# Katya Belitskiy > Principal Product Designer | Fintech, E-commerce & AI Systems | 20+ Years Shipping Complex Products Location: Danville, California, United States Profile: https://flows.cv/katyabelitskiy Principal Product Designer with experience leading complex fintech products across web and mobile. Formerly at Credit Sesame, I partnered with product, engineering, and leadership to define product direction, solve ambiguous problems, and deliver user-centered experiences with measurable business impact. Known for strategic thinking, clear communication, and design leadership that helps teams align, decide, and execute with confidence. Open to Principal / Lead Product Designer opportunities. ## Work Experience ### Principal Product Design Consultant @ Product Design - katyabelitskiy.com Jan 2016 – Present | San Francisco Bay Area Principal Product Design Consultant partnering with teams to define product strategy, uncover user needs, and design digital experiences that drive meaningful business outcomes. I bring strategic thinking, creativity, and empathy to complex problem spaces—helping organizations move from ambiguity to clarity across web and mobile products. Portfolio: www.katyabelitskiy.com Open to consulting and advisory conversations. ### Lead Product Designer @ Credit Sesame Jan 2021 – Jan 2026 | San Francisco Bay Area Led product design for complex, data-driven fintech products, partnering closely with product, research, engineering, data, and executive leadership to deliver experiences from conception through launch and continuous learning. Served as a strategic design leader across multiple initiatives, bringing clarity, strong product judgment, and design leadership to cross-functional teams while shaping product strategy in highly ambiguous problem spaces. Key contributions: - Led end-to-end product design across web and mobile, from discovery and concept development through execution, launch, and post-launch iteration - Played a central role in shaping AI strategy and product vision, exploring how intelligent, data-driven experiences could improve decision-making, personalization, and user outcomes - Partnered with product leadership to translate business goals, technical constraints, and user needs into clear, actionable product direction - Facilitated design critiques, aligned stakeholders, and articulated design rationale clearly to both technical and non-technical audiences - Led by example through hands-on design execution, maintaining a high bar for quality while navigating tight timelines and shifting priorities Recognized for combining strategic insight, creativity, and deep user empathy to uncover meaningful user needs, frame complex problems, and guide teams toward solutions that deliver measurable business impact. A trusted partner to product and engineering who elevates both outcomes and collaboration. ### Senior User Experience Designer @ Techshed Jan 2018 – Jan 2020 | Foster City, California Responsible for product design and user experience for Home Depot Online Services, delivering intuitive, scalable digital experiences across web platforms used by millions of customers. Partnered closely with product management, engineering, and stakeholders to translate business objectives and user needs into thoughtful, user-centered solutions that supported both customer satisfaction and business outcomes. Key contributions: - Led experience design from early discovery through execution, including research, concept development, sketching, prototyping, and usability testing - Identified core user problems and translated insights into clear user flows, journey maps, and user stories - Designed wireframes and high-fidelity mockups optimized for a wide range of devices, platforms, and interaction patterns - Built interactive prototypes to validate concepts early and ensure intuitive, efficient user experiences - Applied a user-centered, iterative design process—rapidly testing, learning, and refining solutions based on user and stakeholder feedback - Made informed design decisions balancing user needs, technical constraints, and business goals - Collaborated cross-functionally to continuously improve experiences through ongoing feedback from users, engineering teams, and leadership ### Creative Director @ Equifax Jan 2013 – Jan 2016 | Palo Alto, CA Responsible for creative direction of original design concepts, user experience for e-commerce websites, applications, and creation of partner digital and marketing strategies. Drive collaboration efforts of the project's creative and user experience teams, and inspire teammates on all levels to exceed expectations. • Define overall UX strategy & vision for next-generation products that strengthen Equifax and its partner’s market distinction and leadership position. • Lead product design and user experience efforts for numerous partnerships, including: PayPal, H&R Block, AT&T, AARP, Credit.com, Mint, Dell, Lenovo, Suze