Product Design Leadership
AI-First Product
Design Leader
Platform & Growth Systems Architect
18+ years leading product design at the intersection of AI, SaaS, commerce, and spatial systems. I build scalable digital platforms that drive measurable growth — from 0→1 launches to enterprise design systems.
Where I Create Leverage
AI-Integrated Product Strategy
Embedding AI into product systems that solve real user problems at scale.
Scalable Design Systems
Building component architectures that accelerate teams and ensure consistency.
Business-Driven UX Architecture
Structuring experiences around measurable outcomes, not assumptions.
0→1 Product Execution
Taking products from concept through launch with speed and clarity.
Selected Work
Impact at every scale
Joomag
Reduced drop-off through onboarding redesign and editor rebuild
Led UX architecture for a B2B digital publishing platform used by thousands of businesses. Rebuilt the core content editor, restructured onboarding flows, and drove measurable conversion improvements through data-informed design.
Role: Senior Product Designer
- Rebuilt content editor from ground up
- Reduced user drop-off through onboarding redesign
- Increased conversion to paid plans
- Contributed to foundational design system
Directly improved platform retention and monetization metrics at enterprise scale.
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NYTSTND
Built scalable commerce system driving double-digit revenue growth
Directed end-to-end creative strategy and UX architecture for a premium DTC brand. Redesigned the commerce experience, led product launches, and built a conversion-optimized system that scaled brand recognition and sales.
Role: Executive Creative Director
- Double-digit social media and DTC sales growth
- Conversion-optimized product launch system
- Successfully launched Pulse Powerbank & iPhone 16 campaign
- Established premium lifestyle tech positioning
Transformed brand from niche product to recognized premium lifestyle tech company.
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Tactun
Designed complex data visualization dashboard for industrial automation
Led product design for Tactun's industrial testing and automation platform. Built data-dense dashboard interfaces for real-time monitoring, servo control, and waveform analysis — serving engineering teams managing precision hardware.
Role: Senior Product Designer
- Designed real-time data visualization system
- Built complex multi-panel dashboard architecture
- Streamlined configuration workflows for engineers
- Full design system for industrial IoT platform
Delivered enterprise-grade interface enabling engineers to monitor and control precision systems in real time.
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Picsart
Prototyped core user experiences and oversaw UX implementation
PicsArt is an app that makes it easy to go beyond the filter and take your photo editing to the next level. Collaborated cross-functionally to oversee the implementation of the user experience from product conception to launch, including post-launch design support.
Role: Senior UX Prototyper
- Wireframed, prototyped, and mocked up user experiences
- Designed comprehensive wireframes, user stories & mockups
- Collaborated with PMs, engineers, researchers, and QA
- Oversaw implementation from product conception to launch
Bridged design and engineering to deliver seamless photo-editing tools for millions of users.
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BeFake → TWINS AI
Evolved an AI social concept into a multi-flow media generation platform
Led product design from early concept through multiple pivots into a web-based AI tool for generating images, videos, and edited content. Defined product architecture, interaction systems, and scalable UX patterns across AI-driven creation flows. The product evolved beyond a social concept into TWINS AI — a modular platform combining avatar generation, media synthesis, and editing pipelines, reaching a level comparable to emerging tools like Artlist and Kling AI.
Role: Lead Product Designer
- Led 0→1 product design across 3–4 major pivots
- Designed end-to-end AI avatar and voice generation system
- Built scalable UX for multi-step AI media creation workflows
- Shipped MVP across iOS and Android, later expanded to web
- Contributed to securing seed funding through product validation
- Supported acquisition of thousands of early adopters
Validated product direction through rapid iteration, evolving from a niche AI social idea into a broader AI media creation platform with real market relevance.
Download Case StudyCapabilities
What I bring to the table
Product & Systems Leadership
- AI-integrated product strategy
- Design system architecture at scale
- Cross-functional team leadership
- Stakeholder alignment & roadmapping
- Platform strategy & information architecture
- Go-to-market design execution
Advanced UX & Execution
- Data-informed UX architecture
- 0→1 product design & rapid prototyping
- Complex systems & dashboard design
- Mobile & responsive platform design
- Usability testing & iteration cycles
- Interaction design & micro-interactions
Growth & Business Impact
- Conversion optimization & funnel design
- E-commerce & DTC growth systems
- Onboarding & retention architecture
- Brand strategy & visual identity
- Content strategy & storytelling
- Accessibility & inclusive design
About
Who I am
I'm a product design leader with a background in engineering and nearly two decades of building high-impact digital systems. I specialize in turning ambiguity into structured product strategy and integrating AI meaningfully into real-world platforms.
Originally from Armenia, now based in Dublin, Ohio. I've led design across AI-powered apps, premium DTC brands, enterprise SaaS, and creative platforms serving 150M+ users.
Design is leverage when aligned with business strategy.
Industries & Domains
Where I create leverage
I design across complex, data-driven environments where usability, scale, and business logic intersect.
Financial Services & Payment Systems
Designing secure, compliant, and user-friendly financial experiences — including mobile banking, digital wallets, payment flows, and government-scale financial platforms.
- Mobile banking & wallets
- Payment systems & transaction flows
- Financial dashboards & data visualization
- Compliance-aware UX (regulated environments)
- Multi-role systems (citizens, admins, institutions)
AI Products & Generative Systems
Designing human-centered interfaces for complex AI capabilities — making advanced technologies intuitive, controllable, and useful.
- AI content generation (image, video, voice)
- Multi-step AI workflows & pipelines
- Prompting & interaction models
- AI-assisted tools & automation systems
SaaS & Scalable Digital Platforms
Building structured, modular systems for enterprise and startup environments — focused on clarity, flexibility, and long-term scalability.
- CRM & dashboards
- Internal tools & admin systems
- Design systems & component libraries
- Data-heavy interfaces & workflows
Digital Publishing & Content Platforms
Designing tools for content creation, management, and distribution at scale.
- Editor interfaces & content workflows
- Publishing pipelines
- User onboarding for complex tools
- Engagement & retention optimization
E-commerce & Conversion Systems
Designing high-performing digital commerce experiences that balance brand, usability, and business goals.
- Product pages & navigation systems
- Checkout & conversion flows
- Personalization & upsell logic
- Multi-device shopping experiences
IoT & Connected Devices
Bridging physical products and digital interfaces — creating seamless, intuitive interactions across devices.
- Companion apps
- Device interaction flows
- Real-world + digital UX integration
Mobile Applications (iOS & Android)
Designing native and cross-platform mobile experiences with focus on usability, performance, and accessibility.
- End-to-end mobile UX
- Cross-platform consistency
- Gesture-based interaction design
- Accessibility-first design