Eva Dimitrova

My specialty is in taking digital products and services from 0 to 1. Whether it’s to position them in a competitive market, to help build them or to create and execute a go-to-market strategy.

I’ve worked with Vodafone, Google, Amazon, Microsoft and IBM on launching more than 30 international software projects. I’ve also been involved in multiple startups, including as a founder.

Those experiences combined with my love for learning and overcoming challenges is what feeds my creativity for solutions and innovations. Are you looking for one?

Can we avoid doing UX?

Can we avoid doing UX?

Can you think about the last time you were frustrated with something?

For example when you couldn’t wash your hands because the water tap was too short. It worked, but you barely reached the water.

Or when you tried to find that setting on an app and spent 5 minutes clicking on menus. It was there, but hard to find.

Or when you wanted to look up an article on a website but there was no search option. The website was informative, but the information was not easily accessible.

Or when you are colour blind and couldn’t make the difference between a red button and a green button. The buttons were there, but they looked the same to you.

Or when your computer started updating without notifying you. It was updating, but not considering your work.

Or when you opened a website from a mobile phone and it was not mobile friendly. There was a website, but it was not readable.

All products from above worked, technically, in a vacuum. But put in real life, with real people, they didn’t do the job.

The question is not if we can avoid doing UX.

The question is if we can afford to not do it.

Because a product that leads to frustration, quickly becomes a product no one buys.


Simple does not mean useless

Simple does not mean useless

What to do when there is no budget for UX

What to do when there is no budget for UX