About me
I work in IT since 2011 and have experience in UX, audience research, web and product analytics, product and IT team management. I have both consulting experience and many years of experience working in-house on B2C projects as a CPO. I am most proficient in TravelTech, digital media, FinTech, and e-commerce. I am able to speak the language of business/founders/investors, make decisions at tactical and strategic levels, do different types of analytics myself, apply ready-made frameworks and create my own, develop teams and product culture. I advocate for a product approach within companies. My main superpower is system approach. I can turn chaos into order and make it manageable.
The products I have worked on have improved their business performance, transformed processes,
shown multiple growth and entered new markets.
I work in IT since 2011 and have experience in UX, audience research, web and product analytics, product and IT team management. I have both consulting experience and many years of experience working in-house on B2C projects as a CPO. I am most proficient in TravelTech, digital media, FinTech, and e-commerce. I am able to speak the language of business/founders/investors, make decisions at tactical and strategic levels, do different types of analytics myself, apply ready-made frameworks and create my own, develop teams and product culture. I advocate for a product approach within companies. My main superpower is system approach. I can turn chaos into order and make it manageable.
The products I have worked on have improved their business performance, transformed processes,
shown multiple growth and entered new markets.
1
2011-2014 Usabilitylab
Lead UX Analyst.
Conducting both qualitative and quantitative research, usability testing, and product consulting for Mariott, Metro-CC, Sberbank, Alfa Bank, VTB, Qiwi, mos.ru, and others. Designed the portal for nalog.ru (Federal Tax Service). Created a methodology for rating the UX of mobile banking in Russia. Implemented Win8 guidelines for applications in collaboration with Microsoft.
Conducting both qualitative and quantitative research, usability testing, and product consulting for Mariott, Metro-CC, Sberbank, Alfa Bank, VTB, Qiwi, mos.ru, and others. Designed the portal for nalog.ru (Federal Tax Service). Created a methodology for rating the UX of mobile banking in Russia. Implemented Win8 guidelines for applications in collaboration with Microsoft.
2
2014-2017 AGIMA
Head of UX and Product Analytics Department.
Conducted comprehensive product research (market analysis, UX research, audience segmentation, economic analysis of monetization) and strategic consulting for companies such as Alfastrakhovanie, Aeroflot-Bonus, Russian Gazette, Vedomosti, MEGA, Worldclass, and others.
Conducted comprehensive product research (market analysis, UX research, audience segmentation, economic analysis of monetization) and strategic consulting for companies such as Alfastrakhovanie, Aeroflot-Bonus, Russian Gazette, Vedomosti, MEGA, Worldclass, and others.
3
2017-2018 Vedomosti
Product manager of subscription.
Developed subscription monetization for the publisher (which accounts for 50% of total revenue). Increased the subscription base by 1.5 times. Developed new channels for audience acquisition and retention, including the use of big data technologies with an ROI of 300%+.
Developed subscription monetization for the publisher (which accounts for 50% of total revenue). Increased the subscription base by 1.5 times. Developed new channels for audience acquisition and retention, including the use of big data technologies with an ROI of 300%+.
4
2018-2023 Level.Travel
CPO.
Achieved annual business growth of 2x even during crises. Established product culture and processes from scratch, managed a team of 70+ product managers and R&D department. Significantly improved product quality, reflected in the growth of product metrics.
Achieved annual business growth of 2x even during crises. Established product culture and processes from scratch, managed a team of 70+ product managers and R&D department. Significantly improved product quality, reflected in the growth of product metrics.
Education and certificates
- Basic education - Institute of Psychology, Sociology, and Social Relations at Moscow State Pedagogical University (IPSSO MSPU) with a specialization in "Clinical Psychology."
- Google Analytics IQ certification, 2014
- "Certified Usability Analyst" certification - Human Factor International, 2016
- "Certified Customer Experience Analyst" certification - Human Factor International, 2017
- "Product Owner" course - Binary District, 2019
- "Emotional Intelligence for Managers" course - Binary District, 2020.
More about cases
Годы: 2018-2023
Роль: CPO
Results:
Роль: CPO
Results:
- Product with 3+ million MAU
- Multiplied revenue and business turnover annually.
- Created and managing a hierarchical system of metrics. Increasing key business indicators, such as landing and funnel conversion, successful order rate, and level of back-office automation.
- Established an R&D department consisting of 8 product verticals, recruiting, training, and developing a strong product team. Managing a department of 70+ people.
- Developed the product research department, conducting A/B tests and fast hypothesis validation.
- Implemented a BI system throughout the company and integrating a data-driven decision-making culture.
