Eduard Penkov
Product designer / Design Lead
ed.penkov@gmail.com
Eduard Penkov
Product designer / Design Lead
ed.penkov@gmail.com
Eduard Penkov
Product designer / Design Lead
ed.penkov@gmail.com
AURA
AURA
AURA
All-in-one platform for mental wellbeing and sleep
All-in-one platform for mental wellbeing and sleep
All-in-one platform for mental wellbeing and sleep
Lead Product Designer at Aura Health
Lead Product Designer at Aura Health
Led the design transformation from a meditation app to a mental health platform
Led the design transformation from a meditation app to a mental health platform
Led the design transformation from a meditation app to a mental health platform
Goal
Goal
Transform a meditation app into a scalable mental health platform by establishing strong design foundations, enabling rapid experimentation, and supporting business growth across new product areas.
Transform a meditation app into a scalable mental health platform by establishing strong design foundations, enabling rapid experimentation, and supporting business growth across new product areas.
Transform a meditation app into a scalable mental health platform by establishing strong design foundations, enabling rapid experimentation, and supporting business growth across new product areas.
Outcomes
Outcomes
Outcomes
Conducted over 600 experiments and achieved significant improvement in all metrics.
Conducted over 600 experiments and achieved significant improvement in all metrics.
Conducted over 600 experiments and achieved significant improvement in all metrics.
Designed and managed company projects such as 1-1 personal coaching, live streaming, community products, B2B enterprise platform, AI therapist.
Designed and managed company projects such as 1-1 personal coaching, live streaming, community products, B2B enterprise platform, AI therapist.
Designed and managed company projects such as 1-1 personal coaching, live streaming, community products, B2B enterprise platform, AI therapist.
Successfully launched two crowdfunding campaigns.
Successfully launched two crowdfunding campaigns.
Successfully launched two crowdfunding campaigns.
Created the unique visual identity and comprehensive design system for all products.
Created the unique visual identity and comprehensive design system for all products.
Created the unique visual identity and comprehensive design system for all products.
Hired and lead small team of designers.
Hired and lead small team of designers.
Hired and lead small team of designers.
Starting as a freelance designer, I grew within the team to become Design and Product Lead, managing a team of designers and taking ownership of the production processes, responsible for the entire development cycle from idea to release.
Starting as a freelance designer, I grew within the team to become Design and Product Lead, managing a team of designers and taking ownership of the production processes, responsible for the entire development cycle from idea to release.
Starting as a freelance designer, I grew within the team to become Design and Product Lead, managing a team of designers and taking ownership of the production processes, responsible for the entire development cycle from idea to release.
Best of Apple award
App Store Rating:
Best of Apple award
App Store Rating:
4.9
9x user growth
Active users:
9x user growth
Active users:
8mm
Investments
Raised:
Investments
Raised:
$10.2mm
Supported
Languages:
Supported
Languages:
6
Project timeline
4 years
4 years
4 years
NOV 2020
Branding and UI
Branding and UI
Branding and UI
I joined the project as a freelance designer to assist with the app's branding and UI. The style featured bright gradients, images of nature, and a touch of glassmorphism ↓
I joined the project as a freelance designer to assist with the app's branding and UI. The style featured bright gradients, images of nature, and a touch of glassmorphism ↓
I joined the project as a freelance designer to assist with the app's branding and UI. The style featured bright gradients, images of nature, and a touch of glassmorphism ↓
Original design before I joined the project ↑
Close collaboration with the CEO
Close collaboration with the CEO
Close collaboration with the CEO
Daniel, the co-founder of Aura, and I had a great time working on the project.
It had been on my wish-list for a while to work on something that makes people feel good and brings them joy. So, I've started a full-time role at Aura.
Daniel, the co-founder of Aura, and I had a great time working on the project.
It had been on my wish-list for a while to work on something that makes people feel good and brings them joy. So, I've started a full-time role at Aura.
Daniel, the co-founder of Aura, and I had a great time working on the project.
It had been on my wish-list for a while to work on something that makes people feel good and brings them joy. So, I've started a full-time role at Aura.
DEC 2020
Challenge
Challenge
Challenge
Improving conversion through Iterative onboarding experiments
Improving conversion through Iterative onboarding experiments
Improving conversion through Iterative onboarding experiments
One of the key growth drivers was user onboarding, where we ran hundreds of experiments. These efforts significantly boosted acquisition and revenue.
One of the key growth drivers was user onboarding, where we ran hundreds of experiments. These efforts significantly boosted acquisition and revenue.
One of the key growth drivers was user onboarding, where we ran hundreds of experiments. These efforts significantly boosted acquisition and revenue.
