Working across the EU

Strategy, design,
and growth for
brands that mean it.

I'm Monika — AI product strategist and designer based in Sofia, Bulgaria. I work with founders, product teams, and organisations across the EU to design services, products, and systems that are clear, usable, and built to scale.

Book a free call → See what I do

✓30 minutes. No pitch. You leave with a diagnosis.

Kometa Labs · Client Dashboard Live
Conversion rate
4.8%
↑ +2.1% vs last month
Monthly revenue
€84k
↑ +18% growth
ROAS
3.2×
↑ vs 1.1× before
Revenue trend — last 8 weeks +34% total
Brand identity shipped
Week 1 · Strategy complete
Done
Landing page live
Week 3 · CR up 2.1×
Live
Paid campaign launched
Week 5 · ROAS 3.2×
Active
Services

How I work with you.

AI moves fast. Strategy decides where. I use AI across research, synthesis, prototyping, and systems design — but every decision is intentional. AI without strategic direction builds the wrong thing at speed. With it, you build the right thing faster than anyone else on the market.

01
Clarity Sprint
2–4 weeks
A fast diagnostic for organisations that feel stuck. Research, system mapping, and pattern analysis — you leave knowing exactly what's broken and what to fix first.
Start here →
02
Service System Design
6–12 weeks
Full end-to-end service design — user research, blueprinting, journey mapping, and operational design. For teams building something with multiple touchpoints and moving parts.
Learn more →
03
Product Design & Build
8–16 weeks
From UX research all the way to dev-ready product design. No handoff to a separate team — research, design, test, and deliver in one continuous flow.
e.g. personalised AI-generated products sold per order — children's stories, workout & meal plans, astrology reports, wedding vows — built with zero inventory and high margin.
Learn more →
04
Operational System Design
4–10 weeks
For NGOs and social enterprises growing faster than their internal systems can handle. Process mapping, roles redesign, tool architecture, and reporting — so the mission can scale.
Learn more →
05
Strategic Design Partner
Monthly retainer
Embedded thinking partner on an ongoing basis. Senior strategic and design input as your problems evolve — not a one-off project, but a continuous presence inside your decisions.
Talk to me →
→
Not sure which fits?
Most engagements start with a Clarity Sprint. If you're unsure, the first call will tell us both where to begin.
e.g. chatbots, automated booking, and review-response systems for dentists, salons, gyms, contractors — businesses with revenue but no time to build this themselves. Setup fee + monthly maintenance.
Book a free call →
How it works

From first call
to first results.

One conversation, a clear scope, and work that starts the same week. I've done this enough to move fast without cutting corners.

1
Day one
We talk.
Free 30-minute call. You describe the problem, I tell you the first lever worth pulling.
2
Same week
You get a clear scope.
Fixed deliverables, fixed timeline, fixed price. No surprises, ever.
3
First month
Work ships.
Strategy and design move fast. You review at every stage. Nothing goes live without sign-off.
4
Ongoing
We compound.
Clarity first, then systems, then product. Most clients stay because there's always a next layer to get right.
Day one
We talk.
A free 30-minute call. You describe what you're building and where it's stalling. I tell you the first lever worth pulling — and what it looks like done. No deck, no pitch, no obligation.
AI moves fast. Strategy decides where.

AI can build anything.
That's exactly
the problem.

AI can generate a product in days. An experienced designer working with AI can make sure it's the right product — the one that solves the actual problem, converts, and scales. The difference between the two is measurable. Run your numbers.

Your situation
Monthly product or build budget (€) €50,000
Estimated budget spent building the wrong thing (%) 3%
How much strategic design could recover (%) +40%

McKinsey: design-led companies outperform by 2×. Teams using AI without strategic direction spend 40–60% of budget on features nobody needed. An experienced AI-native designer changes that ratio significantly.

Your numbers
Monthly build budget €50,000
Budget working toward the right thing €57,000
Monthly budget recovered €7,000
12-month cost of no strategic direction €84,000
Get strategic direction — book a free call →
Monika Stoyanova — Founder, Kometa Labs
Monika Stoyanova
Founder, Kometa Labs

I set up brands, digital presences, and growth systems for founders who've built something real but aren't getting the recognition they've earned. Before Kometa Labs, I spent years across product, strategy, and design — and kept seeing the same pattern: great work, invisible presence.

