Staff Product Designer with 14+ years of expertise in solutions that power startups and streamline enterprises

PandaDoc
Staff Product Designer

PandaDoc is the platform where proposals, quotes, and contracts get created, negotiated, and signed. I joined to help answer the question every software company faces right now: what does this product become in the age of AI?

I drive the AI design strategy for the platform — anticipating where generative document creation, model training, and metadata are heading, and turning that into experiences people trust. Every dot in the story below — design systems, growth, research, scale — turned out to be preparation for this chapter.

Contributions

• Drive the AI design strategy for PandaDoc's platform, anticipating industry trends in generative document creation, model training, and metadata
• Lead end-to-end discovery and validation initiatives, translating research insights into on-brand product experiences
• Partner with product and engineering to take AI concepts from first prototype to shipped feature

What I've learnt

• Designing for AI means designing for uncertainty — the interface has to earn trust when the output isn't guaranteed
• Working prototypes beat static mockups for aligning teams around ideas that don't exist yet

Shares
Product Design Lead

Shares set out to make investing social: a European app where you buy your first stock alongside your friends instead of alone. Fresh off a $40M raise, the company needed design to move as fast as its roadmap.

As Product Design Lead I tied growth, brand, and product into one design strategy — and kept shipping while the company expanded from its UK launch to an EU stock-trading licence.

Contributions

• Led the design strategy for growth, turning acquisition and retention opportunities into measurable gains in engagement and conversion
• Built a scalable design system that kept a fast-moving product consistent across platforms
• Shipped experimental products to hunt for new market fit — including a viral waitlist game built for the European launch
• Mentored the design team, raising the bar of its craft while the product raced through releases

What I've learnt

• In fintech, trust is the product — every screen carries regulatory and emotional weight
• Growth design works when it serves users first; retention follows value, not tricks
• Leading a remote team means designing the process as deliberately as the product

Impress
Founding Product Designer → Product Design Lead

In 2020 I traded a Moscow tech giant for a Barcelona startup with a bold bet: that straightening teeth could work direct-to-consumer, online to clinic. As the founding product designer, I got the thing designers dream about — a blank page.

Two years in, Impress was heading toward a $125M Series B; by three, design had grown from one person with a Figma file into a team embedded across the company.

Contributions

• Built the product from scratch, turning customer interviews and journey mapping into a market-fit direct-to-consumer service
• Designed a mobile app that moved routine check-ups to photo-based monitoring, with a clinician reviewing every step
• Launched the updated main website with a complete acquisition funnel and global localization
• Designed a suite of back-office tools for clinic operations, cutting costs
• Founded the design department: hired, mentored, and grew the team

What I've learnt

• As a founding designer, strategy and execution are the same job — you switch between them hourly
• Learned to navigate a global market where healthcare, retail, and tech expectations collide
• Discovered how to build processes non-product teams actually adopt, not just tolerate

Yandex
Senior Product Designer

Yandex — the tech giant behind Russia's search, maps, and voice assistant — is where I learned what scale really means. I helped found the mobile branch of Yandex.Market, its e-commerce flagship.

That branch's revenue grew several-fold and it became the nucleus of the whole e-commerce unit. Along the way I went from designing screens to steering the mobile design department — and stepped on stage to tell the story.

Contributions

• Led the relaunch of the Yandex.Market mobile app, driving a 40% increase in user acquisition and a jump in store ratings
• Integrated voice-assisted shopping, boosting e-commerce transactions by 20%
• Improved the parcel receiving flow, lifting customer satisfaction by 15%
• Built a company-wide system for collecting user feedback that sharpened service responsiveness
• Represented Yandex as a speaker at Russian Internet Week (RIW), presenting the product relaunch strategy

What I've learnt

• Asking the right questions matters more than having the right answers — that's how real user needs surface
• Became fluent in customer interviews, from screening to customer development
• Learned to test with real service users and let their data shape the prototype
• Found my public voice — presenting ideas to large audiences became a tool, not a fear

Rambler Group
Product Designer

Rambler is one of Russia's biggest web portals, a holding whose media services reach millions of readers every day.

