Hello, I am Rufina Shteynberg!
Product designer. Design practitioner. Thinker. Researcher. Story teller. Teammate.
I design user‑centered, intelligent, and cost‑effective solutions for the ever‑evolving digital landscape and the increasingly high expectations of sophisticated users.
“Change is the only constant in life”
What sets me apart
As an independent thinker, I contribute unique insights to both design and strategic initiatives.
My solutions for complex challenges are not only clever and engaging but also cost‑effective.
A keen understanding of user pain points and emotions deeply connects me to the people I design for. My emotional intelligence enables authentic empathy and meaningful design outcomes.
Armed with the power of persuasion, I have successfully influenced numerous decisions, from stakeholder meetings to UX team reviews.
My experience
I have worked for a variety of amazing cutting-edge, forward-thinking companies, leading innovative designs and significantly influencing the bottom line.
I equally cherish the confidence my team places in me to achieve their business objectives and the trust my users bestow upon me to deliver genuine and delightful experiences.
Below are some of the remarkable companies where I've had the pleasure of working, across various industries including pharmaceutical, consumer electronics and digital entertainment, technology, biotechnology, e-commerce, supply chain management, social networking and dating, among others.
Working at Cencora (formerly AmerisourceBergen)
Currently leading an exciting dual-track initiative at Cencora—overseeing the end-to-end design and implementation of ICS (Integrated Commercialized Solutions), a white-labeled SaaS marketplace platform for pharmaceutical manufacturers, while also spearheading the strategy, UX architecture, and rollout of the Cencora Marketplace storefront. These parallel efforts aim to modernize the B2B pharmaceutical procurement experience, streamline complex workflows, and elevate both buyer and seller engagement through scalable, user-centered design systems.
More case study details coming soon.
Worked at TiVo
I have been privileged to work at TiVo (a pioneering entertainment technology company, a leading software and content discovery platform, powering smart TVs and pay-TV interfaces.) for 11 years 10 months and 3 days as a Lead Product Designer for 3 platforms: Web, TV, and Mobile. Below are few most recent works I love to share.
TiVo Online Guide
Spearheaded the design of an ambitious initiative to elevate and promote channel brands through intuitive, interactive experiences and intelligent user engagement.
Settings & Privacy dashboard
Redesigned the Settings & Privacy dashboard to prioritize ease of use and transparency, empowering users with clear, accessible controls over their preferences and data.
Mobi TV sign up solutions
Collaborated with MobiTV to design a multi-channel Sign Up experience—via QR code, web, and CSR support—aimed at simplifying user onboarding and driving partner revenue through shared streaming service bounties.
Giving people the power of ‘self-serv’ support
Redesigned the long-neglected TiVo Support Hub into a streamlined, user-friendly ‘self-serv’ experience, aligned with major product launches like TiVo OS and TiVo Car.
Stream 4K mobile app onboarding
Designed the mobile First Time User Experience (FTUX) for TiVo Stream 4K, delivering a seamless, app-integrated onboarding flow enhanced with AI-driven personalization to unify and tailor content discovery across streaming platforms.
Recommendations
Shawn Whitfield
Marketing Program Manager, eCommerce at Universal Audio
Rufina is a talented and thoughtful designer with many areas of expertise including UI, UX, interaction, and visual design. She sees the "big picture", and carefully considers how her design will affect not only the user experience, but the product (and revenue) as a whole. She welcomes feedback (which I have found is a rare trait in many UI/UX designers), but is persuasive in selling her ideas to stakeholders, when they are clearly the best solution. She's passionate about what she does and has a great attitude, which makes her a pleasure to work with.
Niral Shaw
Senior UX Designer at TiVo
I had the privilege of collaborating with Rufina for over a decade. From the moment I joined TiVo (now Xperi), her warm and inviting nature made a lasting impression. During our collaboration on the mobile app and portal web design projects, Rufina showcased exceptional organization and tireless dedication. Her ability to oversee entire projects, from requirements gathering to user-centric design and final delivery, was truly commendable.
Rufina's emphasis on teamwork, creative problem-solving, and mentoring played a pivotal role in our success. Her deep understanding of the products, especially their intricate edge cases, demonstrated both expertise and leadership. Rufina consistently excelled in managing projects of varying scopes, effortlessly juggling multiple demands and earning recognition with multiple Hi-Fi awards for excellence.
Under her empathetic leadership and creative guidance, team members found joy in their work. Rufina's commitment to authenticity, coupled with a results-driven approach, sets her apart in the industry. Her growth mindset and eagerness to acquire new skills contribute to her well-rounded profile as a user experience and product designer. I wholeheartedly recommend Rufina for her outstanding contributions and unwavering commitment to excellence.
China Arai
Senior Product Manager / UX at Xperi Corporation
I had a pleasure working with Rufina on a 10’ experience design for Japan market. She quickly filled the gap and offered various solutions that met our product needs. She’s funny, kind, and team focused. At the lead level there are many UX designers who can give user centric designs, but if you’re looking for someone who can balance biz, tech, and user needs, you should give her a call.
Edward Smyda-Homa
Senior Technical Writer at Xperi Corporation
Rufina is smart, sharp, and incredibly perceptive. Just send her requirements and she comes right back with detailed solutions and next steps that are simple, clear and concise. We were matched on a Support Center project where Rufina improved the UX and UI – making it eye pleasing and so much more simpler to navigate and use. She was always open to feedback and willing to go the extra mile to refine her work. Rufina's sense of humour and personable approach make her a pleasure to work alongside and learn from!
Rob Ashcom
Principal User Experience Designer at Couchbase
Rufina is a smart, experienced designer of UI, but wait!! More importantly, she gets that her work is to be *experienced* by *people*, and she never loses site of her audience and the narrative she is composing for them. She also gets that her work is almost always part of a group effort and goes above and beyond to maintain lines of communication, transparency, and motivation with the rest of the team. And how shall I say it? She knows when to dig in and hold her ground when the project tries to veer off course. Working with her was the most formative and fruitful collaboration in my professional career.