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01. Overview
Rozmova is a leading Ukrainian mental health platform. Its international version, Clearly, targets different linguistic audiences - Polish, English, and Spanish speakers. I joined the team as a UI/UX designer and Webflow developer, contributing to everything from core website pages to localized marketing campaigns.
02. My role
- UI/UX Designer
- Webflow Developer
- Involved in product discussions, UX reviews, performance analysis
03. Design: from national to multilingual
My main responsibility was designing marketing pages for different themes - therapy types, campaign topics, or general mental health awareness. On Clearly, I designed landing pages adapted for various regions and language groups - including Polish, Spanish, and English for markets like Poland, Spain, the US, Mexico, and Argentina.
Localization went beyond translation - I worked with culturally relevant imagery and personas to create relatable visual stories for each region.
I also contributed to B2B landing pages for partner companies and worked on the design of a new mobile app (under NDA), which became a pivotal step in my growth as a product designer.
04. UX & performance insights
Together with the marketing team, I:
- analyzed user behavior on landing pages (scroll depth, heatmaps, conversions),
- tested hypotheses and adapted layouts based on data,
- tailored page structure and messaging to match motivation patterns across markets.
05. Webflow development
Although design was my main focus, I also developed the pages I designed, often building from scratch in Webflow:
- implemented custom animations and interactions,
- handled integrations with platforms like Intercom and Make (Integromat),
- added schema markup for SEO (FAQ, video pages, homepage),
- collaborated closely with an SEO agency, resolving technical issues and improving site structure - gaining valuable SEO knowledge along the way,
- built and maintained custom code solutions where Webflow’s native features weren’t enough.
06. Impact
The localized design approach played a key role in building trust and increasing user engagement in new markets. Through careful adaptation of content and visuals, we managed to make the platform feel relevant to diverse audiences. At the same time, the technical SEO work significantly boosted Rozmova’s visibility in search results, especially for high-intent queries. My close involvement in product-related discussions and experimentation helped me grow as a designer who understands not just aesthetics, but also user behavior and business outcomes.
07. Conclusion
This project gave me a strong foundation in product-oriented design: I learned to think through the user’s journey, work with data, and balance creativity with performance. Whether designing for Ukrainian users or adapting for global audiences, I was always focused on clarity, empathy, and usability — and had full ownership from design to delivery.
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