Product Designerwith systems thinkingat global scale

Complex products are more than screens. I design the systems behind them.

inDrive · Fintech & Marketplace · B2C & B2B · 2025

+11% rides per
user in Brazil

Driving cashless growth through Pix, Brazil's most popular payment method.

Case study App store

inDrive · Fintech & Marketplace · B2C & B2B · 2023–2026

Making cashless work across emerging markets

Designing payment and wallet experiences around local methods, rules, and user behavior.

App store

Raiffeisen Bank · B2B · 2022

Rebuilding banking for 200K businesses

A new architecture to move web users to mobile and support future growth.

Case study App store

Raiffeisen Bank · B2B · 2022

10x faster business transfers

Replacing a three day wait with instant 24/7 transfers.

Case study App store

Serra · AI health assistant · Concept · 2026

AI that turns health data into action

One health score, personalised AI insights and Generative UI that adapts to each goal.

Case study

About me

I have an academic background in environmental design, where I learned to see every element as part of a larger system. I bring the same perspective to digital products, connecting flows, touchpoints, and market needs into one experience.

For over 8 years, I’ve designed products across fintech, mobility, marketplaces, and banking, from 0→1 launches to large-scale product development. I turn complex business problems into simple, intuitive experiences.

Let's build something great together

alena.rykunina@gmail.com Telegram LinkedIn

AI that turns health data into action

Health apps track sleep, heart rate and activity, but understanding what these numbers mean together takes effort. I designed Serra to bring them together in one health score, with personalised insights and goals that help users choose what to focus on next. Generative UI shapes the interface around each goal.

Role: Product Designer
Scope: Research, product strategy, UX and UI
Format: Design challenge, concept

Discovery

User type

People who actively care about their health
Want to sleep better, manage stress and move more
Need clear insights and realistic next steps without interpreting complex dashboards
Use an iPhone, a wearable (Oura, Garmin, Apple Watch), or both

Problem

Accurate tracking still leaves a simple question unanswered: is today a good day or not? Sleep, HRV and activity appear as separate metrics. Users have to weigh them against each other to understand their overall condition and decide where to focus.

Business goals

Increase engagement with quick, actionable insights
Improve user retention by building daily-use habits around health
Drive revenue through premium plan

Competitors

I benchmarked Oura, Apple Health, WHOOP and Strava, focusing on onboarding, first-use value and how each explains health data.
The findings shaped Serra’s approach: optional device pairing, a clear daily summary, and personalised insights that lead into goals and an adaptive UI.

Oura, Apple Health, WHOOP and Strava comparison

End-to-end flow

I mapped the journey from optional device pairing to a daily summary, insights, goal creation and progress tracking, through to Premium. The flow also covers missing health data, pairing failures and goals Serra cannot prepare.

Meet Serra

Onboarding in easy steps

Users can start with available iPhone activity data, without registration or a wearable. Pairing a device adds deeper sleep and heart-rate signals, so the experience grows with the data available.

Health at a glance

One vitality score brings available sleep, heart-rate and activity signals into focus. Large typography and colour-coded states with text labels make the daily picture easy to read. Plain-language AI insights explain what’s driving it, with full analytics one tap away.

Generative UI for personalised goals

The concept pairs a large language model (LLM) with Generative UI. Structured health signals and a personal baseline inform insights and suggested goals. Generative UI then assembles the relevant controls, targets and progress tracking: a sleep goal calls for a different interface than an activity goal.

Users can adjust targets and timeframe before setting a goal. The concept proposes a pretrained model; the specific model and training dataset remain to be defined.

Sleep, stress and activity goal settings

Progress made visible

A goal becomes part of the daily experience. The home screen keeps the target and daily results together, making progress easy to follow.

Sleep, stress and activity goals on the home screen

Detailed health analytics

One tap opens the detail behind the score. Sleep trends, performance metrics and AI insights help users understand what is shaping their current state.

Premium plan

The proposed freemium model makes the first goal free. Premium adds continuous goal tracking, advanced AI insights and Health Club access. Subscriptions are the core revenue stream, with potential wearable partnerships introduced at goal completion.

Proposed success metrics

Percentage of users acting on AI insight recommendations
Daily active users
Premium conversion rate
Percentage of new users who set their first goal
Percentage of new users achieving their first goal

Design outcome

Serra explores AI beyond a chat interface: a daily health summary leads to insights, goals and an interface shaped around them. It is a design concept for everyday health guidance, not a launched or clinically validated product.

Product Designerwith systems thinkingat global scale

+11% rides peruser in Brazil

Making cashless work across emerging markets

Rebuilding banking for 200K businesses

10x faster business transfers

AI that turns health data into action

About me

Let's build something great together

+11% rides peruser in Brazil

Brazil payment landscape 🇧🇷

Challenges

Scaled MVPto 48 countries

MVP outcomes

Finding a better solution for the Brazilian market

Benchmarking

Payment widget first-click test

Seamless money transfers 2.0

Enhanced payment widget

Payment flow with 200+ banks

Payment activation and onboarding

Cross-vertical widget scaling

Driver side

Rollout across B2C and B2B apps

Marketing

Media

Result

Rebuilding banking for 200K businesses

Challenges

User problem discovery

Redesign process

Old app design overview

Contractor payments were hard to find in the app

Cross-platform inconsistency

Inconsistency between B2B and B2C apps

Competitors research

1st iteration of the redesign

2nd iteration — full account list view

Unified history for all account transactions

Unified navigation

Lesson learned

Shipped to production

Result

10x faster business transfers

Challenges

Exploring technology in the B2C app

Market research

Solutions

One click to activate instant transfers

Multiple entry points to activate transfers

Fast recipient search

Easy access to the popular banks

Full payment scenario

Result

AI that turns health data into action

Discovery

User type

Problem

Business goals

Competitors

End-to-end flow

Meet Serra

Onboarding in easy steps

Health at a glance

Generative UI for personalised goals

Progress made visible

Detailed health analytics

Premium plan

Proposed success metrics

Design outcome

+11% rides per
user in Brazil

+11% rides per
user in Brazil

Scaled MVP
to 48 countries