• Alexei Rebrov Art

About Me

I am Microsoft certified user experience consultant from Toronto, Ontario.

I built my career on a solid foundation of business analysis, UI design and development.

I worked for all 5 major Canadian banks (TD Bank, BMO, CIBC, RBC, Scotiabank), Ministry of Transportation and Ministry of Training, Colleges and Universities of Canada, P&G/Gillette, PepsiCo Inc, Johnson & Johnson, Mars, Research In Motion, Labatt, Women's College Hospital, HP, AARP, DHL.ca, Honda.ca, GM, Microsoft, Staples, Best Buy, Reebok, Lululemon.com, Sympatico, MSN.ca, Cogeco.ca, Mattel, Inc (Barbie.ca), FCT, Yahoo!,  CBC and many other brands and business in Canada and USA.

I have worked within health care, social media, consumer retail, B2B retail, real estate, automotive, banking, insurance and gaming industries just to name a few.

According to StrengthsFinder built upon Gallup Organization research and statistical materials my 5 signature themes are following:
  1. Strategic - I create alternative ways to proceed through the clutter and find the best route. It is not a skill that can be taught. It is a distinct way of thinking, a special perspective on the world at large. This perspective allows me to see clarity and patterns where others see chaos. I play out alternative scenarios and accurately evaluate potential obstacles. I easily can see paths that may lead to confusion, resistance, or ones that lead nowhere.
  2. Relator - I am very comfortable with close relationships. You can trust me with confidential information. I am loyal and open.
  3. Communication - I like to explain, to describe, to host, to speak in public, and to write. I transform dry idea and simple events into stories with images, examples and metaphors. People like listening to me and engage into conversation.
  4. Individualization - I really can hear the one-of-a-kind stories in each person's life. I am a keen observer of other people's strengths, motives and style. I am good in building strong and productive teams where everyone does their best.
  5. Activator - I'm impatient for action. I believe that action is the best way of learning. When I make a decision I take actions and I learn from my experience. Actions outweigh words.


Aug 2022 - Current

Senior UX Designer for iA Private Wealth, Montreal

Desktop and mobile Figma designs for Financial Advisor portal with elements of CRM, project management, client details, holdings, transactions, client details and reports.
  • Providing creative directions in work with vendors;
  • Design system;
  • Prototypes.

May 2021 - July 2021

Senior UX Designer for Pascal WealthTech, Toronto

  • Design for wealth management, trading and CRM web application in Figma.
  • Designed a company's Design System & interaction patterns for Figma controls.
  • Guided UI developers in implementing design system.
  • Accessibility compliance evaluation and recommendations according to AODA & WCAG 2.0 Level AA.

Jan 2022 - May 2022

Product Designer for CIBC, Toronto

  • Design and prototyping in Figma for a new CIBC banking product.
  • Team workshops and client presentations.

May 2021 - July 2021

Senior UX Designer for Pascal WealthTech, Toronto

  • Design for wealth management, trading and CRM web application in Figma.
  • Designed a company's Design System & interaction patterns for Figma controls.
  • Guided UI developers in implementing design system.
  • Accessibility compliance evaluation and recommendations according to AODA & WCAG 2.0 Level AA.

Feb 2020 - May 2021

Senior UX Designer for RBC, Toronto

Technology & Apps: Figma, Sketch, Lucid Chart, Confluence

Tags: Interac Money Transfer, Corporate Banking

2018 - 2020

Senior UX Designer for Scotiabank, Toronto

  • Design for Angular web based Derivatives Platform Modernization (DPM) project with in-depth reorganization of XVA (Valuation Adjustments) process;
  • I documented, analyzed and enhanced user workflows and created high fidelity UX prototypes in Axure RP with dynamic filters, repeaters and adaptive views, custom JavaScripts, CSS and animated SVG.
  • Branding for program, platform and products.

Technology & Apps: HTML5, CSS3, JavaScript, JQuery, Angular, Axure RP 8, Jira, Confluence, Adobe Photoshop, Illustrator

Tags: Swap; Market Data Curves; Trades; Branding; See less

2016 - 2018

Art Director and Writer for Alexei Rebrov Writing

  • Inception, planning, marketing;
  • Creative writing, artwork and art direction;
  • 5k followers and 2 published books of short stories about romance and love;
  • Organization, logistics and leadership of monthly literature meetups

2014 - 2018

Senior Ineraction Designer for TD Bank, Toronto

Architecture, designs and prototypes for responsive, mobile, tablet and desktop web applications for TD Bank, TD Canada Trust, TD Waterhouse, TD Insurance on agile and waterfall projects.