- Established strategic partnerships with Tinkoff, Ozon, Yandex, Alfa Bank (up to 15% turnover).
- Designed and launching new products (internal startups), including proprietary technology for packaging "on-the-fly" tours.
- Crisis management in 2020-2022.
- Entered new markets: launching sales from Kazakhstan, Turkey, Belarus, Uzbekistan, and other countries.
Level.Travel
Годы: 2017-2018
Роль: Product manager of subscription
Results:
Роль: Product manager of subscription
Results:
- Product with 8+ million MAU
- Increased subscriber base and reducing customer churn.
- Experimented with various subscription models (hard paywall, soft paywall, ppa) and sales attribution models.
- Implemented high-tech products for media: AI algorithms for SMM, speech synthesis for articles, ML modules for editorial admin, recommendation mechanisms for article ranking, and reporting automation in the company. Created and connecting big data models to manage announcements of paid materials on social networks (ROI 300%+) and dynamic remarketing. Implemented Doubleclick for publishers and programmatic purchases. Increased the share of organic traffic from search engines (SEO).
- Created a system of metrics for editorial and marketing teams, implementing a BI system.
- Collaborated with the editorial team on data journalism.
- Conducted qualitative and quantitative audience research, segmenting the target audience, and analyzing UX.
- Redesigned the web version of the publisher based on cust-dev and business goal analysis.
Vedomosti
Product consulting and outsource
SaaS provider under NDA
Years: 2016-2017
Market analysis, finding the product-market fit, brand anchors and brand positioning. Creation of a strategy for pushing a new brand to the market to pitch for investment. My role - coaching of performers, CPO on the project.
Market analysis, finding the product-market fit, brand anchors and brand positioning. Creation of a strategy for pushing a new brand to the market to pitch for investment. My role - coaching of performers, CPO on the project.
Years: 2016-2017
Comprehensive research on shopping mall audiences. Development of a digital strategy for developing digital communication channels. Development of a brief for designing a new website.
Comprehensive research on shopping mall audiences. Development of a digital strategy for developing digital communication channels. Development of a brief for designing a new website.
Years: 2016
Audit and quality improvement of service interfaces for the "Aeroflot Bonus" program. Research and behavioral segmentation of program members. Analysis of the loyalty program's economics, assembling a new monetization model.
Audit and quality improvement of service interfaces for the "Aeroflot Bonus" program. Research and behavioral segmentation of program members. Analysis of the loyalty program's economics, assembling a new monetization model.
Years: 2015
Audience segmentation for a publication, UX audit, redesign interface design for the web version, and restructuring the directory. Support for the development of a new version of the website until implementation and smooth launch in an AB test.
Audience segmentation for a publication, UX audit, redesign interface design for the web version, and restructuring the directory. Support for the development of a new version of the website until implementation and smooth launch in an AB test.
Years: 2014-2017
Reducing CPA by 50%. Increasing the conversion of the insurance calculator funnel by 20%. Data-driven pricing, development of insurance rates. UX research for KASKO, competitive analysis, content experiments for optimizing the funnel. Development of a dynamic pricing service for the insurance calculator.
Reducing CPA by 50%. Increasing the conversion of the insurance calculator funnel by 20%. Data-driven pricing, development of insurance rates. UX research for KASKO, competitive analysis, content experiments for optimizing the funnel. Development of a dynamic pricing service for the insurance calculator.
Years: 2016
Increase in the conversion of the calculator funnel by contextual FAQ, collected as a result of auditing customer inquiries. Testing hypotheses for increasing conversion to policy sales in a series of A/B tests.
Increase in the conversion of the calculator funnel by contextual FAQ, collected as a result of auditing customer inquiries. Testing hypotheses for increasing conversion to policy sales in a series of A/B tests.
QIWI
Years: 2014-2015
UX research on user interactions with payment terminal interfaces; competitive research. Analysis of the effectiveness of the contextual prompt system.
UX research on user interactions with payment terminal interfaces; competitive research. Analysis of the effectiveness of the contextual prompt system.
Nalog.ru (Federal Tax Service)
Years: 2013-2014
Design of a new version of the nalog.ru portal, high-quality audience research, author's supervision, and interaction with development until launch.
Design of a new version of the nalog.ru portal, high-quality audience research, author's supervision, and interaction with development until launch.
VTB Russia
Years: 2013
Redesign of the VTB special project portal related to social responsibility, business investment in culture and science.
Redesign of the VTB special project portal related to social responsibility, business investment in culture and science.
