01.
360 project view
I hold the full picture simultaneously — user needs, business goals, technical constraints, regional nuance — and make decisions that serve all of them.
Kateryna Krutenko is a swiss army knife system thinker
with a product brain and a builder's instinct
who makes digital solutions for humans
At this very moment, Kat is probably
brainstorming
brainstorming
What I've designed recently
Orchestrate
From zero to done: Designing AI That Thinks With You, Not For You
A solo 0-to-1 product from research and strategy to interaction design and AI architecture.
Founding Designer
0 → 1
AI Product
SaaS
Day 1
code-first design system
+40%
trust, without changing the AI
25% → 85%
plan acceptance
Orchestrate
The AI Layer: Architecture, Prompt Design & Safety
The technical story behind Orchestrate — how I designed an AI system that's reliable, honest about uncertainty, and safe before it reaches real users.
Prompt Engineering
Architecture
Tech Deep Dive
AI Guard Rails
68% → 92%
overall accuracy
45% → 100%
dangerous advice blocked
4 agents
modular AI architecture
PUMA
From Silent Store to Revenue Engine: Fixing Search for 120M Users
As the lead product designer, I redesigned PUMA's search experience end-to-end — from research and IA through stakeholder negotiation across 6 regional teams — turning a hidden, broken tool into a scalable growth system.
Strategy & Validation
E-commerce
Leadership
Design System
Web & App
3×
conversion increase
30%+
reduction in no-results bounce rate
+7%
add-to-cart uplift
PUMA
From Soulless Grid to Customer Relationship Platform: Transforming My Account
Transformed a basic account page into an engaging customer relationship platform using only front-end resources.
Product strategy
User research
Design system
Web & App
PUMA
Making Loyalty Feel Like a Reward, Not a Chore: PUMA Loyalty Program
Redesigned the PUMA loyalty experience to make points, tiers, and rewards feel tangible and motivating across web and app.
Loyalty
E-commerce
Membership
Design System
Orchestrate
From zero to done: Designing AI That Thinks With You, Not For You
A solo 0-to-1 product from research and strategy to interaction design and AI architecture.
Founding Designer
0 → 1
AI Product
SaaS
Day 1
code-first design system
+40%
trust, without changing the AI
25% → 85%
plan acceptance
Orchestrate
The AI Layer: Architecture, Prompt Design & Safety
The technical story behind Orchestrate — how I designed an AI system that's reliable, honest about uncertainty, and safe before it reaches real users.
Prompt Engineering
Architecture
Tech Deep Dive
AI Guard Rails
68% → 92%
overall accuracy
45% → 100%
dangerous advice blocked
4 agents
modular AI architecture
PUMA
From Silent Store to Revenue Engine: Fixing Search for 120M Users
As the lead product designer, I redesigned PUMA's search experience end-to-end — from research and IA through stakeholder negotiation across 6 regional teams — turning a hidden, broken tool into a scalable growth system.
Strategy & Validation
E-commerce
Leadership
Design System
Web & App
3×
conversion increase
30%+
reduction in no-results bounce rate
+7%
add-to-cart uplift
PUMA
From Soulless Grid to Customer Relationship Platform: Transforming My Account
Transformed a basic account page into an engaging customer relationship platform using only front-end resources.
Product strategy
User research
Design system
Web & App
PUMA
Making Loyalty Feel Like a Reward, Not a Chore: PUMA Loyalty Program
Redesigned the PUMA loyalty experience to make points, tiers, and rewards feel tangible and motivating across web and app.
Loyalty
E-commerce
Membership
Design System
I love how design brings together three things: engineering skills, problem-solving, and visual creativity. When these work together, they create innovations that can help make the world a little better.
My superpowers which set me apart
02.
Go with the flow
I adapt fast without losing direction. Ambiguity and shifting priorities don't derail me — they sharpen my focus on what actually matters.
03.
Never settle
I keep pushing past "good enough." Whether it's a micro-interaction or a system architecture decision, I ask if we can do better — until we can't.
04.
Constraints are friends
Limited engineering resources, tight timelines, legacy systems — I treat these as creative inputs, not blockers. Some of my best work came from having less.
05.
Ship fast
I prototype early, validate fast, and get real signals quickly. I use vibe-code tools to test ideas before a single dev hour is spent.
06.
Sweat the details
I notice the things others skip. Spacing, edge cases, loading states, error messages — the details are where trust is built or lost.
07.
Communication & collaboration
I translate between designers, engineers, PMs, and stakeholders. I've aligned cross-regional teams across 6 markets — clear communication is part of my craft.
08.
Lift others up
I believe people create the better place to work. I've mentored 5 junior designers and built a design vetting process from scratch. Helping others grow isn't a side activity — it's how I measure success.
About me & values
Visit my About page to learn more about me, what I value, and how I approach building products and teams.
Go to About page
What my colleagues
are saying
Kateryna proved to be an indispensable member of the team due to several key professional strengths:
Creative Problem Solver: She offers effective solutions for complex problems and has a strong eye for detail. She is skilled at anticipating all project possibilities and providing a solution for every case.
Structured: Her capacity to understand every possible outcome within a project framework demonstrates a highly structured and meticulous approach to design and planning.
Visionary and Strategic: Her unique ability lies in translating abstract requirements into visual designs. She maintains a crucial 360-degree view of a concept, ensuring that her work is comprehensive and strategically sound.
Reference letter available upon request.
DS
David Serra
Product Manager, UX Global E-Commerce
What my colleagues
are saying
Kateryna proved to be an indispensable member of the team due to several key professional strengths:
Creative Problem Solver: She offers effective solutions for complex problems and has a strong eye for detail. She is skilled at anticipating all project possibilities and providing a solution for every case.
Structured: Her capacity to understand every possible outcome within a project framework demonstrates a highly structured and meticulous approach to design and planning.
Visionary and Strategic: Her unique ability lies in translating abstract requirements into visual designs. She maintains a crucial 360-degree view of a concept, ensuring that her work is comprehensive and strategically sound.
Reference letter available upon request.
DS
David Serra
Product Manager, UX Global E-Commerce
Kateryna is a solid UX designer - diligent, thoughtful, and always asking the right questions at the right time (which is rarer than you'd think).
She has a great way of balancing user needs with business goals, and her attention to detail showed in her work. I really appreciated her contributions at Puma.
AA
Anushree Ashtikar
Global Product Manager | Applied AI
Kateryna is very detailed-oriented, capturing edge cases in your designs that we might have missed otherwise. All your designs are usually very well thought through and you can explain very well why you've made each design decision. Your attention to detail and thoroughness is definitely your superpower.
AG
Andrew Guldman
VP of Engineering, Agent Engineer
Kate consistently displayed a passion for improvement and a drive to disrupt old patterns, resulting in new ideas and improvements. Kate's caring personality and active team participation, combined with her extensive experience working with a wide range of clients and projects, make her a very strong team player and designer.
She is experienced at building relationships with different teams and working on various stages of projects within their lifecycle
TA
Tetiana Adehova
Design Teamlead
Kate is a highly skilled and experienced Senior UX Designer who consistently produces high-quality work.
She stands out with her strong analytical skills and exceptional attention to detail, making her designs intuitive and user-friendly. Kate's excellent communication and collaboration skills make her a valuable asset to any project team. She is dedicated to her craft and consistently delivers innovative solutions.
OL
Oleg Levashov
Functional Manager