EST. 2003
Philipp Sedov Product Design Lead & Design Engineering
19 Years of Engineering-Minded Design
High-Stakes Systems for Market Leaders
+76% Efficiency Gain
Reduction in critical user scenario time for Tier-1 banking operations through systematic UX overhaul.
Massive Scale
Architected ecosystems serving millions of concurrent users with zero downtime tolerance.
Design-to-Code
Bridging the gap between high-level UI concepts and production-ready architecture.
Developing Industry‑Standard Figma Plugins
%Percent Area
Scales objects by a percentage of their parent frame size.
Built it for myself when I needed to create hundreds of banners in different formats with age restrictions while complying with regulations.
· Centre of Mass
Finds the center of mass for a group of objects or selection.
Having studied architecture, I decided to apply the same principles to screen layout to save eye and cursor movement.
Need a plugin?
Custom Figma plugins for your team's workflow
Core Expertise
Strategic Product Audit
Identifying business bottlenecks through deep UX audits, JTBD frameworks, and CRO.
Design Engineering
Bridging the gap between high‑level UI/UX and production‑ready React architecture.
Design Ops & Leadership
Scaling design departments, auditing delivery pipelines, and establishing high‑performance cross‑functional workflows.
Specialized Domains
High‑load Fintech, Web3/DeFi, Enterprise Infrastructure, and Complex SaaS.
High‑Impact Case Studies
| Market | Challenge | Solution | Result |
|---|---|---|---|
| Commercial Bank | AMIO BANK (formerly ARMBUSINESSBANK) Full‑scale redesign of the mobile banking ecosystem and critical user journeys. | Re‑engineered UX architecture, developed high‑fidelity interactive prototypes, and conducted speed‑to‑task usability testing. Optimized UI and ensured cross‑platform responsiveness. | Scenario performance increased by 10% to 76%. Transaction by bank details accelerated by 10%, transfers by 34%, and transaction history navigation by 76%. Direct impact: 47% reduction in support tickets. |
| The leading flights search engine | Aviasales (via TRIBE Agency) Reduction of Customer Acquisition Cost (CAC) through non‑standard engagement mechanics. | Designed and developed an interactive promo game. Engineered gameplay scenarios to integrate users into the brand ecosystem. | High viral reach and increased engagement. Gamification achieved a lower CAC compared to standard media placement. |
| Game Developer & Publisher | Bethesda Softworks Architectural concept art for The Elder Scrolls V: Skyrim. | Designed building concepts aligned with the game's lore and the economic specificity of in‑game locations. | Designed the visual identity of the city of Riften. My concepts served as the blueprint for the final 3D environment of one of the world's best‑selling RPGs. |
| Automotive history and data service | Adaperio Developing Russia's largest vehicle history platform. Goal: Create an interface accessible to both professionals and older, less tech‑savvy users. | Designed a high‑load web interface focused on 'Accessible UI.' Implemented large‑scale controls and unambiguous navigation paths for a broad target audience. | Launched a resilient platform aggregating data on mileage, accidents, and repairs. The interface lowered the entry barrier for non‑digital users while maintaining high data‑processing speeds. |
| The largest C2B online car auction | CarPrice Branding and advertising that evolved into deep product optimization. | Initiated on‑site client interviews and observations. Identified pain points in the bidding process and completely redesigned the auction interface. | The new interface made the bidding process transparent, increasing customer trust and brand loyalty. Managed the full visual cycle: from interior salon branding to CRM campaigns. |
| The leading real estate marketplace | N1 + CIAN (via Distillery Agency) Seamless user migration from the N1 platform to CIAN. | Conducted research and hypothesis testing. Engineered edge‑case scenarios and friction‑reduction paths for migrating users. | Migration completed 2x faster than planned. Zero misclicks and no surge in support tickets, ensuring audience retention during the brand merger. |
| Educational platforms and gamification | Center Game (for Sber & Rostelecom) Audit of production processes and architecture for complex EdTech platforms. | Conducted production chain audits, implemented man‑hour calculation systems, and Gantt‑based planning. Developed a Python‑based logo generator (Game of Life) for Rostelecom. | Preserved project budgets through clear stakeholder management. Reduced team burnout and increased efficiency through design‑thinking training and HTML/CSS‑ready component libraries. |
