Alex Markova

UX & Product Designer · Sofia, Bulgaria (EET)

Designing clear workflows and interfaces for complex products.

UX/UI designer who bridges marketing, product and print. I design flows, interfaces and systems that make complex tools, storefronts and campaigns feel obvious to use - and easy to ship.

UX/UI · Bespoke design · Corporate branding

Book a discovery call View case studies
Portrait of Alex Markova, UX and product designer

Featured case studies

Three projects, end to end

Franchise ecosystem design, an e‑commerce redesign and premium product storytelling — each with research, structure and a shipped interface.

Българщината board game packaging — before and after rebranding

Българщината — Franchise & E‑commerce UX

Franchise ecosystem · E‑commerce UX · Campaigns

A complete visual overhaul of one of Bulgaria's most recognisable satirical card-game franchises — identity, expansions, the special edition, print production and digital campaigns, from concept to retail shelf.

  • 57.8% email open rate · €24k+ attributed revenue · nationwide retail recognition
  • E‑commerce UX for bulgarshtina.bg — Best Bulgarian Site 2024
Open case study
Riti supplements landing page hero from the UX/UI redesign case study

Riti — UX/UI redesign

E‑commerce UX · Product storytelling

A self-initiated redesign of the landing and product pages: a seven-part audit turned a vague “it feels off” into a prioritised work list, then benefits, categories and comparisons were restructured so the catalogue could actually be scanned.

  • Clearer product hierarchy and a shorter, less ambiguous checkout path

Status: Archived project — live site currently decommissioned.

Open case study
Überlube homepage hero concept — Feeling is everything

Überlube — UX/UI website design

Marketing website · Product storytelling

A marketing and e‑commerce website concept that reframes sexual wellness as luxury self‑care: muted off‑white surfaces, deep green accents and art-directed photography that stays calm, editorial and never clinical.

  • Clear narrative, a reusable storytelling pattern and balance between lifestyle and medical trust

Concept aligned with https://uberlube.com/

Open case study

What I do

Four capabilities, mapped to how product teams work

Product & Workflow UX

  • User flows and information architecture
  • Interaction design for web and internal tools
  • Wireframes, low/high‑fidelity prototypes
  • Accessibility and usability improvements

E‑commerce & Marketing UX

  • Storefront and checkout UX
  • Conversion‑aware landing pages
  • Guided experiences and recommendations
  • A/B test‑ready layouts

Brand Systems & Visual Design

  • Design systems and UI component libraries
  • Visual identity and brand guidelines
  • Print and packaging that match the digital brand
  • Production‑ready assets for dev and print

Research & Evidence

  • UX audits and heuristic reviews
  • Usability tests and interviews with teams
  • Synthesising qualitative findings into decisions
  • Basic quantitative analysis (funnels, task completion)

Selected work

A wider design view

Campaigns, print, packaging and identity work that sits around the three main case studies.

Instagram campaign posts for Българщината — free delivery and Christmas campaigns

Българщината social campaigns

Social campaign · Art direction

Българщината board game box before and after the rebranding

Game packaging & print

Print & packaging

Illustrated spiral game board for the financial literacy game Giving & Receiving

Giving & Receiving — board game

Board game · Graphic design

Баба Мая cleaning services car wrap photographed in a car park

Баба Мая — vehicle branding

Identity · Large format

Varna Summer International Jazz Festival 2026 programme poster

Varna Summer Jazz Festival 2026

Poster design

Engraved wooden sign for Avalon Board Game Cafe in Varna

Avalon — wood engraving

Engraving · Club branding

Process for enterprise teams

From discovery to handoff

Every project follows a workflow that matches how product and engineering teams work: from discovery and prioritisation to flows, UI and handoff. The goal is to connect user evidence to design decisions, not just ship pretty screens.

01

Discover & Frame

  • Stakeholder and domain understanding
  • Reviewing existing flows and constraints
  • Competitive and heuristic analysis
High‑level workflow mapping.
High‑level workflow mapping.

02

Flows & Structure

  • High‑level workflows and user journeys
  • Information architecture and navigation
  • MoSCoW or similar prioritisation with the team
MoSCoW prioritisation.
MoSCoW prioritisation.

03

Interface & System

  • Wireframes and interaction patterns
  • Alignment with existing design systems, or lightweight new ones
  • UI components and states
User flow and decision points.
User flow and decision points.

04

Test, Iterate, Ship

  • Usability tests and design reviews
  • Iterations based on evidence
  • Handoff to engineering, production‑ready files

Can design AI‑assisted flows — prompts, system responses and guided paths — when they genuinely help the product.

About

Alex Markova · UX/UI and Product Designer

My background runs through marketing, print and campaign work, which means I think about a product and everything around it: the flow, the interface, the launch and the packaging it eventually ships in.

I'm comfortable in complex systems with many stakeholders and long‑running roadmaps — franchise ecosystems, storefronts and internal tools where structure matters more than decoration. I work closely with product, engineering and research, and I bring evidence to design reviews.

Combines an illustrator's eye, a marketer's mindset and a product designer's discipline.

Available for remote roles and freelance collaborations across EMEA.

Alex Markova, UX and product designer, in her portfolio cover portrait

Let's map your next workflow.

Share a short brief or book a 20‑minute discovery call to see if we're a fit.

Book a discovery call markova.design@proton.me