Efrosina BenovaLead designer, Product experience

Turning complex challenges into trusted products

With deep B2B expertise and AI‑driven design operations, I connect user needs, business goals, and intelligent workflows into product experiences that empower teams, reduce complexity, and delight users.

See my work Download resume

Product design and experienceTurning complex workflows into clear, user-centered solutions, backed by scalable design systems.

Discovery and researchResearch that goes beyond surface insights to the root cause of user problems, understanding how people think, work and decide, and continuing to learn from real usage after release.

AI workflows and prototypingAI-powered agentic tools and workflows for data analysis and rapid prototyping, lowering product risk and speeding up the engineering handoff.

Selected clientsPorsche, BMW, Electrolux, Santander, OTP Group, Vienna Insurance Group, Unilever, Siemens, KBC and Groupama

Selected work

DevOps insights portal home with environment status, AI workspace summary and DORA metrics

Work in progress

DevOps portal · 2026

Designing for adoption in an AI-powered DevOps insights portal

Finding the real reasons behind low adoption, and how I work with Claude Code and MCP servers.

AI workflowAnalyticsAdoption

New primary persona and onboarding strategy

TIS AI payment assistant showing payments waiting for approval

TIS · 2025

Designing an AI assistant treasury teams can trust

Discovery and design for a generative AI payment assistant, built through an AWS LaunchPad sprint.

AI UXDiscoveryFintech

Live on AWS Marketplace · 26 of 38 pilot accounts signed a contractual upgrade

PayOptix payments screen with review card, filters and payments history table

TIS · 2024–2025

Redesigning a treasury payments platform around the people who use it

Research practice from zero, new personas, a scalable design system and a full PayOptix redesign.

ResearchRedesignDesign system

67% fewer support tickets · NPS 4.5 → 8

InsureKit design system foundations page with accent, success, warning, error and neutral colour scales

Fadata · 2021–2023

From three component libraries to one design system

Turning inconsistent libraries into a scalable design system connected to code.

Design systemDesignOpsInsurtech

Up to 60% faster screens · 12 → 4 clicks

More work

Pro bono

Empathy in action: an app for volunteers

A mobile app for a local voluntary organisation.

Fadata · Data visualisation

Balancing data and design: a workflow for dashboards

A shared workflow and UI kit for design and product teams.

Fadata · Internal tools

Bridging Aha! and Jira

A faster way to create repetitive tasks.

About me

I'm Effie, a Lead Product Experience Designer based in Sofia, Bulgaria. Since 2015 I have been designing B2B SaaS products, from fintech and insurance platforms to AI-powered DevOps tools.

I specialise in end-to-end product design, user research, usability testing, design systems and AI-augmented design workflows. I advocate for accessible, inclusive design and I love growing UX culture across organisations.

What I do

UX strategy, research, prototyping, design systems

How I work

Figma, Claude Code, MCP servers, Lovable

Focus

B2B SaaS products

Languages

English, Bulgarian, German (elementary)

Contact

Want to see more of my work or share some thoughts?