Maker of Systems. Builder of Clarity. Challenger of the Ordinary.

For two decades, I’ve helped organizations design and build digital products that actually work — products people enjoy using, systems that scale, and experiences that feel deeply human.

But my curiosity doesn’t stop at design. I’m equally fascinated by the systems that shape how we work and think — how decisions are made, how teams align (or misalign), and how technology and AI are redefining what it means to create with intent and humanity.

My work now centers on one question:

How can we build systems — of design, of teams, of intelligence — that make work more human and effective in the age of AI?

I explore this at the intersection of design systems, product leadership, and human transformation — where structure and empathy coexist to create organizations that thrive and people who stay human in the process.

Outside of my work, I compose music, play multiple instruments, and sometimes lose myself in pottery or abstract art. Creativity, to me, isn’t a hobby — it’s a way of thinking.

This website is my studio of ideas: a space to explore what happens when design systems meet human systems — and how clarity, depth, and intelligence can move us closer to meaningful innovation.

If this resonates, subscribe to the newsletter or reach out at hello @ yelenakreyndel.com— the best conversations often start with curiosity.