  • Defining innovative solutions for mobile and web navigations, interactive complex forms, listings and reports.
  • Identifying user scenarios roadblocks.
  • Insurance and banking industries standards research and presentations.
  • Promoting design guidelines and branding, advocating for UX standards.
  • Complex mobile prototypes with interactive animation.
  • UX prototypes and wireframes for enterprise responsive framework.
  • UX architecture and prototype for direct investing and wealth management applications WebBroker on agile project.
  • Interactive designs and digital prototypes for financial applications and public sites.
  • Client presentations and workshops.
  • Rapid prototyping for agile team.
  • Responsive desktop, mobile and tablet prototypes for enterprise scale web sites.
  • Market researched and proof of concept design and development.
  • Hypothesis and scenarios for user testing; analysis of the test results and stakeholder presentations.


UX Director for Infusion

  • Mentoring and providing guidance;
  • Prepare, conduct and analyze stakeholders interviews;
  • Compile features & audience lists;
  • Content audit;
  • Client design and card sorting workshops;
  • Taxonomies, site maps & wireframes;
  • UX for SharePoint 2013;
  • Client presentations;
  • RFP & SOW clarifications;
  • Delivery estimates;
  • UX process planning and overview;

Senior UX Designer for LiveCareer

Lead in discovery and design stages of the project for revolutionary human resource application for tablets, desktop and mobile JobTap.com.
  • Market research;
  • Competitors analysis;
  • Wireframes for desktop, tablet and mobile;
  • Client presentations;
  • Site maps and user flows;
  • Use cases with variations.

Senior UX Designer for Maritz Canada

Consulting User Experience Designer on rewards program site for major Canadian bank. Desktop and mobile wireframes for complete e-commerce solution.

Senior UX Designer for Grip Limited

User Experience Designer for various medium and small projects. Fast turn around of wireframes and site maps.


Senior UX Architect for Government of Ontario

Business Analysis and User Experience Architecture for Labour Board Of Ontario. UX for Windows application for labour related disputes.
  • Led white board architecture sessions;
  • Led teams design sessions;
  • Participated in requirements gathering;
  • Participated in business architecture sessions;
  • Delivered wireframes and user flow charts;
  • Led UX client presentations;

2011 - 2014

Principal, Creative Director & Digital Strategist for Alexei Rebrov Art

  • Artwork;
  • Idea, business model and development;
  • Business operations set up;
  • Brand strategy and visual design;
  • Site migration strategy from static to Shopify CMS platform;
  • Copywriting and branding. Establishing the tone of voice;
  • HTML5, CSS, JavaScript, Liquid (server-side Shopify language), 3D animation;
  • Advertising strategy with Google, Facebook and specialized channels;
  • Brand social channels set up and creative (Twitter, Google+, WordPress, Facebook, Tumblr, Pinterest, etc.)

Personal art exhibition in Engine Gallery located in historic Distillery District in 2012.

“Alexei Rebrov - Liquid Light" show in Akasha Artwork in 2013


Senior UX Designer for Uproot

IA for iPhone HomeSense application.

Senior IA at LiveCareer (San-Francisco, USA)

Site map and wireframes for Human Resource social community site.

Senior UX Architect at Capital C

  • Nissan and Infinity iPad application for auto show stands;
  • Nissan Innovation Challenge Facebook based 6 phases contest;
  • Nissan.ca customer loyalty program Facebook contest;
  • Infinity Canada Facebook company page;
  • BrighterLife.ca Facebook Contest.

Senior UX Architect at Mighty Digital

  • User Experience Design for complete redesign of television Travel & Escape channel;
  • IA for President Choice initiatives;

User Experience Lead at CIBC

User Experience team at CIBC manages core CIBC online properties and works closely with CIBC business team.

User Experience Design via wireframes and interface functionality documentation for various CIBC sites and tools including Mobile solutions.

Senior UX Designer at Proximity (BBDO Canada)

(Proximity is a Toronto and Montreal-based Digital, Direct, eCRM and Promotional Marketing & Activation agency.
Proximity is part of a global agency network with more than 2,000 employees and 60 offices around the world.)

User Experience Design for various Royal Canadian Bank, P&G/Gillette, Mars, J&J and PepsiCo projects:

  • Aquafina Canada Facebook promotion;
  • RIM BlackBerry sweepstakes contest;
  • Campbell Kitchen Recipes API;
  • Cesar Canada (Mars) Facebook park finder;
  • Grocery Manufacturers Association (USA) - Nutrition Keys info site;
  • Ontario Ministry of Health and Long Term Care - Integrated Cancer Screening;
  • RBC ATM promotion contest;
  • Ursus Vodka Facebook summer contest.

Senior UX Designer at Direct Antidote (LoyaltyOne)

  • User Experience Design and Digital Strategy for Precima company site
  • IA for new AIR MILES Incentives site;
  • IA for AIR MILES Credit Card mini site.

