greater nyc area

Anastasia

Tumasova

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With nearly 10 years of prior experience in QA, I design consumer-facing mobile apps through understanding the dynamic interdependencies among consumers, data, and business objectives.

2022

Apple TV+ for Kids

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Concept Work

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Capturing untapped family market through dedicated kids' profiles that bridge Apple TV+'s competitive gap.

Tech & Entertainment, Streaming
62M+ Subscribers
B2C, iOS, New Feature

Apple's TV+ is the only major platform without the option to create a kids profile - while Netflix, Disney+, and other apps had offered this for years. I propose a new, complete profile set up for kids offering content filtering by rating, content curation, personalization, and peace of mind.

Business Projections

• A reduction in family churn compared to households without kids profiles
• Higher family adoption rate within 60 days of launch
• Market differentiation in streaming where kids content drives new subscribers

2023

Apple TV+ Watchlist

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Concept Work

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Solving a content management gap by designing the watchlist feature 74% of subscribers expect to have.

62M+ Subscribers
Tech & Entertainment, Streaming
B2C, iOS, New Feature

I designed Apple TV's first watchlist feature after discovering they were the only major streaming platform without one - despite 74% of users utilizing watchlists everywhere else. The new watchlist addresses user needs for personalized content access and efficient discovery.

Business Projections

• Higher user adoption rate within 60 days (based on industry benchmarks)
• Higher watchlist-to-viewing conversion driving content consumption
• An increase in non-trending content discovery expanding viewing diversity

2023

Taskrabbit Live Activity

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Concept Work

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Designing real-time tracking to reduce anxiety for 1.22M+ Taskers across thousands of daily tasks.

2.2MM+ Users
Freelance Labor, Online Marketplace
B2C, iOS, New Feature

I identified an experience gap in TaskRabbit's customer experience affecting users across thousands ofdaily tasks and proposed integrating iOS Live Activities. Providing real-time location tracking and arrival estimates, live activity eliminates customer anxiety while reducing operational friction.

Business Projections

• High adoption rate among iOS 16+ users within 30 days of launch
• Alignment with industry standards set by Uber and Lyft in $3.71B market
• Noticable reduction in app session frequency during active tasks

2022 – 2025

Design Bytes

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Concept Work

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Various design projects (UI to copywriting) across major mobile and digital experiences.

UI/UX/Product
Communications, Financial Services
B2C, iOS, Android

I explored user experience gaps across apps like Apple Mail, Messages, WhatsApp, and Chase Banking, designing solutions that felt native to each app. These weren't just design exercises - I focused on real problems I'd experienced, like spam messages or confusing fraud alerts.

Business Projections

• Predictive Design Validation: 3 out of 4 speculative redesigns were later implemented
• Small, Targeted Improvements: Typically deliver 2-3x better user experience gains
• Cross-Platform UX Gaps: Consistency issues correlate with higher user drop-off rates

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Growth Design
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UI/UX Design
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