Interview With Vlada Zdorovenko – Blending Tech, UX and Innovation

Vlada is a Senior UX Designer at Tesco Technology, part of the UK’s largest retailer Tesco and a leader in digital innovation. Since the very beginning of her career as a UX designer, she has been a mentor, actively participating in Women in Tech and Startup Bootcamp initiatives.

Since October 2023, Vlada has also been a visiting lecturer at Regent’s University in London, where she teaches UX/UI design. She is a UX/UI professional, a mentor, an educator and a passionate advocate for the UX/UI field as well as for women in tech.

Tell Us About What You Do? 

 

I have not that long experience in the UX/UI field, less than 5 years, but I’ve always been at the forefront of innovation. Before moving to England, I led the development of an innovative feature for a major Russian bank’s fintech app.

Now, at Tesco Technology, I work closely with the data science team, and together, we’ve built our own in-house tool; a simulation platform powered by big data, AI and machine learning, enabling cost-saving strategic decisions worth millions of pounds. My role involves designing platform interfaces and user experiences that enhance efficiency, helping the business make faster, more informed decisions while reducing operational costs.

 

What’s Your Role In The Tech Industry?

 

Funny enough, most of my work experience isn’t actually in UX/UI. Before UX/UI design, I worked in sales, marketing, training, and customer experience at globally recognised automotive brands: Nissan and Kia. But that’s exactly what gave me a deep understanding of how to bridge the gap between user needs and business objectives—ultimately paving the way for my transition into UX design.

In 2021, I shifted my focus to product design and began my formal education at British High School of Art and Design in my home country. While living in Russia, I was lucky enough to take part in a UX/UI project for the country’s largest fintech company. This experience exposed me to the challenges of designing solutions that impact millions of people daily. That’s where I learned how to create large-scale, user-centric solutions that directly contribute to a company’s success.

In 2022, I moved to the UK to study UX/UI design, and after completing my master’s, I not only continued my career here, joining the world-renowned brand Tesco Technology, but also found myself stepping into academia. Regent’s University London, where I hold a Master’s degree in UX Design with Distinction, offered me the role of visiting lecturer for MA students.

How Has Your Transition From Sales And Marketing To Design And Academia Influenced Your Perspective On Technology And Innovation?

 

Some people might think that once you’ve built a career in one field, starting from scratch in another; especially moving from sales to design, from a business mindset to a more technical one is nearly impossible. But in my case, transitioning from sales and marketing to design and academia has given me a unique, multi-faceted perspective on technology and innovation.

In my case, this transition gave me a competitive advantage and allowed me to reach senior roles quickly, even without extensive junior experience. My background in sales and marketing taught me to focus on user behaviour, user needs, and iterative feedback; fundamental principles of human-centered design.

Metrics like Net Promoter Score (NPS) bridge both disciplines, allowing me to translate customer loyalty insights into measurable UX improvements. NPS numbers can demonstrate customer loyalty, and when combined with other UX metrics, can help track the overall perception of the user experience over time.

As for the academy, it added another layer, deepening my analytical skills, structured thinking, ability to break down complex ideas while facilitating continuous learning. This experience shaped my belief that innovation comes from a deep understanding of both the user and the broader context in which technology operates.

Studying UX theories and research methodologies grounded my design approach in science, enhancing the strategic side of my work. Teaching has also been transformative. When you lecture, you refine your own knowledge, and students’ questions push you to think critically and keep evolving.

 

How Do You Successfully Balance Academia, Startup Mentoring, And Your Role At A Product-Led Digital Tech Company?

 

It’s a big challenge that requires strong time management and prioritisation. I balance my full-time role, academic commitments, and mentoring by structuring my time efficiently.

At the university, academic work follows cycles, semesters, dissertation periods, and holidays; allowing for structured involvement. Similarly, at Startupbootcamp, engagement peaks when new startup cohorts come in for training. I try to align my schedule around these phases to maintain efficiency.

Each role feeds into the other: mentoring startups keeps me at the forefront of emerging trends and industry shifts, which directly informs my UX practice.