Always drawn to a bigger challenge, I moved to this media giant to design at portfolio scale: twelve established services to improve and three brand-new platforms to launch.

Contributions

• Improved major media products like Rambler News, RNS, WMJ, Lenta, and Championat — lifting user engagement by 15% and average viewing time by 10%, with a direct boost to ad revenue
• Rebuilt and relaunched Ferra and Passion, growing daily active users by 20%
• Led the transformation of Letidor, which grew its user base 25% within six months of launch
• Built and launched Instamedia, a CMS platform for mobile apps that raised editorial efficiency by 30% and sped up content delivery by 25%

What I've learnt

• Learned to run multiple large-scale projects in parallel without dropping quality
• Sharpened ruthless prioritisation — the survival skill of a fast-paced media environment
• Discovered that pitching an idea well is half of shipping it

Zvooq
Product Designer

A two-month sprint at the intersection of my work and my passion: Zvooq, one of Russia's leading legal music-streaming services, needed its catalogue to travel beyond the app — so I helped design the way out.

Contributions

• Shipped an embedded player that put Zvooq's music on partner sites across the web, growing the user base 25% through partner platforms
• Reorganised the web platform's information architecture, extending user sessions by 20%

What I've learnt

• Learned to work hand-in-hand with analytics teams, making design decisions from data
• Got a deep, practical grounding in Scrum and agile collaboration

Webinar
Product Designer

At Webinar, Russia's leading platform for webinars and online meetings, I was the only designer in the building. Every screen, every flow, every release — mine to own.

That pressure turned out to be the best design education I could ask for: relaunch the flagship, ship a mobile app from zero, and build a second product on the side.

Contributions

• Relaunched the flagship streaming service Webinar.ru, increasing user engagement by 30% and cutting churn by 20%
• Designed and launched a mobile application from scratch, growing the mobile user base 25% in its first six months
• Built we.study, a new platform for organising training sessions for educators and learners

What I've learnt

• Learned to work shoulder-to-shoulder with developers and plan around real release cycles
• Became adept at user funnels, product metrics, and cohort analysis — design decisions backed by numbers
• Discovered how much ownership one designer can carry when there's no one else to hand off to

Zelenski (Egencia — Expedia Inc. in Russia)
Product Designer

After years of freelancing, I traded independence for my first product seat: Zelenski Corporate Travel Solutions — the exclusive Russian partner of Egencia, Expedia's business-travel arm.

Nine travel services, one designer learning fast alongside marketing and engineering. The habits I picked up here — shipping across disciplines, sweating the typography, hitting deadlines — run through everything above.

Contributions

• Designed across nine travel services, partnering with marketing and development teams
• Helped launch new projects and marketing campaigns that lifted service adoption and engagement
• Improved user interaction across existing services, raising experience quality and satisfaction

What I've learnt

• Turned self-taught HTML and CSS into production-grade front-end skills
• Learned to collaborate with art directors, balancing design coherence with aesthetic ambition
• Built a craft foundation in typography and color that carries from print to product

Freelance
Graphic & Web Designer

Every story has a first chapter. Mine started in the music scene: while studying for an engineering degree, I began designing for music artists and production studios — and kept at it until design stopped being a side project and became the career.

This is where I grew up as a designer. I found a niche where my work was genuinely relevant, learned to sell my skills, and watched one finished project bring the next client. And since I was already at home in HTML and CSS, I could take an artist from a first logo to a live website single-handedly — table layouts and all, as the era demanded.

Contributions

• Created branding and visual identity for music artists and production studios
• Designed release artwork, concert announcements, and media marketing and production materials
• Hand-built end-to-end personal artist websites in HTML and CSS

What I've learnt

• Learned to sell my own skills — and that finding the right niche is half the sale
• Discovered that good work compounds: every delivered project brought the next client
• Formed the design-and-build habit that runs through this whole page: if I can design it, I can ship it