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Product designer with 6 years of experience across B2C apps and web services. I work from strategy, research and ambiguity to clear flows, thoughtful visual design and shipped experiences

Product designer with 6 yoe across B2C apps and web services, turning strategy and research into clear flows, thoughtful visuals and shipped experiences

really really really love design

really
really really love design

2024 – now

Beeline

One of the largest telecom ecosystems in Eastern Europe with over 20 million users, providing mobile, internet and digital services to millions of customers. I work across Beeline’s core B2C app

One of the largest telecom ecosystems in Eastern Europe with over 20 million users, providing mobile, internet and digital services to millions of customers. I work across Beeline’s core B2C App

We rebuilt the Home screen as a modular system with quick entry points and an offer feed for services and partner products, turning it into a scalable business tool without overloading the first screen.

Visits to the X5 loyalty program increased by 147%, entries into “Family in Beeline” grew by 33%, conversion to adding a family member increased by 17%, search entries grew by 24%, roaming entries increased by 19%, and game entries
from the feed showed a 15% uplift

As Lead Product Designer at Beeline,
I led Home, Roaming, Loyalty, Finance, Profile, AI Assistant, Family membership, Achievement section, Support. I combi-ned hands-on product work with strategic decisions and led a team of 6 designers

The Home screen is Beeline’s main traffic distribution surface. The previous version was built around a tariff card, didn’t scale for service promotion and made key actions like balances, profile, search
and roaming etc.

Research showed that users struggled to understand roaming conditions, activation logic and how to choose a country to see specific rates and packages. We reworked the flow by separating basic conditions, country selection, available packages and the package constructor.

We validated the solution with
50 unmoderatedusers. After launch,
users understood the flow better, country selection became clearer, and conversion
to roaming activation increased by 15%

View product case

The Gaming Portal felt outdated
and didn’t support retention or game promotion well enough. We redesigned it as a more engaging product area with refreshed visuals, clearer navigation, flexible promo zones, daily tasks
and rewards.

After launch, MAU grew by 21%, from 116K to 140K. Game users increased by 10%, spend operations grew from 7.6K to 11K, total money spent increased by 44%, and subscription conversion grew by 8%

I led the design of a new in-app game together with a designer, manager, stakeholders and develo-pers. We focused on engagement and monetization, integrating paid actions and rewards.

The visual style was created
in-house: graphics were drawn manually, while map elements were generated with AI. After launch,
the game generated 21K partner-service operations across media, entertainment and subscription

The expense details section helps users understand where money, GB and minu-tes go. In the previous version, there was no clear category navigation, users had to search for expenses manually through the full list. This often led to support ques-tions like “where my money, gb, min?”

We added spending categories. This logic was reflected in a visual spending ribbon, making it easier to compare expense groups. We also added chart views
so users could switch from a general overview to month-by-month analysis

Validated with 40 unmoderated and 8 moderated research sessions, the solution made category search clearer and easier to use. We then defined key metrics: time spent, depth of view, repeat visits and support requests.

We designed achievements as small rewards for completing key actions in the app. Each achievement had its own visual style, motion and copy to make routine service actions feel
more engaging

For the first launch, we prepared
12 core scenarios and started tracking how users interact with achievements, whether they complete the target actions and how this mechanic
affects retention

The referral program connects
user benefit with Beeline’s loyalty ecosystem: users invite friends or family members and receive points that can later be converted into rubles. For the business, it creates  a digital growth channel that can promote Beeline products beyond external advertising

We designed the mechanic as
a reusable referral model not only
for SIM-card acquisition, but also for additional products. Metrics collection is still in progress; the key success indicators  are referral engagement, invite-to-activation conversion and acquisition cost

Previously, we had no lightweight way
to collect feedback after key service flows, making it harder to understand user friction, what didn’t work for them and how
we could improve specific scenarios.

We designed an in-context survey
with a tactile slider, live animation and
an extended negative-feedback step.
The hypothesis was validated: 48% of users who saw the survey interacted with the slider, and 46% submitted a rating

As a final touch, I’m proud to highlight the showreel we created together with a motion designer for exe-cutive and conference presentations. One example is our year-in-review reel, where we brought toge-ther the key changes made across the Beeline App

The work shown in the reel was created not only by me and my team, but by the entire Beeline B2C design department. For me, this piece reflects the scale of our collective effort

2,5 years at Beeline:

Led design across 12 core app sections

Launched 2 in-app games

Hired, led and mentored 6 designers

Supported 12+ app and web campaigns

Added AI workflows and design tools

Embedded research into the design process

2022 – 2024

Constructly AI

Constructly is a construction technology platform that helps teams streamline workflows across project stages. Its AI-powered tools improve quality control, simplify issue tracking and increase transparency across construction projects

View product case

As Principal Product Designer, I led the MVP design
for a platform that automates material procurement and delivery. The solution reduced ordering friction, delays and excess materials, helping construction companies improve working capital and make better data-driven decisions

2 years at Constructly:

Launched 3 products at MVP stage

Hired, led and mentored 3 designers

Сonducted ~40 interviews with researcher

Scaled the design system across products

2020 – 2022

Tele2

Tele2 served over 20 million users in Russia, but its fragmented interface and information architecture made plans, finances and services difficult to find, reducing engagement and satisfaction.

View product case

As Senior Product Designer, I led a redesign grounded in research, user feedback and competitor analysis. Working with a research team, we identified key pain points and opportunities to improve the experience.

2 years at Tele2:

Led the redesign of the app’s main page

Reworked 10 core app sections

Сompetitive analysis has been conducted

Systematized modal components

open for future collaborations!

and of course…

Hope see you soon!