Ivan Pedai

UX Director / AI DesOps Lead | DTEK Group, MODUS X

January 2020 - Present

Ukraine's largest private energy company, 55,000 employees, serving 5.6M+ household and business customers.

DTEK (2020-Present): Built the R&D department from scratch to define enterprise processes and transform outdated, complex systems into secure, modern digital solutions. Results measured across 6 product lines serving 5.6M+ household and business customers.

MODUS X (2022-Present): Shifted to in-house product development, designing and launching a B2B Enterprise-to-Enterprise platform for national-scale companies. Full product lifecycle ownership from discovery to market, including naming, branding, and go-to-market strategy.

In both roles, introduced AI-augmented pipelines (LLM research synthesis, automated asset generation, AI content workflows) across Marketing and R&D.

• Time-to-first-value compressed from days to minutes—digitalized core processes across 6 product lines
• Active user base 48× (employee app: 522 to 25,000 monthly active users in twelve months) through data-driven workflow redesign
• Customer Effort Score +2.9 points across all product lines
• Broke the silo between Business and R&D by advocating design value at C-level—resulting in bolder UX integrations and cross-department collaboration that directly moved product KPIs

Head of User Experience | Dreamscape Networks Limited

January 2018 - December 2019

No.1 hosting provider in the Australian market, 27+ products. Joined a single-market company with a 4-person local UX team and full agency dependency. Led a multi-region UX transformation with 27+ products under unified design standards.

• Built a cross-functional design system with Dev, QA, and Management; drove NPS +19 and CSAT +0.5
• Scaled the department from 4 to 16 across 3 regions, built an internal marketing unit, and cut agency dependency to zero, saving $60K+ annually
• Enabled South Asian market entry; unified pipelines allowed rapid acquisition and integration of regional players to company standards
• UX and CX improvements contributed to the company winning the ABA100® Award for CX Management

UI/UX Art Director | LoveCrafts

November 2016 - December 2017

eCommerce community platform for crafters. Joined a standard Magento-based shop with no differentiation. Through deep research, we identified the community-first model as the growth lever, sold the strategic shift to C-level, and delivered a validated new product experience.

• Improved conversion +2.5% as a direct result of the new UX approach
• Contributed to UX research and competitive analysis that surfaced the eCommerce-to-community pivot opportunity
• Delivered a new UX architecture for the community-commerce model, validated through user testing and cross-functional iteration
• Developed the design system to support rapid feature iteration across cross-functional teams
• These efforts contributed to a successful £26M fundraise

Head of UX / UX Director | YARCHE

November 2013 - November 2016

Digital agency serving Fortune 500 clients. Three years of solving different problems every quarter: gamification for CISCO, loyalty UX for Henkel, digital transformation for Kyivstar (Ukraine's largest telco).

• Managed a project ecosystem of 50+ contributors across Design, Development, and 3D animation production
• Delivered R&D and gamification solutions for CISCO, Henkel, and Kyivstar that moved client engagement and retention KPIs

UI/UX Art Director | Lowe Adventa (Lowe & Partners network)

October 2011 - October 2013

Advertising network. Established the in-house Digital Creative Department from zero. Before this, all digital work was outsourced. Awards: Multiple Effie Awards, Cannes Lions (Young Cyber Lions) winner.

UI/UX Art Director | Young & Rubicam Group

February 2010 - October 2011

Global advertising network. Graphic and digital design for global brand clients. Awards: Effie Awards winner, Cannes Lions: Young Cyber Lions Ukraine winner.