Product & Experience Design Leader Empowering teams to create seamless, high-impact journeys across enterprise platforms and omnichannel commerce.
imtova.com | design@tovaraykin.com | +1 9173192912 | currently based in New York City
Professional Summary
I’m a multidisciplinary design leader with 15+ years of experience building scalable digital experiences across enterprise platforms, commerce ecosystems, and brand-driven experiences. I specialize in shaping teams, strategies, and systems that connect business goals with human needs—across B2B, B2C, and B2E. With deep expertise in design systems, AI-enabled workflows, and cross-platform architecture (headless, composable, native apps), I create solutions that are as efficient as they are intuitive.
Core Expertise
- Product Design Leadership
- Omnichannel Commerce Strategy
- Enterprise UX & Service Design
- Design Systems (Platform-Aligned)
- Headless & Composable Commerce
- Team Building & Mentorship
- Stakeholder Engagement
- Discovery & Workshop Facilitation
- Scalable Design Operations
- Accessibility & Inclusive Design
Experience
Director of Experience Design
IM Digital · 2023 – Present
- Built and scaled an agency practice focused on omnichannel commerce and enterprise product experiences.
- Led cross-functional design teams across multiple industries, including retail, healthcare, and logistics.
- Implemented design systems aligned with composable commerce architecture and headless CMS platforms.
- Developed streamlined discovery-to-delivery frameworks, optimizing cross-functional velocity and quality.
- Drove business development and led strategic workshops to align client vision with actionable roadmaps.
Experience Design Lead
Born XDS · 2022 – 2023
- Directed experience design for Fortune 500 retail and DTC clients, overseeing end-to-end commerce journeys.
- Created integrated strategies for native apps, web, and in-store touchpoints.
- Used qualitative and quantitative insights to optimize performance and personalization.
Senior UX Designer → UX Lead
Born XDS · 2019 – 2022
- Developed UX strategies for omnichannel retailers and complex B2B systems.
- Created user flows, wireframes, and testing strategies focused on conversion and usability.
Senior Digital Designer
o2kl · 2018 – 2019
- Delivered UX/UI for B2B insurance platforms, translating technical requirements into intuitive workflows.
UX/UI Designer & Art Director Roles
2006 – 2018 (Various Agencies & Clients)
- Built early e-commerce experiences and brand systems across tech, lifestyle, and entertainment verticals.
Education & Certifications
- B.A. Multimedia Design & Communications · Monash University, Australia
- Google UX Design Professional Certificate
- Advanced Design Leadership (IDEO)
- AI in Design Thinking (IDEO)
Let’s Work Together
Available for leadership opportunities in enterprise product design or commerce transformation.