I design away
the complexity,
not the character.
Messy systems, dense flows, and awkward business constraints are my territory. The goal is to make them clear, considerate, and genuinely good to use.
Retention
ARPPU
Conversion
B2B results, 2025 vs 2024. Explore the case study →
Dodo Brands
International restaurant-tech company behind Dodo Pizza
Product Designer
2023—present
Owned web product design across consumer ordering and B2B products, from ambiguous problems to shipped experiences.
Reworked core ordering flows, lifting order conversion 22% across the top 10 markets; a new location flow added 18% conversion and €480k in monthly revenue.
Rebuilt support around in-product self-service, moving customer retention from 16% to 64% while delivering six-figure monthly operating savings.
Turned corporate ordering and certificates into self-service products, growing retention from 4% to 28% and certificate orders 66% YoY.
Designed for international rollout across accessibility, GDPR, compliance and RTL.
Bolt
European mobility platform
Copy Editor
2023—present
Built an AI review system that lets one editor cover a broader scope than a three-editor team previously handled.
Expanded from supply-only reviews to owning English source copy across marketing, lifecycle and local teams; approved copy becomes the source of truth for localisation.
Redesigned editorial review around an AI-first, human-final workflow, shifting my role from line editing towards conceptual quality control.
Built specialised AI workflows for engineering articles and employer-brand storytelling.
R-One
Product arm of a major internet provider, building streaming, internet and property-tech services.
Lead UX Writer
2022—2023
Led UX writing across multiple products, spanning interfaces, research, launches, voice systems, and team processes.
Kinopoisk
Yandex’s streaming platform
Lead UX Writer
2020—2022
Led UX writing across web, mobile and TV, shaping interface language, voice, research and internal writing systems.
Rocketbank
Pioneering fully digital bank
Lead UX Writer
2020—2022
Worked across the banking app and in-house creative team, connecting product language with launches and customer communications.
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