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  • About

Yelena Ebel

Design Leader

  • Work
  • E-commerce
    • Victoria's Secret
    • Kat Von D
    • Riachuelo
    • Fashion Valet
    • Who You Are
    • Brahmin
    • Johnnie-O
    • Grailed
    • Faith Connexion
    • Mansur Gavriel
    • Shasa
  • Print
    • Logos
    • Posters
    • Packaging
    • Modern Earth Originals Sunglasses
    • Inga's Zigzags
  • About

Fingerpaint Group

Role: Art Director / UX & UI Designer
Scope: UX Strategy, Wireframes, Visual Design, Design System

Overview

As part of Fingerpaint Group’s creative team, I led the design of a medical education microsite aimed at helping patients understand complex healthcare information in a clear, engaging, and accessible way. The site needed to balance scientific accuracy with visual warmth — making dense content approachable for a non-expert audience while aligning with the client’s brand and tone.

My Role

I owned the full design lifecycle of the project — from defining the UX strategy and building wireframes to designing the interface and establishing a scalable design system. I worked closely with cross-functional partners including writers, strategists, and the Creative Director to ensure the content was not only medically accurate but also user-friendly and visually cohesive.

The Challenge

The core challenge was transforming highly technical medical content into digestible, patient-friendly modules without oversimplifying or overwhelming. The site had to accommodate a large volume of information while maintaining a sense of clarity, empathy, and ease. Accessibility and responsive behavior were also critical, as the site needed to function across devices and serve users with varied levels of digital literacy.

The Process

I began by developing a UX strategy rooted in patient experience — mapping out content flow, user pathways, and interaction patterns. I created wireframes to visualize structure and hierarchy, ensuring information was logically grouped and easy to navigate.

To support the content-heavy nature of the site, I used visual hierarchy, iconography, and color to guide attention and reduce cognitive load. I also designed a custom icon set to visually represent categories and concepts in a more intuitive way.

As the project matured, I built a modular design system from scratch, allowing for future scalability and consistency across pages and components. Throughout the process, I collaborated closely with the internal team, participating in regular reviews to iterate based on feedback and content updates.

The Outcome

The final product was praised internally for its clean, modern design and intuitive user experience. It successfully elevated the client’s educational content, setting a new standard for how Fingerpaint approaches digital medical communication. The responsive design ensured a seamless experience across devices, and the design system laid the foundation for future digital initiatives within the client’s broader platform.

Tools Used
Figma, Adobe Creative Cloud

https://www.thinkmpsiiia.com/

iCapital Network

Role: UX/UI Designer / Product Designer / Visual Designer
Scope: Design System Library, Product UX/UI, Marketing Site, Learning Center

Overview

After iCapital’s acquisition of SIMON Markets, I joined a cross-functional design team to help unify two complex financial platforms into a single, cohesive experience. The goal was to create a centralized analytical tool for risk-managed investment solutions while aligning brand identity, user experience, and design consistency across multiple verticals — including the platform interface, marketing site, RFQ system, and Learning Center.

My Role

As a UX/UI and Product Designer, I worked across product, marketing, and platform integration initiatives. A key part of my role was contributing to the design system library that would become the foundation of the newly unified platform. I collaborated closely with the UX Managing Director, product managers, and engineers, and regularly presented design solutions to stakeholder teams.

The Challenge

The acquisition presented a unique challenge: merging two well-established platforms with distinct design languages, UI patterns, and user behaviors. We needed to establish a shared visual and interaction framework that supported business goals, reflected the evolving brand identity, and delivered a seamless experience for financial advisors and institutional clients alike.

The Process

Following iCapital's acquisition of SIMON Markets, I collaborated with a team of UX designers to develop a comprehensive design system library for the newly integrated platform. Our objective was to unify the visual language and interaction patterns across both legacy systems, ensuring a cohesive and scalable user experience. By establishing standardized components and guidelines, we facilitated consistent design practices and streamlined the development process — enhancing efficiency, cross-team collaboration, and user engagement across the product.