| Telegram‑based E-com aggregator | Tondadon Launching a Telegram MiniApp E-com aggregator. | Developed the interface, visual identity, and illustrations for the Buy‑To‑Earn business model. | Delivered a seamless in‑messenger interface optimized for high‑conversion dropshipping sales. |
| Premium NFT‑tattoo marketplace | DOTS.inc Full‑cycle UX/UI engineering for a Web3 platform from scratch. | Developed the complete mobile app UX/UI. Integrated 3D tattoo visualization (Cinema4D + React). Created animated pitch decks for investors and NFT ownership patterns. | Secured a technological edge in the Web3 niche, facilitating successful investment rounds through high‑fidelity visual and technical execution. |
| High‑tech home cleaning appliances | DREAME (via TRIBE Agency) Launching an advertising campaign for a global technology brand. | Created high‑end marketing assets emphasizing product premiumness. Focused on clean UI/UX in promo communications. | Successful campaign launch with high brand sentiment regarding visual and technological identity. |
| B2B/C service connecting clients and freelancers | Ease.how Launching a global crypto‑product from scratch. | AI Naming: Wrote an LM‑script for phonetic analysis to generate thousands of names, filtering for global linguistic compatibility. Product: App design, branding, and frontend development. Management: Led the dev department, implementing transparent processes that eliminated team burnout. | Launched a product with a strong brand identity and an agile team capable of rapid deployment without quality loss. |
| Global mobile strategy game developer | Game Insight Graphics production for motion comics. | Designed complex perspective backgrounds and 3D destruction animations. Mentored the art team on production efficiency. | Personally designed over 1,000 backgrounds, establishing a high‑output pipeline for visual content production. |
| The largest E-book service in CIS | Litres (via TRIBE Agency) Redesign of the homepage for the market‑leading e-book service. | Engineered pixel‑perfect layouts for frontend handover, accounting for all states, grids, and edge cases. | Developers received zero‑clarification documentation, ensuring a bug‑free transition from design to code with preserved adaptive logic. |
| Educational media outlet | Mel.fm Increasing engagement for a specialized educational media platform. | Designed the course‑search interface for children and teenagers. Full visual support for special projects and long‑reads. | Created a high‑engagement navigation environment for a younger audience. Special project designs attracted new premium advertising partners. |
| Historical and cultural museum association | Museum of Moscow Critical deadline for visual content production for public posters. | Produced 20 complex illustrations in one night using a Python, Houdini, and Cinema4D stack for generative automation. | Met the urgent printing deadline. The tech‑first approach delivered handmade quality at the speed of automated production. |
| Major betting company and platform | PARI (via TRIBE Agency) Launching a promo platform for a major E-sports event (DOTA2). | Developed the betting interface and a series of high‑conversion landing pages. | Ensured stable traffic flow and conversions during championship peak loads through optimized UI and aggressive promo design. |
| The largest technology‑driven developer in Europe | PIK Group (via Carrot Agency) Video marketing for top‑tier media outlets. | Animated historical footage featuring high‑profile speakers, sound design in Logic Pro X, and intro branding production. | Achieved over 257,000 views. Increased brand recognition and strengthened HR‑brand image among an intellectual audience. |
| Conceptual educational toy store | Ponaroshku E-commerce solution development for a high‑end toy retailer. | Designed the online store UI and managed periodic publication layouts for Aeroflot in‑flight magazines. | Reduced layout production time while maintaining the brand's premium visual aesthetic. |
| Barcode scanning and product review mobile app | Rate&Goods Scaling CTR for advertising campaigns. | Redesigned UI sections (food additives, allergens) based on user interviews. Pioneered the brand's presence on TikTok ads. | Increased CTR from 0.7% to 2.7% (beating target of 1.5%). Reduced CPC by 78% and CPM by 28%. Clients: Unilever, NATURA SIBERICA, TABASCO. |
| Professional online resume builder | Resume Coach.net Rapid launch of an MVP resume building service. | Designed the UX, GUI, and a comprehensive illustration pack in just 2 weeks. | Achieved record time‑to‑market with a fully developed visual identity and functional UX. |
| The largest digital service provider in Russia | Rostelecom Identity system for the internal app ecosystem. | Used Python to generate mathematically precise logo forms optimized for ultra‑low resolution display (16x16 px). | Delivered a scalable identity system that maintains legibility across all employee devices and screens. |
