Architect the digital transformation of Domestina from a local “in-house” agency to a scalable, multi-market cleaning services marketplace (Bulgaria, Greece, Spain).
In 2020, COVID-19 invalidated Domestina’s original “in-house” business model. We had to rapidly pivot from a managed service to a Comparison-First Marketplace, requiring a system that could onboard 100+ independent companies while maintaining our 9.5/10 customer satisfaction rating.
Working directly with the CEO and CTO, I was tasked with redesigning the entire platform DNA.
I designed the end-to-end “Provider Onboarding” and “Real-time Scheduling” engines. This allowed external companies to plug into our ecosystem without manual intervention.
Led the UX strategy for our 2024–2025 expansion into Greece and Spain. I built a localized design infrastructure that handled different currencies, tax laws, and service types without duplicating design effort
Simplified a complex multi-variable pricing model into an “Instant Quote” interface, reducing the friction between browsing and booking
Successfully scaled the platform from 1 market (Bulgaria) to 3 (Greece, Spain) using a unified, localized design system
Redesigned the booking funnel to prioritize “Instant Pricing,” significantly increasing user session-to-booking intent
Growth-driven UX improvements and SEO-optimized landing pages led to a steady climb in organic platform visits
Despite 100+ third-party providers joining, our UX guardrails ensured a consistent 9.4/10 average rating across 180k+ bookings
Designed the self-service provider dashboard that allowed rapid scaling without increasing internal headcount
Poli didn’t just redesign our UI, she contributed in re-architecting our entire marketplace logic. Her work on the provider onboarding and booking flows allowed us to scale across three countries without adding technical debt or operational bloat. She is a true strategic partner.
