Elina Zheleva
Who am I
Master in: design thinking, service design, systems thinking, customer experience design, futures thinking
Focus: training design and delivery, project facilitation, design research
Number of learninglbas: > 200
Number of projectlabs: >20
Industries: aviation, logistics, IT, education, consulting
I am Elina and since I can remember I have loved to fix things. If something was messy - I’d put it in order. If something was complex - I’d simplify it. If something was broken - I’d repair it. Maybe that explains why I became an industrial engineer first and worked in aviation. At first this was a perfect work environment - we fixed the old, we created new stuff, I was surrounded by like-minded engineers and everything ticked like a Swiss watch. But then I wanted to understand how business works, what drives a whole organization in a certain direction. That’s when I decided to go for an Executive MBA and work in strategic planning, business development and finance management roles. I learned to see the big picture and not just to develop concepts, but to implement. But then again once immersed in business operations, I started missing the people’s focus. That’s when after 10 years of professional experience I came to design thinking and the circle was finally complete with people, business and technology.
My three most important professional projects
The creation of the first design thinking Agency in Bulgaria - DesignThinking.bg and its transformation into launchlabs Sofia - studio for business innovations and organizational transformation that acts locally, regionally and globally.
The development of an internal training program for developing design thinking facilitators, which works perfectly every time and allows us to maintain a diverse, yet qualified team.
The work we did in Alaska, where with the help of amazing local organizations and agents we built the whole design thinking community from scratch.
My biggest failure and lessons learned
My biggest failure is an idea for a startup accelerator in the field of aviation innovation that never took off. I tried to do it when it was too early for the industry. And maybe too early for me as well.
The lesson learned - “Everything in its own time.”
On Sunday I get up early to:
read for a couple of hours before the city wakes up, go cross-country skiing or make breаkfast for my partner.
Violetka Slavova
Who am I
Master in: design thinking, architectural design, visual thinking
Focus on: training design and delivery, customer research, visual thinking
Number of learninglabs: > 10
Number of projectlabs: > 5
Industries: architecture, construction, hospitality, education
After listening to a talk I gave once, the CEO of a major advertising agency told me: “You can sell any idea.” The truth is I never see this as an act of “selling”, but rather as sharing knowledge - also known as learning. And learning for me is the quintessential human skill.
Ever since I was a child, I was always good at it. I had come up with my own methods of how to learn and detect what is the most essential information is that would give me the outcome I am looking for. This is what sparked my interest for “brain hacks”, metareading, mindfullness, and techniques for visual thinking. All these allowed me to combine studying architecture with studying business and innovation.
Design thinking attracted me so, because it is a process that stimulates you to learn from real-life experiences as fast as you can. I love using the design thinking mindset and tools on projects, but most of all I enjoy sharing it with others and training them to use it independently.
My three most important professional projects
Creating a pupils-first Center for Natural Sciences and Entrepreneurship at 1st School “Nikola Vaptsarov" in Berkovitsa, Bulgaria by using my knowledge in design thinking & architecture.
Creating a Visual Thinking module for teachers, as part of the European project DICE (Developing Innovation and Creativity in Education).
Creating a multilayered program for design thinking facilitators in Anchorage, Alaska.
My biggest failure and lessons learned
My biggest failure and lessons learned
Being accepted at American University in Washington, DC right after graduating from high school. Despite that it felt like a huge success at the time, I consider it a failure in the long-term because I couldn’t motivate why I wanted to go there and what I would study. In other words, it was an empty goal, even though I achieved it.
The lesson learned: "Be self-aware why you do the things you do."
On Sunday I get up early to
turn off the phone alarm in case I had forgotten it Have a ritual walk for coffee and croissants at the Doctor’s Garden with my boyfriend Take an early morning hike in Vitosha before the rest of Sofia decides to do the same thing.