Marriott
Years: 2013
Participation in an international research group of 17 countries on the study of user behavior with different ethnographic backgrounds on the hotel network site using eye-tracking technology.
Participation in an international research group of 17 countries on the study of user behavior with different ethnographic backgrounds on the hotel network site using eye-tracking technology.
Microsoft
Years: 2013-2014
Audit of applications (Steam, Kinopoisk, Gismeteo) for compliance with guidelines before launching the new Win8 OS in Russia.
Audit of applications (Steam, Kinopoisk, Gismeteo) for compliance with guidelines before launching the new Win8 OS in Russia.
DeliveryClub
Years: 2012-2013
Participation in a copyright litigation process in interfaces as an expert. Conducting a technological examination, preparing a comparative analytical report.
Participation in a copyright litigation process in interfaces as an expert. Conducting a technological examination, preparing a comparative analytical report.
And over 30 more projects in e-commerce, FinTech, digital media, back-office systems.
Corporate education
MTS
Years: 2014
Training topics:
Training topics:
- Organizing eye-tracking studies
- Heuristic evaluation of interfaces
- Conducting usability testing
NAT Kazakstan
Years: 2013
Training topics:
Training topics:
- Usability at the stage of software requirements formation
Rugion (74.ru)
Years: 2013
Training topics:
Training topics:
- Human-centered design as an approach to creating software products
QIWI
Years: 2014
Training topics:
Training topics:
- Conducting UX research
Lecturing activity
MaEd (maed.ru)
Years: 2020
- Digital marketing strategies: audience and USP formation (lectures within the "Internet Marketer" course)
AGIMA University (uni.agima.ru)
Years: 2017
- Semester course "Product Analytics"
Ashmanov-academy.ru
Years: 2014-2015
- Semester course "Web Analytics and Usability"
Moscow Technology Institute (MTI)
Years: 2013-2014
- Stages of software product development
- Project planning and team communication
- Evaluation of interfaces. UX in e-commerce
- Human-centered design methodology
RMA (rma.ru)
Years: 2012-2014
- Semester course "UX and Usability" in the Management of Internet Business faculty.
Public activity
- Master class "How and where to find a new audience for your business" - Pressfeed Academy, 2022
- ProductCamp Research Interview "Heart not Hard CPO skills or how to become a good CPO" , 2022
- Podcast episode "Next table" - "Who is a Product Owner, working in a product company, systematization of processes" - 2021
- "I was immediately thrown into the fire: how an internship is organized in a travel tech company" - Level.Travel blog on VC, 2021
- Presentation "Development of a development strategy in conditions of uncertainty" - TechWeek, 2022
- Presentation "Startup with 50 developers" - MergeConf, Innopolis, 2021
- Presentation "Levelization: how a game helped to improve development processes" - TeamleadConf, 2020
- Presentation "Perfect Storm, or How to do Travel in 2020" - meetup 1000 seconds. Actual practices of product design, 2020
- Master class "Product Analytics and Analytics in Product" - Engipreneur startup meetup, 2018
- Presentation "Glory to the Robots: Automation of Traffic Work" - Mail.ru meetup for media, 2018
- Presentation "Buy it, don't know what: usability and subscription in the media" - RIF, 2018
- Presentation "Predictive algorithms for subscription media" - GoAnalytics, 2018
- Presentation "Analytics in newsrooms" - AIC meetup, 2017
- Presentation "BI. Business Ignorance" - GoAnalytic, 2017
- Presentation "The flip side of web analytics" - GoAnalytics, 2016
- Presentation "Big Data for Insurance Products" - Big Data Conference ICBDA, 2016
- Presentation "Post-acquisition: Product Analytics" - Yandex Webmaster Conference, 2016
- Masterclass "Loyalty without payouts - fantasy or new panacea?" - Think Insurance with Google, 2016
- Presentation "Dynamic Pricing for Insurance Companies" - Mail.ru fintech meetup, 2016
- Presentation "Analytics without Web: How to Analyze the Effectiveness of Offline Businesses with In-house Production" - ByNetWeek, Minsk, 2015
- Presentation "Analytics without Data" - GoAnalytics, 2015
- Masterclass "How to make web analytics, Big Data, and usability work for each customer" - Reclamatrix, 2014
- Presentation "Web Analytics + Usability + Big Data = What?" - iMetrics, 2014
- Presentation "UX without Compromises" - RIW, 2014
- Presentation "How to Insure Your Health Without Losing It" - Chamber of Commerce and Industry, 2014
- Presentation "Usability vs. Web Analytics" - Speak, 2014
- Presentation "Interfaces for Earthlings - or how truly intuitive interfaces are created" - RIF, 2014
