August 23, 2022

Portfolio of Dr. Bozhana Ivanova

I create products that provide delightful experience, assisting people to live in a more mindful way

LikeaBo UX career development Bozhana Ivanova

I am certified in UX by the IxDF and my passion currently is in the field of UX design strategy, building UX concepts for companies and growing the UX maturity of the organisations.

I’m experienced in the following roles: UX designer, Interaction designer, UX researcher, UX strategist, UX project lead, UX design competence lead. What is more, I’ve got a background in testing, visual design, agile digital product development, front-end development, leading and teaching, which helps me be successful in my daily work.

Case study: Sono Motors Case study: BlueID Case study: IBM

Case study E-mobility: The Sono App – from PowerPoint to App Store



UX design of innovative processes and newly invented hardware, UX design for a mobile application for the automotive industry that needs to reflect these processes and hardware specifics and become usable for a variety of user groups.


I worked as a Senior UX designer and UX lead, supported by 2-4 UI designers and a hardware interior and exterior designer, in a fully-agile, self-organised, self-motivated, cross-functional, digital product development team, where I supported them with User research, Wireframing Prototyping, User testing and more. Then, I took the role of UX Lead for 8 months, and also became a Design competence lead.


Figma, Adobe Photoshop, Illustrator, Miro, Jira, Confluence, Slack, Trello, Firebase, Tableau, SendGrid, Fun Retro, 15 Five, Simulation software, Salesforce, iOS and Android OS (familiar with React Native), Adyen, PayPal, Google Forms, Surveymonkey, Screens and more.


Scrum (2 weeks sprints). I worked with detailed UX and product roadmaps, OKRs, definition of ready, definition of done, sprint forecasts and goals.

Opportunities and solutions

I started with an estimation of the UX maturity of the company which was level 2 (Interested) out of 6 according to Johan Berndtsson’s UX maturity estimation model. My next move was to create a stakeholder map, then do competitive research and familiarise myself with the market research data we have collected.

I proceeded with identifying the main use cases that need to be reflected in the Sono mobile app and performed research of the main user groups.

Afterwards, I started working on the creation of personas and user scenarios, based on the information I received from the market research team. As a result, I created two personas: one for the car owner and one for the car sharing member.

User persona

In addition, I made a design review in which I incorporated the 10 Nielsen usability heuristics. The outcomes identified multiple inconsistency issues, need for an information architecture update, need for a notification concept and more.

Together with the PO we created a long list of issues which we prioritised and then created Jira tickets based on them.

Then I realised that as the product was growing, we were missing a customer lifecycle map, therefore, I created it and then we polished it together with the PO. It illustrated, not only what are the different stages of the customer lifecycle but also what data is needed at each stage.

When I started in the team there were some app screens which were entirely designed in PowerPoint.

The app navigation needed a solid rework, therefore I performed a workshop for definition of the information architecture, where I used the card sorting method in order to define the priority of each item in the main navigation.

Mobile app navigation rework dr Bozhana Ivanova UX design LikeaboApp navigation rework

One of the first tasks during my onboarding was to create 3 user journey maps for the following use cases:

  • Car sharing (including private car sharing and ride pooling)
  • Power sharing (special feature of Sono Motor which is suppose to enable EVs to share the power they store with other vehicles, devices or even with a home)
  • Automotive companion app (supporting app that allows the users to perform hardware command on the car and see relevant information)
user journey map bozhana ivanova likeaboUser journey map

I collected my learnings and used the user journeys to start creating UI Flows and sketching the app.

My job included both research and hands-on work. What is more, we were running pilots (small controlled experiments) in order to validate our assumptions which allowed me to have direct access to the potential users of The Sono App. I integrated the Design Thinking process in the work of our agile digital product development team.

After I have received a user story from the PO (sometimes I received only requirements which I shaped into user stories via the 3C method), I created wireframes and then lo-fi interactive prototypes in Figma.

I used the prototypes for user testing in the showroom, as well as a touch screen laptop and a mobile phone with the Figma Mirror App on it. In addition, I also performed A/B testing, and Fake-door testing in order to identify what would be the next most needed feature we will develop, the next payment method we’ll integrate, etc.

Based on the polished hi-fi wireframes, the UI designer created the screens which we marked a final after UI design validation.

wireframes dr. Bozhana Ivanova UX design likeaboWireframes

At a certain point the PO decided that we need to include not only EVs but all types of vehicles (ICEs, telematics, non-telematics and the Sono Motors car – the Sion). This increased the complexity of the app immensely. Apart from that I had to rework the home screen of the app, the map and pin concept, the insurance process integration.

