alisa smelkova
+
10 years designing complex interactive systems — from enterprise gamification and FTUE optimisation to F2P-adjacent monetisation UX and HUD-inspired navigation models. A product systems thinker making the move into games where this thinking belongs.
Principal UX Designer, Design System
Sep 2023—May 2025
CDMX, Remote
Developer Tools
Desktop SaaS
Desktop App
~25K GitHub Stars
HulyOS — OS interaction architecture: Conceptualised and designed a cognitive operating system model: infinite 3D workspace navigated like a game environment, physical display as a Viewport into that space, HUD layer for persistent system controls, and Slices as contextual work planes. Replaced file/folder metaphors with Concepts and Links — associative primitives mirroring human memory. Designed in collaboration with engineering using object-oriented principles.
Design system: Established design system across a mature cross-application ecosystem — defining interaction rules and interface style balancing usability, art direction, and accessibility. Achieved 80% component adoption on new features; enabled 6 MVP features shipped in parallel.
Systems architecture: Co-defined state-based app architecture with engineers enabling platform-wide automation and state transitions — leading design for a globally adopted platform with ~25K GitHub Stars.
Lead UX Designer, Product & Systems
Nov 2018—Jun 2023
CDMX, On-site
B2B SaaS
0-to-1
Co-founder
Developer Tools
L&D Platform
Game Dialogue Co-pilot: Designed an MVP tool inspired by RPG branching conversation mechanics — replaced static dashboards with an adaptive dialogue-driven guidance loop, driving +30% increase in demo conversion.
FTUE optimisation: Identified critical drop-off at the permission-request gate through funnel analysis and behavioural analytics. Rebuilt the full registration sequence — achieving +25% onboarding completion and +18% trial-to-paid conversion.
Retention loop iteration: Led evolution of the 1:1 re-engagement module through 3 major releases — refining notification timing, flow structure, and feedback loops via quantitative research and UX interviews, driving +60% DAU increase among engineering managers.
Product pivot — Vectorly to Ace: Led full UX and brand redesign through product pivot — shifted from L&D platform to engineering management co-pilot, redesigning information architecture, navigation model, and visual identity for a new target audience while maintaining design system continuity.
Design culture & team leadership: Built design practice from scratch as co-founder — hired and led design team, defined cross-functional processes with engineering and product. Championed design system investment at product inception, enabling rapid iteration and pivot execution without structural rework.
First enterprise client: Led Product Hunt launch — achieved Product of the Day, 2× session activity in 48 hours. Directly resulted in first enterprise contract: design org of 50+ at a major bank, providing the revenue foundation for continued product development.
Design system, 0 to 350+ components: Grew system from scratch through two pivots and a full rebrand with zero structural rework — achieved 2-week handoff cycle and reduced new-feature time-to-market by 40%.
Hipo
Lead UX & Gamification Designer
Apr 2016—Oct 2018
Moscow, Part-time, On-site
Enterprise Gamification
User Research
Mobile-first
Sole Designer
Quest-based employee learning system: Designed end-to-end UX for an enterprise gamification platform (sole designer) — branching quest chains tied to skill grades and advancement paths, location-aware task delivery via in-store GPS triggers, and a reward and ranking system. Content delivered across multiple formats: video, articles, assessments, recorded lectures. Mobile-first for field employees; separate desktop experience for L&D admin teams.
L&D admin tooling & gamification engine: Designed configurable backend enabling L&D managers to build and edit quest chains, assign skills, set reward structures, and define progression thresholds — without engineering involvement. Worked directly with a specialist gamification architect to design the full reward and motivation mechanics.
Validation & rollout: Validated with both field employees and L&D teams through extended testing. Launched simultaneously across 100+ retail locations in a single rollout day. Platform subsequently adopted by multiple global enterprise clients including consumer electronics manufacturers for retail and factory employee training.
Lead UX Designer & Art Director
Apr, 2016 – Oct, 2018
Moscow, On-site
Game UX
Gamification
FMCG
D2C e-commerce
Promoted from Junior Designer
HUD & menu design for a major global toy brand IP game — concept submission: Designed game HUD, interaction flow, and customisable in-game phone menu (colour, charms, stickers) for a concept submission to a global toy brand IP game. Delivered interaction prototypes, final UI designs, and motion specs. Concept placed in final selection; elements informed the shipped product.
Gymnasium — student progression & achievement app: Designed progression and achievement system where unlock moments triggered a personalisation flow — students customised their collectible figurine, making each reward unique. Social sharing in-app and externally turned unlocks into organic community content. Mechanic inspired by Forza Horizon’s constant small-reward loop applied to real-world academic progression. Validated with students.
Monetisation UX (F2P-transferable): Redesigned D2C checkout and subscription flows for global FMCG brand via A/B testing and funnel analysis — −15% cart abandonment, +15% conversion. Same purchase-moment methodology applied directly to F2P IAP flow design.
Clients: Mars, Royal Canin, Reckitt Benckiser, Durex, Philips.
Process leadership: Migrated agency design workflow from Photoshop to Sketch — rebuilt production process and component standards. Grew from junior designer to Art Director over 2.5 years.
