Design, to me, is not just about how it looks, but how it works — and ultimately, how it drives the project’s success and revenue.

I’m a Senior UI/UX Designer with over 10 years of experience building digital products from the ground up. I lead projects through the entire design lifecycle — from initial research and market discovery to prototyping, interface design, design system management, and final product launch. I specialize in creating scalable, user-centered solutions that align with business goals, collaborating closely with product and development teams throughout the process. My background spans startups, crypto, fintech, and complex B2B platforms.

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My vision

A bottle has a narrow neck because cork oak was very expensive, so its use needed to be minimized. The ridged edges on coins were created to prevent people from shaving off small amounts of gold from them. The QWERTY keyboard layout (originally designed for typewriters and later inherited by computers) was intentionally arranged not for typing speed, but to separate frequently used letter pairs to prevent the typebars from jamming.

Behind every design decision lies a task, and behind every task — a problem or an optimization. For me, as a UI/UX designer, this principle is fundamental. In an era when "everything can be downloaded or generated," I believe the main focus should remain on solving a specific problem, not just creating a "pretty picture" (design for other designers).

I’m convinced that when a designer's primary focus in product development is more about how it solves a business problem and less about how trendy or impressive it looks, everyone wins in the end. If you look at the products of truly financially successful companies — in sectors like finance, CRM, or analytics systems — most of them don’t have a “wow effect” in terms of visual design, yet they are extremely successful projects because they work, they solve problems, and they deliver value.

Proficient in Figma, Adobe Creative Suite, and Framer.
Strong understanding of user-centered design principles.
Ability to conduct comprehensive user research and usability testing.
Excellent problem-solving skills and attention to detail.

My approach

As a designer — especially a product designer — I’ve gotten used to asking a lot of questions when discussing features and various parts of a project. I like to make informed decisions, and to do that, you need to have the right input. But for me, there are three key questions that matter most: Why? How? and What if? These help me gather the essential "diagnosis" before moving into the development process.

Why.
Why are we doing this? Why are we sure we need it? Why do we believe it will work? Why is this task more important than others in the backlog? Are we following a best educated guess (which often happens in the early stages of a project) or do we know exactly what we're doing? This question usually provides a global understanding of the reasoning and approach behind a decision.

How.
How will we know that our solution is the right one? How are we going to track whether we’re moving in the right direction? How will we measure success versus failure? This question helps us identify what evaluation criteria we’ll use — whether it’s community feedback, specific product metrics, or no data collection at all because an investor simply asked for the feature. It clarifies how we’ll judge the outcome.

What if.
What if the user doesn’t follow path A and chooses path B? What if they don’t notice the giant green button in the middle of the screen? What if this feature isn’t relevant for a certain user group? This question helps us plan for different scenarios and ensures we don’t leave the user stuck if they step outside the intended flow. It pushes us to consider alternative options and optimize the user experience.

Collaboration

One of my favourite phrases is: ‘It doesn’t matter if you’re the best sailor on the ship if the whole ship is sinking.’ I always keep this in mind when working on projects, especially in startups or fast-paced environments with tight deadlines and tough constraints. In such situations, it’s not about being the smartest person in the room — it’s about being able to collaborate, support each other, and work as one team to keep the project afloat and deliver results together.

I also understand that sometimes ‘the right decision’ and ‘the decision we can realistically afford’ aren’t the same thing. The ideal solution isn’t always possible due to time, budget, or resource constraints.

For me, the ability to find the right balance between standing up for my ideas and being open to compromise for the benefit of the whole team is a key factor in successful projects. Just as important are direct, transparent communication and reducing unnecessary bureaucracy in the development process — because clear, honest collaboration is what keeps projects moving forward.