Senior UX Designer for Syncapse

  • Stella La Societe (Labatt) social website redesign;
  • Various Labatt Facebook related projects;
  • BlackBerry for Facebook application and product pages.

Senior UX Designer for Chocolate Liberation Front (CLF)


Senior UX Designer at Jonah Group

(Jonah Group is Toronto based a full cycle agency which designs and builds high-performance websites, mission critical custom software and valuable data warehouses for enterprises.)
  • Stakeholders interview, User Experience Design, wireframes and functional notes for RouteOne.com
  • User Experience Design, wireframes and functional notes for internal learning portal for CBC

Senior UX Designer for Grip Limited

(Grip Limited is a full service agency working with Honda, Expedia, Labatt and others. Agency is based in Toronto)
  • User Experience Design, wireframes and functional notes for Splenda.ca
  • Project team interview, wireframes and functional notes for Expedia.ca

Senior UX Designer for Grey Group Canada

(Grey Group provides direct marketing, branding, public relations, interactive, advertising and promotional communication services through its subsidiaries Grey Advertising, G2, Grey Healthcare, GCI, MediaCom Worldwide, Alliance, Gradient, and WingLatino)

Senior UX Designer for Devlin

(Devlin is an award-winning interactive agency in Toronto specializing in brand-building strategy, experience design, and digital marketing services.)
  • Women's College Hospital complete site redesign User Experience Design, Wireframes and client presentation.

Senior UX Designer for Jasper Interactive Studios Inc

  • West49.com complete site redesign User Experience Design, User Flows and Wireframes.

Senior UX Designer for Critical Mass

(Critical Mass is a full cycle ad agency with an extensive client's list which includes Mercedes-Benz, Rolex, NASA, Dell and others)
  • Best Buy ON Blog architecture
  • Clorox.com User Experience Design for site redesign
  • YourReebok userflows and functional specifications.

Senior UX Designer for Proximity (BBDO Canada)

(Proximity is a Toronto and Montreal-based Digital, Direct, eCRM and Promotional Marketing & Activation agency.
Proximity is part of a global agency network with more than 2,000 employees and 60 offices around the world.)

User Experience Design for various HP and Mars projects with social media elements driven by a custom CMS.

  • Cesar (Canine Food, Mars) small dog parks finder - Facebook application Architecture and Functional Specification
  • HP.ca (Hewlett Packard) site audit
  • HP.ca blog application Architecture and Functional Specification
  • HP.ca on Facebook page
  • Temptations.ca Architecture and Functional Specification

Senior UX Designer for Syncapse

(Syncapse builds technology and digital media applications that give companies a stronger voice on the internet. Well documented and thought through UI is a Syncapse's trademark.
  • My BlackBerry Mobile architecture and specification
  • Stella Artois beer site architecture


Senior UX Designer for Syncapse

  • BlackBerry for Facebook application
  • BlackBerry for iGoogle widget
  • BlackBerry for YouTube page
  • BlackBerry Elite

Senior UX Designer for Publicis

(Publicis is a French multinational advertising and communications company)

Senior Information & Software Architect at Acacia Solutions

(Acacia Solutions is a leader in online human resource products and services)

Rich web application architecture for innovative online human resource project.

  • Stakeholders interview;
  • Wireframing, site map, userflows and use cases;
  • Business analysis and Competitors research;
  • Usability reviews


Senior UX Designer and Team Lead for Critical Mass

(Critical Mass is a full cycle ad agency with an extensive client's list which includes Mercedes-Benz, Rolex, NASA, Dell and others)
  • Leading a team of User Experience Designs in a process of defining a cutting edge user experience for Citi Bank.
  • White-boarding and Visio wireframing;
  • Life design sessions with a client;

Senior UX Designer for MacLaren McCann

(MacLaren McCann Canada Inc. is a full service, integrated communications company. Agency clients include General Motors, Durex Canada, Hanes Canada, Johnson & Johnson, McNeil Consumer Healthcare, Nestle, Intel, Microsoft and Coca-cola.)
  • User Experience Design & Usability Analysis for various projects including Staples.ca, Nestle-Baby.ca and various products within GM.ca:
    • Chevrolet Aveo 5
    • Chevrolet Cobalt
    • Pontiac Vibe
  • Information and Solution Architecture for Easy.Staples.ca
  • Visio wireframes


Senior UX Designer for IdeaCouture

(Consulting Agency)
  • User Experience Design for AARP.com. Health vertical redesign
  • Visio wireframes

Senior UX Designer for Ogilvy & Mather

(Canada's leading marketing agency)

Senior UX Designer for Sapient Corporation

(Full service multinational consulting company)

Full site redesign for independenthealth.com (major US insurance company)

