Ivan Serbinov

Context

600+ shared blocks for 74 product teams. Blocks is the functional layer between TUI components and finished pages, running on 4 T-Bank web surfaces

What I did

• Own the design direction of Blocks with a focus on the personal account
• Design and evolve UI blocks and keep them consistent with TUI
• Set the rules and processes for creating, redesigning and maintaining blocks
• Lead a designer and a design intern, coordinate engineers and product teams
• Led block migrations and adaptation for iPhone Duo

Result

Worked on every one of the 600+ blocks: new blocks, spec updates, refinements. Designers became full participants in the process, with templates and guides for creating and maintaining blocks

Context

The back office of Samokat and Megamarket: 70+ products on 3 design systems, Funbox, Rampa and Spine. The back office is not only internal: apps for very different users, from couriers and warehouse staff to drone control interfaces

What I did

• A single token system for 3 design systems
• Themes, typography and motion tokens
• Shared processes for design and engineering
• Accessibility (a11y): component audit, guidelines, contrast

Result

Features ship 40% faster. NPS of all 3 design systems grew over the year, Rampa’s to 8.6

Context

Design system 1.0 was a re-themed Material UI. The task: an in-house design system 2.0 for manufacturing interfaces and MES

What I did

• Research: visits to the plants, requests from designers
• 4-tier tokens in Tokens Studio, since Figma had no native tokens yet
• Component kit built in parallel with engineering
• Naming, versioning and documentation together with engineers
• Open-source part: Figma, Storybook, npm

Result

2 design systems, internal and open, ds.nlmk.com. State software registration certificate

Context

A platform for schools: students, teachers and everyone involved in the learning process. I worked on version 4

What I did

• Owned the learning-process area
• Took tasks from concept to clickable prototype and engineering handoff
• Designed every user flow of the learning process
• CJM, field research and analytics
• Contributed to the UI kit and design system

Result

The learning-process flow in two versions, Lite and Pro, for three roles. The project changed scale, and almost none of it reached schools

Context

An online school building its own learning platform, pure B2C. The company grew 900% in a year, and the design team had to scale with the product

What I did

• The in-house learning platform: product design, information architecture, prototypes
• Rebrand and brand book: accepted the contractors’ work on the client side
• Design system: built and ran it. Personal account UI kit, groundwork for the codebase, guides
• Research, CJM, A/B tests: set up the tests and made the calls myself
• Data-driven task prioritization
• With the CEO and CTO: design strategy, roadmap, hiring, the process from design to engineering
• Product landing pages, about 40 a year, by the team

Result

An in-house learning platform and a design system used by every team. Almost all juniors grew to mid-level within a year, then were promoted at other companies

OWEN Education · 2018–19

Senior Product Designer. A network of 45 English schools in southwest China going online: processes inside WeChat, landing pages, the school’s own textbook

Element Group · 2017–18

Design Team Lead, 5+ contractors. Marketing and product visuals for four blockchain projects: white papers, websites, interfaces. The projects sold $250M in tokens, per public data

International media company · 2014–17

Graphic Design Team Lead, 4 designers and a motion designer. Redesign of a Spanish-language channel’s website, app and social media: site traffic grew from 400K to 1M visits a day, Facebook followers from 600K to 4.3M