act on it
  • Compliance page: turned old pages and a pile of technical documentation into a readable structure
  • The 3D illustrations were later replaced by another team; the structure and blocks are mine
Compliance page ↗Debit card page ↗
X5Logistics · tablet appStudio · B2B2024

Task

A tablet app for staff who unload pallets from trucks at large distribution centres, where every second at the dock counts.

What I did

  • Designed every pallet-receiving scenario for the tablet version
  • The flow: choose the cargo type, set the number and height of pallets from a fixed list, fill in the forms step by step
  • At the end the app builds a report with photos taken right in the app, which can be added, edited, replaced or deleted
SberFestival · tablet & mobile appStudio · B2C2024

Task

Two micro-projects for SberFest: an AI colouring experience at the stand and an in-app scenario during a concert.

What I did

  • A tablet interface where a guest picks an artist’s style for the matryoshka’s headscarf and body separately, AI paints it, and the result is projected onto a life-size matryoshka at the stand
  • A scenario in the SberFest app: during a performance every guest gets a push notification, answers a short quiz about what they want to learn and dream of, receives a generated video of their future profession and an invitation to a lecture
RosbankBanking · mobile appStudio · B2C2023–24

Task

Bring a new feature into the Rosbank app: a digital ruble wallet.

What I did

  • Announcing the new feature inside the app
  • Connecting the digital ruble to the account
  • Topping up the digital ruble balance
  • A set of in-app banners about the feature
Fun&SunTravel · mobile app & websiteStudio · B2C2023

Task

Make the tour search filter in the mobile app useful, and design website pages for extras you can add to a tour.

What I did

  • App: the old filter was confusing and grouped attributes poorly, and Fun&Sun’s research showed people didn’t use it. I regrouped it around the attributes people search tours by most
  • Designed how the filter opens and collapses, how selected filters show, and a reset that works without opening the filter
  • Website: a hub page for all extras and a page for each one — excursions, yacht trips, a kids’ entertainer
Gazprom NeftEnergy · supplier portalStudio · B2B2023

Task

An MVP portal where suppliers and contractors submit and track tender bids, plus mock-ups for user testing.

What I did

  • Studied the technical documentation and met stakeholders
  • Framed hypotheses
  • Designed the home page, widgets, task calendar, notifications and account settings
  • Prepared mock-ups for testing and assembled the backlog
RosgosstrakhInsurance · agent portalStudio · B2B2022–23

Task

Main scenarios and edge cases of an insurance agent portal for three roles, adapted for mobile. Few process details in the requirements, a client working group that didn't agree within itself, and many approvers.

What I did

  • Two major sections in three months, 100+ scenarios and edge cases, doubled for mobile
  • A flow approval table: 1,000+ flows, up to 8 approvers each
  • Regular demos where specialists adjusted the mechanics live
  • Defended decisions before a working group of 50 people
  • Team of 5 designers and 2 leads
MeetorraArchitecture · BIM libraryProduct · internal2022

Task

An architecture studio’s library of BIM models: first for its own staff, later planned as an open platform where models can also be sold.

What I did

  • Designed the home page, the BIM model card with its description and the cart
  • Built a UI kit from scratch: the studio didn’t have one