  • Industry and competitors review and heuristic analysis
  • Preparing scripts and conducting stakeholders interview
  • Stakeholders interview analysis and producing interview summary & conclusion documentation
  • Requirements gathering & site features list generating
  • Gap analysis
  • User Experience Design
  • Visio wirerames

Senior UX Designer for Torstar Digital

Full cycle web development company. Digital classifieds, News Content, Local Search, National Advertising, Custom CMS
  • Wireframes and sitemap for Wheels.ca brand new site;
  • Client presentations, wireframes and sitemap for Toronto.com redesign;
  • Client interviews and requirements gathering


Senior UX Designer for Ogilvy & Mather

(Canada's leading marketing agency)
  • DHL.ca complete site redesign: Transferring BA requirements, usecases, personas description and user stories into UI architecture (MS Visio)
  • DHL.ca HTML prototyping and front end development(DHTML, JavaScript, CSS)

Senior Web Architect & Senior UX Specialist at OnX BlueSpark, Toronto, Ontario, Canada

(Canada's leading Web Analytics, Architecture & Development firm)
  • Intranet portal architecture for MS SharePoint 2003
  • Use Cases
  • Mock Ups
  • Interface and interaction prototyping for mobile handsets

Senior Web Architect & Senior UI Designer at Vizible

(Software development company)
  • Worked closely with business analysts during the business requirements phase.
  • Provided wire frame schematics on designs.
  • Provided specific detailed design requirements.
  • Created or oversaw all detailed data elements for wire frame schematics.
  • Worked closely with a graphic designer to develop and overlay branding.
  • User Experience Design of rich multimedia CMS
  • Workflow documenting (user stories, personas, usecases)
  • Establishing GUI and process standards
  • GUI architecture, design, development
  • Prototyping


Web Architect & Senior User Interface Developer at Gametronics

(Game industry. Games development, Casino Management Systems development, Sportsbook development)
  • Project requirements gathering
  • Sportsbook and casino portals architecture
  • Visio UI architecture
  • Photoshop and Illustrator design
  • UI development:
    • Java, XML, DHTML, JavaScript, AJAX
    • Keyboard enabled dynamic menus
    • AJAX based forms
    • Dynamic content-dependent forms (DHTML + AJAX)


Senior UX & UI Designer & Developer at Navantis April 2003 - February 2005

(Full circle consulting company and Microsoft Canada partner)
  • Project requirements gathering;
  • UI architecture and design;
  • Application prototyping using HTA, JavaScript, XML, XSLT
  • UI development using ASP.NET, XHTML, ASP, PHP, XML, XLST, DHTML, JavaScript, Photoshop CS, Illustrator CS ;
  • Interactive Flash applications architecture, design, development;
  • Microsoft Content Management Server templates development and architecture
  • Sympatico.MSN.ca music channel
    as User Experience Design & Designer: Competitors analysis; Requirements gathering; UI modeling and mock-ups development (MS Visio); Design (Adobe Illustrator)
  • FCT online PDF forms
    as Solution Architect: Solution Architect (XML, XSL, XSD, VB6, Adobe SDK)
    as Developer: XML, XSL, XSD development
  • Honda.ca (2004)
    as UI Development Team Leader: Tasks coordination; UI team leadership; Flash component modeling & development; User Interfaces modeling and implementation in MS CMS templates
  • Bank of Nova Scotia.
    as Solution Architect: Defining technology solution, Tools selection
    as Seenior Web Seveloper: HTA, XML, XSLT, FileSystemObject, JavaScript, Application modeling, UI development, Participating in users' target group testing sessions and analyzing tests' results
  • CBCshop.ca
    as UI developer: User Interfaces implementation in templates
  • MSN Canada
    as UI developer: Flash development, HTML coding, Photoshop design
  • Honda.ca (2003-2004)
    as UI developer: UI architecture in Visio, Microsoft CMS templates, .NET templates, Flash MX 2004, XML, XSLT, Javascript
  • Honda Junior Red Rider
    as UI developer: User interfaces, templates
  • Magna Entertainment Corporation & Preakness.com
    as UI developer: User interfaces, CMS templates, Javascript, DHTML
  • Atomic Energy of Canada
    as UI developer: UI Architecture in Visio, DHTML, Javascript, VisualBasic.NET

Solution Architect, Senior Web Developer at WebTech Dezine Inc November, 2001 - December, 2002

(Real estate software development company)
  • Requirements gathering;
  • Planning site architecture;
  • Prototyping & Design;
  • DHTML programming (CSS, JavaScript);
  • PHP programming (gd, ming, zlib, pdf and zip);
  • ActionScript programming & Flash animation (Flash 5, Flash MX);
  • Usability testing;
  • Cross browser testing & debugging;
  • Web Server setup/configuring [IIS];
  • Mail Server setup/configuring [I-mail];
  • Database architecture, development, administration, maintains [MySQL, SQL2000];
  • Users Training

Senior Architect at Venta Ltd Sep 1994 - Oct 2000

(Wholesale trading company)
  • Lead role in software and application developent for accounting, commerce and CRM.


