Illy Dimitrova

Illy Dimitrova

Digital Product Designer in London, UK


I design and build exceptional products for users and businesses. I’ve been working with SaaS companies since 2018.

Along the way, I’ve designed for startups in B2B fintech, B2C foodtech, tourism, health, flower delivery subscriptions and more.

Work Experience

2024 — Now
Product Designer at
London, UK

We’re building an AI-powered sales conversation platform that helps sales reps practice and improve their skills with different buyer personas.

2022 — Now
2023 — 2024
New York, US & Remote

Designed and helped build Krokit - the financial data platform for franchise systems which grew to five-figure revenue in just two months after launch.

2018 — 2021
Web Designer & Marketing Specialist at Freelance
London, UK and Remote

My freelance services included designing and building websites incl. e-commerce; branding; designing investor pitch decks and marketing materials; and podcast and video production.
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Forward Food Tech
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2020 — 2021
London, UK
  • Designed the branding and built the new website, created marketing assets incl. pitch decks

  • Launched and produced podcast interview series with leaders in the agrifood-tech industry (2 x podcasts - Forward Food Tech podcast and Soil Health Hub podcast)

  • Worked directly with CEO on creating the strategy and launching the 'Leadership Hub' programme in aid of COVID-19 to help the business growth of 15 leading agrifood-tech start-ups and scale-ups globally, second cohort launched in Spring 2021

  • Created the Agri-FoodTech Club (800+ members) on Clubhouse and launched bi-monthly events with leading industry founders and influencers

2018 — 2019
Online Marketing Manager at TourPanda

B2B2C Bike Rentals & Tours SaaS

  • Created a marketing reporting framework to find growth opportunities for partners. That led to signing several partners to a marketing package I designed which increased company revenue by 18.5%

  • Created a sign-up flow strategy on the company’s website which increased customer sign-ups by 30%

  • Researched and built a branding strategy that made content on all customer touchpoints consistent

  • Worked on the website's SEO which resulted in the website ranking on the first page of Google Search

  • Produced digital content – including videos, blogs, leaflets, and social; created high-performing videos for partners as part of their marketing package

    The company was folded due to decreased demand for tourism experiences during COVID-19.



Krokit (HQ in the US) is the financial data management platform for the franchise industry. I came in as a first designer, built two products and helped scale one of them to a five-figure monthly revenue in just two months.


I was part of a 5-day design sprint in London organised by The Craftory VC Fund for Freddie's Flowers. I worked closely with both teams on designing dynamic prototypes for Freddie's new 'Gifting' product which was released in Feb 2023. We generated ideas and tested the designs with real users from different audience segments to establish the most viable solution.


Practising karate and observing areas for improvement in my club sparked the idea of designing a martial arts app concept. The app facilitates event updates, online payment, and communication among students. Additionally, it assists club owners (Sensei) in managing events, receiving online payments, communicating with students, and maintaining student records.


Landing page design for a food app concept helping customers find the best meal for them based on their dietary requirements.


I designed the site in Figma and built it in Webflow, opting for a minimalist and user-friendly design. My emphasis was on showcasing the area's high-quality visuals to aid visitors in envisioning the experience and ease online booking. The site's extensive size required several CMS collections and compiling appropriate assets for each section. Based on Hotjar analytics, the scrollable photo galleries have proven immensely popular, with most users viewing every photo.


I planned and created the brand identity for an advisory business that works with food and agriculture tech start-ups. I designed all visuals and wireframes in Figma and built the site in Webflow. The new website increased sign-ups by 50%. I worked there as a Marketing Manager and found it quite fun producing two podcasts for them.