Empathic product design for marketplaces and fintech

Hey! I'm a Lead Product Designer with a systems mindset, a strong product design vision, and empathy as my superpower. I have 14 years of experience and believe that UI still matters, UX should be emotional, and storytelling is king.

Today, I focus on end-to-end design for B2B/B2C startups and mid-sized companies across fintech, embedded finance, marketplaces, vertical SaaS, and hospitality. Before that, I worked extensively in corporations.

At Qatar Insurance Company (800K customers), I led product design for an AI-powered car marketplace. Our small design team helped triple its monthly active user base across the MENA region.
At Alfa Bank, a private bank with 6.3M digital clients, I built and led a 12-person team focused on emotional design and helped popularize the concept across the country.
At Yandex, I led product design for Auto.ru, a car marketplace with 4M daily users. Working with a small design team, we transformed the experience of millions of drivers and launched an automotive media platform.
I also build tools for thousands designers and mentor others.

QIC Car Market: AI-powered Qatari automotive marketplace ✦ UX/UI, Design leadership

Think outside the app: designing boutique hospitality UX ✦ Product design, B2C

Stunning new look for Alfa Bank's main website ✦ Art direction, UX, B2C+B2B

Boosting precious metal account openings with gorgeous visuals ✦ Art direction, UX, B2C

0→MLP: Dinn.app — an AI-powered admin panel for cafes and restaurants ✦ Product design, Design system, B2B

0→MLP: Transforming tips experience with Dinn.app — a chat-based digital menu ✦ Product design, Design system, B2C

Alfa Pay: Creating an emotional experience for cashless payments ✦ Art direction, UX, B2C

Designing top automotive digital media: 0→200k users in the first year ✦ UI/UX, Desktop/Mobile

Yandex's 4 million DAU automotive classifieds ✦ Product design, Design system, Mobile, B2C

My publications ✦ articles ✦ plugins ✦ My publications ✦ articles ✦ plugins ✦ My publications ✦ articles ✦ plugins ✦ My publications ✦ articles ✦ plugins ✦

0→1: Dark Mode Magic — Figma plugin for dark mode with 130K users ✦ Design, Development

Emotional Design Team from scratch in a 10K employee corporation ✦ 10K views

Design test: 5 essential tips for product designers ✦ 13K views

10 key insights on messengers and banking: a comprehensive study ✦ 8K views

3 design solutions that boosted revenue by 4 million rubles monthly ✦ 695K views