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About Lex Konovalov

The Professional DNA

Marketing Roots & Systemic Thinking

My product design career started in 2017, but my foundation was built in marketing for major automotive brands. That background wired my brain to rely on historical data, potential metrics, and strict processes to manage high-volume workloads.

Understanding target audiences directly translated into user-centric design, while my need for structural order led me to adopt Object-Oriented UX (OOUX) via IxDF early in my career. I don't just draw screens; I design for measurable business outcomes.

Core Expertise: B2B Architecture & B2C Conversion

CRO & Lead Generation

The other half of my expertise is Conversion Rate Optimization, shaped by my work at Lemonfrog, Fareportal, and Business Class. I treat CRO like a detective story—relying on heatmaps, traffic sources, and fighting for strict analytics coverage across all interfaces.

I focus on measurable impact. At Fareportal, iterative design and close collaboration with marketing helped scale the CheapOair Android app revenue from $500k to $3M/month. Recently at Business Class, optimizing the core funnel yielded a +27% conversion lift on mobile (which accounted for >70% of traffic), followed by an additional +12% global lift in the next phase.

Live Prototyping & AI Systems

Recently, I’ve shifted to live prototyping. By combining solid OOUX artifacts with an AI-optimized design system, I can build detailed, functional prototypes in minutes, not hours. This drastically accelerates alignment between product stakeholders and engineering.

Untangling Complex B2B Systems

Currently, I design core internal tools in TravelTech: complex ERPs, B2B platforms, and Salesforce customizations (navigating legacy SLDS constraints). This is where OOUX is critical. TravelTech involves incredibly dense objects and massive state machines interacting across multiple departments. When designing for 400+ internal agents, even a fractional improvement in Error Rate or Task Completeness translates to massive operational ROI.

Location & Cross-Border Collaboration

Based in the Valencia Region, Spain 🇪🇺 for the last 4 years. I am open to relocation within Spain or the broader EU.

I have extensive experience bridging time zones and working asynchronously. At Fareportal, I collaborated daily with the New York office from Europe, and currently, I manage stakeholders based in Florida. I treat time differences as a process feature, not a bug—utilizing async handoffs and overlapping hours for critical syncs to ensure uninterrupted delivery for US and EU teams.

My Pragmatic Toolkit

Real-world product design is messy. Instead of forcing textbook frameworks like the "Double Diamond," I use a modular toolkit adapted to your actual constraints and legacy code.

The Pre-Emptive Interview

Let's save us both some calendar space. Here are the direct answers to the operational, technical, and logistical questions design leads ask me most.

How do you handle collaboration across EU and US time zones?
I operate on an async-first model. Based in Spain, I overlap with US teams for 2-3 hours to handle critical syncs and strategy alignment. The rest is asynchronous: I use Loom walkthroughs, Notion documentation, and hyper-detailed Figma annotations. I treat the time difference as an advantage—while your US team sleeps, I design and prep handoffs, so you wake up to unblocked work.
Why do you insist on Object-Oriented UX (OOUX) before wireframing?
Because drawing screens without understanding the database is a recipe for developer rework. OOUX allows me to map the exact logic, entities, and relationships of a system first. It aligns the design with backend realities. It might feel like an extra step on day one, but it saves weeks of architectural fixes before launch.
You work in both dense B2B systems and B2C conversion. Aren't those conflicting mindsets?
They actually amplify each other. B2B design taught me how to build scalable, complex architectures and respect legacy constraints. B2C design (CRO) taught me how to measure success in dollars and conversion metrics. I use B2B logic to build a bulletproof foundation, and B2C tactics to optimize the funnel and drive revenue.
How do you approach designing for legacy systems like Salesforce SLDS?
I don’t fight the backend to create "Dribbble-ready" UI. If we are constrained by legacy frameworks or ancient .NET architectures, I design elegantly within those boundaries. My focus shifts from visual vanity to operational efficiency—optimizing task completeness, reducing error rates, and making the system faster for the end-user.
What exactly makes your design systems "AI-adaptive"?
It’s about semantic architecture. I don’t just hand over a UI kit; I build W3C-valid token layers that are readable by both frontend developers and LLMs. This includes strict accessibility (a11y) compliance, semantic alt-texts, and logical component structures. It ensures the product can scale infinitely and integrate with AI agents without accumulating UI debt.
What is your approach when a project lacks data or clear requirements?
I don't guess, and I don't wait months for perfect research. I push for immediate analytics coverage. If we lack direction, I use rapid AI prototyping to spin up a high-fidelity concept, ship it, and let live user data and heatmaps dictate the next iteration. Perfect is the enemy of shipped.
What is your work authorization and preferred contract setup?
I am fully authorized to work in the EU (based in Spain). I am flexible with contract setups: I can work as an independent B2B contractor (autónomo) for global clients, or via platforms like Deel/Oyster for full-time engagements. I handle my own compliance and invoicing, making the onboarding process seamless for your HR team.
What team structures are you most comfortable in?
I thrive in cross-functional, international environments. For the past 5+ years, I’ve worked daily with distributed teams across the US, Europe, and Ukraine. I am used to partnering directly with Product Managers to define scope, Engineering Leads to validate technical constraints, and Marketing teams to align on CRO goals.
What are your working languages?
English is my primary working language. I have full professional proficiency, meaning 100% of my communication, complex OOUX documentation, and stakeholder presentations are conducted in English. I also speak Ukrainian and Russian natively, and am currently studying Spanish.