Rexalto
Context
Period
2022 – 2023, Full time
Role
Lead Product Designer
Platform
Web application
Industry
Mobility, B2B2С
I joined Rexalto as the only Product Designer and owned the full design cycle — UX, UI, research, and developer handoff. I was also responsible for all visual communication, including marketing campaigns, landing pages, and product UI. As the product and roadmap grew, I hired a second designer and set up a simple, scalable design process.
I worked across Rexalto’s subscription platform and the e-commerce tools for car dealers, and also helped bring apme.ai — our dynamic pricing engine for rental companies — from early concept to its first live customers.
The company’s goal was to enter the European, AFE, and U.S. markets. To support this expansion, we needed to upgrade the platform, improve existing flows, and add new features that matched regional business requirements and regulations.
I was responsible for redesigning core parts of the product and creating new interfaces from scratch. This included the shopping experience for browsing and selecting cars, onboarding flows, KYC identity verification, billing, the user account, and multiple admin tools used by dealers.
Alongside the product work, I supported marketing by designing landing pages, visuals, and brand materials to keep the experience consistent across all touchpoints. I worked closely with engineering, operations, and business teams to make sure the product could scale to new markets while staying clear and usable for both dealers and customers.
The platform consists of two interconnected products:
Dealer Management System (DMS) — tools for dealers
Storefront — the customer-facing experience for choosing and subscribing to cars
Exploring business logic and user scenarios.
Both share the same logic and data but serve very different user needs. Each had legacy constraints and technical limitations. To understand how everything worked, I went through existing scripts, data structures, and operational scenarios, mapping them to real dealer workflows.
During the first months, I introduced regular design reviews and demos. This helped align the team, improve decision-making, and speed up iteration across engineering and product.
New design review process introduced to the team.
Storefront and user account
I redesigned the Storefront almost entirely, focusing on clean navigation, a clearer shopping experience, stable onboarding, and reliable flows for KYC and billing.
I also designed the first version of the user account. We shipped essential subscription-management features: contract details, payment history, communication logic, and a car buyback flow that activates when a subscription ends.
Dealer management system
The DMS required clearer structure and more efficient workflows. I focused on high-impact design improvements that made it easier for dealers to manage their fleet, customers, and subscriptions.
Key work included:
designing the “Add A Car” flow
updating core subscription-management pages
launching a subscription log for B2B clients (important for new contracts)
optimizing workflows for manual payments and refunds
improving invoice visibility and billing logic for dealers
These updates reduced support load, increased operational speed, and improved data accuracy.
Outcome
During this period, Rexalto reached several important milestones. The company secured new investment, onboarded major clients, and significantly improved operational efficiency across teams.
The redesigned “add a car” flow reduced manual entry time from 3.5 minutes to 40 seconds. I also introduced data-parsing capabilities that allowed dealers to upload hundreds of cars in seconds — a major improvement for operations teams.
In parallel, I helped bring ampe.ai to market by shaping the early UX and UI needed to onboard the first customers.
Finally, I built a design system that improved consistency and helped the team ship interfaces faster and with fewer errors.
Working at Rexalto meant taking on many responsibilities, but it also helped build a stronger product and establish a design culture that continued to evolve after I left.