| National railway operator | Russian Railways (RZD) Gamification of employee training. | Developed an educational game converting complex safety regulations into an interactive format. | Increased employee engagement and improved retention of corporate standards. |
| The largest financial and digital ecosystem in Russia | SBER Visualizing a new corporate philosophy for a workforce of hundreds of thousands. Required a benchmark product for new corporate culture. | Developed a training platform and a unique 'Digital Book.' Created complex interactive animations and an illustration system illustrating strategic changes. | The project achieved exceptional emotional resonance; top managers displayed screenshots as interior art. Became the primary onboarding tool, significantly reducing resistance to internal organizational changes. |
| Global automotive brand | HAVAL Designing the 'About Us' section for the official brand website to communicate manufacturing scale and technological edge. | Developed page structure and visual storytelling. Created a clean, premium UI aligned with international automotive standards. | Received Stakeholder Approval from leadership. The page was accepted into production as the visual benchmark for the brand's information architecture. |
| Major real‑estate developer | Samolet (via TRIBE Agency) Increasing resident loyalty through a community‑service portal. | Designed the events and activities platform for residential complex inhabitants. | Increased Net Promoter Score (NPS) through a user‑friendly tool for local community engagement. |
| Contemporary Artist, Kandinsky Prize laureate | Taisiya Korotkova (Contemporary Artist) Designing a digital environment to present the works of a Kandinsky Prize‑winning artist. Goal: Translate physical canvas aesthetics into a digital space. | Full‑cycle web development from scratch. Designed a minimalist UX/UI that prioritizes the art, along with adaptive layout and visual content architecture. | Launched a professional portfolio that effectively represents the artist in the international art market, serving as a key tool for galleries and collectors. |
| Leading digital bank and lifestyle ecosystem | T-Bank (via TRIBE Agency) GUI and gameplay mechanic development for the 'Antispam' mobile game. | Designed the GUI, backgrounds, icons, and character animations. | Achieved the highest daily activity rate among all internal bank games. Finalist of Workspace Digital Awards 2025. Significant boost in ecosystem user engagement. |
| Major travel and ticketing service | Tutu (via TRIBE Agency) Strengthening brand presence via high‑reach advertising channels. | Developed creative assets and produced dynamic motion advertising. Adapted visual storytelling for social media formats. | Increased brand awareness and traffic to key booking destinations through high production quality. |
| National media holding and 'Fairy Tale Patrol' franchise | VGTRK / Fairy Tale Patrol Transitioning game production from 2D to 3D format. | Managed UX/UI, concept art, 3D modeling, and animation. Applied film‑industry texture projection technologies. | Significantly reduced development time and costs while upgrading the visual fidelity of the franchise. |
| Anonymous communication platform | xtalk.chat Increasing user Retention (second contact) on the platform. | User journey mapping (CJM), UX copywriting, and analytics‑driven interface adjustments. | Achieved steady growth in repeat‑user metrics through precision interface refinements prior to scaling marketing efforts. |
Computational Art & Experimental Research & Development
Beyond product structures, I explore the intersection of code, sound, and physics. This research & development process feeds directly into my design engineering, allowing me to build more intuitive and performant digital ecosystems.
Procedural 3D
Generative Systems & Procedural 3D. Exploring complex motion and physics‑based simulations to inform dynamic UI/UX behaviors.
Algorithmic Audio
Audio‑Visual Synthesis. Algorithmic music composition paired with real‑time generative visuals. Synthesis of sound, code, and motion.
Visual Systems
Visual Identity & Branding Systems. A curated archive of structural aesthetics, typography, and experimental brand languages.
Visual Research on Pinterest →Professional Evolution
2018 – 2026
Product Leadership
Driving ROI and high‑level strategy for BigTech, international Fintech, and startups
2010 – 2018
Design Engineering
Synthesizing UX with production code. Developing high‑load interfaces and scalable web applications
2003 – 2010
Multidisciplinary Foundation
Commercial engineering practice started at age 14. 9 years of rigorous academic training (MCKhSh RAKh) specializing in Architectural Systems