Petia Koleva

Senior Product & UX/UI Designer

Crafting intuitive digital experiences with 15+ years of expertise.

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Petia Koleva - Senior Product & UX/UI Designer

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Case Studies

A curated selection of recent work spanning product design, design systems, and user experience strategy.

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Brand & Web Designer

Brutal AI Brand & Website

Logo, branding, and full marketing website for an AI startup helping restaurants attract customers, automate loyalty, and keep 100% of their revenue.

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Sole Product Designer

CSGPT Voice & Chat Agents

From design system to full product in one year. As the sole designer, I built the entire platform for creating AI voice and chat agents, with many flows across reservations, HR, support, and sales.

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Senior UI Designer

AEGON UK Design System

When Aegon rebranded, their design system needed a complete overhaul. I built the token architecture from scratch, redesigned core components, and ran rebrand explorations.

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Brand & Web Designer

YouNameIt Brand & Website

End-to-end branding and website for a new HR agency helping tech companies hire faster and better. From discovery and competitor research to accessible design and launch.

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Product Designer

GoStudent Lesson Booking Flow

A CRO-driven redesign of the multi-step lesson booking funnel. I led the design of a gamified, bite-size flow that increased Visit to Lead conversion and gave marketing teams a flexible, campaign-ready solution.

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Lead Product Designer

GoStudent Native App Chat

GoStudent needed in-app messaging for their native app. I led the design, mentored a junior designer, and we replaced WhatsApp with a secure channel the team could control.

Skills & Toolkit

The tools and methodologies I use to bring ideas to life.

User Experience

Journey MappingPersona DevelopmentInformation ArchitectureUsability TestingUser ResearchUser Flows

User Interface

Design TokensDesign SystemsPrototypingWireframingInteraction DesignAccessibility (WCAG)Responsive Design

Tools

FigmaSketchTokens StudioMiroBalsamiqJiraAsanaVS CodeWebStorm

Front-End

HTML/CSSTailwind CSSBootstrapStorybookCursorAntigravityv0LovableWebflowFramer

Experience

A journey of continuous growth and impact across product and design.

Senior UI Designer

Sep 2024 – Sep 2025

Aegon UK

Led the definition and implementation of multi-brand design tokens in Token Studio. Contributed to the redesign of core design system components, developed a centralised variables library, and leveraged AI-driven testing for accessibility compliance.

UX/UI Team Lead

Nov 2021 – Sep 2023

GoStudent UK

Led a team of 5 UX/UI designers, a UX researcher, and 2 UX copywriters. Established design processes and documentation for seamless collaboration, mentored new designers, and championed accessibility. This resulted in measurable increases in user retention and engagement.

Senior UX/UI Designer

Apr 2018 – Oct 2021

GoStudent AT

Defined and implemented the company's end-to-end design strategy from concept to market leadership. Built and maintained the startup's first design system and component library. Conducted user research and usability testing to inform product decisions.

Web Designer

July 2013 – Sep 2016

Hostway US

Redesigned and maintained the company website, achieving 40% increase in average session duration and 25% higher conversion rates. Created responsive landing pages, digital assets for cross-channel campaigns, and promotional videos.

Let's build something great together

I'm always open to discussing new projects, creative ideas, or opportunities to be part of your vision.

[email protected]+44 7541 66353 LinkedIn