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Three seconds. That’s how long it takes for a user to lose trust — and for a business to lose a customer. Roman Fedytskyi, currently serving as VP of User Experience and Frontend Engineering at ORSNN and Technical UI Lead Engineer at American Eagle Outfitters, has built his career on making those seconds count, designing secure and intuitive digital experiences for millions of users in fintech and e-commerce.
In a field where user hesitation can cost companies millions in losses and even lead to vulnerability to breaches, Roman stands at the forefront guided by a clear philosophy: “The best web experiences feel effortless. That’s not a coincidence—it’s engineered.” Fedytskyi asserts.
Fedytskyi isn’t just a software engineer, but an architect of digital confidence. His work spans from protecting financial data at ORSNN to optimizing purchase flows for the American Eagle Outfitter (AEO’s) 50-million-visitor platform.
Roman realized a critical disconnect in the industry where tension existed between seamless user experiences and robust security. This friction manifested in the frustration of customers and was evident in the increasing number of abandoned shopping carts at AEO and low retention rates at ORSNN’s loan trading platform.
Fedytskyi’s sharp insight led to a profound realization: “Security engineers were developing systems which technically worked but users were not engaging them appropriately,” He explained. This friction occurred at security checkpoints perceived by customers as too complex or even untrustworthy.
The root cause, Roman noted, arose in traditional software development, where cybersecurity engineers and UX developers operate in silos. This separation of concerns meant that customers enjoyed interacting with well-designed interfaces but were forced to tolerate complex and clunky security protocols.
“That’s when I began asking questions such as whether well-designed systems could also be intuitive and secure to use?” Roman reflected. The answers to these questions inspired his security-by-design UX philosophy where he integrates security into the architecture of user interfaces.
His philosophy manifests in tangible features: password fields that offer real-time and constructive feedback to guide users, and subtle page animations that communicate protection rather than delay.
Fedytskyi firmly believes that genuine trust by users can only be fostered through systems that deliver seamless and secure journeys. This user-centric approach aligns with industry research by ICX which indicates that good UX led to a 15% improvement in customer retention and higher conversions.
“When security feels effortless, customers engage with systems more confidently,” Roman explains.
In the fintech world, where the integrity of financial data impacts regulatory compliance and customer trust, Roman’s security leadership has proved transformative at ORSNN’s loan trading platform.
Embodying his UX philosophy, Fedytskyi pioneered advanced security solutions for complex financial data that are both intuitive and secure. Roman introduced transparent tokenization for ORSNN’s loan platform. This innovation ensured sensitive loan data was replaced with unique and non-identifiable tokens, guaranteeing that financial information was not stored or transmitted directly.
“Tokenization is an invisible shield that transformed the security of ORSNN platform and cemented trust with every user interaction,” Fedytskyi notes, highlighting the dual impact of the measure on security and user confidence.
Beyond these foundational security measures, Roman’s vision directly empowered ORSNN’s users. He combined user-centric design with advanced technologies like real-time analytics, automation, and cloud solutions.
Leveraging his deep expertise across TypeScript, ReactJS, and RESTful APIs, Roman engineered sophisticated dashboards that featured customizable alerts, real-time price feeds, and interactive charts.
“The real-time dashboards empower investors to make accurate decisions rapidly, significantly reducing the costs of navigating complex regulatory environments.” Fedytskyi recounts.
Aware of the high compliance costs burdening the fintech sector – averaging 19% of the annual revenues or $61 billion for North American firms alone, as Ascent AI reports – Fedytskyi strategically integrated AI-based compliance tools into ORSNN’s operations.
“Compliance is a huge part of fintech platforms and ecosystems and AI-based tools are helping us ensure we tick all boxes related to compliance,” Fedytskyi states, emphasizing AI’s practical applications in solving core industry challenges.
Indeed, as Naya One reveals, AI’s ability to pinpoint anomalies and process larger datasets than any traditional rule-based system makes it a natural fit for modern compliance needs.
At AEO, Roman understood the need for speed in online retail. “If you try to open a website for more than three seconds, you will never buy anything there. You will look for another website.” Fedytskyi notes.
Recognizing the significant impact of product detail pages (PDPs) and product listing pages (PLPs) on sales – with industry data from AX Semantics showing their potential to increase conversion rates by as much as 34% – Roman implemented strategic PDP and PLP improvements for AEO. These efforts reduced abandoned carts and increased boosted conversions as reported by internal metrics provided by the engineering team.
Beyond speed, Fedytskyi’s most significant impact lies in the implementation of secure elements, with a specific focus on multi-factor authentication and credit card encryption for AEO. These critical measures, as Roman explains, “add an extra layer of security, contributing to higher trust levels among customers,” Fedytskyi says, reinforcing his belief about the importance of secure flows in the digital shopping journey.
The importance of a seamless and secure checkout – where optimized payment gateways significantly improved conversion rates, as noted by PXP Financial – was pivotal to Roman’s strategy.
By fostering deep customer trust through robust measures of security, AEO achieved a marked reduction in abandoned shopping carts and a measurable boost in overall conversion rates as reported by internal metrics provided by the engineering team.
Matt Winwood, Manager of UI Engineering at American Eagle Outfitters, praises Fedytskyi’s impact and outstanding contributions: “Roman’s keen attention to detail and understanding of user behavior has been crucial to the success of the platform,” he asserts.
Roman’s influence transcends far beyond the companies he serves, influencing industry standards and the next generation of talent.
During his tenure as the head of the software development office at JetSoftPro, Fedytskyi revolutionized the software development lifecycle (SDLC). He introduced strict security checkpoints and restructured the SDLC, weaving optimized development workflows into each stage. This ensured security was a core component during inception, rather than a late-stage afterthought, raising the industry bar for robust software development practices.
Beyond his technical achievements, Roman has demonstrated an equal commitment to mentoring the next generation of talent. He directly influences young innovators as a judge and mentor at Technovation, a non-profit outfit that nurtures young aspiring problem solvers.
“Seeing the potential of these young talents motivates me to give back and encourage them to chase their dreams.” Roman shares, explaining the driving force behind his dedication.
Perhaps even more impactful, is his work in establishing a Developer Training Center at JetSoftPro. There, Fedytskyi implemented a comprehensive skills matrix, a structured education framework to guide competency development within the corporate environment. This ensured professionals were continually upskilled in cutting-edge coding and security practices. The training propagated a culture of technical excellence and positioned Roman as a true architect of industry-wide practices.
Roman’s experience in leading secure systems at scale and seamlessly integrating robust security architecture with a human-centered user experience, actively positions him as a transformative leader in the high-stakes realms of fintech and e-commerce – critical pillars of the modern economy.
Fedytskyi’s commitment to deliver solutions that guarantee data integrity, rigorous compliance, and effortless user interactions, demonstrates that he is not merely solving problems; he is reshaping the very definition of digital assurance and preparing the economy for a secure and more confident future.