Solution example
Solution example
Solution example
We A/B tested a competitor comparison screen, which increased subscription purchases by ~2–5% (A).
A follow-up experiment introduced a personalized sleep score based on users’ onboarding answers, improving onboarding completion by ~20% (B).
The same sleep score was later introduced in the core product, contributing to an additional ~10% increase in retention. ↓
Example: We A/B tested a competitor comparison screen, which increased subscription purchases by ~2–5% (A).
A follow-up experiment introduced a personalized sleep score based on users’ onboarding answers, improving onboarding completion by ~20% (B).
The same sleep score was later in troduced in the core product, contributing to an additional ~10% increase in retention. ↓
We A/B tested a competitor comparison screen, which increased subscription purchases by ~2–5% (A).
A follow-up experiment introduced a personalized sleep score based on users’ onboarding answers, improving onboarding completion by ~20% (B).
The same sleep score was later introduced in the core product, contributing to an additional ~10% increase in retention. ↓
EARLY 2021
← A/B test
for onboarding experience
← A/B test
for onboarding experience
← A/B test
for onboarding experience
Approach to experiments
Approach to experiments
Approach to experiments
Generate hypotheses, build a mvp, test it, analyze and iterate or polish the successful solution.
Generate hypotheses, build a mvp, test it, analyze and iterate or polish the successful solution.
Generate hypotheses, build a mvp, test it, analyze and iterate or polish the successful solution.
Mid 2021
Over time we realized that users prefer to see bigger track cards with a clear visual hierarchy.
Evolution of the track card
↑ Evolution of the track card
↑ Evolution of the track card
Over time we realized that users prefer to see bigger track cards with a clear visual hierarchy.
Over time we realized that users prefer to see bigger track cards with a clear visual hierarchy.
Each iteration led to a ~3–8% increase in track listens.
Each iteration led to a ~3–8% increase in track listens.
Each iteration led to a ~5–8% increase in track listens.
Strengthening product decisions with continuous user research and feedback gathering
Strengthening product decisions with continuous user research and feedback gathering
Strengthening product decisions with continuous user research and feedback gathering
I set up a systematic process for user interviews and gathering feedback from multiple channels.
These insights generated a steady stream of experiment ideas and helped us prioritize which problems to focus on next with confidence.
I set up a systematic process for user interviews and gathering feedback from multiple channels.
These insights generated a steady stream of experiment ideas and helped us prioritize which problems to focus on next with confidence.
I set up a systematic process for user interviews and gathering feedback from multiple channels.
These insights generated a steady stream of experiment ideas and helped us prioritize which problems to focus on next with confidence.
Late 2021
We have successfully run several crowdfunding campaigns to help finance product expansion.
We have successfully run several crowdfunding campaigns to help finance product expansion.
We have successfully run several crowdfunding campaigns to help finance product expansion.
Mid 2022
Support in product expansion and management of the production process
Support in product expansion and management of the production process
Support in product expansion and management of the production process
I worked on AI therapist, community, internal products and live streaming projects as a product lead, coordinating the entire production process.
I worked on AI therapist, community, internal products and live streaming projects as a product lead, coordinating the entire production process.
I worked on AI therapist, community, internal products and live streaming projects as a product lead, coordinating the entire production process.
My responsibilities included
My responsibilities included
Brainstorming, sketching, competitor analysis and roadmapping with СEO
Brainstorming, sketching, competitor analysis and roadmapping with СEO
Brainstorming, sketching, competitor analysis and roadmapping with СEO
Design and prototyping
Design and prototyping
Design and prototyping
Assigning tasks to developers and coordinating the process with the CTO
Assigning tasks to developers and coordinating the process with the CTO
Assigning tasks to developers and coordinating the process with the CTO
Assistance with QA
Assistance with QA
Assistance with QA
Collecting analytics and feedback from users
Collecting analytics and feedback from users
Collecting analytics and feedback from users
Late 2022–Mid 2023
Hiring designers
Assembling the Design system
Hiring designers
Assembling the Design system
Hiring designers
Assembling the Design system
As the product scaled, we expanded the team and began unifying the product experience. I hired a user researcher and an additional designer to work alongside me on the design system.
As the product scaled, we expanded the team and began unifying the product experience. I hired a user researcher and an additional designer to work alongside me on the design system.
As the product scaled, we expanded the team and began unifying the product experience. I hired a user researcher and an additional designer to work alongside me on the design system.
Without interrupting ongoing product work, we spent ~3 months redesigning the mobile app and web experience while building a library of styles and components.
Without interrupting ongoing product work, we spent ~3 months redesigning the mobile app and web experience while building a library of styles and components.
Without interrupting ongoing product work, we spent ~3 months redesigning the mobile app and web experience while building a library of styles and components.
