UX & accessibility audit
— Evaluated with Nielsen’s heuristics + WCAG 2.1
— Flagged structure gaps, weak hierarchy, and unclear CTAs
— Mapped friction across job discovery and event registration
Alfa Digital
Redesign of an internal HR platform for Alfa Bank — built to support hiring, community engagement, and a stronger employer brand for a tech audience.
Overview
Alfa Digital is an internal HR platform for one of the largest private banks in Eastern Europe. The previous version didn’t reflect the company’s IT expertise, had weak structure, and didn’t support measurable improvements.
I led an MVP redesign focused on four core journeys: discovering the company, exploring roles, registering for events, and learning about team culture — with scalable navigation, consistent UI, and clear foundations for analytics.
Challenge
The platform was hard to navigate and visually inconsistent. Job and event pages lacked standardised patterns, filters, and clear calls-to-action.
There was also no space to tell the culture story — and no analytics in place to understand user behaviour or improve conversion over time.
Research
I combined a UX + accessibility audit with stakeholder and user research to align business goals, validate pain points, and translate insights into an MVP-ready structure and UI system.
Stakeholders (HR, DevRel, Brand)
— 5 interviews to align on goals and constraints
— Clarified target audience and positioning in the tech market
— Defined what “success” should look like for the MVP
Competitor review (10+ sites)
— Benchmarked HR / tech employer sites
— Compared navigation patterns and content strategies
— Identified gaps in discoverability and trust-building
Users (IT professionals)
— Survey: 28 responses
— Interviews: 5 sessions
— Output: 4 core personas + 12 user stories
Solution
Structure & navigation
I re-architected the platform around four journeys — Discover, Apply, Join Events, and Explore Culture — and translated them into a scalable IA with four core sections: Home, Team, Careers, and Events. With PM and stakeholders, I aligned what each section needs to achieve, then iterated the structure with devs to keep it shippable within the MVP timeline.
Before
After
Clearer content, stronger trust signals
Together with HR and DevRel, I reworked content for clarity and tone — adding real employee voices, improving job description readability, and making culture more visible across the experience. The goal was simple: less “corporate noise”, more concrete reasons to join.
Before
After
Job discovery: clearer listings, filters, and decision cues
I streamlined how candidates explore roles — making the listing easier to scan, improving filter logic, and adding clearer “next step” cues so people can decide faster and move through the funnel with less friction.
Before
After
Modular design system + analytics foundations
I introduced a modular design system (a “neat brutalism” style) to standardise layouts, hierarchy, and components across jobs, events, and content pages — and to speed up future delivery. Since analytics didn’t exist, I also defined KPI foundations tied to the redesigned funnels: job views → applications, event interest → sign-ups, plus time on page, scroll depth, and bounce rate.
Impact
Full analytics would be available post-launch, but early A/B checks and usability feedback showed a clear lift: better navigation, clearer CTAs, and a more credible, human-facing employer story.
+33%
Expected conversion
+20%
Time on site (testing)
4
Core journeys
Afterword
The key constraint here was time. Leading an MVP under a tight deadline forced ruthless prioritisation — focusing on journeys, clarity, and a reusable system rather than “polishing everything”.
Next steps (with full analytics live) would be iterative optimisation of funnel drop-offs, plus deeper content testing for roles, culture pages, and event discovery.