Hi, I'm Vaiva
Designer who thrives in ambiguity
I specialise in defining the right problem and identifying opportunities that bring measurable business impact. I enjoy taking a team from “what are we even solving?” to a product that shows results.
At Frog, I developed and tested three innovative business model concepts and one of those unlocked a ~$200M opportunity. At Rabobank's Innovation department, I shaped a complex idea around how people own and share their personal data into a product that is now an independent company with paying customers.
Today I combine strategic thinking with hands-on product design and AI-assisted implementation to bring new products to market.
Experience
My roles over time
Independent
Working with founders across agritech, health, food as medicine and B2B solutions. Projects include: service repositioning, website and web platform redesign for ANIMOB that helped to attract new contracts and partners; strategic direction for regenerative farm Smelyne ukis; website and platform design for Padel Research Labs.
Consulting & Design Agencies
Embedded with cross-functional teams on complex, regulated products. Led transformational change in D2C Innovation department at Philips across global product lines, and created a new business model for an animal pharmaceutical company that unlocked a $200M opportunity.
In-house product teams
As part of the multidisciplinary team as a sole product designer I was responsible for every aspect from research, product concept and design to developing design system and design handoff. The redesign of Relay42 platform allowed non-technical users to understand how to use the app, significantly increasing licence sales. At KollektFM, I designed the B2B platform from scratch to be used by DJs and clients.
Toolstack
Tools I use
Over the years I got used to adapting to whatever toolstack my clients have, so I pick up new tools fast. Right now, designing and building as a freelancer, I have integrated AI tools into my workflow and am constantly exploring new possibilities.
Hobbies
Outside work
I organise wine tasting events with meaningful topics inspired by the book “The Art of Gathering”. I enjoy cooking and tasting new flavour combinations, spending time with my family and learning about nutrient density in regeneratively grown produce.