We used Google’s Material Design framework as a starting point, adapting it to reflect the newly defined brand identity. I contributed to the creation of multiple UI components, documentation, and foundational styles that supported a range of platform features.

In addition to the design system, I created user flows, wireframes, and high-fidelity prototypes for core platform features, including the RFQ vertical and the Learning Center. I helped rework the platform's marketing site to align with post-acquisition goals, and contributed to project planning to ensure UX decisions translated smoothly into development handoff.

The Outcome

The newly developed design system became a unifying force across the integrated platform. It improved visual and functional consistency, reduced design and development time, and enabled smoother onboarding for both internal teams and end users. The system is now a core asset for scaling future product growth and cross-team collaboration. My work helped set a visual and strategic foundation for a new generation of platform features and user-facing experiences.

Tools Used
Figma, InVision, Jira, Google Material Design, Adobe Creative Cloud

SIMON Markets LLC

Role: Art Director / UX & UI Designer
Scope: Marketing Website, Social Media, Email Templates, Design System

Overview

At SIMON Markets LLC, I played a key role in designing and evolving the company’s digital marketing presence—crafting everything from high-conversion landing pages to scalable email templates and branded social media content. These efforts supported SIMON’s broader mission to simplify complex financial products through thoughtful, human-centered design.

This work took place during a period of growth and change, including the company's eventual acquisition by iCapital. My role helped unify SIMON’s marketing and product visuals under one cohesive voice—elevating brand perception while aligning internal teams across product, development, and design.

My Role

As both a visual and UX/UI designer, I led the end-to-end design process for SIMON’s marketing site and email systems. My responsibilities spanned concept exploration, user flow design, high-fidelity wireframes, prototyping, and presentation of design concepts to the broader product team. I worked closely with the UX Director, creative leads, and developers to ensure smooth implementation and a polished user experience.

I also contributed to the early phases of a design system that connected marketing and product design more seamlessly—applying analytics to guide component decisions and maintain visual consistency across SIMON’s digital touchpoints.

The Challenge

SIMON’s core offering—structured investment products—required a design approach that could translate abstract financial concepts into user-friendly narratives. The challenge was to build a scalable marketing system that not only educated users but also reflected trust, clarity, and brand sophistication across various platforms.

Additionally, because the company was expanding quickly and undergoing a major acquisition, the design ecosystem had to evolve in real time—serving both current communication needs and future scalability.

The Process

My process began with deep collaboration. I partnered with stakeholders across UX, product, marketing, and engineering to define project goals and shape each initiative. I developed wireframes and prototypes to test layouts, visual hierarchy, and messaging strategies, then translated those into high-fidelity designs.

On the marketing site, I focused on intuitive navigation, storytelling modules, and visual clarity—helping users understand SIMON’s platform value quickly and effectively. I created modular email templates designed for scalability, optimizing for readability and brand alignment across devices. I also supported social media campaigns with graphics and layouts that echoed the same refined tone across channels.

Throughout the work, I actively participated in design reviews and integrated research findings into UX and visual decisions. I frequently worked on multiple projects in parallel, balancing production design needs with long-term strategy and system thinking.

The Outcome

This work helped establish a stronger, more cohesive digital brand presence for SIMON during a pivotal time in its growth. The marketing site contributed to improved user engagement and sales enablement, while the scalable email and social media designs enhanced communication reach and visual consistency. Elements of this work were later integrated into the broader design system adopted post-acquisition by iCapital, reinforcing design continuity across marketing and product.

Tools Used
Figma, Adobe Creative Cloud, InVision, Jira, Google Material Design

Cloudberry Creative

Art Director / UX / UI Visual Design

I worked on the redesign of the Citadel and Citadel Securities websites, focusing on creating a modern, professional digital presence that aligned with the brand’s leadership in finance and technology. In addition to the websites, I developed a cohesive email marketing strategy and designed modular, on-brand templates to support scalable outreach. I also contributed to the visual direction for social media, ensuring consistency across all touchpoints and helping to strengthen the overall digital identity.

