I’m a design leader with ten years of experience in product design and a special love for graphic design and branding.

My approach to making things is to think through user experience in its broadest sense — from the functional point of view by fulfilling people's needs and from the emotional part by managing what people feel and how the relationships are being built.

I enjoy inventing things and reimagining something that everybody's used to. Worked a lot with early-stage startups and big tech companies. Сurrently revolutionizing how kids play with construction toys as a Head of Design at :brickit-app-icon: Brickit.

Works and talks

Several works to see and touch while I’m assembling more of them together in one place:

Brickit app: brickit.app
Pile[o]meter app: pileometer.app
Tsentsiper website: tsentsiper.com

Publications:

“In user flow: how Brickit enhances emotional connection throughout the customer journey” at the Readymag blog. Read
“Cultivate co-authoring mode: How to give great design feedback” at the Readymag blog. ****Read
Guest episode for “The thing in itself” podcast. Listen

Experience

**Brickit** Head of Design June 2020 – Present

Brickit is an AI-based app that helps build new creations from a jumble of old bricks: the app scans bricks, suggests hundreds of building ideas, guides through assembly step-by-step and shows where each piece you need is located.

Designed the first version, its core user experience, app and brand. Since two years, Brickit has grown 100 times, gone viral on social networks, received much media coverage (TechCrunch, Fast Company, Forbes, The Time, It’s Nice That, etc.) and was awarded the Golden Kitty in 2021 by Product Hunt.
Developing product strategy.
Designing the app and developing the design system.
Developing brand and visual identity (with Indgila Samad Ali), leading the development of the brand typeface (with Yevgeniy Anfalov).
Managing a team of 5: product and graphic designers, 3d-modeler and editor.
Developing processes and tools for content creation and management.
Leading and designing marketing projects: video commercials, website, SMM, PR.

Untitled

Neatsy Lead Designer July 2019 – October 2019

Neatsy is an AI-based app that detects orthopaedic and podiatry health issues with a phone camera. I came at an early stage with a mission to help come up with the first product version and create a brand.

Shaped the vision of the product’s first version, defined its functionality and structure.
Designed the first app version that aimed to help choose the best sneakers sizes.
Designed the AR experience and interface of feet scanning.
Developed brand and identity (with Indgila Samad Ali).

Tsentsiper Lead Designer April 2019 – June 2020

Tsentsiper performs strategic user experience, product and service design. Clients included Alfa Bank, Russian Post, Sberbank, M-Video, X5 Retail Group, Samokat.

Projects that I worked on and my roles:

Retail branch concept for a large bank (research, strategy, design).
In-store customer experience for a large grocery retailer (UX-testing, design).
Onboarding, ordering process, user interface for new clients of a large steel company (design).
Healthcare product strategy for an insurance company (design).
Identity of premium products for an insurance company (design).
Product strategy for an educational media on science (research, strategy, design).
Customer experience strategy for a large agricultural producer (design).
Company’s website relaunch (design). Link: tsentsiper.com.

Samokat Lead Designer August 2018 – April 2019

Samokat is a dark store-based instant grocery delivery service. One of the first in the world, the first and most extensive in Russia (1,100 stores in 49 cities for 2022). I joined the team at an early stage as a first full-time designer and worked in all sorts of directions:

Designed the experience and the app for clients, where people chose groceries in the catalogue, made orders and tracked the delivery process. Implemented a design system.
Designed warehouse processes and an app for employees and couriers as a part of business operations digitization that increased speed and efficiency and reduced human mistakes.
Designed a full cycle of outdoor-to-digital marketing campaigns for customer acquisition: offline promo materials, landing pages, app store pages and app’s first-time experience.
Designed packaging, clothing and bags for couriers and promoters.
Designed a website for hiring new people for the product team and a poster campaign for acquiring new couriers and warehouse employees.

**Yandex** Product Designer October 2016 – July 2018

Yandex is Russia's leading search engine and IT company, with a 355B annual revenue in 2021. I worked on two products: Yandex Zen, the largest content recommendation platform with a 20M monthly audience, and Yandex TV, one of the leading TV schedule and streaming services with a 14M monthly audience.

Designed a comments functionality at Yandex Zen: text editor, comment chains preview, a kit of generated animal portrait illustrations for the avatars of anonymous users. Increased time spent by 5%. Zen users generated 400k comments daily two years after launch.
Designed, wrote and launched a website for acquiring new authors at Yandex Zen: publishing basics, ways to measure feedback, and some advice on succeeding.
Redesigned all the pages of Yandex TV: optimized for touch devices, enriched TV show page with data about movies and series, refreshed the look and feel of the service and redesigned a set of icons, implemented adaptive layouts and a UI Kit.
Optimised the design of advertising placement throughout Yandex TV service pages that doubled advertising revenue and preserved key product metrics.
Designed special projects for Yandex TV, such as for the Winter Olympics and 2018 World Cup, and participated in the service identity update.