Lyvely (MENA social monetization platform, competitor to OnlyFans/Patreon)

Led the full redesign of web and mobile apps, transforming a poorly structured product into a scalable platform for the MENA market. Built a universal design system, directed a team of 4 designers, and partially took on PM responsibilities (~30%), working directly with founders and CEO.

Responsibilities

• Built and maintained the company-wide design system for iOS, Android, and Web

• Led product redesign across all platforms: feed, posts, sessions, messaging, video calls, monetization, achievements, profiles, and settings

• Directed and mentored 4 designers, providing art direction and design reviews

• Conducted user research, competitive analysis, and mapped user journeys

• Collaborated with developers to align design with technical constraints and integrations

• Produced visuals for app stores and supported investor-facing materials

Key Achievements

• Unified onboarding across platforms, increasing completion rate by 25%

• Improved retention by +12% (7-day) and +8% (30-day) through simplified flows and better UX

• Accelerated feature delivery by 3x (4 weeks → 1–1.5 weeks including QA)

• Established design–engineering processes, significantly improving collaboration and output quality

• Helped position Lyvely as a structured, scalable competitor in the MENA creator economy

Backed by Kleiner Perkins, Pantera, Lattice & Greylock.

BIOPTIC is an AI-native pharma platform, founded by former Google Director of Product;

Responsibilities

• Owned full-cycle product design across Web3, Drug Discovery, and AI

• Defined and maintained the company’s visual identity and design systems

• Designed and documented products, interfaces, and user flows

• Conducted user research and built presentations for stakeholders

• Developed company websites on Webflow and HTML email templates

• Analyzed user behavior in Mixpanel and Amplitude

• Led and mentored designers, acting as de-facto Product Manager

• Streamlined workflows, optimized team communication, and covered QA to ensure product quality

Key Achievements

• Launched NFT fraud-detection tool (Moderation Tool), later acquired by OpenSea

• Shipped and sold AI or Not, a service for detecting AI-generated content

• Built and optimized workflows for Essense, boosting conversion to 80%

• Established spin-off BIOPTIC, creating a rapid prototyping pipeline for product–market fit

• Scaled design–engineering collaboration, ensuring consistent and high-quality delivery

When I joined Essense as the lead product designer, the product had been built by a single engineer and lacked any consistent design foundation. The UI was fragmented, user flows were outdated, and there was no scalable system to support the company’s growth.

The challenge was to completely redesign the product, introduce new features, and create a design system that could serve as the backbone for future development.

Challenge

• Refactor the existing product and modernize its UI;

• Build a scalable design system that could work within Mantine (a React component library), but later evolve into a fully independent UI library;

• Improve core user flows, starting with onboarding, which had a very low conversion rate;

• Guide a team of designers through consistent execution while maintaining speed and quality;

• Introduce new product features that would increase user engagement and differentiate Essense in the market.

Solution

• Complete UI redesign with a consistent, modern visual identity;

• Fully functioning design system adopted by both design and development teams;

• Refactored and optimized core flows, making the product easier to use and more professional;

• Added high-value features to strengthen the product’s positioning in the market.

Impact

• 4–5x increase in onboarding-to-registration conversion after the redesign;

• 30% faster design-to-development handoff thanks to the new design system;

• Reduced inconsistencies by ~70% across UI components;

• Positive feedback from stakeholders and early adopters who highlighted the product’s improved clarity and modern look.

AR/VR startup building simulators and interactive apps for healthcare and sports

Worked on creating and launching AR/VR products, designing user interfaces for applications and interactive simulators adopted by leading medical companies (Bayer, Pfizer, Sanofi, EIDOS Medicine).

Responsibilities

• Designed AR/VR applications, simulators, and interactive training tools

• Built and implemented the company’s design system, improving speed and consistency

• Optimized design processes, boosting team efficiency and productivity

Key Achievements

• Secured ₽6M in investment for the company

• Winner of the Russian Venture Forum

• Participant in the MIPT & Pulsar Venture Capital Accelerator

• Developed VR simulators for surgeons and AR materials for medical presentations

• Created VR training tools for professional hockey players

• Launched an app that reached the Top 3 in “Graphics & Design” on the App Store