Over 10 years of experience in solving complex problems for digital products
Hi! I’m Sergei, a Product Designer with a focus on UX/UI. I specialize in creating intuitive, user‑centered digital experiences. Take a closer look at my work and see how I’ve helped businesses achieve their goals and improve performance.
Selected Projects
A few recent projects that mark important steps in my professional journey.
Corporate Book Library
Modern tool for training and development of company employees
Desan Game
A mobile app designed to enhance efficiency and engagement in merchandisers’ daily tasks
Granatum Solutions
A cloud platform for online learning, team collaboration, and corporate events
Online Store Admin System
Administrative system of an online store selling bio supplements
Ukrainian Premier League
The official UPL app for football fansThe official app of the Ukrainian Football Premier League, where fans can find out about upcoming and played matches, see results and details of each match, view the standings, get information about clubs, squads, players, stadiums, read the latest news, view photos and much more.
The app was developed for iOS and Android platforms as a more convenient addition to the official website of the Ukrainian Premier League. Together with the development team, we created one of the best football apps of the time, which received good feedback from many grateful users.
- Role: UX/UI Designer
- Industry: Sports Media
- Platforms: iOS, Android
- Year: 2017
These aren’t all of my projects. You can view older ones in the archive.
Competencies
- User Research
- Interaction Design
- Visual Design
- Wireframing
- Prototyping
- Usability Testing
- Design Systems
- Accessibility Design
- WCAG
- Information Architecture
- Product Strategy
- B2B
- B2C
- SaaS
- Design Thinking
- Lean UX
- Business Modelling
- Competitive Analysis
- Journey Mapping
- Personas & User Flows
- Ideation & Concepts
- Data-Driven Design
- A/B Testing
- Surveys & Interviews
- Analytics Tools
- AI Technologies
- Developer Handoffs
- Agile & Scrum
- Workshop Facilitation
About
Hi! I’m Sergei, a Product Designer with a focus on UX/UI.
I have extensive experience designing for EdTech, e‑commerce, FinTech, MedTech, and various other fields across both B2B and B2C segments. My expertise lies in creating complex digital products, such as online stores and book libraries, LMS and webinar platforms, chat and video conferencing features, admin panels, CRM systems, solutions for service booking, etc., in the form of web and mobile apps. Nevertheless, I’m always ready to discover something new.
Having progressed over the course of more than 10 years from Graphic Designer to Product Designer, I have developed a comprehensive skill set across all stages of the design process and gained valuable experience working on dozens of projects. This journey ultimately enabled me to lead the design of a successful product with over 1 000 000 active users, which saw significant growth in profitability thanks to the collaborative efforts of our team.
I continuously expand my knowledge by reading articles and studies on UX/UI design, observing trends, and seeking new sources of inspiration. This commitment to lifelong learning helps me stay current with industry advancements and refine my design approach to create impactful user experiences.
I’m currently open to new opportunities. Interested in working together? Email me at hello@shmatov.design.
My Approach
User focus is at the heart of my design philosophy. Understanding the needs and behaviors of users allows me to create intuitive and engaging experiences. While user satisfaction is crucial, I also recognize the importance of aligning my designs with business goals to ensure a successful product.
I pay close attention to details, ensuring that every element enhances the overall user experience. My preferred approach is Lean UX, which allows for rapid iterations and a strong emphasis on user feedback, helping to create products that truly resonate with users while meeting business objectives.
AI Transformation
In the IT field, staying relevant and effective means keeping up with new technologies. Since 2023, I have increasingly integrated AI tools into my work. I have explored many such tools—some have become essential to my workflow, while others I keep in reserve for the right task.
Creating wireframes and layouts, generating hypotheses, scenarios, and processing data, AI analysis of surveys and user interviews, copywriting and translations, creating visual content and editing photos—this is just a partial list of tasks that AI technologies help me solve. Of course, artificial intelligence does not replace design expertise, but it provides powerful tools that enhance efficiency. This allows me to focus more on user experience, hypothesis testing, and finding the best solutions.
After Work
In my free time, I enjoy playing musical instruments (guitar, bass, harmonica). I’m also passionate about photography, capturing macro shots of insects, aircrafts, urban landscapes, or photoimpressionistic scenes on film. I used to go backpacking in the mountains, but now I find joy in observing landscapes from the saddle of my bike. However, I spend most of my time with my family, discovering museums, interesting places, and exploring new cities together.
I also enjoy science fiction, popular science articles, documentaries, medieval books and engravings, antiques, cosmology and quantum physics, aviation, nature and ecology, Chinese tea, pacifism and freedom, 70s music, blues rock, jazz, …