I worked on improving the onboarding in the app and planned a rating system for collecting user feedback.

Part of my job was to create multiple demos for refinement meetings and present the UX design progress in almost every sprint review.

wireframes likeabo bozhana_ivanovaWireframes

After the app release I conducted user interviews in order to create a more relevant persona and understand better the pain points of the users and the reasons why they weren’t using the app.

I realised we needed to invest time and effort in the integration of UX metrics and user tracking system which collects data. This was going to be a game-changer in the way the PO makes decisions because it was time for the team to start generating more relevant solutions based on data-driven decisions.

We integrated Tableau successfully and hired a business analyst who I was working closely with.

What is more, I created a design review of the already existing parts of the app (every 6 months) as the app was quite inconsistent in terms of UX and UI design in the beginning and also when a new PO took over. In addition, I hosted design feedback workshops with main stakeholders, including customers, investors and the CEOs of the company.

Eventually, I became the lead of the design competence cluster which I created. Then, I was responsible for hiring new designers for 2 squads.

UX Design review by Dr. Bozhana Ivanova likeaboUX design review

Together with the UI designers we created a detailed design system in order to optimise our design process and ensure consistency. Later on we did a conference talk on this topic.

At a certain point we realised we were quite disconnected from branding, interior and exterior design. Therefore, I created the Sono design circle and hosted the bi-weekly meetings, where we aligned on the Sono design language and started collaborating closely with the rest of the designers in the company.

UX maturity estimation Sono Motors Dr. Bozhana IvanovaUX maturity estimation

While I was working with Sono, we implemented UX design metrics, I created a UX strategy and a UX roadmap which we followed in order to improve the user experience and build a product which reflects the needs of the majority of car owners and community members.

We jumped from level 2 to level 4 in terms of the above mentioned estimation of the UX maturity of the organisation.


All in all, working on the Sono App opened multiple opportunities and also brought a lot of learnings regarding team synergy, communication, implementation of the good practices and working in a highly productive way in order to meet the project goals.

The next logical step in my career was to start my own business and let my work be my quality statement.

Case study: Sono Motors Case study: BlueID Case study: IBM

Case study: BlueID – 4 mobile apps, IoT platform (SaaS) and a corporate website



Complete corporate UX concept. Redesign and alignment of 3 mobile apps, IoT platform (called “Access as a Service” ACAAS) and a corporate website, focused on mobile keys and granting access in facility management, and design of a similar application for the automotive industry.


I worked as a UX designer, supported by a remote graphic designer and an UX intern, in a fully-agile self-organised self-motivated cross-functional product development team, including 8-9 developers, a product owner and a product marketing consultant.


Adobe XD, Photoshop, Illustrator, InDesign, Balsamiq Mockups, Gitlab, HTML5, CSS3, WordPress, Sourcetree, Sublime+Emmet, Jira, Confluence, Slack


We worked with SCRUM (2 weeks-long sprints) incorporating sprint zero from agile UX point of the workload prioritisation and organisation.

Opportunities and solutions

I was hired to build the complete UX strategy of the company, from research to ux design of an accomplished product. As a result, I assessed the UX maturity of the organisation and built an UX roadmap with a timeline, milestones and UX deliverables. As a part f my job, I hosted workshops and demos for the management and included them actively in the UX design.

In the beginning, I needed to understand what the users are like, group them and find out more about their pain points, tasks, goals and technical background as the products I was working on were quite specific.

Persona IoT platform user experience design Bozhana Ivanova likeabo munichUser persona

I applied the Design Thinking process in the redesign of 3 mobile applications: BlueID Keys App, NFC App, Lock administration app, IoT platform for tenant management and the corporate website. In addition, I designed an automotive mobile app from scratch.

What is more, I conducted field studies, including customer visit, shadowing and direct observation, flexible user tests in the field, and contextual inquiry. Part of my job was to collect user data in order to create personas, use cases, scenarios, customer journey maps, etc.

NFC token writer app Bozhana Ivanova ux design likeaboNFC token writer app
Lock administration mobile app ux design bozhana ivanova likeaboLock administration app
BlueID Keys App Bozhan Ivanova likeabo ux designKeys app
Automotive mobile app ux design bozhana ivanova likeabo emobilityAutomotive app
IoT platform user experience design munich muenchen liekabo Bozhana IvanovaIoT SaaS platform for tenant management

In the beginning the data was mixed up, therefore, I proceeded with a clarification of the information architecture and user flows. Afterwards, I created wireframes in Adobe XD, which I then transformed into screens, style guide, design resource repository, component library and interactive mobile app prototypes.

