How I lifted LTV by 29% with a checkout redesign
A walkthrough of the research, hypotheses and design decisions behind a checkout redesign that moved real business metrics.
I'm Vladyslav Kovalchuk, a Product Designer with 5 years of experience. I love optimizing, structuring and improving digital products.
Featured Cases
A selection of recent work in e-commerce, defence-tech and growth.
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Looking for a designer who thinks in business metrics and ships fast? Let's talk about your product and what we can improve together.
Book a callExperience
A short timeline of where I've been building products.
2020 — Present
Product Designer
Self-employed
- Strategy & Analytics: led the end-to-end redesign of the Defence Ukraine platform, from initial discovery to post-launch analysis using Microsoft Clarity. Data-driven decisions optimized key UX patterns and boosted the efficiency of conversion-critical components.
- Systems & Productivity: built a scalable design system from scratch, reducing design-to-development handoff time by 40% and ensuring UI consistency across 50+ components.
- Prototyping & Quality: implemented interactive Figma prototypes to validate user flows before development, reducing rework risks by 30%.
- Cross-functional Collaboration: partnered with SEO and marketing teams through an iterative design process, ensuring 100% alignment with business goals and accelerating feedback cycles by 25%.
Freelance & Design Partner
2023 — 2026
Product Designer
LumiNap, Cleaner App, Night Clock, Relax Sounds
- Designed and launched 5 MVP mobile applications across Wellness, EdTech and Utility domains.
- Led full-cycle product design: discovery, research, ideation, UX flows, UI design, prototyping and handoff.
- Improved onboarding and monetization by designing high-converting onboarding & paywall flows.
- Conducted competitor analysis and product research, shaping product positioning and feature strategy.
- Collaborated with stakeholders and developers to deliver user-centered and business-driven solutions.
Mobile Apps
2024 — 2026
Product Designer
Defence Ukraine, Specprom, Combatant
- Increased LTV by 29% through redesign of core user flows and improved UX strategy.
- Improved conversion rate (CR) by optimizing checkout flow, UI clarity and decision-making patterns.
- Designed and implemented a scalable design system, improving development speed and UI consistency.
- Enhanced accessibility and usability for diverse audiences, including low-connectivity environments.
- Optimized product performance and UX with a focus on a fast and frictionless purchasing experience.
E-commerce & Growth
2021 — 2025
UI/UX Designer
Osvita.ua ecosystem · 2M+ monthly users
- Designed and scaled a design system across 6+ platforms, reducing development time by 2×.
- Improved UX for complex data-heavy products (ZNO, Vstup) through data visualization and structured information architecture.
- Optimized high-load user flows during peak periods (exam results, admissions), reducing time to key actions.
- Enhanced accessibility (WCAG) and cross-platform usability for millions of users.
- Conducted user research and behavior analysis, reducing cognitive load and improving navigation clarity.
High-Load EdTech
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Thoughts on product design, design systems and shipping faster.
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