Hi, I'm Elena.
I'm a product designer based in the Netherlands. I enjoy designing systems, working with typography, doodling in the margins, and constantly asking "why".
Right now I'm a Lead Designer at Automattic, where I lead a design team on Tumblr across design systems, growth, and product architecture. Most of my time goes toward making a 19-year-old platform feel coherent at scale.
Before Tumblr, I freelanced for startups and scaleups in Amsterdam and worked with companies like Booking.com, BNP Paribas, Shopify, and Google. Over 12 years across e-commerce, SaaS, and social, for audiences from niche communities up to millions.
- + Remote work
- + The New York Times daily crossword
- + Playing music
- + Character-driven RPGs
- + Calligraphy
- + Baking
- + Cats & dogs
- — Humid weather
- — Crowded places