# Julia Feinstein

> 👋 Dynamic UX/UI & Product Designer | Design Systems Advocate & Prototyper | 10+ Years of Innovation in E-Commerce, Retail, Fintech, & Healthcare for web and mobile.

Location: San Mateo, California, United States
Profile: https://flows.cv/juliafeinstein

I am a dedicated UX/UI Product Designer with diverse Marketing, Branding, and Web Design expertise. Rooted in an artistic background, I seamlessly blend aesthetics and functionality to craft engaging interfaces. My BA in Business Administration enhances my strategic approach, ensuring designs align with user needs and business goals. My career trajectory involves impactful projects spanning e-commerce, retail, and fintech sectors, including collaboration with notable brands like PayPal and REI.

Proficient in UI/UX Principles, Research methodologies, Wireframing, Prototyping, and Testing. I create intuitive interfaces via Figma that bridge user and business objectives. 

Let's connect to elevate user experiences together.

## Work Experience
### User Experience Designer @ Immigrant Buddies
Jan 2023 – Present | Texas, United States
- Collaborating on the design of an MVP web platform aimed at connecting immigrants with volunteers in the U.S., fostering mutual cultural exchange, and supporting users in adapting to a new country.
- Conducted usability testing on prototypes, gathering feedback from users to enhance accessibility and ensure the platform meets the needs of a diverse, multicultural audience.
- Designed user flows and high-fidelity visuals, creating an intuitive experience optimized for mobile, tablet, and desktop devices to ensure seamless usability across all screen sizes.
- Developed a scalable design system for the platform, enabling faster iteration and consistent implementation to support future growth.

### Product Designer @ BeAKid
Jan 2025 – Jan 2026 | Florida, United States
- Led end-to-end UX for a mobile-first B2C MVP helping parents track kids' activities and plan schedules; achieved 100% task completion in usability testing for the core flow.
- Iterated on information architecture, microcopy, and interactions; fixed 5 critical issues, reduced input confusion for 80% of participants — achieving 5/5 ease-of-use ratings from 80% of participants.
- Shaped MVP feature prioritization through 15+ user interviews and competitive analysis, aligning founder and design team decisions around scheduling conflict prevention as the #1 user pain point.
- Pivoted the sharing model from public to private based on usability data (60% rated public sharing 1–2/5), directly influencing the product roadmap to prioritize trusted-circle sharing.

### Design Strategist @ Digital Health Innovator
Jan 2023 – Jan 2024 | Texas, United States
- Led user-centered design initiatives to enhance the user experience for various digital and physical health products.
- Aligned design strategies with business goals, crafting a cohesive brand identity, and contributing to ongoing improvements in user engagement.
- Facilitated cross-functional collaborations to translate healthcare concepts into intuitive design solutions for digital and physical products.
- Managed end-to-end design projects, ensuring multiple health products' successful and timely launch.

### UX Designer @ PayPal
Jan 2022 – Jan 2023 | California, United States
- Led UI transformation for the PayPal Credit web and mobile app using the new version of the design system, resulting in the creation of 100+ new UI mockups in Figma. 
- Coordinated and led bi-weekly collaborative meetings for 2-week sprints involving a team of UX Designers, Content Designers, and the Product Manager to review and discuss design updates.
- Developed and presented to key stakeholders 3 new design concepts with updates for PayPal Credit Account Overview, Account Management, Payment flow, and Credit Offers flow, all well-received and advanced for further consideration.

### Product Designer @ REI
Jan 2021 – Jan 2022 | Seattle, WA
- Revamped gift card purchasing experience on the REI website through data collection, evaluation of existing experience, research, defining a target audience, competitive analysis, information architecture, and interaction design, resulting in a 25% increase in conversion and an 11% boost in gift card purchase revenue.
- Created 50+ Figma layouts and 8 interactive prototypes, tested in 20 usability sessions on mobile and desktop platforms, resulting in a 95% successful task completion rate.
- Consulted the Registration and Payment department on optimizing the checkout process for purchasing multiple physical gift cards, resulting in a 20% reduction in registration steps.
- Met with engineers daily and facilitated efficient handoffs by providing detailed design specs for a specific project, resulting in an average 20% reduction in development time.