Microsoft Certified Professional
Microsoft Certified Professional
Analyzing Requirements & Defining Solution Architectures
Toronto 2003

Master Degree in Microelectronics and Engineering.
Ukrainian National Polytechnic University
Kiev, 1993


  • Digital strategy planning and UX discovery;
  • UX estimates, RFP and SOW;
  • Requirements gathering and functional specificatoins;
  • Stakeholders interviews;
  • Heuristic evaluation, gap analysis, competitors review;
  • Persona development, user test plans;
  • Use cases, user flows, engagement maps;
  • Site maps and taxonomies;
  • Wireframes and functional specifications;
  • Digital interactive prototypes;
  • Planning, arranging and conducting a user testing;
  • User testing results presentation, analysis and recommendations; 
  • Client and steakholders presentation and public speaking;
  • UX employees coaching and mentoring;
  • Arranging and conducting brainstorming sessions and workshops;
  • Usage & performance data analysis.


Scotiabank XVA architecture, design, and prototyping 2018-2020

Responsive prototype for desktop web app

Budget Planning Prototype for iPad App, 2014-2017

Complex prototype with animation and complex transitions build with Axure PR and Adobe Edge.

Responsive Prototype and Design for TD Insurance, 2014-2017

Research, presentations, wireframes, concepts and responsive HTML prototype covering mobile, tablet and desktop viewports for public TD Insurance line of business.

TD Direct Investing WebBroker, 2014-2017

Architecture and prototypes for user testing of the application navigation; Design workshops with industry experts and development team while producing prototypes for entry forms of simple and complex orders and various use cases.

TD Direct Investing WebBroker, 2014-2017

Market research and recommendations with proof of concept (POC). Stakeholder presentations and interviews. Technical architecture and three prototypes for testing and design. Functional specification and guidance for UI designers and developers.

Loyalty Cards Mobile App, 2014-2017

Architecture, initial design and workshops with the team of developers, experts and stakeholders.

ATM Denominator Prototype, 2014-2017

Logic procedure and prototype development for automatic bill denomination.

TD Bank Mobile Public Site Framework, 2014-2017

Architecture of navigation on TD Bank mobile and desktop site and prototype for user testing.

TD Direct Investing Reports, 2014-2017

Workshops with team of experts, initial design and architecture followed by prototype for user testing. Prototype included dynamic calendars, data points prompts, navigation for various use cases.

App For Night Life Events, 2014

Mobile application for event planning and networking with ability to search current events, send invitations, check in and rate events. I made an initial architecture and design followed by prototype for user testing and stakeholder presentations.

CIBC Rewards Program, 2013

Together with Maritz team we created documentation and wireframes for CIBC Rewards program. Essentially it's an e-com site with registration, account management and check out process. There're different types of users with set of functionality. Wireframes reflected desktop and mobile access.

Ant Vibes, 2012

I assisted planning digital strategy, site functionality and structure for Waterloo based start up Ant Vibes. Site map and wireframes detailed cleint registration, integration with social meda and e-commerce component.

Nissan & Infiniti Autoshow iPad Stand, 2011

Nissan & Infiniti Autoshow iPad Stand

I was an UX designer on a project for Nissan & Infiniti Autoshow iPad Stand. I made team presentation and delivered wireframes and clickable prototype.

HomeSense iPhone Application, 2011

HomeSense App

I was a Senior User Experience Design on a project for HomeSence with Uproot team. We designed an app which lets business owners advertise new furniture collections and lets users find HomeSense store locations

Nissan Innovation Challenge, 2011

Nissan Innovation Challenge Nissan Innovation Challenge

I was a Senior User Experience Design on complex Nissan Innovation Contest project. I created User Flows, Site map and annotated wireframes. This project had multiple stakeholders and I had to be sure to include opinion of everyone into all documents I delivered. Complex user flow affected site structure and layout of most pages.

Travel & Escape, 2011

Travel & Escapes Travel & Escapes

Through our common friends Mighty Digital team invited me to work on IA for complete site redesign of Travel & Escape site promoting travelling TV show.

During multiple brainstorming sessions we figured out digital strategy and a site structure. Those meetings were full of creativity and humour. It was close collaboration of account and creative teams.

I delivered sitemaps and fully annotated wireframes. Client loved our work.

Integrated Cancer Screening, 2011

Cancer Screening ProgramCancer Screening Program

I love working with Proximity team. The process always is well defined and accurately monitored. This project was no exception. I worked on IA for Integrated Cancer Screening site of Ontario Ministry of Health and Long Term Care.

