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Hi - I'm Anastasiia, UI/UX Designer

I design web and mobile apps for startups, SaaS, and digital agencies, with a focus on clean and intuitive experiences.

Recent work

Medical CRM Platform

Personalized City Routes App

Native Mobile App | Redesign

E-commerce shop

Contact

Let’s learn + build together Available for full-time and part-time roles, freelance projects, or casual coffee chats in Berlin ☀️

nastia.biriukova@gmail.com

Dribble

Mobile App | Townder

Creating custom city routes and exploring architecture through walking tours

Industry Travel

Role UI/UX Designer

Tools Figma, FigJam

Skills

UX Design

Stakeholder Interview

User Interview

Customer Journey Map

Wireframing

Prototyping

User Testing

UI Design

About the client Townder is an innovative startup focused on developing a mobile app designed for creating personalized travel routes and uncovering hidden gems within a city. The app also aims to contribute to the preservation of historical landmarks and cultural heritage, ensuring these treasures remain integral parts of the urban experience.

Problem The challenge lies in preserving irreplaceable historical and cultural landmarks while ensuring their history remains alive, accessible, and engaging for a modern audience.

Task Create a scenario for generating and following a personalised route by the user.

Reasons why people desire a сustomized road:

Alexandra

"I'm bored of the same routes— I want something new."

Olha

"Finding pet-friendly routes is always a hassle."

Anton

"It'd be cool to learn the history of landmarks as I go."

Dmytro

"I wish I could find more off-the-beaten-path routes."

Workflow

01 Stakeholder interview

Before the interview, we composed questions according to:

the tasks the product should perform

possible metrics

the audience

competitors

user experience

💡 We also generated our ideas to voice them to customers.

Key insights

Preserve historical and cultural heritage.
Offer personalized, engaging walking routes.
Highlight lesser-known landmarks and attractions.
Test hypotheses based on existing user flows.

The task and about the project

What are the biggest challenges your company is facing right now that could be addressed with the help of this app?

What artifacts (files) do you want to receive as a result of our work?

Do we have any technical limitations that should be considered?

What functionality should be added or can be improved?

How can we understand, that the app is working effectively?

(metrics)

Audience

What is the ultimate goal of the users?

What are the biggest challenges users face when planning or building their route?

Why would users potentially choose your product?

Have you encountered cases where users planned to build a route using the app but then decided against it?

+2 more sections

+3 more sections

02 User interview

🙍🏽️ "Alright, let's start by jotting down all the questions that come to mind for the user interview."

🙍🏻‍♀️ "Great, let’s do it! We’ll just group them later, right?"

🙍🏽️ "Yeah, easy. We’ll find patterns and sort them out."

🙍🏻‍♂️ "WAIT, WAIT... this isn’t as simple as it sounds. There are so many questions, and everyone has a different idea of which ones are the most important!""

The Strugle was real... We found ourselves stuck in a cycle of disagreement over which questions were truly important.

🙍🏻‍♀️ "How about we prioritize based on user impact? Let’s rate the questions on how much they affect the final product. We can sort them by importance and urgency. That’ll help us focus. Let’s each pick the top three we think are crucial,
then compare."

Key insights

Users want personalized walking routes tailored to their interests
High demand exists for non-touristic, hidden-gem paths offering a unique city perspective
Historical and cultural details about landmarks enhance the user experience.
Easy navigation and route convenience are essential
Many users prioritize pet-friendly routes and stops

03 Post-User Interview Synthesis

After conducting user interviews, my team and I carried out an initial synthesis of the results, categorising the insights into four key aspects:

Info about Persona

Behaviour

Internal and external factors

Problems

Here’s how it appeared:

Freelancer, marketing manager

Do sport in free time

+ 4 more

Add places like cafes to the route, and if they turn out to be closed, it may affect the re-routing of the path

+ 5 more

Like to explore new routes

+ 2 more

Not knowing where to go

There are few interesting facts about buildings and their owners (those who built them)

+ 1 more

04 Customer Journey Map

We analysed the data from the interview to compile the CJM. This helped us to clearly identify user pain points and develop possible solutions.

How did we prioritise our opportunities?

We used Desirability/Feasibility/Viability or ICE (Impact/Confidence/Ease) Framework. This Framework is the most common and easiest to apply. Our team established a custom scale for evaluating each opportunity and then selected the one with the highest rating.

05 User Testing : what didn’t work

We tested newly done screens + screens from existing flow. Below are the problems that users encountered during testing + solutions that we believe will help solve them.

Home Page

Problem: Users struggled to understand the purpose of tags (e.g., preferred types of places like parks or squares) and how they impacted the route generation process. Solution: We addressed this issue by incorporating the step of choosing tags into the onboarding process.

Route Customisation

Problem: Users are unable to figure out how to delete a spot from the route once it has been generated. Solution: We enhanced route customisation by allowing users to remove unwanted spots from their route effortlessly by swiping in the route list.

We introduced thematic recommended routes to help users explore unique locations and uncover hidden gems within the city. These curated routes cater to specific interests, offering a more engaging and personalized way to discover the charm of less-traveled places.

06 Final Design

To simplify the user flow and declutter the homepage, we introduced a brief onboarding process that helps users easily set their preferences.

Before

After

We also added a feature that suggests recommended routes, helping users discover hidden gems and unique spots for a richer experience. After reviewing these options, users can start their journey directly with one tap.

We enhanced route customization by allowing users to remove unwanted spots from their route.

Thanks for watching.

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