Hi, I'm Alena Vorobiev.

Over the past several years I've led design on data-driven products at Meltwater — owning the Smart Alerts ecosystem end-to-end and redefining how enterprise users discover, interpret, and act on insights from spikes, sentiment shifts, and AI-powered analytics.

I'm energised by high-complexity problems: multi-step enterprise workflows, real-time data dashboards, and AI features that need to earn user trust through transparency and control. My focus is always on measurable outcomes — reducing friction, increasing confidence, and shipping experiences that make sophisticated tools feel accessible.

I work end-to-end: generative and evaluative research, strategy, information architecture, interaction design, and design systems. I collaborate closely with PMs and engineers from problem framing through to delivery, treating ambiguity as a starting point rather than a blocker.

Outside of product work, I'm a practising artist and photographer. That background keeps me attentive to the things numbers don't always capture — visual hierarchy, emotional resonance, the difference between a layout that functions and one that actually connects. I bring that sensibility into every project: rigour and craft, together.