170,000+ end users
Designing ServiceNow experiences for APAC enterprises
CSM and Employee Center portals for mining, retail, healthcare, government and finance clients at Cognizant: branded, accessible and measured in hours saved.
Read case studyHello, I’m Sasha · Senior Product Designer, Sydney
I design enterprise software where “simple” is the hardest thing to achieve.
Complex systems are my home ground: dozens of services, stakeholders and edge cases colliding. I turn tangled requirements into scalable, accessible products that actually reduce friction.
- Experience
- 8+ yearsend-to-end: research → UX → UI
- Reach
- 170,000+end users across APAC enterprise clients
- Impact
- −60%support complaints after redesigning 30+ services
Selected work
Case studies from banking, government and startups
Six projects that show how I take complex, constraint-heavy problems from research to shipped product.
2 cities one brand system
Building a brand system for a startup community
KANGARU connects founders, builders and innovators across Australia. A bold, flexible identity that aligned three founders, advisors and volunteers around one shared brand.
Read case study
Same-day quotes for builders
An AI assistant that quotes with the builder, not for them
Struxo Quotes turns construction plans and a conversation into a structured, compliant quote draft: the slowest part of a builder's week, compressed to under an hour.
Read case study
−60% support complaints
Designing a CSI system for the main bank in Russia
A structured feedback tool for Sberbank’s Digital Credit Monitoring division: 30 services, anonymous ratings, and feedback that finally explains the “why” behind the score.
Read case study
40k+ monthly users in year one
Launching and expanding an online platform for Russian IT vendors
ICT.Moscow, the platform connecting Moscow’s IT ecosystem. From zero research and inconsistent architecture to a top-20 national tech media, nominated for a UN WSIS award.
Read case study
30+ pages MVP shipped solo
Designing a travel shop for a startup
An end-to-end MVP for a regional tour company: online booking, interactive route maps and gift certificates, built under hard no-developer constraints.
Read case studyAbout
Making the complicated feel effortless
I design UX/UI for complex systems, where dozens of services, stakeholders and edge cases collide, and “simple” is the hardest thing to achieve.
In Australia, I’ve delivered UX/UI design for ServiceNow implementations across APAC enterprise clients including BHP, Orica, Bunnings, Chemist Warehouse and John Holland (serving 170,000+ end users) plus citizen-facing portals for the NZ Department of Conservation. I turn tangled stakeholder requirements into scalable, accessible solutions that reduce service friction at scale.
Before that, as a Senior UX/UI Designer at Russia’s largest bank, I redesigned 30+ services and cut support complaints by 60%. I’ve also taken a fintech startup to acquisition and launched a top-20 national media platform.
Away from enterprise software I’m a photographer, with the same eye for composition and light, pointed at Sydney instead of a design system.
Skills
What I bring to a product team
Product & research
- User interviews, usability testing & heat maps
- AI-assisted research synthesis & insight clustering
- Jobs-to-be-done & persona definition
- Stakeholder workshops & design sprints
- Information architecture & user flows
- Scrum facilitation & mentoring
Design craft
- High-fidelity UI & interactive prototyping
- Vibe coding: AI-built prototypes & production-ready concepts
- Design systems & component automation in Figma
- Accessible design (WCAG 2.1 AA)
- Data visualisation, charts & infographics
- AI-assisted UX writing & content design
Platforms & tools
- ServiceNow: Now Experience & UI Builder
- CSM & Employee Center implementations
- Figma, FigJam & Figma AI
- Claude, ChatGPT & AI-assisted workflows
- Jira & agile delivery
- Tilda & no-code delivery
Design process
A repeatable path from ambiguity to shipped
The same five phases run through every case study below, scaled up for a bank, scaled down for a startup.
-
01
Discover
Interviews, field observation and data to understand the audience and the real problem behind the brief.
-
02
Define
A point of view grounded in JTBD: information architecture, user flows and success criteria.
-
03
Ideate
Brainstorming against best practice, prioritising ideas by user value and platform feasibility.
-
04
Prototype & test
Tangible representations of ideas, tested iteratively with the people who will use them.
-
05
Deliver
Final UI, hand-off and release, then overseeing implementation quality with the dev team.
Experience
Eight years across enterprise, banking and media
Mar 2024–Present · Sydney
Senior UX/UI Designer · Cognizant
End-to-end experience design across ServiceNow CSM and Employee Center implementations for BHP, Orica, Bunnings, Chemist Warehouse, ESSSuper, Aussie Broadband, John Holland Group and HOYA (170,000+ end users across APAC) plus citizen-facing portals for the Department of Conservation New Zealand. Facilitating stakeholder workshops across IT, operations and business teams, and translating complex enterprise requirements into scalable, accessible, user-centred solutions.
May 2025–Present · Sydney
Community & Design Consultant · KANGARU
Visual identity, event materials and creative direction for a Russian-speaking IT community, defining the brand voice and design standards now used as the reference for new city chapters, including the Melbourne expansion.
Nov 2022–Feb 2024 · Sydney
UX/UI Designer · Bow Shock · Ugotravel · Qliqinvest
Developed the UX vision through research, conception, sketching, prototyping and user testing: storyboards, user flows, site maps, UI mockups and prototypes for digital products, while building a supportive community for new immigrants.
Oct 2020–Sep 2022 · Moscow
Senior UX/UI Designer & Scrum Master · Sberbank
Supported 30+ services across platforms; automation cut complex tasks from weeks to hours. Reduced support complaints by 60% through UX optimisation and CSI, drove Design System adoption, ran Design Thinking workshops and design sprints, and mentored new designers and researchers. Promoted twice.
Oct 2018–Sep 2020 · Moscow
Middle UX/UI Designer · The IT Department of Moscow Government
Launched and expanded ICT.Moscow: top-20 tech media nationwide, nominated for the UN WSIS Media award. Validated ideas through testing, interviews and heat maps; shipped 10+ special projects on blockchain, VR/AR, AI and 5G. Promoted within a short period.
Oct 2017–Sep 2018 · Moscow
UX/UI Designer · ECOMBANK
Designed the web interface for a fintech MVP whose success led to acquisition by one of Russia’s largest banks, one of the first deals in Russia where a bank purchased a startup.
Aug 2015–Aug 2018 · Moscow
Editor & Correspondent · Kommersant · ELLE Russia
Crafted content for print and web, interviewed key figures, edited freelance writing and composed news, the origin of my research and storytelling instincts.
Work rights
Full working rights in Australia