One of you
A people person turned design thinker
The Part That Changed Everything
What changed when I discovered design thinking аnd why I never looked back.
I used to think alone. Now I think with people.
I used to plan solutions. Now I understand problems first.
I used to stay in the HR lane. Now I go wherever the problem leads.
Design thinking gave me a mindset and a method—but more importantly, it gave me a way to make work genuinely better for people. Now, I listen deeply, explore bravely, and co-create honestly. Not just because it’s more effective. But because it’s more human.
Hi, this is Tedi (Teodora Simeonova).
I help corporate people design the work they love.
Here is what my work looks like on a good day
I talk to people—not about processes, but about what frustrates or excites them at work.
I help teams make sense of messy insights and shape them into something meaningful.
I bring users, HR, and leadership into one room to design something new—together.I help HR convince stakeholders that doing the right thing for people is worth it.
And sometimes, I just hold the space for a team to think, breathe, and re-center around what really matters.
Principles of Work
People first
Plans change. People matter more. I stay open to what users and teams reveal in the process.
Content over form
Fancy formats aren’t the point. The right insight, simply said, can change everything.
Less is more
Fewer slides, more substance. Less noise, more clarity. Better questions, fewer assumptions.
Joy and realness
We don’t have to be serious to be professional. People open up when they feel like themselves.
Honest partnership
I’ll never sugar-coat the challenge—and I’ll never leave you to face it alone.
On a personal note
I’m originally from Varna, built my career in Sofia, but the sea pulled me back—and for the past few years, I’ve been living in Burgas.
I have two little boys, 8 and 4, who keep me grounded and constantly remind me what really matters.
These days, I’m learning to live better with less—and loving it.
I’m a proud member of the “aging youth club,” a passionate yoga lover, and someone who’ll never say no to live music and lots (and lots) of dancing.
A short story, related: LinkedIn
The Philosophy behind
Co-Designed Work is inspired by Seth Godin’s book “The Song of Significance” and Brene Brown’s work on belonging, described in the book “The Gifts of Imperfection”.
This line of thought explains exactly WHY I do what I do.
