Oleksandr Konovalov

About me

Marketing Roots & Systemic Thinking

My product design career started in 2017, but my foundation was built in marketing for major automotive brands. That background wired my brain to rely on historical data, potential metrics, and strict processes to manage high-volume workloads.

Understanding target audiences directly translated into user-centric design, while my need for structural order led me to adopt Object-Oriented UX (OOUX) via IxDF early in my career. I don't just draw screens; I design for measurable business outcomes.

Core Expertise: B2B Architecture & B2C Conversion

  • CRO & Lead Generation

    The other half of my expertise is Conversion Rate Optimization, shaped by my work at Lemonfrog, Fareportal, and Business Class. I treat CRO like a detective story—relying on heatmaps, traffic sources, and fighting for strict analytics coverage across all interfaces.

    I focus on measurable impact. At Fareportal, iterative design and close collaboration with marketing helped scale the CheapOair Android app revenue from $500k to $3M/month. Recently at Business Class, optimizing the core funnel yielded a +27% conversion lift on mobile (which accounted for >70% of traffic), followed by an additional +12% global lift in the next phase.

  • Untangling Complex B2B Systems

    Currently, I design core internal tools in TravelTech: complex ERPs, B2B platforms, and Salesforce customizations (navigating legacy SLDS constraints). This is where OOUX is critical. TravelTech involves incredibly dense objects and massive state machines interacting across multiple departments. When designing for 400+ internal agents, even a fractional improvement in Error Rate or Task Completeness translates to massive operational ROI.

  • Live Prototyping & AI Systems

    Recently, I’ve shifted to live prototyping. By combining solid OOUX artifacts with an AI-optimized design system, I can build detailed, functional prototypes in minutes, not hours. This drastically accelerates alignment between product stakeholders and engineering.

  • Location & Cross-Border Collaboration

    Based in the Valencia Region, Spain 🇪🇺 for the last 4 years. I am open to relocation within Spain or the broader EU.

    I have extensive experience bridging time zones and working asynchronously. At Fareportal, I collaborated daily with the New York office from Europe, and currently, I manage stakeholders based in Florida. I treat time differences as a process feature, not a bug—utilizing async handoffs and overlapping hours for critical syncs to ensure uninterrupted delivery for US and EU teams.

My Pragmatic Toolkit

Real-world product design is messy. Instead of forcing textbook frameworks like the "Double Diamond," I use a modular toolkit adapted to your actual constraints and legacy code.

See details

The Pre-Emptive Interview

Let's save us both some calendar space. Here are the direct answers to the operational, technical, and logistical questions design leads ask me most.

  • How do you handle collaboration across EU and US time zones?

    I structure my day with substantial afternoon/evening overlap with US East and West Coast teams, relying heavily on asynchronous documentation, Loom walkthroughs, and clear ticket handoffs.

  • Why do you insist on Object-Oriented UX (OOUX) before wireframing?

    OOUX prevents cognitive overload and UI fragmentation. Mapping objects, relationships, and metadata before drawing screens ensures the design aligns directly with underlying databases and engineering realities.

  • You work in both dense B2B systems and B2C conversion. Aren't those conflicting mindsets?

    They complement each other. B2B trains systems architecture, data density, and edge-case resilience, while B2C instills rigorous conversion optimization, speed, and friction reduction.

  • How do you approach designing for legacy systems like Salesforce SLDS?

    By respecting existing component constraints and database boundaries first, identifying high-impact UX bottlenecks, and refactoring incrementally rather than proposing unfeasible total rewrites.

  • What exactly makes your design systems "AI-adaptive"?

    Semantic token structures, machine-readable specifications, and strict OOUX relationships that LLMs and AI coding agents can parse and execute reliably without hallucinations.

  • What is your approach when a project lacks data or clear requirements?

    I map the known business logic, interview frontline stakeholders (support, sales, account managers), and build rapid interactive prototypes to stress-test assumptions and extract concrete feedback.

  • What is your work authorization and preferred contract setup?

    Direct B2B contract or international payroll/EOR (Deel, Remote). Fully compliant with EU and international tax and invoicing regulations.

  • What team structures are you most comfortable in?

    Cross-functional triads (Product, Design, Engineering) with high autonomy, clear ownership, and direct communication channels.

  • What are your working languages?

    English (fluent, full professional proficiency) and Ukrainian (native).

Ship, Measure, Iterate

Perfect is the enemy of shipped. I prefer releasing fast, gathering live analytics, and iterating over endless polishing.

Architecture Before Pixels

Products start in documentation. OOUX mapping builds a solid foundation, solving complex backend logic before UI design.

Modular Design Process

Textbook processes fail in reality. I adapt to the chaos. If deep user interviews are blocked for months, we skip, build, and test live.

Rapid AI Prototyping

In 2026, live prototypes are the ultimate communication tool. It’s the cheapest, fastest way to align stakeholders or kill a bad idea early.

Cognitive Minimalism

Like specialty coffee, UI copy is best served black. I write pragmatic, minimalist text to cut the noise and reduce cognitive friction.

Obsessive Data Coverage

The best time to integrate analytics is day one. Every tracked input directly improves the quality of our CRO and product decisions.

Semantic Design Systems

A strong token foundation scales infinitely. I build systems readable by LLMs and developers, ensuring strict EU a11y compliance by default.

The Quantum Physics of Time

A task takes exactly as much time as you give it. I focus on strict scoping and pragmatic delivery to prevent endless design loops.

Embracing Legacy Systems

You can’t always rewrite the backend. Whether facing SLDS v1 or ancient .NET, I find elegant solutions within strict constraints.