Context

ATI.SU is the leading B2B freight exchange platform in CIS with 500K+ registered companies, 250K+ daily cargo listings, and 70K+ trucks. Users work with massive amounts of data that's nearly impossible to analyze manually.

In logistics, a critical challenge is quickly and reliably evaluating partners. In interviews, risk managers and sales reps reported spending up to 45–60 minutes collecting and cross-checking data across multiple registries before making a single decision.

Discovery & Research

I conducted 12 in-depth interviews with risk managers, sales representatives, and account managers to understand their workflows and pain points.

Key insights

• Verification of a single company required switching between 4–6 external registries and databases
• Indirect connections (shared phone numbers, emails, founders) were the most valuable but hardest to find manually
• Sales teams missed "warm lead" opportunities because relationships between companies weren't visible
• Users needed different levels of detail — a quick overview vs. deep investigation

Design Approach

The core challenge was representing complex, multi-layered relationship data in a way that's immediately understandable. I explored several approaches before landing on an interactive graph-based map.

Why a graph map, not a table

Tables work for linear data. But relationships are networks — a company can be linked to 5 others through a shared founder, who also has a phone number tied to 3 more entities. A spatial representation makes these patterns visible at a glance.

Key design decisions

• Company cards instead of abstract nodes: Each node displays rating, location, registration number, recommendations, and complaints — users can make decisions without drilling in
• Visual encoding of tie strength: Direct ties (clones, related companies, founders) shown as strong lines; indirect ties (shared phone/email) shown as lighter connections
• Progressive disclosure: Start with closest connections, expand to 2–3 levels on demand, with smooth transitions preserving spatial context
• Hover-to-isolate: Hovering highlights one company's network while dimming the rest
• Export to PDF: Users can save the current map state for compliance documentation

Results

1 in 3 new subscribers cited the connections map as their primary reason for upgrading (post-purchase survey). Day-1 retention: 72%. Day-7 retention: 54%.

Context

Growe operates iGaming brands across Africa, Asia, and Latin America. Each region has unique regulatory requirements, player preferences, and promotional calendars. Regional operators needed to update platform content constantly — new promotions, seasonal layouts, localized widgets.

The problem: every interface change required a developer. A simple homepage update could take 2–3 weeks from request to deployment.

Discovery

I interviewed 6 regional operators and 4 product managers to map the end-to-end content update workflow. The bottleneck was clear: operators knew exactly what they wanted but had no way to execute without engineering support.

Key pain points

• 2–3 week turnaround for any page or layout change
• Operators couldn't run A/B tests on page layouts independently
• Different regions needed different widget configurations, but the platform was one-size-fits-all
• Promotional windows were often missed because of deployment delays

Design Solution

I designed SDUI Builder — a visual interface where operators can configure pages by dragging and dropping pre-built widgets, editing content inline, and publishing changes instantly.

Core capabilities

• Layout management: Configure pages per channel (Mobile, Desktop, Android, iOS) and per market
• Widget library: Sports listings, casino carousels, promotions, jackpots, live streams, leaderboards, and more
• Drag & drop: Rearrange widgets, add or remove sections visually
• Inline editing: Update widget content directly in the builder preview
• Segmentation: Tailor layouts to specific player segments (VIPs vs. newcomers)
• Change history: Track all updates with full audit trail for compliance
• Layout cloning: Duplicate pages across markets, then localize

Results

Operators gained full autonomy to localize content, run layout experiments, and respond to market opportunities in real time. The platform became significantly faster and more competitive as a result.

Context

The platform is a global betting product operating across Africa, Asia, and LATAM. It combines sports betting, live betting, and casino in a single product. When I joined, the platform suffered from fragmented UX, outdated visuals, and heavy developer dependency for any content changes.

Challenges

• Fragmented experience across sports, live, and casino sections — each felt like a separate product
• Outdated visuals creating low trust, especially in competitive markets
• Weak localization — one-size-fits-all approach for vastly different markets
• High friction in the betslip and deposit flows leading to significant drop-offs
• Regional operators relied on developers for every page change

My Approach

I started by mapping the entire user journey across all three verticals (sports, live, casino) to identify where the experience broke down. The biggest conversion leak was in the deposit flow — a 6-step onboarding funnel that lost nearly half of new users.

Key design decisions

• Unified navigation: Merged sports, live, and casino into a single coherent product with consistent patterns, shared components, and smooth transitions between sections
• Deposit flow simplification: Reduced from 6 steps to 3, with local payment methods pre-selected by region
• Multi-theme design system: Built a token-based system in Figma with 200+ components, supporting multiple brand themes and RTL layouts for future market expansion
• Widget-based homepage: Regional operators can build pages from flexible widgets (SDUI Builder — see separate case study)
• Localized payments: Region-specific payment UX adapted to local habits and regulations

Results

The platform evolved into a globally consistent yet regionally adaptive product — faster, more intuitive, and significantly easier to scale. The design system was adopted by 3 product teams, and regional operators gained full autonomy through the SDUI builder.

Context

Estatik is a professional WordPress plugin that helps real estate agents and agencies build full-featured property websites. It serves customers from single-agent sites to large real estate portals, with 10K+ active installations worldwide.

I was responsible for the full product experience — from research and UX architecture to visual design and design system.

Research & Insights

We conducted market analysis and customer interviews to identify the main pain points. The findings shaped the entire product architecture.

Key findings

• Registration and login processes were cumbersome — many users abandoned signup
• Navigation between property lists, templates, and settings was confusing, leading to frequent errors
• Inconsistent labeling and unclear icons caused misinterpretation of key information
• Long submission forms with unnecessary fields resulted in incomplete listings
• Visitors struggled to filter properties by multiple criteria simultaneously

Design Approach

For complex workflows, I created detailed wireframes and flowcharts to align the team early and validate user flows before investing in high-fidelity design.

• 91 wireframes covering all major user flows
• Interactive prototypes for usability testing
• Detailed design specifications for developers, including component behavior, responsive rules, and interaction details
• A design system based on atomic design principles, ensuring consistent interfaces and speeding up future development

Key solutions

• Flexible property listing pages: Site owners can customize display; visitors can browse and filter intuitively
• Half-map page: Marker clustering, custom pins, clickable regions, and pop-ups with essential property details
• Simplified property publishing: Intuitive dashboard replacing clunky WordPress forms; admin controls which fields are shown
• Subscription & paid listings: Flexible membership packages with custom duration, listing limits, and featured slots
• Template system: Multiple listing page templates to fit various business needs

Results

The redesign simplified property publishing and searching, reduced errors during submission, and improved the experience for both administrators and end users. Trustpilot reviews consistently highlight the plugin's usability and support quality.