Siliyana Panova
Who am I
Master in: design thinking, scrum, architectural design, graphic design
Focus on: customer research, idea generation, rapid prototyping, visual facilitation, visual note taking, storytelling
Number of learninglabs: > 30
Number of projectlabs: > 20
Industries: architecture, banking, logistics, start-up, social entrepreneurship, education
I am Siliyana and from a very early age I was interested in how ideas appear. I was intrigued by the interconnections and the holistic approach behind it. That is why I chose to study architecture and I fell in love with it. My focus wasn’t just on construction of the building itself, but on creating space which enriches the lives of those who experience it.
Over time I got seriously infected with the design fever and decided to study brand and graphic design. I have now accumulated more than 15 years of experience in architectural, interior, product, brand and graphic design. I love the design process itself and how it examines the world and its laws. When I design, I love to play around and also have fun with my co-workers. In the end they are often surprised about how simple and natural the results could be.
My three most important professional projects
Designing a new one-of-a-kind corporate branch for Raiffeisen Bank that completely changes the traditional function of a bank branch.
Designing a concept for an employee-centred office for a logistics company through a series of co-creation workshops with employees, management and architects.
Preparation, design and realization of an end-to-end customer experience program for a distributed team with 600 offices.
My biggest failure and lessons learned
”Hack House” is my failed startup project. I quit my job in order to dive into it and design prefabricated affordable module houses. It failed even though we had an innovative idea, a highly professional team and we dedicated time to the project. The lesson learned: "Shared values hold the team together through challenging times."
On Sunday I get up early to
to simply enjoy the morning, to do some yoga and to take a long walk.
Angel Spasov
Who am I
Master in: lean start-up, design thinking, storytelling, space design
Focus on: trainings design and delivery, brainstorming and prototyping sessions
Number of learninglabs: > 20
Number of projectlabs: > 10
Industries: coworking, IT & start-up, FMCG, public sector, NGO sector, social enterprise
I am Angel and from the beginning of my professional career, I have always sought a way to find satisfaction not only from the finished project but also from the very process of doing it. The last twelve years I've been involved with co-working spaces and state institutions, cultural productions and technology software developmеnt.
Through these diverse experiences I learned how to manage and motivate people, but also how to build and engage communities - something I was already interested during my European studies and master's in Public Policy.
I discovered my super power is to turn a work environment into a playground like atmosphere while keeping it as productive as possible. Then I used this working style to create sincere products and services. Now, this has also become my professional purpose.
My three most important professional projects
The transformation of DesignThinking.bg into launchlabs Sofia as proof that we are the leading experts in business innovation and organizational transformation.
Betahaus Sofia - the first large-scale coworking space in Sofia, which became a synonym with coworking, where the first design thinking trainings in Bulgaria took place and where the most successful start-up companies in the region started.
My work on designing and implementing global corporate social responsibility programs of IBM, SAP and FedEx, based on the professional skills of employees.
My biggest failure and lessons learned
I co-foundeda software company developing industrial automation technology that could not reach a product-market fit. Its greatest weakness - the thing that we were most proud of - the technology. In hindsight we didn't do enough of testing with potential users and collecting feedback for further iterations. This diverted the product from the real needs of its users and limited the company to a software provider with significantly lower added value.
The lesson learned - "Done is better than perfect."
On Sunday I get up early to:
Take the children to the ski slopes or the tennis playground, make my wife a cup of coffee or bring myself to ski in a place where there are no lifts.
Tsvetelina Panova
Who am I
Master in: design thinking, service design, architectural design
Focus on: project facilitation, customer research, brainstorming, rapid prototyping, visual thinking,
Number of learninglabs: > 15
Number of projectlabs: > 10
Industries: architecture, product design, banking, photography
I am Tsvetelina and my first “design” was a hair clips in the shape of a pen. I was five and awfully proud of myself. That time I knew, when I grow up I want to make things that never existed before.
Later I started savouring science fiction novels, seeing possible futures and civilizations. I learned that all things are interconnected and if you change a thing, another is changing as well.