- Episode for Moscow-24 "City Mobile Applications", 2014
- Presentation "Increasing Conversion: What Can Be Achieved with Usability" - ETarget, 2014
- Presentation "Evaluating Similar Interfaces to Secure Copyright" - ConveyUX, Seattle, 2014
- Presentation "Inspiration-Implementation. Creative-Usefulness. Where Is the Line?" - ByNetWeek, Minsk, 2014
- SEONews interview article "Usability and SEO: Myths and Reality", 2013
- Presentation "Why Do I Have Zero Conversion? or Problems of Tour Operators on the Internet" - E-Travel, 2013
- Presentation "Mobile Applications for Legal Entities" - Mobile Finance, 2013
- Masterclass "Fortune-telling on Tiles or Why Failing to Evaluate Interfaces for Win 8 Can Lead You to Hell" - Microsoft Russia Hackathon, 2013
- Presentation "Why Was My App Not Moderated?" - DesignCamp, 2013
- Presentation "Effective Interface for Corporate Website" - FinPlace, 2013
- Presentation "Hotel Website: Non-Obvious Nuances" - TourTips, 2013
- Presentation "Usability for Startup" - Skolkovo Startup School, 2013
- Presentation "Usability of Media Applications for Windows8" - Mobile Media Forum, 2013
- Masterclass "Orienting the Online Store towards the User: Some Analytics and Testing" - Baikal Internet Forum (BIF), 2013
- Presentation "How Not to Scare the User with Your Online Store" - Baikal Internet Forum (BIF), 2013
- Presentation "Search in an online store through the eyes of the user" - iPlace Moscow, 2013
- UXRussia community webinar "Usability vs SEO", 2013
- UXRussia community webinar "User and citizen experience", 2013
- UXRussia community webinar "Measuring emotional attitudes towards brands", 2012
- UXRussia community webinar "Usability of Windows 8", 2012
- UXRussia community webinar "A different perspective: how people from different countries view the same webpage", 2012
- UXRussia community webinar "Mobile Banks for Legal Entities", 2012
- UXRussia community webinar "Designing Interaction with Comics", 2012
- Presentation "Why My Mom Needs Usability, or Introduction to Human Centered Design Methodology" and workshop "Creating Human Mobile App, or Designing with Human Centered Design Methodology", 18th Student School "Technology + Business", Nizhny Novgorod, 2012
- Moderator, speaker, workshop facilitator at UxCamp, Kyiv, 2011-2012
- UXRussia community webinar "Readability", 2011
- Presentation "User Trust in Online Stores: From Concept to Experimental Evaluation", User Experience Russia conference, Moscow, 2011
"How and where to find a new audience for your business" - Pressfeed Academy, 2022
"Levelization: how a game helped to improve development processes" - Teamlead Conf, 2020
"Perfect Storm, or How to do Travel in 2020" - meetup 1000 seconds. Actual practices of product design, 2020
"Buy it, don't know what: usability and subscription in the media" - RIF, 2018
"Predictive algorithms for subscription media" - GoAnalytics, 2018
"Post-acquisition: Product Analytics" - Yandex Webmaster Conference, 2016
"The flip side of web analytics" - GoAnalytics, 2016
Episode for Moscow-24 "City Mobile Applications", 2014
"Big Data for Insurance Products" - Big Data Conference ICBDA, 2016
"Analytics without Data" - GoAnalytics, 2015
"UX without Compromises" - RIW, 2014
"How to Insure Your Health Without Losing It" - Chamber of Commerce and Industry, 2014
How can we collaborate
Menthoring
For product managers, product analysts, and other related specialists. We develop product skills, solve specific business tasks, deal with complex cases, and advance in our careers. Coaching and/or supervision format.
Education
Corporate and individual training and workshops on UX, audience research, product analysis, design thinking, process building, digital transformation, project and product management.
Tracking of startups
Tracking startups and projects from the hypothesis stage to pitching, launch and growth. Searching for product-market fit, rapid hypothesis testing, strategy formation, team building, MVP design, pitch preparation, agile launch, work with metrics.
Strategy consulting
Diagnosing business growth points, conducting strategic sessions for top management of companies, transforming business processes, tracking implementation of changes based on session results.
Coaching of product teams
Work with concrete teams and projects using different methodologies. Increasing team level, implementing of product culture, building processes. Work with business metrics of the product with the team.
Any product help
Supervision of the work, help with onboarding into new product, testing tasks review, help with hiring of products and any other job where you need external experience.