Meanwhile, academic work strengthens my research and communication skills, benefiting both mentoring and my design leadership at Tesco Technology. By viewing these roles as interconnected rather than separate, I stay engaged and deliver value across different domains.

 

How Important In Your Opinion Is The Correct Use Of Data When It Comes To Product Design And Sales?

 

Designers don’t often think about this, as it’s usually outside their area of expertise, but using data correctly is crucial in both product development and sales. Data provides invaluable insights into user behavior, pain points, needs, and opportunities for improvement, while also helping predict trends. For designers, relying on data helps validate whether their solutions align with customers’ needs and measure whether the design is effective.

In product development, data helps ensure that decisions are based on real user needs rather than assumptions, leading to more impactful designs. In both areas, data enables personalised experiences that drive engagement and loyalty. However, data alone is not enough.

As Steve Jobs famously said, “A lot of times, people don’t know what they want until you show it to them.” In the context of data usage, this means that it’s not only important to interpret and apply data correctly, but also to combine data-driven insights with empathy and creativity.

This blend is essential for designing meaningful, human-centered, and effective solutions. Thus, the synergy between data science and UX design is crucial to building innovative, user-centric products and services.

 

What Is Human Centred Design And What Are Its Benefits To Businesses?

 

Human-centered design is an approach that places the needs, goals, and experiences of users at the core of the design process. This approach emphasises empathy and focuses on research and iterative testing to develop solutions that truly address user pain points.

For businesses, human-centered design translates into products/services that are not only functional, but also deeply resonate with users. This leads to higher user satisfaction, increased loyalty, and a competitive advantage in the market.

By deeply understanding users, businesses can identify untapped opportunities, improve existing offerings, and drive innovation. Human-centered design not only enhances usability but also increases user satisfaction and long-term loyalty, giving businesses a competitive advantage.

For businesses to grow and thrive, they need products and services that people genuinely want and find valuable. A strong focus on human-centered design ensures that businesses create products that customers are willing to adopt and continue using. It also fosters innovation by uncovering new needs in a changing market.

 

A Lot Of Startups Talk About Data And User Flows But Do They Truly Understand What They Are And How To Really Use Them?

 

I’ve been mentoring startups for over a year, and in my role I see that many startups recognise the importance of data and user flows, but a common problem is that they often lack a deep understanding of how to effectively interpret and apply these concepts from the beginning.

A common issue is collecting data without a clear analysis strategy or connection to real user pain points or needs. Similarly, user flows are often created without a deep understanding of the user’s decision-making process or context.

What often happens? Startups frequently lack dedicated UX professionals or a prioritisation framework, leading them to pitch ideas first and only later attempt to validate them with data. To close this gap, startups must prioritise rigorous research, testing, and iterative feedback to ensure that data and user flows are used strategically to inform design decisions.

 

What Is The Most Common Issue You See Early Stage Startups Facing That They Can Easily Avoid?

 

One of the most common problems I see all the time is a lack of user research early on. Startups often rush into product development based on assumptions or what they’ve already pitched to investors, rather than investing time in understanding their target audience and real user insights.

This can often result in products that fail to meet actual user needs, requiring costly redesigns down the road. Conducting contextual interviews, collecting user feedback, and testing prototypes early in the process can save significant time, resources, and frustration.

Additionally, early stage startups try to cut corners by either not hiring designers or relying on engineers to handle design. This also results in less thoughtful user experiences that hinder adoption and growth. Another avoidable mistake is failing to plan for scalability—designing with future growth in mind ensures smoother long-term development.

 

What Is Next For You?

 

Looking ahead, I’m excited to continue exploring the intersection of design and technology, particularly in complex areas such as data science and AI.

I want to deepen my knowledge in creating user-friendly solutions for tech fields, while mentoring aspiring designers and supporting startups in creating more impactful products. I also aim to continue to contribute to academia by developing new ways to teach human-centered design and innovation.

I’m interested in continuing to develop the design industry, and London’s thriving tech ecosystem makes it an ideal place to contribute to industry advancements. My goal is to keep learning, growing, and applying my expertise to projects that drive meaningful change for both users and businesses.