It took a long time, as I was in this project for over 2 years.

Information architecture website ux design likeabo Bozhana Ivanova Information architecture

As I mentioned, I was also the website redesign project lead. Based on the good practices of Prince2, we successfully redesigned the company website, which was built with WordPress. We worked with an external agency, where I was steering the whole project.

IoT platform user experience design Bozhana Ivanova likeabo munichDashboard for tenant management

Next step was usability testing of the prototypes and refinement of the interaction design.

Moreover, I paid special attention to the in-app communication, notifications, on-boarding process and user guides that can support our customers, while using the app. In addition, I conducted A/B tests, home page tours, interviews and retrospective think-aloud.

Mobile prototype Keys app adobe xd experience design likebao Bozhana IvanovaInteractive mobile prototype in Adobe XD

After polishing the wireframes of the apps I tested them with users and analysed the results. I used the results to improve the communication, messaging, consistency and the overall experience. During and after every iteration I was updating all the design documentation.

Style guide component library ux design likeabo munich muenchen Bozhana IvanovaPart of the style guide and component library

What is more, I was the lead of the internship programs in UI/UX design and front-end development.


All in all, in these two years we’ve developed 4 mobile applications, released one of them in the App store, redesigned our IoT platform, redesigned and rebuilt the corporate website in order to improve the usability of our product, which we eventually achieved.

Case study: Sono Motors Case study: BlueID Case study: IBM

IBM Project for Microsites and Dashboards development
2016 – 2018 | UX designer and Team lead



Creation of responsive microsites and dashboards with interactive data visualisations built with D3 and C3.js for various business spheres. The microsite purpose is to represent company data during negotiations and help win the deal.


I was leading an agile front-end development team including 3 front-end developers with JavaScript, 2 designers, 2 UX/UI design interns, and a project manager from IBM Singapore. I was supporting them with UX design, customer demos and team organisation.


Adobe Photoshop, Illustrator, Balsamiq mockups, HTML5, CSS3 (SASS, LESS), IBM Bluemix, Bitbucket, SVN, XML, JSON, jQuery, Sublime+Emmet, IBM Lotus Notes, Zoom


We worked with SCRUM, 2 weeks-long sprints.

Opportunities and solutions

Unfortunately I’m not allowed to show any visual from this project, even blurred ones, due to my NDA with IBM.

With my team we created a new microsite or a dashboard for different customers from various business areas every 2-4 weeks. Microsites contain interactive D3.js data representations, dashboard functionalities and reporting tools.

In the beginning I was researching and designing the information architecture and main content blocks, defining the information type and structure. My job also included the creation of lo-fi and hi-fi wireframes. Eventually, I had to align the microsite visually with the branding of the customer (colour scheme, logo, overall look and feel, etc.).

The design of the microsite template was being adjusted in order to represent the brand identity and regional requirements into visual concepts.

Afterwards, my focus shifted to the interaction design with the animated data visualisations. With my team we used D3 and C3.js.

The responsive design testing was also my responsibility. For this reason, I was designing all interactions with the mobile data visualisations and ensuring all microsites and dashboards are functioning properly on various devices.

The micro sites were desktop-first, but responsive, supporting multiple breakpoints and ideally adaptive in terms of design. What is more, I was responsible for the creation of infographics, as well as process design, process optimisation and sometimes illustration adjustments on demand.

When everything was developed and tested on our side, I was conducting demo sessions for the customers and our project manager from IBM Singapore.

Eventually the team started growing and I became a mentor for the UX/UI design interns.


We’ve delivered successfully more than 35 microsites and dashboards. Before I left the company I received the offer to become a regional manager.

Case study: Sono Motors Case study: BlueID Case study: IBM

Public speaker

  • The Return on Investment of UX Deliverables, UK webinar
  • Teach for Bulgaria program – speaking about UX design in schools
  • ByteAdventure Conference 2021
  • As a part of Erasmus+ (for teachers) I spent a week in the University of Portsmouth, UK, where I led a lecture about computer graphics in front of PhD students and professors. Later on I led the same lecture in front of Bachelor students at the University of Economics – Varna.
  • International scientific conferences (during my teaching experience) on topics related to UX in e-commerce.

Case study: Sono Motors Case study: BlueID Case study: IBM