Ecosystems
Strategies for Ecosystems
Kristina joined as Design Lead with cross-organizational access, entering a fragmented, multi-product ecosystem developed by independent squads. Through design services and research, she defined an ecosystem strategy and shared product vision—aligning teams around common principles, reducing duplicated efforts, improving delivery efficiency, and establishing scalable foundations for consistent growth across the portfolio.
Products
Product & Feature Strategies
Products often lacked clear strategies, with unclear vision, undefined goals, and feature requests emerging ad hoc without prior research or planning. To bring order to this chaos, Kristina developed several product strategies that guided teams beyond mere epics and feature definitions.
She also trained team members to adopt agile methodologies and follow standardized processes, ensuring strategy translated into effective execution.
Holistic UX
UX Strategies
As Lead, Kristina drove a set of foundational UX strategies focused on building organizational design maturity, aligning fragmented product efforts, and creating cohesive end-to-end experiences across channels. Her work centered on establishing shared vision, principles, and processes—embedding research into product development, scaling design systems, strengthening DesignOps, and fostering cross-functional collaboration. These strategies enabled teams to move from isolated execution toward holistic experience thinking, supporting consistent delivery, stronger brand coherence, and sustainable product growth.
Brands
Brand Strategies
Led end-to-end brand strategy across multiple rebranding initiatives—covering company, individual products, product suites, and a unified AI persona. Work began with aligning user insights and business expectations into clear strategy, vision, and brand architecture, followed by development of cohesive visual, verbal, and audio identities to ensure consistency, scalability, and strong ecosystem recognition.