Working together
I partner with startups and scaleups to clarify product vision, align design to outcomes, and eliminate costly design loops
Why business needs external design advisory
Unclear product
vision
Design leadership gaps create real friction. In fast-paced startup environments, design teams without clear direction ship inconsistent experiences as product pivots
I help clarify vision, define experience principles, and align entire org around one north star
Design and Business
misalignment
Design solves aesthetic problems. Business needs conversion, retention, revenue impact. As businesses grow, product design can’t keep up with scaling Users lose trust
I help align design to measurable outcomes, tie every design decision to business metrics
Design
Leadership Gaps
Having designers but no leaders. Decisions are reactive, not proactive. Teams manually iterate, duplicate work, and waste 30-40% of cycles on process friction
I help build or mentor design leadership. Create frameworks for prioritisation and cross-functional influence
Results & Impact
Making a Middle East fintech prototype feel credible for Western investors
Client. Investment platform for fund managers
The Problem. The prototype needed credibility validation before pitching Western investors
Key Insight. Fintech evaluation through precision and auditability, not aesthetics
Outcome. Shifted to investor-grade clarity. Stronger hierarchy, better data integrity cues
Turning a flat pilot into a measurable
retention system
Client. Reward-based mobile app, 500k+ DAU
The Problem. Competition pilot moved only 2% retention-noise
Key Insight. A leaderboard is not a retention feature by default. It amplifies existing motivation.
Outcome. Behavioural audit + practical roadmap for measurable retention improvement
Start from a Discovery Conversation
Advisory work starts with clarity about your challenges, your vision, and whether we're the right fit. That's why I offer a free, strategic conversation with no pressure.
Let's talk about your design and business challenges
I'll share strategic insights specific to your situation
Explore which advisory track serves you best
Map out what success looks like for your team
Decide Together
Sometimes, a conversation and strategic recommendations are all you need. If that's the case, great. I'm glad I could help. But when we discover that an ongoing partnership could accelerate your growth, we'll align on which advisory engagement makes sense: a focused sprint, quarterly strategic sessions, or ongoing design leadership coaching.
Strategic Partnership Begins
Once we commit, our work together deepens. We'll meet bi-weekly or monthly, depending on your needs. Between sessions, you have direct access to me for strategic guidance. As your advisor, I'm fully invested in your outcomes from initial strategy clarity through execution and team scaling. You get a partner who knows your business, challenges, and vision.
Advisory partnerships
How to Work with Me
Services I provide
Product Vision &
Strategy Direction
What it includes
Define experience principles and design roadmaps tied to business outcomes
Conduct design audits to identify gaps between strategy and current execution
Design system architecture for multi-product and international markets
Workflow optimisation and AI-enabled toolset integration
Who needs this
Founders with design teams that lack strategic direction, or teams shipping beautiful work that doesn't move business metrics
Outcomes you get
Design decisions tied to revenue, retention, conversion, not aesthetics
Design team autonomy through clear principles and systems
40% faster production with optimized workflows
Design that influences strategy, not just executes it
Design Leadership &
Team Development
What it includes
Talent development and hiring frameworks for high-performing teams
Workflow optimisation and AI-enabled toolset integration, process documentation for distributed teams
Coaching for UX/UI contributors
Design roadmaps that teams can execute without constant direction shifts
Who needs this
Founders scaling past initial product-market fit who need strategic clarity before hiring a full design team or restructuring design operations
Outcomes you get
Design team that thinks strategically about business impact
Reduced product-to-design conflict through aligned frameworks
Strong talent pipeline and retention
Design function that shapes company vision
Testimonials
Diana's creative mind is truly inspiring, and she has a knack for coming up with innovative ideas that push the boundaries of possible.
She has a deep understanding of design principles and knows how to apply them in a way that resonates with her target audience.
Elena Zangeeva
CEO & Co-founder at Kvistly, Ex-BCG, Ex-Bumble
Diana is supportive, ensuring everyone have the necessary resources to deliver their work. She is also very responsive and supportive to requests - even when there is little notice!
Michael Brink
VP of Product at Paybilt, Ex-BaloonBox, Ex-Rehive
She is a thoughtful and highly skilled leader with a high degree of self awareness and many talents
Ole Lutjens
VP, Product Design, Udemy, ex–Disney+, Hulu
Tell me about your project
Share what's blocking growth, where your design team is stuck, or what strategic clarity you need.
Is your team shipping beautiful work that doesn't move metrics?
Are you scaling without a clear design direction?
Do you need a design leader, but a full-time hire isn't the right move?
After you submit, I'll get back to you in 2-3 days with a perspective on what I'm hearing and the next steps.