When we work together, you talk to me — directly, from first call to final delivery. I bring in trusted specialists for execution, but the strategy and quality bar are mine throughout.

📍 Sofia, Bulgaria 🌍 EU market ⚡ AI Strategy · Service Design · Product 💬 Same business day
Book a free call →
Results

What clients say.

★★★★★
LinkedIn recommendations
★★★★★

"Monika is an excellent and talented UX designer. We worked on a few e-commerce projects for different niches and the result was outstanding. The brief was easy to create together, the communication was perfect. Her weakness is perfectionism all the way!"

Viliyan Milchev
Viliyan Milchev
Managing Partner & Marketing Director, Print.bg
★★★★★

"We came to Monika with a half-formed product idea and left with something we were proud to ship. She has a rare ability to cut through the noise — mapping exactly what needs to be built, and why, without losing the vision in the process. Clear thinking, clean execution."

Velislav Chorbadjiev
Velislav Chorbadjiev
Digital Marketing & Business Strategy
★★★★★

"Aether Holistics exists because Monika didn't just have a vision — she had the discipline to build the systems that could hold it. From the strategic framework to the program architecture, the operational infrastructure, and the service design, she translated a complex mission into something structured, functional, and scalable. What she does isn't volunteering or passion work. It's strategic design at a professional level, applied to a cause she believes in."

Zlatina Dimova
Zlatina Dimova
Executive Board, Aether Holistics
FAQ

Common questions.

Why does AI make strategic design more important, not less? +
Because AI removes the cost of execution — which means the only remaining competitive advantage is knowing what to build and why. Anyone can generate a product now. Very few can generate the right one. Strategic design is the discipline of making that call correctly before a single line of code is written. Without it, AI just accelerates the path to the wrong destination.
What's a Clarity Sprint and do I actually need one? +
A Clarity Sprint is a 2–4 week diagnostic engagement. We map what you're building, who it's actually for, where the system is breaking, and what to fix first. You leave with a prioritised action plan — whether we continue working together or not. You need one if you're building fast but not sure it's the right thing, if your team keeps looping on the same decisions, or if you've launched something that isn't converting the way it should. It's the lowest-risk way to start.
Who do I actually work with? +
Me, directly — from the first call to the final delivery. You talk to the person doing the strategy and design, not a coordinator or project manager. Decisions get made on the call, not three days later in a thread. I sometimes bring in trusted specialists for specific execution work, but I remain the single point of contact and accountability for everything delivered, throughout every engagement.
What does it cost? +
Scope determines price, and I work that out with you on the first call. I work on fixed-scope, fixed-price projects — you always know what you're paying for before anything starts. No hidden fees, no retainer traps. The more useful question is: what does it cost to keep building without strategic direction? The calculator above gives you a starting answer.
How fast can we actually move? +
Most projects start within the same week as the first call. Working with AI tools across research, synthesis, and prototyping means the cycle that used to take 6 weeks now takes 2–3 — without losing depth. A Clarity Sprint delivers in 2–4 weeks. A full product design engagement runs 8–16 weeks. The thinking happens fast because it's structured from day one.
Do you work with early-stage startups? +
Yes — and it's often where the work matters most. The earlier you get strategic design right, the less you pay to undo wrong decisions later. If you have a product hypothesis and early traction, a Clarity Sprint will tell you whether you're building the right thing before you scale it. Getting this wrong at seed stage is recoverable. Getting it wrong at Series A is expensive.
What if I only need one specific thing? +
You can engage me for a single service — a Clarity Sprint, a product design phase, an operational system review. I'll always be honest: if the brief assumes a foundation that isn't there yet, I'll tell you before we start. Starting at the right layer saves more time and money than starting fast at the wrong one. The first call is free and will tell us both where to begin.
Start an experiment →

Tell me what
you're building.

Free 30-minute call. No deck, no pitch, no obligation. You describe the problem. I tell you the first thing worth doing — and what it costs.

✓You talk directly to me — not a coordinator
✓You leave with a diagnosis, whether we work together or not
✓Decisions made on the call, not days later
✓No retainer traps. Your assets stay yours.

Or reach out directly

hello@kometalabs.eu

Reply within one business day.