Freedom Travel (Aviata)
Freedom Travel (Aviata) is a digital travel platform focused on creating a clear, intuitive booking experience across flights and travel services
Results so far
AI & Discovery
Designed an AI-powered search and recommendation experience built on LLM, RAG, and NLP — improved search speed by 36% and reduced drop-off in high-intent flows
Launched "Anywhere" discovery product — users explore destinations 47% faster, validated through A/B testing
Wrote prompt engineering guidelines for AI features; collaborated with ML team on LLM-integrated UX flows
Built an evaluation framework for AI features — defined success metrics, designed A/B test variants, and ran prompt iteration cycles with Data Science
AI-Augmented Design Workflow
Implemented an AI design workflow using Model Context Protocol (MCP) — connected Figma directly with Claude and Cursor, accelerating design-to-code handoff and prototyping cycles across the team
Design System & Process
Led development of the design system, reducing design-to-release time by 57% and improving execution predictability
Owned multilingual UX (RU / KZ / EN) for the 5M+ user platform;
established localization standards within the design system
B2B SaaS Partner Experience
Designed the B2B SaaS partner experience for travel agents and operators — order management, commission tracking, inventory controls, and reporting dashboards
Team & Strategy
Built and scaled the design team across 3 product squads; established hiring standards, onboarding, and delivery governance
Owned cross-functional roadmap with Product and Engineering; aligned design OKRs with business objectives
Challenge
I joined the team as Head of Design with the task to build and structure the design team, audit workflows, improve product processes, enhance app performance, reduce time-to-market, and drive business impact on sales and revenue
Key Responsibilities
Define and drive product design vision and strategy
Lead and grow the design team, including hiring and mentoring
Establish scalable design processes and systems
Collaborate with product and engineering to align design with business goals