Evgenia Selivanova
Evgenia on the coast at dusk, with a crochet bag
Evgenia in a crochet hat
The person behind the screens

About

Hi, I’m Evgenia.

01I’m a multidisciplinary designer based in Haarlem, the Netherlands, with a master’s degree in New Media Design from Tilburg University. My approach combines analytical thinking, curiosity, and creativity to make complex digital experiences feel simple and intuitive.

02I’m passionate about UX/UI design, design systems, AI, and data visualisation, and I love exploring new tools, research, and ideas that push design forward. Outside of work, I’m a crochet and textile enthusiast — usually hunting for yarn for my next project or finding inspiration along the Dutch coast.

03These days a lot of my work has AI in it, as the product and as a tool I use every day.

What I do

Research, flows, screens and the systems behind them.

Skills

  • Product strategy
  • Research
  • Data analysis
  • Personas
  • User testing
  • A/B testing
  • Stakeholder alignment
  • Product design
  • UX/UI
  • AI products
  • Information architecture
  • Prototyping
  • Responsive design
  • B2B
  • E-commerce
  • Agentic systems
  • MCP
  • Automation
  • UI design
  • Design systems
  • Design tokens
  • Components
  • Multi-brand theming
  • Colour
  • Motion
  • Brand to product
  • Accessibility
  • UI audit

My guiding principles

  1. 01 / 06

    Empathy first

    I talk to the people who’ll use it before I decide anything.

  2. 02 / 06

    Simplicity matters

    If a screen needs explaining, it needs another pass.

  3. 03 / 06

    Curiosity never stops

    I ask ‘why’ a lot. Sometimes too much.

  4. 04 / 06

    Details make the difference

    The wording on a button, the loading state, the spacing. People notice when they’re wrong.

  5. 05 / 06

    Feedback fuels progress

    I show rough work early. Hearing ‘no’ on a rough idea is cheaper than on a finished screen.

  6. 06 / 06

    Design with purpose

    Every screen has a job. If I can’t say what it is, it goes.

Career

  1. 2025 — nowDec 2025 – Present

    Product Designer

    Experiencegift

    Working across several digital products within the gifting and travel ecosystem, contributing to both product discovery and end-to-end design delivery.

  2. 2022 — 2025May 2022 – Nov 2025

    Product Designer

    Heineken

    Designed and optimized promotion flows and e-payment experiences, contributing to increased conversion rates. Collaborated on a modular design system and refined user journeys through testing.

  3. 2020 — 2022Apr 2020 – Apr 2022

    Frontend Designer

    Cliq Digital

    Designed onboarding and subscription flows increasing user acquisition. Delivered UX/UI assets for web/mobile and built prototypes for engineering teams.

  4. 2019 — 2020Nov 2019 – Mar 2020

    Digital Designer, Internship

    The Brink Agency

    Created brand identities and marketing visuals for multiple B2C clients. Managed concepting, design, and build of the agency's official website.