UX leader - New York, New Jersey

Lubina Bogoeva

UX Design Leader

Creative leader with a passion for inspiring design teams to craft human-centered applications that delight the users and deliver results.

Lubina Bogoeva

Based in the New York – New Jersey metro area

The UX design process doesn’t have to be a mystery!
It should be user friendly to all – customers, teammates and stakeholders.

About Me​


I am an AVP Designer with over 12 years experience with creatively translating business goals into user-centered digital products. I always strive to make aesthetics and functionality work together to ensure success. I currently work as a Sr. UX Design Lead at Fiserv where I drive the user experience design of a fintech data cloud suite of applications.

Prior to that, I was at Bank of America where I designed a cutting-edge data science platform. I recently completed Human-Computer Interaction design course at MIT to deepen my knowledge. I realize how much my success as a designer was due to the incredible resources and support of the design community. As a way to give back, I became a co-chair of the UXPA New Jersey chapter, where I organize and occasionally speak at educational events. I’m also an advisor for the MBS Externship program at Rutgers.




Chubb Insurance

AVP of UX Design for the world’s largest business and property casualty insurance company.



Design lead for a premiere fintech platform creating innovative interaction and data visualization designs.


Bank of America

Senior designer for an AI driven yet human-centered fintech application.


The Points Group

Senior designer, elevating the design for the clients of a boutique marketing agency. 



Academic advisor for the MBS externship program, guiding students through real-world company projects.



Co-chair of the New Jersey chapter of the largest international association for UX professionals.



I use the Design Thinking process to guide teams to create user centered products – placing the users needs first, basing the decisions on solid research insights and well defined OKRs. I believe that meeting the customers’ needs is a journey not a destination since they constantly evolve. I did Design Thinking training with IDEO and completed the IBM’s Enterprise Design Thinking Practitioner raining program in NYC. I’ve been training corporate teams and graduate students at Rutgers on the design thinking method.


he discovery phase is crucial for ensuring that you’re building the right products for your real-world users. It all starts with getting to know them through both quantitative and qualitative methods such as 1 on 1 usability testing, interviews, surveys, ethnographic studies, as well as data obtained through analytics. Employing a variety of methods provides holistic, in-depth understanding of what motivates, delights, frustrates and confuses your users.


The define phase allows the team to come together to explore ways to leverage the insights gained to come up with innovative solutions. I have extensive experience facilitating affinity mapping and prioritization sessions.


The design studio sessions continue through the ideate phase where the team converges to sketch and storyboarding. Afterwards me and the designers on my team create wireframes and mockups.


After discussing the ideas, we create clickable prototypes — invaluable tools used for business presentations and usability tests. They ensure that the developers have a thorough understanding of the interactivity.


I’m experienced with various testing methods and applications such as UserZoom. I consolidate the insights gained into actionable plan and facilitate team discussions on how to further optimize the user experience.


I’m a Senior UX Design Lead who helps companies achieve result through user-centered methodology. I advocate for the user and translate business objectives into user friendly websites where form and function work together to drive measurable results. I recently completed Human-Computer Interaction coursework at MIT which deepened my understanding of cognition in relation to designing interactions. Partnering with business owners and managers made me aware of how important design is to the company’s growth. My background in graphic design ensures that the layout, colors, typography and imagery actively contribute to a meaningful user experience. I have extensive experience with the Figma, UserZoom and the Adobe Creative Cloud design applications.