### UX/UI Designer @ Happy Kids
Jan 2021 – Jan 2021 | United States
- Designed a user-centric website for a daycare provider by conducting thorough data collection, research, creating personas, and crafting information architecture.
- Built and developed the website from scratch utilizing HTML5, CSS3, CMS, and Bootstrap.
- Conducted extensive user research, including 10 in-depth interviews, and facilitated 10 usability testing sessions with the target audience to refine and optimize the website's performance and user satisfaction.

### Product Designer @ Learning Machine
Jan 2020 – Jan 2021 | United States
- Conducted market research and competitive analysis of 10+ e-learning platforms, identifying gaps and defining the product's unique value proposition for U.S. market entry.
- Led end-to-end UX design of MVP mobile app for 1:1 tutoring — user flows, prototypes, and high-fidelity interfaces.
- Validated concept through usability testing with 8 participants, achieving 100% task completion across all core flows.

### Graphic & UX Designer @ GC Avangard LLC
Jan 2014 – Jan 2020 | Saint Petersburg Metropolitan Area
- Owned UX and e-commerce operations for stirka.net (B2B2C, professional laundry equipment), managing platform via OpenCart CMS and driving 37% year-over-year increase in conversion.
- Led cross-functional collaboration with marketing and service teams to resolve critical platform UX issues, improving customer satisfaction scores by 17%.
- Designed and maintained websites and landing pages for 10+ B2B partners (HTML/CSS/JS, WordPress, OpenCart), strengthening corporate client relations.
- Delivered full-range design across print and digital — catalogs, promotional materials, exhibition stands, and client presentations — maintaining brand consistency throughout.

### Senior Marketing Graphic Designer @ BaltProMer
Jan 2012 – Jan 2013 | Saint Petersburg, Russian Federation
Lands Development Center (B2C), Real Estate
- Led branding and digital initiatives, including the development of a brand guide and website redesign, which resulted in a 40% increase in user engagement, significantly enhanced brand visibility, and led to a 30% increase in leads through strategic participation in industry exhibitions and targeted advertising campaigns.

### Senior Graphic & Web Designer @ Domovoy & Start Hypermarkets
Jan 2008 – Jan 2012 | Saint Petersburg, Russian Federation
Hypermarkets of home goods (B2C) | www.tddomovoy.ru | www.startonline.ru
- Oversaw website design and administration, doubling user conversion in the first year by resolving issues and initiating monthly promotions; directed production of diverse materials, including print materials, billboards, and signage; and led a sales area redesign that increased foot traffic by 7% and sales by 15%

### Graphic Designer @ Stopol Group
Jan 2006 – Jan 2008 | Saint Petersburg, Russian Federation
Wholesale trade in auto electronics and related auto products. | B2B | www.stopol.biz
- Led the development of media design, advertising materials, catalogs, packaging, and documentation for automotive electronics, collaborating closely with teams and leadership to identify key objectives and user needs. These efforts resulted in a 10% increase in brand recognition and a 16% rise in sales during the first year.

### Marketing Graphic Designer @ Unlimited World
Jan 2005 – Jan 2006 | Saint Petersburg, Russian Federation
Travel Agency | www.mirbezgranits.ru
- Established a corporate identity and style guide.
- Crafted advertising and printed materials.

### Marketing Graphic Designer @ Bon Voyage
Jan 2005 – Jan 2006 | Saint Petersburg, Russian Federation
Travel Agency | www.bvoperator.ru
- Designed advertising and printed materials.

### Graphic Designer @ Idea
Jan 2003 – Jan 2005 | Saint Petersburg, Russian Federation
Design Agency
- Developed layouts for outdoor advertising and printed materials.
- Generated technical documentation.

### Industrial Designer @ Brees LLC
Jan 2001 – Jan 2002 | Saint Petersburg, Russian Federation
Art glass and mirror manufacturing
- Developed over 160 graphic designs for mirrors and artistic glass panels used in doors and kitchen cabinets. 
- Produced a comprehensive corporate catalog and associated documentation.


## Education
### Bachelor's degree in Business Administration and Management, General
Synergy University

### Design and Architecture
Saint Petersburg University of Technology and Design

### Graphic Design
St. Petersburg Art School named Roerich


## Contact & Social
- LinkedIn: https://linkedin.com/in/feinstein-pekelnaia
- Portfolio: https://pekelnaia.com/

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Source: https://flows.cv/juliafeinstein
JSON Resume: https://flows.cv/juliafeinstein/resume.json
Last updated: 2026-04-13