We did a minor redesign to unify all of the company's products.
We did a minor redesign to unify all of the company's products.
We did a minor redesign to unify all of the company's products.
Compiled a library of styles and components, synchronizing them with the developers' file structure and naming conventions.
Compiled a library of styles and components, synchronizing them with the developers' file structure and naming conventions.
Compiled a library of styles and components, synchronizing them with the developers' file structure and naming conventions.
Set up the process of assembling components from Figma into React.
Set up the process of assembling components from Figma into React.
Set up the process of assembling components from Figma into React.
The result was a noticeable step up in visual quality, a ~3x reduction in app bundle size, ~90% faster design reviews, and ~70% faster iteration on design experiments.
The result was a noticeable step up in visual quality, a ~3x reduction in app bundle size, ~90% faster design reviews, and ~70% faster iteration on design experiments.
The result was a noticeable step up in visual quality, a ~3x reduction in app bundle size, ~90% faster design reviews, and ~70% faster iteration on design experiments.
Early 2024
We built a design system fully synchronised with React components. I’m especially proud of its flexibility, for example the color system automatically adapts between and dark modes without requiring designer or engineer input.
We built a design system fully synchronised with React components. I’m especially proud of its flexibility, for example the color system automatically adapts between and dark modes without requiring designer or engineer input.
We built a design system fully synchronised with React components. I’m especially proud of its flexibility, for example the color system automatically adapts between and dark modes without requiring designer or engineer input.
Optimizing cross-team workflows to increase delivery speed
Optimizing cross-team workflows to increase delivery speed
Optimizing cross-team workflows to increase delivery speed
As the design and engineering teams scaled, collaboration became less efficient.
I led the simplification of task assignment and experiment workflows, making ownership, scope, and timelines clear at every stage.
As a result, delivery speed improved by ~25–30%, with fewer meetings and faster cross-team alignment.
As the design and engineering teams scaled, collaboration became less efficient.
I led the simplification of task assignment and experiment workflows, making ownership, scope, and timelines clear at every stage.
As a result, delivery speed improved by ~25–30%, with fewer meetings and faster cross-team alignment.
As the design and engineering teams scaled, collaboration became less efficient.
I led the simplification of task assignment and experiment workflows, making ownership, scope, and timelines clear at every stage.
As a result, delivery speed improved by ~25–30%, with fewer meetings and faster cross-team alignment.
Mid – Late 2024
Conclusion
Conclusion
I established the value of design in a highly data-driven product, growing from the company’s first designer into a product lead.
I built design production processes and quality standards that improved delivery speed, collaboration, and overall product quality, and led the launch of key product areas including AI-powered therapy, crowdfunding, and community.
I established the value of design in a highly data-driven product, growing from the company’s first designer into a product lead.
I built design production processes and quality standards that improved delivery speed, collaboration, and overall product quality, and led the launch of key product areas including AI-powered therapy, crowdfunding, and community.
I established the value of design in a highly data-driven product, growing from the company’s first designer into a product lead.
I built design production processes and quality standards that improved delivery speed, collaboration, and overall product quality, and led the launch of key product areas including AI-powered therapy, crowdfunding, and community.
Key achievements:
Key achievements:
Key achievements:
Established strong visual quality and design standards in a highly data-driven product
Established strong visual quality and design standards in a highly data-driven product
Established strong visual quality and design standards in a highly data-driven product
Rapid experimentation by designing and validating 600+ experiments and 8 new product areas
Rapid experimentation by designing and validating 600+ experiments and 8 new product areas
Rapid experimentation by designing and validating 600+ experiments and 8 new product areas
Built and scaled a comprehensive design system in close collaboration with engineering
Built and scaled a comprehensive design system in close collaboration with engineering
Built and scaled a comprehensive design system in close collaboration with engineering
Led end-to-end product production processes with close collaboration with founders
Led end-to-end product production processes with close collaboration with founders
Led end-to-end product production processes with close collaboration with founders
* Aura is a constantly evolving company, the screenshots and data in the examples may be outdated and differ from the actual application. I have deliberately chosen examples of work that I am particularly proud of, and I have removed parts of the design that may contain confidential information.
* Aura is a constantly evolving company, the screenshots and data in the examples may be outdated and differ from the actual application. I have deliberately chosen examples of work that I am particularly proud of, and I have removed parts of the design that may contain confidential information.
* Aura is a constantly evolving company, the screenshots and data in the examples may be outdated and differ from the actual application. I have deliberately chosen examples of work that I am particularly proud of, and I have removed parts of the design that may contain confidential information.
Lets do something great together!
Lets do something great together!
Lets do something great together!