Years later, already architect and trying to find a way to have as much added value to my work as possible I understood that I need to use all my abilities and interests in order to make a project to stand out. Yet the most important lesson I learned so far, is that the restrictions of a project are not obstacles, but opportunities for creating a working and unique product.
My three most important professional projects
"The bank branch of the future" - designing a new design standard that focuses both on customer and employee experience for Raiffeisen Bank for the renovation of their branch network.
“Portraits of vanishing Sofia” - a project to preserve old Sofia houses - presenting the problem of preservation, not just as destroying the city fabric, but as obliteration of the memory of people, who had been living in the city.
“Taratanci” - an innovative concept that represents traditional Bulgarian dances in a contemporary visual way.
My biggest failure and lessons learned
Some years ago, I made a small product with the idea to take part in a big Christmas market. I was certain, my product was great and it will be soon sold out. It didn't. I managed to sell only a few pieces.
The lesson learned: "Assumptions without real customer research are just that - assumptions."
On Sunday I get up early to:
to go for a walk with my dog Roni, to imagine things with paint or a pencil, to take pictures of buildings, streets and people.
Marta Radeva
Who am I
Master in: design thinking, communication design
Focus on: project facilitation, customer research, brainstorming
Number of learninglabs: > 10
Number of projectlabs: > 20
Industries: IT, pharma, agriculture, NGO sector, sports, arts, culture and leisure
I am Marta. am dynamic, free moving, and free spirited. I love abstract ideas, concepts and strategies. I am keen on public communications, presentations and creative doing. Maybe that's the reason I spent more than 10 years in PR and communications, always searching for new challenges and clients - from cultural institutions to big corporations, from FMCG to NPO sector and many more. I get motivated by change, spontaneity, the ability of the mind to create and the “aha” moments. So, I moved to design thinking. In the workshops I run, I love to co-create with people, to unite them around shared values, to make them more empathetic and tolerant, to look for more opportunities than obstacles and to connect the dots.
Oh, and I have also learned French, English, German, Spanish as well as the traditional New Zealand language - Maori.
My three most important professional projects
Bringing Alastair Campbell, Tony Blair's director of communications, for an event in Bulgaria.
Contributing to an organization which ran a social entrepreneurship even in the poorest region of Bulgaria. This organization used tangible ideas to help inspire and transform this forgotten part of the world.
My father is a keen scuba diver. He issued the first and only underwater sports magazine in Bulgarian and even won a prize for it. To celebrate his achievement, we organized a press conference underwater and popped champagne. It was bubbly!
My biggest failure and lessons learned
I waited too long before making the jump from PR to Design Thinking! The lesson learned "Always listen to your impulse and intuition!"
On Sunday I get up early to
Everyday I get up early to get ahead of the noise and daily traffic. So, on Sunday I get up late as to devour the slow rising of the day. And to daydream a bit.
Maria Staynova
Who am I
Master in: design thinking, architectural design, visual thinking
Focus on: training design and delivery, customer research, brainstorming, visual thinking
Number of learninglabs: > 50
Number of projectlabs: > 5
Industries: architecture, interior design, healthcare, education
I am Maria. I have always been really good in systemizing information. This helped me a lot in my architectural studies, as I was never afraid to tackle a huge pile of books on some subject.
In my work, or teamwork to be precise, I learned to listen - to be tolerant and patient, to be interested in the ideas of others, And to try and build off of those ideas with my own knowledge. This helped me a lot in my architectural projects. I experienced first-hand that only people who trust each other and build off of each other’s ideas can deliver amazing designs.
My love towards teamwork and my interest in people’s interactions naturally lead me to design thinking.
My three most important professional projects
Creating a pupils-first Center for Natural Sciences and Entrepreneurship at 1st School “Nikola Vaptsarov" in Berkovitsa, Bulgaria.
Creating a Visual Thinking module for teachers for the DICE (Developing Innovation and Creativity in Education) European project.
Delivering a design thinking facilitator’s training program in Alaska, as we reached a whole new level here - training future facilitators.