The challenge with government sites is always to convey a message and its importance within constrains of templated page layout and complex site structure.

Proximity team was very professional. We delivered IA in time and within a budget.

Working It Out Together, 2011

Working It Out Together Working It Out Together

I am happy to be a part of a Working It Out Together  project based on famous TV show with the same name.
I created a complete set of sitemap and wireframes in close collaboration with account and tech teams.

Precima, 2011

Working on Precima.ca I met great team at Direct Antidote and Capital One. Through multiple working sessions included client we defined site requirements and general functionality.

Direct Antidote team is great and they always know how to make client happy.

Jonah Group for RouteOne, 2010

RoutOne wireframe RoutOne screenshot

Jonah Group engaged me as Senior UX Designer for one of the company main client's site redesign.

During 12 hours interview session with the client team I figured out main goals for the site and clients business model. I put together detailed site map and wireframes followed by client presentations.

Client was very satisfied with process and delivered visual documentation

Best Buy Blog, 2010

Best Buy Blog wireframe Best Buy Blog screenshot

I was a Senior User Experience Design on a project for Critical Mass team for Best Buy blogging project. We had to find a solution for main and contextual navigation.

I developed site map and annotated wireframes.

Syncapse for BlackBerry, 2009 - 2010

Blackberry on YouTubeMy Blackberry

Over time I was involved as Senior User Experience Design in various RIM BlackBerry projects for Syncapse such as BlackBerry channel on YouTube, BlackBerry widget for iGoogle, BlackBerry page on Facebook, Mobile BlackBerry and My BlackBerry.

All projects are functionality oriented and all wireframes have to be fully annotated.

It's always exciting to work with Syncapse team.

Labatt - Beer Fridge Facebook App, 2009

Beer Fridge Facebook Application screenshot Beer Fridge Facebook Application wireframe

I created user flows and wireframes for Labatt Facebook application.

I had to discover Facebook and PayPal API requirements and incorporate all findings into user flows diagrams and wireframes.

LiveCareer Online Resume Builder, 2009

LiveCareer Online Resume Builder wireframeLiveCareer Online Resume Builder wireframe

It was an ambitious project to build a web-based text processing engine to compose a resume online using .NET and Flex.

I spent two weeks in San-Francisco, CA where I met and interviewed all project stakeholders to understand and document the business model, learn about competitors and discuss preliminary user flows and use cases.

Later, back in Toronto I wrote Functional Specification for the application and the web portal, created detailed User flows and Use Cases for various personas, designed Site map and went through 8 iterative revisions of Wireframes.

It was details oriented project with many conference calls. All possible scenarios had to be taken into consideration.

Easy.Staples.ca, 2008

Staples IA easy.staples.ca

I worked with MacLaren team to put together requirements and architecture for marketing blogging and promotional site for biggest MacLaren client, Staples.ca

During this project I led team of designers and copywriters through discovery and design stages of a project.

Presenting my POV to stakeholders I proved that easy.stapes.ca is a good choice for the client as it's easy to get, maintain and it has natural connection with "That was easy" ad line.

I developed site map, complete set of wireframes and user flows. It was iterative process of client presentations and team reviews.

This project was a big success and client was very happy. Team was great. Account management played very important role in establishing effective way of communication with the client.

Cogeco Complete Connection, 2007

Cogeco IACogeco: Complete Connection

Together with Ogilvy team we developed concept and all visuals to promote Cogeco Complete Connection. Project's challenge was to deliver message in simple yet compelling way to target audience. Our research indicated that average user will make a decision contact sales office only if one intrigued by visual design and got enough information to start discussion.

I worked on this project in close collaboration with Ogilvy Montréal office. We had meetings in Montréal and Toronto offices. I made a User Experience Design presentation followed by detailed discussion on functionality and use cases.

This project was a good example of understanding between marketing, account management and architecture teams.

Wheels.ca, 2007

Wheels.ca - Front page IA Wheels.ca - Car page IA

This project was about speed and flexibility. There were many people who wanted their opinion counted and there were technical and time constrains.

It was interesting to work within publishing industry with real professionals.

DHL.ca — complete site redesign, 2006

DHL.ca Shipping Form DHL.ca Homepage DHL.ca Sign Up

Most challenging in this project was to grasp complex business logic and reflect it in dynamic yet intuitive User Experience Design.

My previous experience such as building sports betting portal and accounting systems for trading companies was extremely handy. I put all my knowledge into HTML prototype and extensive cross connected Help system.

Team was wonderful; client was easy to work with. This project is a big achievement.

