Designing Products Since '08

Situation Quadcode was developing a unified AI platform for coding, design, and content creation, requiring a robust foundation for its MVP release to showcase a next-gen agentic environment.

Task The objective was to design the entire product interface from scratch, establish a strong visual identity, and ensure a seamless user experience for complex AI workflows.

Action I conducted a comprehensive UX audit and built the MVP brand from the ground up. I designed the entire product interface, establishing a scalable design system and crafting intuitive workflows for AI orchestration—seamlessly integrating specialized code and media agents into one unified environment.

Result Successfully delivered the end-to-end product design, core design system, and branding for the MVP release, providing developers and creators with a cohesive and powerful agentic experience.

Situation I joined a Stealth AI Startup as Head of Design in a small, cross-functional team to create custom AI companion experiences.

Task The objective was to design both the B2C product (end-user companion) and the B2B platform (white-label system) while establishing maximum speed in the design process.

Action I built all design processes from scratch, deeply embedding AI into the workflow. This included content generation via custom node-based pipelines and Figma Weave, and asset generation via custom bash scripts that saved ~3 months of manual work. All competitor analysis, copywriting, mood boarding, persona/scenario creation, and hypothesis validation were AI-assisted. I also contributed to frontend development for the MVP.

Result Successfully shipped the MVP. Scaled the product to 1M+ total traffic, 100K+ MAU, and 40K+ DAU.

• Progressive onboarding interviews stand up the entire workspace — conductor, squads, skills, integrations — in minutes, not days. Small tasks stay three questions.
• A dedicated conductor agent drives the conveyor through stage barriers and parallel review gates without human dispatcher oversight. A failing gate sends work back automatically.
• The conveyor is a closed loop: features are shipped, measured against discovery-defined metrics, and learnings feed back into the roadmap — not a dead end at merge.
• Every release writes a cost/effort ledger — tokens, estimated dollars, wall-clock time, broken down per agent and per human — committed to git. Budgets cap spend in tokens, dollars, or time.
• Session-limit recovery is first-class: detection with reset time, one-command queue recovery, capacity levers, model tiering across runtimes.
• An autonomous role-builder researches best practices, finds or drafts skills, and packages new specialists for any craft — hiring can run autonomously with owner approval.
• Human governance: per-member access control, review checkpoints (who signs off where), and teammate onboarding by email — destructive actions always route to the owner.
• Long-term survival: full-circle health checks (runtimes, integrations, expired tokens), git-backed skill upgrades with rollback, assisted provider switching across the whole team, and two-way drift sync.
• Optional experts and personas squads provide advisory review and user-simulation walkthroughs during Design QA.
• Everything beyond the invariants is opt-in and overridable — stacks, services, autopilots, operating modes — and every choice accepts "other."

Situation The platform faced challenges with key metrics including Activation, Retention, SUS, and Perceived Ease of Use, as users were thrust into trading immediately after registration without proper onboarding.

Task Through extensive market research and in-depth user studies, we identified the potential to reimagine the entire user journey with a focus on education and gradual engagement.

Action We developed game-inspired architectural solutions that enabled interface decomposition and screen type segregation. This led to specialized terminal interfaces for various trading instruments, incorporating successful patterns from platforms like YouTube, TikTok, and Spotify. The redesigned app now prioritizes user education and familiarization before transitioning to actual trading.

Results Post-launch user research and analytics confirmed improvements across Activation, Retention, SUS, and Perceived Ease of Use — specific numbers are under NDA, but the direction was consistently positive.

Situation The brand update had long been planned, but it was postponed due to the lack of a suitable moment.

Task A sudden opportunity arose to promote the brand at Wimbledon.

Action We decided to conduct a brand update in one day in a hackathon mode.

Results We not only got a great story with a promo at such a big event, but also received a huge amount of positive feedback from clients, and positively influenced: brand perception, brand awareness, brand trust, social engagement, share of voice.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

Acqalma is the first food delivery service in Azerbaijan.

Acqalma is the first food delivery service in Azerbaijan.

Situation The company was hesitant to undertake a brand update due to concerns about potential negative impacts.

Task To assess and mitigate risks associated with brand repositioning, ensuring positive impacts on key metrics: internal brand alignment score, revision rate, approval rate, brand perception alignment, and message cohesion score.

Action Given tight timelines, I streamlined the process to focus on essential activities. Conducted dozens of interviews with stakeholders, company employees, and clients from various countries, refreshing our understanding of the target audience, their values, and needs.

Results Successfully delivered not only a refreshed brand positioning with measurable positive impacts on key metrics but also established a unified strategic direction and a continuously maintained and enriched knowledge base.

Challenge Design visual concepts and principles for 3D illustrations for the new IQ Option brand, ensuring they are difficult for competitors to copy (either independently or through services like Shutterstock) while maintaining strong brand identification.

Action Develop visuals and principles for 3D illustrations that would be difficult for competitors to replicate and strongly identifiable with the brand. Conduct research and select the best options.

Result A pack of illustrations with unconventional metaphorms that were tested for copyability and brand identification through: association tests, A/B testing against competitors, emotional response testing, visual benchmarking, etc.