My biggest failure and lessons learned
During a design workshop I was taught an important lesson from something very small. We were doing a workshop with students from Africa and decided to warm-up with a fun activity, which enables teamwork. The activity proposed included people holding hands and getting tangled in a big knot. However, what we hadn’t realized before-hand was that this type of physical contact was inappropriate in their culture. We laughed about it and moved on, but I definitely learned my lesson.
The lesson learned - “Do not assume culture and do not impose culture.”
On Sunday I get up early to
I usually don't, but if I do, it has to be for skiing, for a trip to the seaside or or to simply have breakfast and head right back to bed.
Ivanka Ivanova
Who am I
Master in: design thinking, architectural design, visual thinking
Focus on: training design and delivery, customer research, visual thinking
Number of learninglabs: > 10
Number of projectlabs: > 5
Industries: architecture, construction, hospitality, education
I'm Ivanka and I believe that everyone has their own superpower. Mine is to understand people and their motivation. When I was choosing my career, I was looking for something that would fulfill both my passion for creativity and my love for people. That is why I chose to become an architect. I’ve always loved the complexity of the architectural process and how it’s like solving a puzzle. In my mind architecture was not just about creating a building, but an experience and a story that people will co-create with the building. The more I worked however, the less people I saw. I would hear everyone talking that we design for the people, but I rarely saw it in its true form.
When I discovered design thinking everything fell in place. Now I am actively using it in our architectural practice. With every project I find more and more opportunities to meet people and clients and to deliver what they actually need.
My three most important professional projects
Introducing more innovation and creativity in education in Bulgaria and Europe through the European funded DICE project (Developing Innovation and Creativity in Education) which I managed.
Developing a visual facilitation kit for teachers that allows them to plan and deliver lessons more visually and in a way that engages the pupils in a co-creative learning process in the classroom.
Designing a human-centred and environmentally friendly mountain shelter in Vitosha Mountain using the means of design thinking.
My biggest failure and lessons learned
Once I was working with a group of super skilled and experienced architects. We had to develop a project for a competition and I thought human-centered approach could differentiate our proposal. However, it was hard to convey what I meant. No matter how hard I tried to explain how a direct contact with the people we're designing for could accelerate us, they seemed to not buy-in. Until I took them for a field trip.
Lesson learned - ”Show, don’t tell.”
On Sunday I get up early to
make pancakes for my boyfriend or go for a walk with him.
Bilyana Bogdanova
Who am I
Master in: design thinking, systems thinking
Focus on: training design and delivery, idea generation, storytelling
Number of learninglabs: >20
Number of projectlabs >10
Industries: banking, education, pharma, NGO sector, IT, consulting
I am Biliana and since a child I loved listening to people and observing their behavior and how they interact. I continue doing this each time I find myself in the middle of a crowd, being especially attracted by far places, different cultures and lifestyles. In my past I much more lacked the confidence expressing myself than quietly accumulating knowledge and it was a huge surprise even for me when later in life I not only had the internal drive to share this knowledge but also turned out to be a naturally good storyteller.
I have always been pretty good at putting information in concepts, analyzing it and structuring processes – something that people usually don’t connect with creativity. I truly believe, however, and my practice has proved it, that innovations and good ideas happen between chaos and order. My extensive experience in business development and marketing gave me this balance between systemic approach and chaotic creativity. When I first met design thinking it was an eye-opening experience for me and the beginning of a new adventure. It built up perfectly on my previous practice and connected the pieces I have been missing so far.
I truly believe in the power of collaboration and collective intelligence and that every person has the creative capacity. Building human-centered environments, products, services and processes is essential for unleashing human potential and bringing value and meaning.
My three most important professional projects
A project I did for an NGO in Africa mentoring local social entrepreneurs and helping businesses becoming financially sustainable. It was a truly satisfactory experience for me seeing how my work would transform their way of working, change a bit their mindsets and improve their lives.
Having a major role in establishing and developing the affiliate marketing business on the US market of an advertising agency in Bulgaria in time when internet projects and digital marketing were still “alien stuff”.