Web 2.0 CMS for Media Sharing Library, 2006

List of Media

Working in Vizible Inc I had perfect opportunity to dive deep inside Web 2.0. Just to name some of services I took a close look at YouTube, Pandora.com, Last.fm, Blogger.com, MySpace.com, TagWorld.com, Flickr.com, del.icio.us, Wiki, Google Maps and much more.

I documented, designed and developed HTML prototype of CMS for personal and corporate multimedia "spaces". It was very challenging task as system should combine different levels of complexity depending on user's role. CMS could be used by music channel administrator for one of big record labels or independent musician. System should combine e-commerce features and be intuitive enough for not tech savvy. System needs to be as close as possible to modern trends in UI architecture. AJAX was the must.

In my development as usual I followed principals of separation presentation layer from data layer keeping in mind that system possibly needs to be redesign and adjusted to partners requirements. As result in my HTML code I avoided using tables for layout and any design was done through CSS. Prototype worked in all browsers and was ready for AJAX-Java coders.

This project was very interesting as I went through all steps from features gathering to concept visualization and final development and design at the end.

Online Casino and Sports Betting portal, 2005

Betting PortalOrder Entry

It was huge project and I am very lucky that I participated on it from very beginning to the end.

Sports betting industry is very competitive therefore it's very demanding to usability of web interfaces and high speed back-end.

This project consisted of a public site and custom content management system with two major parts: casino management system and betting engine with call center.

My role was to define workflow and user stories and to build the user interfaces for portal administration and public site. I delivered Visio wireframes and design mock-ups in Illustrator.

CMS functionality included: Line Management; Order Entry; Customer Service and Account Management; Profiles Maintenance and Horse Racing Management.

Public site channels included Account vertical, Betting, Casino, Industry News, Horse Racing and Help

I delivered fully functional prototype in SHTML with CSS with AJAX support.

Sympatico-MSN music channel, 2005

Sympatico MSNSympatico MSN

Sympatico is one of biggest internet providers and MSN doesn't need any recommendations.

Most challenging in architecture for Sympatico-MSN music channel was to understand all relationship between business parties and all political tensions inside organization and take into account all design and functional suggestions management team had during brainstorming sessions. MSN design style and branding added lots of constrains.

I created Vizio mock ups and Illustrator design for most important pages including branding.

This project was interesting and very challenging in same time.

First Canadian Title - FCT.ca, 2005

FCT protects home owners by issuing title insurance policies and resolving related claims. In 2004 First Canadian Title issued more than 561,000 title insurance policies and guaranteed services. It’s company with more than 500 employee from coast to coast.

FCT works in close collaboration with government institutes.

Government of British Colombia needed an automatization of the application process.

I delivered solution architecture and prototype. I also was a team leader and project manager.

I designed a solution that pre-populated PDF forms with VB using Adobe PDF SDK.

In my charge was make samples of XML, XSD, XSL, PDF form, VB6 code and present fully functional prototype to client.

My role also included incorporation of Navantis product with FCT application and knowledge transfer. In couple of meetings with FCT developers our solution were fully commented and clarified so FCT can maintain it on its own.

Honda Canada - site redesign, 2004

honda.ca Honda homepage

I participated on earlier stages of this project defining site architecture and functionality. Later my Visio mock-ups and ideas as part of full site documentation were base for site design

On a development stage I was a User Interface Architect & Lead Developer.

As UI architect I defined Flash-XML-CMS solution and Flash-Flash relationship. It was very challenging as some templates were overloaded with multimedia components and interactive JavaScript functionality.

In this project in my charge were also templates development and its implementation control. As a starting point I got some important site screen shots. I decided to make as much as possible through CSS so it would be easier in future change feel and look of entire site section without reprogramming. Especially it was wise because many pages are MS CMS template based.

Incorporating Flash menus and Flash multimedia pieces (video player, advertising rotator) with MS CMS, where all content are stored, wasn't ease task. My experience of previous Flash/CMS projects was very handy and saved us much time.

I have a lot of ActionScript experience so PM (Austin D'souza) of this project relied on me in development of some important Flash elements of new Honda site. I planned, designed and developed video player, ad banner rotator, news rotator. (You can see them on Honda.ca front page and Honda homepage.)

This project was challenging, very efficient in time and development models. I really enjoyed being a part of it. Team was just great!

David Rocco, 2004

David Rocco Mini-site: Season 1
  • Site Architecture
  • XML planning, coding
  • Flash development
  • ActionScript 2 programming

This project was all about design.

Challenging navigation system and scenes' boards with different type of information made this project especially interesting for me.

I programmed this site as one solid peace with embedded pictures of background for 7 scenes and 13 episodes. It gives me ability to bring user directly to selected scene avoiding annoying pre-loaders.
In the same time all extensive media files as music, video and photo galleries for characters are external so they may be changed on any minute and and this doesn't effect movie size and loading time.

