Leadership
The leadership lesson I keep relearning: build the conditions for people to do their best work, then get out of the way. Looking out for my team matters as much as any deliverable.
[ Human-first ]
I'm Kristina - a business developer and problem solver. I lead a tech startup, turning daily frustrations into solutions that make life easier for tens of thousands of people. I spend my days spotting opportunities, building partnerships, and closing the gap between what a market needs and what our team can ship.
Fifteen years turning complex projects into clear, human next steps.
PARGO
Mobile app · 2024
[ About me ]
The best products aren't the ones with the most features - they're the ones that understand you. I spend my days in that gap: between what a business plans to build and what a person actually needs at 7am on a Tuesday.
Independent consultant
Kristina Daniliauskaite
Years in business development
15+
From in-house teams to leading my own startup.
Products shipped
20+
Mobile, web and SaaS - each one built to match a real market need.
Still starts with paper. It's cheaper to validate an idea there than to build the wrong thing.
Outside of work
A few of the things that keep me curious and grounded
Mindset & productivity
I am what I think. I can be anything I want to be. This is my mindset. I protect it daily with clear goals and deliberate use of my time.
Poker
Poker is one of my favourite ways to unwind. It brings my network together, and creates a social atmosphere that's both competitive and fun.
Food & cooking
I can spend hours in the kitchen creating delicious dishes with simple, everyday ingredients. Cooking blends creativity, relaxation, and sometimes a challenge against time.
[ Services ]
Three ways I help businesses grow
Hire me for one, or for the whole arc from opportunity to revenue.
Business development & growth strategy
I find where a market is underserved, size the opportunity, and turn it into a plan the business can actually act on.
- Market & opportunity scoping
- Business case development
- Growth strategy
Partnerships & deal-making
I build the relationships that turn a good idea into a signed deal - courting the right partners, and closing when it counts.
- Partner sourcing & outreach
- Negotiation & deal structuring
- Stakeholder alignment
From idea to product-market fit
Turning early traction into a product people pay for - validating the idea, prioritizing what matters, and guiding the team that builds it.
- Idea validation
- Roadmap & prioritization
- Go-to-market planning
[ Selected work ]
Projects in business development, backed by UX expertise
A selection across mobile, web and SaaS - each one grown from a real market need into a product people actually use. Happy to walk you through any of them in detail.
Mobile
PARGO
Giving drivers the clarity they need to park safely, legally and stress-free.
Read the case study
SaaS
Digital drive book & fleet management
Turning a compliance chore into something drivers finish in under a minute.
Read the case study
Mobile
ParkWise
Parking without the panic - this is the ultimate goal with the project.
Read the case study
SaaS
Task management solution
Coordination for teams who were drowning in spreadsheets and side-channels.
Read the case study
Mobile
Improve user experience for the existing app
Re-thinking the user journey for a technically complex app already live in the market.
Read the case study
Mobile
Look'n'share
A self-initiated idea, taken from curiosity through to a tested MVP design.
Read the case study
Mobile
App within health sector - App A
Designing the user journey for a brand new app for people with intimate health care needs.
Read the case study
Mobile
App within health sector - App B
A separate project, with its own dedicated team, for people navigating intimate health care.
Read the case study[ Thoughts ]
On being human, and designing for humans, in the AI era
Notes from the middle of it - half design practice, half trying to work out what we should keep hold of while the tools change underneath us.
Essay · 8 min read
Knowing where to stop with AI is key
We have spent a decade designing for engagement and calling it care. AI makes that easier to do and harder to notice. I think the next generation of good products will be judged on something else entirely: whether they know when to get out of the way, hand back control, and let a person close the laptop without guilt.
Read the piece →
Note · 4 min read
Ask the AI for twenty ideas. Then go talk to one person.
Generative tools are extraordinary at breadth and useless at knowing which of your users cried at their desk last Tuesday. Use them for the first draft, never for the decision.
Note · 5 min read
Trust is a design material, not a disclaimer
You cannot bolt confidence onto an AI feature with a paragraph of small print. It comes from showing your working, admitting uncertainty, and making the undo button as loud as the magic.
Note · 6 min read
Fifteen years in, the research still surprises me - and that's the whole job
The day I can predict what a user will do is the day I've stopped listening properly. Being wrong in a usability session is not a failure of the design; it's the only part of the process that reliably tells the truth.
[ Inspiration ]
People that inspire me to be the best I can be
None of us think alone. A few of the voices I keep coming back to.
Marketing & the work
Seth Godin
Author & entrepreneur, known for the Purple Cow concept.
Leadership & why
Simon Sinek
Author & leadership expert on why people follow anyone at all.
Discipline & growth
Jim Rohn
Motivational speaker on discipline, growth and personal responsibility.
[ Voices ]
What it's like to work together
Behind every project is a partnership built on trust and shared ambition.
Available for
New projects from autumn 2026
"Your client's words go here."
"And a second one here."
[ Contact ]
Let's build something people actually want to use
Whether you need a second pair of eyes on a struggling product, a product manager who speaks design, or someone to run discovery before you commit the budget - I'd like to hear about it.