Being part of the hosting team delivering the Reinventing Organizations event in Bulgaria – an inspiring conference and the only one for sharing knowledge and exchanging practices around human-centered approaches and people's happiness in the workplace.
My biggest failure and lessons learned
I waited too long quitting the corporate world. It was too scary for me to leave the secure shore and I lost years of my life – a time which I could have spent bringing the meaning and satisfaction to my professional life which I had been searching for.
A major lesson learned: Take braver steps and always trust your inner drive and intuition.
On Sunday I get up early to:
do some yoga or meditation and enjoy a long and relaxed morning coffee.
Kristina Petrova
Who am I
Master in: creative strategy, strategic planning, brand design, service design
Focus on: research, strategic planning, project & sprint facilitation, brainstorming
Number of workshops done: >20
Number of projects: >40
Industries: retail, education, media, FMCG, telecommunications, banking, electronics, automotive.
If you change nothing, nothing changes. Through the lens of strategy, I constantly look to uncover creative solutions that uncover a new perspective, business model or ones that unlock development. I get excited about projects in which a company or brand rediscovers their connection with themselves and with people.
My work experience has taught me to listen and hear new and different points of view. I learnt that when we make an effort to understand other people, we become better professionals and better people.
My three most important professional projects
My most valuable professional achievement is co-creating and implementing processes and standards in the team I worked with at Saatchi & Saatchi. The people I had the luck to work with will always be the most valuable thing ever to happen in my professional path.
All the (innumerable) creative projects we worked on at Saatchi. From creation of new brands or repositioning of existing local brands, through strategic projects for established global brands to all the viral social campaigns for sensitive for our society topics.
Lecturing for Arc Academy’s Branding masters programme is another way I share my professional experience.
My biggest failure and lessons learned
Lack of time for personal projects.
Lessons - countless, a lot more in my backlog.
Most valuable lesson: doing things one by one like they do in the East vs multitasking as today’s world pushes you to. This apart from being a lesson is a shortcut to internal harmony.
On Sunday I get up early to:
I don’t wake up early. Unless it’s to go for a long hike in the mountains. Or to the beach - where I continue sleeping. I enjoy rereading books and finding new insights in them. Finding new music for my Spotify playlist is also something I always try to find time for on Sundays.
Мilin Djalaliev
Who am I
Master in: business design, innovation strategy, agile coaching
Focus on: trainings, facilitation, idea generation, visual thinking, storytelling
Number of workshops done: > 20
Number of projects: > 30
Industries: education, retail, start-up, finance, FMCG, logistics, telecommunications.
Milin, one of the few with the same name in Bulgaria. Born curious, that was additionally enhanced by the time spent in the mountains, when I lived in a small village next to Tryavna. My curiosity gradually upgraded to empathy. This helped me develop my listening skills - something I wasn’t so good at back in the days. I love to connect ordinary things in an unexpected way.
My three most important professional projects
Building an organizational culture that helped Saatchi & Saatchi to grow from a small and unknown agency to one with his own culture and unique vibe, renowned at same time as an agency of the year in both creativity and efficiency.
A series of small educational events, that steadily grow to something bigger and sustainable - ARC Academy, a learning platform for future creators.
Building my own brand - a shop called Red Passion. I was young, pretended to be an entrepreneur for a while and then closed the business.
My biggest failure and lessons learned
Unreasonable investment of time, hope and money in a start-up I was part of - thecamp.me (platform for organization, curation and sharing of knowledge). We couldn’t find a sustainable business model. Which helped me understand the real meaning of the mantra “Fail fast, fix fast, learn fast”. In my case, it wasn’t so fast.
On Sunday I wake up early to:
Either to lecture, watch football, spend time in nature with my kids or… to clean up the house, just to forget the headache from the last night. All of them are my favorite.
