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 across startups, crypto, finance, and complex platforms. I handle the full design process—from research and prototyping to UI, testing, and building scalable systems. I focus on aligning design with business goals and working closely with product and dev teams.

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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 favorite 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 idea in mind when working with colleagues on a project.

I also understand that sometimes “the right decision” and “the decision we can realistically afford” aren’t the same thing. That’s why, in my work, I try to find the right balance between standing by my position and being open to compromise.

I always keep in mind that I might be wrong and that the synergistic effect of teamwork usually leads to a better result. At the same time, I recognize that I’m an experienced specialist, and I prefer when phrases like “this doesn’t work for us…”, “this isn’t the right decision…”, or “I don’t like this…” are followed by “because…”. That way, first — I have a new starting point for suggesting an alternative solution, and second — we have a proper dialogue and a shared search for answers, rather than an authoritarian approach.

The only exception is when someone tells me what needs to be done without explanation, but they also take full responsibility for that decision. It’s not the most optimal option, but in my view, it’s an honest and fair one.

I don’t know why, but I often hear the question “What do you do if someone in the team disagrees with you?” (and it usually comes exactly like that — without any context). Personally, I find this question a bit strange, because if someone disagrees with me and can explain why — that’s great. It probably means we’ve identified a potential problem early on, before it reaches our users.

In any case, open discussion is always the best way to find answers and reach a compromise.