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 fans

The 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.

Experience

2024–Present

Freelance UX/UI Designer

Design of websites, mobile applications, and complex web solutions for both large and small businesses.
2021–2024

Product Designer (UX/UI) at Confidential Company (under NDA)

Redesigned and improved a corporate book library SaaS platform for B2B (with over 1,000,000 users) and B2C segments. Introduced training courses, LMS, and a video conferencing and webinar module. Enhanced the core reading experience based on user feedback and enterprise client needs. Optimized key user flows, increased user engagement, boosted B2C conversion rates, and reduced churn. Ensured consistency across web and mobile apps.
2019–2021

Product Designer (UX/UI) at Granatum Solutions

Led end-to-end product design for a B2B SaaS platform for remote teamwork, online education, and webinars. Covered the full cycle from research and hypothesis generation to UX/UI design, testing, and iteration. Translated client needs into product features, established a cohesive design system, and coordinated junior designers. Contributed to winning new and expanded client contracts.
2016–2019

Lead UX/UI Designer at Computools

Led UX/UI design for web and mobile products across EdTech, e‑commerce, fintech, and healthcare domains. Delivered end-to-end solutions for clients from Europe, the US, the Middle East, and Australia. Worked on the company’s own products. Mentored junior designers.
2016

Web Designer at Zolotoy Vek

Boosted online sales by designing promotional banners and content for Ukraine’s leading jewelry brand.
2012–2016

Freelance Graphic Designer

Designed brand and print materials for individual clients, honing visual design skills and ensuring consistent presentation.

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, …