portfolio
portfolio
Design Solutions that Simplify & Empower
Rethinking growth strategy for training sessions booking, new member onboarding, and plan purchases.
About Jetts
Jetts is a prominent fitness gym chain with over 280 locations worldwide, known for its innovative approach to health and wellness. Founded in Australia, Jetts gained international recognition for pioneering the concept of 24/7 gym access, empowering members to work out whenever their schedule allows.
challenge
1. Digital Transformation. The company was adapting to changing consumer needs and increased competition in the post-COVID reality.
2. Online-Offline Integration. As part of the digital transformation efforts, a key priority for company was to create a unified experience for members by seamlessly integrating online and offline services.
Design approach
Our team collaborated with Jetts Clubs, leveraging behavioral science expertise to design an easy-to-use framework for members to set and monitor their health goals. This includes personalized recommendations and on-demand content. We identified gaps in the customer journey, leading to strategic improvements and new product features.
Through in-market testing, I refined our proposition and developed a go-to-market strategy, positioning Jetts Clubs for success. Today, the Jetts Clubs app offers a cohesive health and wellbeing experience, bridging online and offline brand interactions.
My role
I led the redesign of the company's core app for its 730,000 club members, resulting in a 20% increase in registration rates. My responsibilities included leading the design team and developing the design system, while also contributing to growth strategies for training bookings, onboarding, and plan purchases within the app.
The App Store rating has almost doubled (from 2.3 to 4.8 stars)
Increase for personal trainer session bookings. Our strategy and user feedback resulted in increased user participation in training sessions.
Registration rate is an outcome that was achieved by implementing a culture of continuous ideation and concept validation within the growth stream.
Within 18 months of my involvement, I led the design team through the core phases of shaping the product design strategy, discovering opportunities, defining behavioral principles for club members, and delivering a comprehensive solution.
Personalized and Unified Experience
A personalized homepage displays each member's goals, workout plans, and health data. The app utilizes a unified design system, ensuring a consistent brand experience across both online and physical Jetts Clubs locations.
rise in daily active users, reflecting improved member engagement across Jetts Clubs locations.
After conducting research, including surveys, competitor analysis, user modeling, and habit formation based on behavioral principles, we developed a unique brand identity. This encompassed a new design system and visual language.
Dima guided our team through the entire design process, showing remarkable intuition and sensitivity to our needs. His problem-solving skills, and efficiency consistently impressed us.
Developing an innovative digital asset SaaS platform, enhancing transaction efficiency for financial service providers and corporates.
About Ive.One
iVE.ONE is a cutting-edge fintech company at the forefront of revolutionizing the digital asset landscape with locations in Germany and Hong Kong. Established in 2017, iVE.ONE has quickly emerged as a trusted partner for financial service providers and regulated corporates seeking innovative solutions in the blockchain space.
challenge
1. Develop MVP versions of the platform within 7 months to encompass the essential functionalities as defined by the board team.
2. Secure partnerships with at least 10 major financial institutions or corporates to onboard them onto the platform within the first year.
Design approach
I began by conducting thorough user research to understand their needs and behaviors. Using a Lean UX methodology, I shaped our product roadmap by defining key scenarios and priorities based on success metrics. Through rapid development and iterative refinement, I created prototypes aligned with our optimized design system, developed collaboratively with the team. This approach enabled us to build a strong solution architecture and successfully launch our MVP within 7 months.
This accelerated timeline allowed us to gather user feedback quickly, which significantly contributed to the project's success.
My role
Working as an end-to-end designer I took ownership of designing core features and played a key role in refining the design strategy and technology stack for the initial phase of the product MVP. This included participating in feature development planning and estimations.
User adoption rate achieved within 6 months post-launch of the MVP.
Partnerships secured with major financial institutions and corporates within the first year.
Reduction in transaction processing time compared to traditional systems.
As the sole designer on this project, I advocated for a user-centric approach, ensuring that data-driven methodologies were utilized throughout the development process.
Clean and Intuitive Dashboard
I designed a clean, intuitive dashboard that presents critical information clearly and is easy to navigate. This approach ensures users can quickly access the data and tools they need, supporting efficient decision-making.
Customizable Widgets
Arranging and configuring widgets to display the most relevant information.
Real-time Data Updates
Most current information for informed decision-making.
Based on user interviews, I identified that features like dark mode could enhance initial user engagement upon release.
Dima's leadership from user research to MVP launch was crucial. His expertise in Lean UX and rapid prototyping played a pivotal role in securing partnerships with key financial institutions.
Redesigning a secure, automated platform that streamlines the merchant cash advance process and enables ISOs
About LenderStream
LenderStream is automated platform that streamlines the merchant cash advance process, enabling ISOs and lenders to manage their businesses from one centralized convenient place. They match merchant applications to the optimal lender.
challenge
1. Rethink and update an application design, making it more intuitive and functional.
2. Transfer the company’s offline operations online into an automated system with banking integrations and other services.
Design approach
Following the classic double-diamond process, enhanced with Lean UX principles, I began by conducting in-depth user research and user modeling to understand our target audience's needs and behaviors. I then created detailed user flows and prototypes to map out the user journey. These designs were rigorously validated through usability testing to ensure they met user needs and expectations. After the launch, I measured success by analyzing user engagement metrics and processing times. The new platform design resulted in a significant increase in user engagement and a substantial reduction in loan application processing time.
My role
I was in charge of the platform redesign from UX research to delivery and success measurement, taking ownership of the core features and design system upgrade.
Increase in user engagement, primarily achieved by reducing loan processing time.
Marked by experts from The Design Showcase.
Months for successful completion and delivery of the MVP
Achieving a balance between user and business needs
Revamping the website and transforming the brand experience for a software development company
About Eleks
Eleks is a global software development company with over 30 years of experience. They offer custom software development, product design, quality assurance, and technology consulting, helping businesses innovate and achieve their strategic goals.
challenge
The company recognized the need to refresh its brand identity and messaging to resonate more effectively with target audiences in a competitive marketplace. With changing user expectations and behaviors, Eleks aimed to improve website usability and navigation to enhance user engagement and satisfaction, aiming for a conversion rate increase of at least 20% over the next 12 months.
Design approach
I began by conducting a thorough analysis of website metrics to identify critical areas where users were dropping off. Simultaneously, I collaborated with the marketing team to facilitate a brand sprint workshop involving key company stakeholders, ensuring alignment on our vision and strategic direction. Following a comprehensive competitor analysis and updates to user personas, we initiated the development of a new brand strategy aligned with our roadmap. This strategy was designed to be implemented within an 8-month timeframe to complete all redesign efforts.
My role
I took the lead as a hands-on designer for the website redesign and played a key role in shaping the new brand strategy. Additionally, I contributed to building core assets such as the brand book, email communications, and social media visuals.
Increase in conversion rates within the first 6 months, with more visitors completing contact forms and making inquiries
Bounce Rate: Reduced the bounce rate by 25% over the first 6 months, indicating higher user engagement and retention.
Average Session Duration: Increased the average session duration by 40% within 6 months, showing that visitors are spending more time exploring the content and services.
Achieving a balance between user and business needs