Agency: Cloudberry Creative

Cloudberry Creative

Art Director / UX / UI Visual Design

Developed creative direction and UX strategy for CVS Accordant website.

Agency: Cloudberry Creative

Cloudberry Creative

Art Director / UX / UI Visual Design

Developed creative direction and UX strategy for a concept website for Lincoln Financial Group.

Agency: Cloudberry Creative

Baker's Cousin

UX/UI, Visual Design and Prototyping for a responsive website.

Baker's Cousin facilitates fun monthly recipe competitions hosted and judged by authorities in the baking world.

 

Originate

UX/UI Visual Designer

At Originate, I collaborated with a multidisciplinary team to develop the Startup Investment Landscape Analytics (SILA) tool, designed to streamline the identification of emerging trends and potential partners within the startup ecosystem. SILA was engineered to navigate early-stage startup activities across various industries, aggregating and analyzing data from multiple sources to provide comprehensive insights into the dynamic startup landscape. Our collective efforts focused on creating an intuitive user experience, ensuring that complex data could be accessed and interpreted with ease by investors and analysts alike.

SILA was developed by McKinsey’s Fast Growth Practice to assist corporations in navigating the startup space. The platform functions as a hybrid of directory, curation, and vetting tool, drawing content from a variety of sources, including McKinsey's proprietary research. Users can filter startups by criteria such as location, size, funding activity, ownership status, industry sector, and longevity. Additionally, SILA features a "watch list" function, enabling users to monitor developments of interest.

Agency: Originate

Forbes Article

Lincoln Center Institute

Lincoln Center Institute needed a complete redesign of its website to match its new branding look and feel with its online presence. They wanted to convey the soul of its exclusive brand - whimsical, joyful, playful, as well as inspiring, confident, human, and approachable. The idea was to create a community through the website - it had to be simple to understand and easy to get around.

The lobby is the home page and welcome area. It was designed to be interactive, appealing, and direct. It had to have a strong impact and sense of wonder and to make LCI’s mission and programs clear, to invite exploration, while still maintaining a navigable structure and the ability to transform from “wow” space to the back office.

Design patterns tending to these ideas include full screen parallax scrolling, top navigation, full screen background video loops, and succinct copy. These patterns are also conducive to responsive design.

For usability, the back office part of the site has a more traditional layout and navigation structure, while still feeling modern and tied visually to the more interactive lobby area.

http://lincolncentereducation.org/

Lincoln Center White Light Festival 2013

Some of the site’s design had to be based on the existing brochure but the final product was aimed to exhibit the true beauty and atmosphere of the event using striking photography and imagery. It was a great opportunity to develop a site from start to finish, structurally and visually.

http://whitelightfestival.org/interstitial/ 

Lincoln Center Out of Doors

Every year, a new artist is selected to create an original artwork to reflect joyful feeling of this free outdoor music festival. Light and colorful website was designed based on previous year site’s architecture to showcase musical talent of 2014 line up in a best way possible for festival’s audience. The fun challenge was to give the site a fresh contemporary user-friendly feel that would be fully responsive and would work regardless of device and screen size.

http://www.lcoutofdoors.org

Lincoln Center Great Performers

Great Performers were looking for an upgrade to their existing website to make it more current and interactive. It was a great opportunity to work with a wonderful team as a visual designer to help creating portions of UX and AI.

 www.lcgreatperformers.org

Fingerpaint Group

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iCapital Network

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SIMON Markets LLC

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Cloudberry Creative

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Cloudberry Creative

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Cloudberry Creative

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Baker's Cousin

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Originate

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Lincoln Center Institute

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Lincoln Center White Light Festival 2013

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Lincoln Center Out of Doors

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Lincoln Center Great Performers

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