Challenge Create an evolution of a recognizable illustration for a project that has been using a world map for many years to showcase the global nature of trading.

Action Research possible options and technologies for creation and integration into the project, ensuring complexity of replication by competitors and strong brand identification.

Result Developed an interactive 3D illustration that can be embedded into the project and displayed on the website using Three.js library.

Bughunter is a service for testers where they receive testing assignments and submit reports.

Challenge We needed to design a new mobile application for testers that would allow them to efficiently receive assignments and submit bug reports. The main challenge was to develop an intuitive interface that would meet user needs while considering time-to-market constraints.

Action The design process included comprehensive market analysis, in-depth user research, and behavioral metrics analysis. All these elements were carefully balanced with time-to-market requirements to create an effective solution.

Result Testing of the mobile application prototypes showed excellent results: task completion rate 92%, error rate 0.3 per task, SUS score 77, etc.

Happy Mama, a social network for mothers and expecting women, is the leading maternal community platform in the CIS region.

This is a product by Baby.ru — winner of the "Runet Prize–2015" in the "Health. Medicine. Recreation" category, recipient of the "Award for increasing the attractiveness of motherhood and contribution to the demographic situation in the country" award.

During the process, we actively engaged with the social network users, conducting extensive research from app icons to developing the most suitable user flows.

The project was completed within 24 hours, and the instrument was successfully launched on the trading platform.

A structured framework to assess individual skills within the design team. Used for career planning, identifying growth areas, and building targeted development paths.

During a single day, we developed an admin panel for events with integrated rules for naming conventions, event type creation, and parameter management, alongside an internal Figma Plugin for annotating layouts with analytical events, featuring direct integration with the admin panel.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

Thanks to the new mechanics and more thoughtful interface animations, key metrics were significantly improved, including Dwell Time, Cognitive Load, Success Rate for Information Retrieval, Frustration Level, and others.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

Bughunter is a service for testers where they receive testing assignments and submit reports.

The geometry of the logos has a number of complex structures to create a common brand image: shield and mascots with unified proportions.

Be Mom is a mobile app designed to help women track their pregnancy journey and prepare for childbirth.

This is a product by Baby.ru — winner of the "Runet Prize–2015" in the "Health. Medicine. Recreation" category, recipient of the "Award for increasing the attractiveness of motherhood and contribution to the demographic situation in the country" award.

During the process, we actively engaged with the social network users, conducting extensive research from app icons to developing the most suitable user flows.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

Designed based on user feedback and usage analytics, balanced with time-to-market requirements.

Bughunter is a service for testers where they receive testing assignments and submit reports.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

The neobank's identity was done with very low quality, so when updating the application and brand, we concluded that everything needed to be put in order.

The main solution was to simplify movie search and make it more intuitive. After research, we integrated search based on what people remembered, for example: a red-haired girl.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

Bughunter is a service for testers where they receive testing assignments and submit reports.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

The design process integrated comprehensive market analysis, in-depth user research, customer development, and behavioral analytics. All these elements were carefully balanced with time-to-market requirements to deliver an impactful and efficient solution.

Bughunter is a service for testers where they receive testing assignments and submit reports.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

The color system was developed taking into account accessibility standards and ensuring that when switching modes in the application (dark/light), all priorities on the page were preserved, as well as color naming. Inside Figma, this was implemented through swap thanks to the common solution architecture.

This work significantly impacted key product metrics, including: Time to Value, NPS, CSAT, Brand Consistency, Team Efficiency, Design to Development Handoff Time, Technical Debt, and Test Automation Coverage.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

This work significantly impacted key product metrics, including: Time to Value, NPS, CSAT, Brand Consistency, Team Efficiency, Design to Development Handoff Time, Technical Debt, and Test Automation Coverage.

Buglance is a service for digital product owners who want to improve their product quality by hiring testers.

This work significantly impacted key product metrics, including: Time to Value, NPS, CSAT, Brand Consistency, Team Efficiency, Design to Development Handoff Time, Technical Debt, and Test Automation Coverage.

Acqalma is the first food delivery service in Azerbaijan.

No medals - honorary headwear and certificates instead. No hearts - khinkali on a decorated plate instead.

As a result, I achieved impressive results: activity at general meetings increased more than 4 times, the number of enabled cameras more than doubled, and most importantly, concentration, positive attitude, and friendly competition for khinkali increased.

The problem was that employees didn't see value in time tracking and considered it bureaucracy. After conducting research, I developed a solution.

When logging time, employees are prompted to leave feedback that helps understand why they spent their time in a particular way and improve the company's overall processes.

Jobok is a job search app that allows you to find jobs in your area.

Extraweb is one of the first and leading digital agencies in Azerbaijan.

Jobok is a job search app that allows you to find jobs in your area.

Developed a framework for Framer Studio (this was long before Framer's pivots), which ultimately resulted in it becoming the largest prototype made with this product, featuring a database and state management.

We conducted dozens of meetings to understand all the peculiarities of users' information needs, as well as to understand how the public healthcare system works. The product was made in record time while containing all the necessary functions for users.