Orman, and more. • Collaborate with Product Management and Engineering leads to explore new product ideas, refine existing products, and drive innovation through design. • Direct all phases of creative work from concept through fruition and cultivate creative outside the box thinking. • Practice user-centered methodologies to develop simple design solutions for complex data driven products that provide intuitive functionality and delightful user experience. • Translate vision for products into tangible models in the form of conceptual design, flowcharts diagrams, storyboards, wireframes, prototypes, use cases, and personas. • Develop UX/UI and interaction design specification documents. • Support engineering team through the agile development and QA process. • Manage A/B tests and use data analytics to drive strategic design decisions. • Oversee design and production of all creative and branding elements including banners emails, landing pages, brochures, and more. • Lead, inspire, motivate and manage creative team. ### Creative Director @ TrustedID, Inc. (Acquired by Equifax) Jan 2008 – Jan 2013 ### User Interface Web Designer @ Penthouse Media Group Jan 2007 – Jan 2008 Develop and design effective user interface and experience for Penthouse and 30+ FriendFinder products including FriendFinder.com and dotv.com with database of 23 million users worldwide. • Collaborate with User Experience Designers, Product Managers, Developers and Analysts to refine user experience and design easy-to-use, innovative user interfaces. • Create and be accountable for the user interaction model, workflows, information architecture, schematics, prototypes and interface style and usability guidelines. • Prototyping & Testing: Create prototypes of interfaces to allow sufficient user feedback prior to development. • Strong knowledge of A/B testing towards improving a conversion rate. Designed user interfaces won 96% of all A/B testing which improved conversion rate and significantly increased revenue in just six months. • Ongoing Enhancement: Revise designs and implementations based on continuing user testing and customer feedback. • Support user experience research and usability testing efforts to ensure that the user interface is useful and extremely easy to use. ### Graphic Designer/Marketing Assistant @ Guttmann & Blaevoet Jan 2005 – Jan 2007 Manage art department in development of creative design solutions for online and print media materials. • Collaborate with Principals, Marketing Director, and Project Managers to create compelling marketing content to drive business goals and sales. • Produce website design specifications, storyboards, scenarios, design prototypes. • Create visual user interface design that address business, brand, market, and user requirements, including design and production of screen layouts, color palettes, typography, and interface elements. • Manage and produce print related materials including large format billboard signage, trade show display, posters, newsletter and email announcements. • Develop Marketing Department’s workflow into an efficient system of operation that included project scheduling, estimates, and company-wide communication relating to creative efforts. ### Graphic Designer @ Ellie Mae Jan 2004 – Jan 2004 Lead corporate identity redesign effort for award-winning provider of software and services for the mortgage industry. • Work with marketing manager and copywriter to create convincing work that speaks to our target audience. • Design corporate artifacts – company information brochure, documentation and letterhead templates. • Complete software package design - installation guide, manual, delivery packaging and CD label. • Create promotional materials – developed creative designs for postcards, newsletters and animated banners for online advertising campaign. ### Digital Artist @ Bebe Inc. Jan 2000 – Jan 2001 Participate in user experience and design development of www.bebe.com website. • Create graphic design to ensure it reflects the mission and the qualities of the organization. • Work with Content Development, Marketing, and E-Commerce teams to develop, review, and revise visual and content strategies for the company. • Coordinated with development team to assure website problems are resolved promptly. • Design weekly promotional emails, postcards and signage imagery. • Take the lead role in range of the web projects - define project scope, coordinate the tasks, and assure the quality results. ## Education ### BSIT in Visual Communication, User Experience, Business Management University of Phoenix ### Marketing San Francisco State University, Lam Family College of Business ## Contact & Social - LinkedIn: https://linkedin.com/in/kbelitskiy - Portfolio: http://www.katyabelitskiy.com --- Source: https://flows.cv/katyabelitskiy JSON Resume: https://flows.cv/katyabelitskiy/resume.json Last updated: 2026-04-13