I balance user needs, business goals, systems thinking, and speed,
with good vibes

Helping advertisers find the right campaign

Led the redesign of the campaign type selector, which had grown to 30+ types. Aligned design, product, engineering, and marketing teams on a shared structure. Organized the types into a catalog with categories and filters, and defined how new features would fit into it. In early usability tests, users found familiar types and discovered new ones. Built a prototype with AI to test filter behavior before development.

Direct serves 600K+ platform users and is part of Yandex’s advertising business, which generated €4.7B in revenue in 2025.

Fast campaign setup for SMB e-commerce

The legacy e-commerce flow, used by nearly 50K advertisers in a year, had become too complex for beginners.

Designed a simpler flow for desktop and mobile to help users understand how ads are automatically assembled, choose a strategy, and set a budget. Testing AI-built prototypes with users’ own store content highlighted the need to rethink ad previews, simplify strategy wording, and explain how order estimates were calculated.

Advertising platform, from launch to scale

Owned end-to-end UX/UI design for Yango Ads Space, an ML-powered advertising platform conceived to capture a share of the global digital advertising market.

The product generated €4.2M in revenue in 2025, growing 2.6× year over year.

Turning retailers’ audiences and ad inventory into revenue

Led product design for the launch of Yango Retail Media, enabling enterprise retailers to monetize audiences and ad inventory. Created workflows for campaign setup, product selection, wallets, and reporting across banner, sponsored-product, and offsite advertising.

From Q1 to Q4 2025, quarterly active advertisers grew ×5, while quarterly ad turnover grew ×3.7. Redesigned campaign setup and launch flows — the cross-functional initiative contributed to a 30% revenue increase in that segment.

App analytics and monetization together

Unified app analytics and monetization in Yandex Ads App Boost through shared information architecture and navigation. Redesigned onboarding; registration-to-monetization conversion increased from 11% to 17%.

The platform served nearly 9,000 client accounts.

Attention management is the key

A mobile concept for everyday life with AI agents, beyond software development. Drawing on interviews and research, I designed and prototyped a personal coordinator that gathers questions and results for quick decisions on the go. Focused work takes a new form too: a slower rhythm of switching between agents working on one task, rather than an uninterrupted deep-work flow on a single task.

Making complex logistics clear, 
across every touchpoint

Owned brand and communication design for RouteQ, an AI-powered delivery route planning platform, as the sole designer in this area. Translated complex logistics workflows into clear diagrams, explainers, and presentations, and designed websites, landing pages, exhibition stands, and merchandise.

Bringing a new identity into everyday use

Developed concepts for four major Hitachi Energy projects, two of which were selected for implementation. Created product and packaging branding guidelines, and designed and oversaw the adaptation of corporate assets to the new identity.

New identity for a family of 50+ digital B2B services

Designed Kontur’s new logo and co-created the brand platform and visual identity for a family of 50+ digital services. Art-directed and designed campaigns across digital, print, merchandise, and video, and created online brand guidelines used by 1,000 people each month.

Playful brand for a mobile cash register

Created Leeto’s logo and visual identity, including key visuals, logo animations, and marketing materials for its launch in the Czech market. Delivered the identity and launch assets in three weeks and redesigned the product UI to bring the new brand into the product experience.

Fairy tales about real entrepreneurs

Art-directed a children’s book about entrepreneurship, working with 62 illustrators and writers to bring its stories to life. Published in 2020 with a print run of 5,000 copies.

Test task for Miro — redesign the main page

A homepage redesign concept exploring a more empathetic, people-focused approach to Miro’s brand. Created as a test assignment for a Brand Designer role, 2020.

Kontur’s headquarters interior project

Served as a design consultant for Kontur’s headquarters, worked with the architecture studio, and oversaw implementation. Designed the office wayfinding system around employees’ everyday needs. The project won a Best Office Award in 2017.