I started in graphic design, later led a team of five incredibly talented designers, and eventually moved into UX, product and technology. Today I work across all of these - designing products, exploring new technologies and turning ideas into things people can actually use.
For me, good design is never just about the user or the business — it has to work for both. I like bringing the right people into the conversation, listening to what users actually need, understanding what the business is trying to achieve, and finding the point where it all makes sense as a product.
Experience
- Lead innovation initiatives supporting journalists and audiences operating in restrictive and censored information environments.
- Develop and implement user-centered solutions addressing challenges related to access to information, digital resilience, and newsroom workflows.
- Coordinate stakeholders across editorial, product, engineering, and leadership teams.
- Conduct user research and needs assessments to better understand the challenges faced by journalists and audiences
- Translate emerging technologies, including AI and automation, into practical tools and workflows.
- Manage project roadmaps, prioritization, resources, and delivery across interdisciplinary teams.
- Participate in professional communities, conferences, and international discussions focused on internet freedom, digital rights, and media resilience.
- Led and scaled the design team, overseeing hiring, mentoring, and workflow development
- Managed end-to-end delivery of editorial and commercial projects in collaboration with newsroom, marketing, and product teams
- Introduced structured processes (briefing, prioritization, brainstorming frameworks) to improve efficiency and alignment
- Partnered with developers to ensure smooth design-to-development handoff and timely delivery
- Contributed to increased project volume and overall team performance
- Managed projects from concept to launch in a fast-paced media environment
- Collaborated with cross-functional teams to deliver campaigns, editorial products, and digital experiences
I wholeheartedly recommend Natalija, a talented professional who consistently demonstrated exceptional creativity, flexibility, and curiosity during her tenure with the Digital Innovation Lab. Her unique blend of skills will undoubtedly make Natalija an invaluable asset to any organization.
I had the privilege of working with Natālija, an exceptional professional who combines creative talent with outstanding leadership. As an Art Director, she consistently delivered high-quality results, growing her team and driving innovative projects like scenography and branding.
What truly sets Natālija apart is her dedication—both to her work and to the company. She’s the person who ensures every task is completed, no matter the challenges, and she genuinely cares about fostering collaboration across teams.
If you’re looking for a creative leader who is both passionate and dependable, I wholeheartedly recommend Natālija.
Natalija is one of the most creative people I know. She can easily get inspired by an idea and start drawing from scratch, which later becomes an impressive design. She is a team player who helps her team members move forward by contributing her ideas and concepts. Natalija has excellent knowledge of all design tools and is constantly learning new ways to inspire her colleagues. I have enjoyed working with Natalija on many projects and have also been inspired by her growth in leading the team.
I cannot forget to mention that she has a positive attitude, which is especially valuable when deadlines become intense, and stress levels rise.
I remember my job interview at Delfi Latvia, I went in a bit confused and stressed of unknown, but when we started to talk about the role and everything. I understood that there's no need to stress and worry anymore, because I felt that "Okey, this is my type of person" where it's easily to communicate and all BS is aside. I knew that it will be nice to work at Delfi with Natalija as my creative director.
During I think 3 years of working together, I can easily say that she's a great designer, great creative director who listens to you, who helps when needed and will guide you in the right direction. 100% would recommend working with Natasha or have her as part of your team!
