
OUR TEAM
We love people and do what we love. Each of us has many years of experience and a business education behind us. Each of us has created products, improved the quality of service or launched bright advertising campaigns, managed large teams, protected budgets and worked with resistance from colleagues and competitors.
We regularly study the experience of the best world experts and share our knowledge in Ukraine: we conduct training, conferences, and meetups for service designers.
We are co-founders of the Ukrainian branch of Service Design Network.

OLEG BALAKIN
Senior consultant, service designer
For over 7 years, he has been helping companies shift their focus from product to customer. Before Lanka.CX, he created communication strategies for lifecell, Silpo, and Nestle. His portfolio includes over 30 service design projects. Clients include EVA, FUIB, Uniqa, “Return Alive,” UNICEF, DSK Bulgaria, Rozetka, and others.

NATALIA SHMATKO
Senior Consultant, Service Designer
Over 18 years of experience in CX, service and quality management. Built CX/CEM functions in large companies. Implemented innovative projects in B2B and B2C, including banks, insurance companies, medicine and real estate. SDN Accredited Service Design Professional. Clients include UNICEF, Oschadbank, OKKO, UKRSIBBANK, RIA and others.

NATALIA FURSA
Senior Consultant, Service Designer
For over 5 years, she has been helping companies shift their focus from product to customer. Before Lanka.CX, she managed the development of private banking and corporate business. Her portfolio includes over 30 service design projects. She specializes in the areas of HoReCa, retail, and building internal services. Among her clients are VARUS, Eclectic Talents Group, UNICEF, MHP, Metinvest, and others.

MARINA YAREMENKO
Consultant, Service Designer
Works with business and the public sector. Combines systems thinking, strong project management, and a people-centric approach, working with the improvement and development of products and services. Among the clients are UNICEF, "How are you?", UKRSIBBANK, OKKO and others. Organizer of the conference "Service Design in Ukraine" and the Service Design Workshop, co-host of Service and GovJam in Ukraine.

LIZA PIDOPRYHORA
Consultant, Service Designer
Government, military, and nonprofit project leader. IE Business School graduate with a degree in CX & Innovation. Worked with UNICEF, Come Back Alive, How Are You?, and military teams. Specializes in strategic design, systems thinking, and research. Co-host of Service and GovJam 2023-2025.

DMYTRO MAKAROV
Consultant, Service Designer
Considers service design as his related work. Has 2 years of experience in the field and participation in 15 projects. A fan of innovative businesses and startups, working on creating his own product. Among the clients are VARUS, UNICEF, MHP, Eclectic Talents Group, Piraeus Bank and others.

OLENA KRAVTSOVA
Consultant, Service Designer
Has many years of experience in consulting and strong analytical and structural thinking. Able to work with complex tasks, see relationships, and put individual observations into a holistic picture. Works with business, government and public sectors, helping to research people's needs, find systemic problems and design solutions and services. Clients include Rozetka, Korn Ferry in collaboration with the EBRD project, MHP, "Heart of Azovstal", "Return Alive" and others. Co-host of Service and Gov Jam in Ukraine.

OLGA DUDKA
Service Designer
She has a background in sociology, which helps her listen carefully to people and find patterns in research data. In service design, she found a principle close to her – first understand the person’s experience and needs, and only then create solutions. What she loves most is the synthesis stage, when individual thoughts and stories are combined into a holistic picture.

VICTORIA GLAZKOVA
Service designer
Sociological education became the basis for work in service design and formed an interest in a deep understanding of people, their needs and behavior. He loves to be surprised, so he especially appreciates the research process - the opportunity to hear real experience and turn it into the basis for useful solutions. He believes that quality service begins with love for people, asking the right questions and paying attention to detail.