Maya Ivanova
Who am I
Master in: product /service/system design, design thinking, visual thinking
Focus on: project and training facilitation, idea generation, concept development, visual thinking, prototyping
Number of workshops done: >15
Number of projects: >20
Industries: sustainable development, healthcare, public services, interior design, product design
I am Maya and I feel I have my roots in design back from early age. While I was growing up I was always observing and drawing the world around me, experimenting a lot, finding unexpected relationships between things and creating positive and fun experiences for my local community.
My passion today is using my design skills for environmental and social impact. For the last decade, I have evolved as a professional from designing the spaces and objects people use, to the services and experiences that make up their lives.
I see the design discipline as a potential driver of transformation for everything tricky that challenges our modern world.
What I truly hold on to in the redesign process is the magic of its two key moments - the co-creation - when people collaborate successfully using the right tools and - the Aha! moment of trying out a prototype to change it into something more meaningful.
And these two can be applied in any context.
My three most important professional projects
A new service-system to transform the clinical education and practice of general physicians and emergency doctors in Austria. It was co-created with doctors from the departments of all state hospitals and the executives of the organisation.
A crash course of visual thinking and sketching for idea generation which was taken by people working in different industries. 6 full weekend sessions of theory and practice. I designed and facilitated the whole program and made sure everyone took what they needed.
Being part of a team upcycling furniture and objects and transforming the urban environment in Sofia - later sold for charity purposes. This creative endeavor later grew to open many more opportunities.
As a product designer I have been awarded multiple times for my work: furniture (Bulgarian Furniture of the Year, 2015), spatial planning (Sustainable Housing Competition, Finland 2013 ), sustainable packaging (LEGO and SCA Packaging, 2012), product-service innovation (Juniour Achievement Bulgaria, 2013) etc.
My biggest failure and lessons learned
My biggest failure is the lack of inconsistent efforts in a unique direction to create change. I have started a lot of projects and am getting demotivated by the lack of resources. I never worked hard enough to see the implementation of great ideas.
Lessons that I learned- Trust your gut and be patient
On Sunday I get up early to:
I have a kid and so I wake up early every day. Especially on a day off. We enjoy being outdoors - practicing adventure sports or just taking our nature therapy. If a sketchbook comes along - even perfect.
Veronika Petrova
Who am I
Master in: design research, design thinking
Focus on: digital facilitation, training design and delivery, workshop design
Number of workshops done: > 20
Number of projects: > 10
Industries: banking, telecom, consulting, interior design
I am Veronika and I want to know more about you. I am a design researcher. I love speaking with people, understanding their ways of doing things and their needs. Co-creation is one of my passions, ever since I saw how powerful it can be through the stories of my teachers of Cultural Anthropology in Université Lumière in Lyon. Fascinated by the ways the analog and digital interlace, I decided to take a degree in Human-Computer Interaction, so as to be able to understand it even better. A firm believer in the benefits of gamification, I try to spice things up whenever it is relevant.
I came back to Bulgaria after my studies, because of a deep drive to share my passion for developing people-centered solutions and holistic end-to-end experiences in my home country.
My three most important professional projects
“Lieu d'Être” - a co-creative urban performance, that took place as part of Plovdiv - European Capital of Culture 2019. As a mediator there, I worked closely with all of the stakeholders, to build an engaging performance - so much for the co-creators, as for the public.
Being part of the research team for an office space with distributed teams that spend there only half of their time. The office is no longer only a physical space and we managed to see how the digital one should support it to help employees deliver their best work.
Designing a platform that gamifies travel experience.
My biggest failure and lessons learned
In my master studies, I decided to follow a double curriculum, so as to study all of the things I was passionate about (being Human-Computer interaction and Mediation). With a bit of a struggle, I passed all my tests - and then the time came to write my dissertations. I wanted to make the second one perfect, but I was already concentrating on the next step of my journey. Needless to say, I never finished the dissertation.
The lesson learned: "Done is better than perfect. Do one step at a time. Sometimes you need to let go of a goal, to achieve a bigger one."
On a Sunday I get up early to:
Greet the sun as it rises, read a chapter of an inspiring book and make my hands dirty with a DIY project .