I am very proud of a final result. Check this out!

Honda Flash Mini sites, 2004

Honda Minisite
  • Site Mock Up
  • Site Architecture
  • Site design (Adobe Illustrator)
  • Flash development
  • Action Script Coding
  • XML modeling/prototyping
  • MS CMS integration

Main purpose of this project was to create a universal flash mini site, which can be used for multiple projects and models or its' features.

Intention was to give client ability to enter content without complex HTML coding to avoid hiring skilled programmers. And Flash client application was used to give user bright and remarkable experience though content itself is technical or scientific.

Therefore this project was based on MS CMS server which communicates with client-side flash application via XML.

Based on result and good user response client decided to multiply it's success and two more projects for marine products and engines are in the progress.

AECL (CRM Portal), 2003

AECL internal Application

Atomic Energy of Canada Limited (AECL) markets and sells atomic energy to governments and crown corporations worldwide.

In an effort to streamline its 30 disparate locations, 4,000 employees and sales cycles averaging 10 years or more, AECL commissioned Navantis to construct an intranet-based Customer Relation Management (CRM) application enabling AECL to share customer information, documents and sales opportunities.

The solution also comprises detailed information captured about key decision makers involved in AECL’s sales cycles. The solution was built in eight weeks using Microsoft Visual Basic.NET. It integrates with an existing Oracle 8i data structure as well as PeopleSoft, both of which previously existed in the customer environment. The solution implements industry-standard permission-based security using Microsoft Active Directory. It is in daily use today.

My role was to develop all front end files ready for .NET programming. Developers were very much satisfied with my code comments and development process went very quick. QA had just few comments.

Scotia Bank, 2003

Scotia Bank Application

The Bank of Nova Scotia is one of Canada’s top five banks. Navantis developed an innovative and fully-functional prototype solution for Scotia bank which enabled the bank to conduct key focus group studies as a preliminary step to transferring their commercial account applications onto a web-based platform. This approach allowed Scotia bank to validate their approach and the application prior to moving into full fledged development, thereby minimizing risks and reducing later development costs.

In my charge was to find a way to simulate database functionality to store all data from forms user submit and retrieve that data when user navigate to others forms.

The one major limitation and main challenge of this work was a fact that prototype should be “simple” and absolutely independent application that can be easily restored on any windows box. No installation allowed.

I found a way to build the prototype using XML, XSL and DHTML wrapped in HTA.

Inside HTA environment JavaScript can manipulate with Microsoft .XMLDOM and local file system.

Final prototype version included about 40 forms.

Working with prototype focus group did not recognize that application was not fully functional web site.

CBC Shop, 2003

CBC Shop
  • Microsoft Commerce Server 2002 Enterprise Edition
  • Microsoft SQL Server 2000 Enterprise Edition
  • Microsoft Retail Management System (RMS)
  • Microsoft .NET
  • C#

The Canadian Broadcasting Corporation (CBC) is Canada’s public broadcaster. Its Merchandising department is responsible for indexing and prioritizing, marketing, and selling merchandise derived from CBC media properties, such as television or radio programming. In an effort to overhaul its online merchandising offering, the CBC commissioned Navantis to construct a more scalable and manageable e-commerce solution. Navantis built a user-centered online storefront using Microsoft Commerce Server 2002; a catalogue management back-end tool based on Commerce Server’s Business Desk management application; and a flexible browser-based order management tool which fully integrates with Microsoft’s RMS POS system, which the CBC uses to manage its inventory and sales in its physical merchandising store.

Advanced features of the online store include coupons, certificates, online product reviews, ratings, synonym-based searches, and a wish list.

I delivered all front-end templates ready for back-end integration.

Real Estate Portal (custom CMS & CRM), 2002


I was a solution architect for real estate portal. I interviewed business owner and did a market research and proof of concept programming.

Portal Features
  • Custom number of pages with flexible layout and design
  • Custom Flash presentations text and slides;
  • Email broadcasting of Flash presentation in ZIP format;
  • Broadcasting system with scheduled tasks;
  • CRM database;
  • Real Estate listings.

I also programmed moneymaker4agents.com with Visual Tours in Flash 5 and automated client registration with full account setup.


I can provide expert advice for RFP or SOW on potential resources and budget.

I can coach and mentor your UX employees, oversee the design process and deliverables or jump in and help you with site maps, user flows, wireframes and web UI.

I can prepare and conduct interview with your client’s stakeholders and site users.

Starting a new online business? Need research of your competitors UX approach? Not sure how to structure user's registration or check out?

Please email me at arebrov@gmail.com and let’s start a conversation.

I live and work in downtown Toronto in Fashion District near King West and Spadina.