I solve the UX problems in complex B2B products that are quietly costing you money.
Churn. Lost deals. Wasted engineering time. I find where the expensive mistakes hide — and fix them.
Trusted by
"It was a pleasure working with Emil, who became a very popular member of our team very quickly.
Emil joined our successful SaaS company that was lacking a clear design strategy and ethos. He spent a lot of time discussing with customers to find the best UX and design solutions.
Emil was instrumental in designing our mobile app from scratch along with numerous features used by thousands of customers daily."
What's actually costing you money?
Most UX problems in complex B2B products don't look like UX problems. They look like churn, lost deals, and engineering time you can't get back.
Your product works, but it's hard to use — and it's costing you deals
Prospects get confused in demos, trials don't convert, and your sales team has to narrate around UX gaps instead of letting the product sell itself.
Users aren't adopting the features your team built
You shipped something valuable, but usage is flat — because the design doesn't match how your users actually think and work.
Your engineering team keeps rebuilding things that weren't designed right the first time
Without senior design direction, UX decisions get made by committee or by whoever's closest to the code — and the rework costs pile up.
You need senior UX leadership but can't justify a full-time Head of Design
You've outgrown "figure it out as we go" but you're not ready for a €120K+ hire. You need the thinking without the headcount.
Your onboarding is leaking users before they see the value
New users hit a wall of complexity before they experience what makes your product worth paying for — and they leave before they get there.
You're scaling fast, but your UX isn't scaling with you
What worked at 10 customers breaks at 100. Inconsistent patterns, growing design debt, and no system to keep the experience coherent as you ship faster.
Senior UX leadership, scoped to impact. Three tiers — from strategic direction to full embedded design leadership. Pick the level that matches the problem, not a headcount line on your org chart.
Need more hours? Additional time can be added to any tier at the same hourly rate.
Simple, Transparent Process
Step 1: Discovery Call
We discuss your product, the UX problems that are costing you money, and whether there's a fit. No pitch — just an honest conversation about whether I can help.
Step 2: Choose Your Tier
Pick the level of engagement that matches the problem — from strategic direction to full embedded design leadership. Monthly rolling, no long-term lock-in.
Step 3: Start Solving Problems
First strategy session within 48 hours. I embed with your team and start working on the UX issues that actually move the needle — not a discovery phase that takes six weeks to produce a report.
Common Questions
Details on working together.
I work with B2B SaaS companies building complex, technical products — the kind where the workflows are deep, the users are sophisticated, and the cost of getting UX wrong shows up in churn, lost deals, or engineering rework. Typically post-product-market-fit, whether venture-backed or bootstrapped with real traction. My clients are founders, CPOs, and product leaders who need senior design thinking without the overhead of a full-time hire.
Reduced churn tied to UX friction. Faster deal cycles because the product communicates value in demos instead of creating confusion. Higher feature adoption because things are designed for how users actually work. Less engineering rework because design decisions are made right the first time. And a UX foundation that scales with you — not one you have to rebuild every six months.
All tiers are monthly rolling contracts. Many teams start with 1–2 months for immediate clarity and then extend for deeper design leadership and systems.
You're not hiring a junior designer to push pixels. You're getting 20+ years of experience with complex B2B products — the strategic thinking, research, and hands-on execution of a Head of UX, without the salary, benefits, recruiting process, or ramp-up time. My lightest tier costs less than a month of recruiting fees for a senior design hire.
To make starting easy, I only require 50% upfront for the first month. At the end of month one, we settle the balance for that month and prepay 50% for the next. From month two onwards, each month is billed 50% upfront at the start.
Additional time can be added to any tier at the same hourly rate. If you consistently need more, we can adjust the tier.
Yes. Upgrades can happen at any time. Downgrades require a 10-day notice before the next billing cycle.
Yes. All tiers are monthly rolling contracts with a 10-day cancellation notice.
If there's availability, onboarding can begin within 5 business days. I'll always communicate timelines clearly upfront.
I'm based in EEST (UTC+3) and work flexibly across European and US time zones. We'll find effective overlap for collaboration.
Strategic Design Partner for Complex B2B Products
I'm Emil Ivanov. I solve expensive UX problems in complex B2B products — the kind where the workflows are deep, the users are technical, and a bad design decision doesn't just frustrate someone, it costs you money.
20+ years of doing this means I know where the expensive mistakes hide — the churn you're not tracking back to UX, the deals lost because the product felt harder than the competitor's, the engineering cycles burned building the wrong thing.
I work embedded with your team as a strategic design partner. Not a freelancer filling a seat — a specialist brought in when the problem matters too much to get wrong.
Based in Sofia, Bulgaria. Working globally.
