01Direction
We don’t know what to build next.
- Product strategy
- Discovery
- Prioritization
- Validation
Clear product direction for AI and SaaS teams.
Products start simple.
Customers add requests.
Features add workflows.
Stakeholders add priorities.
Clarity disappears.
Building more isn’t the answer.
Where we bring clarity.
02Complexity
Our product has become too complicated.
- Complex workflows
- UX architecture
- Product design
- Design systems
03Speed
We need to move faster.
- Rapid prototyping
- AI-assisted development
- Testing
- Engineering collaboration
Portfolio
Complex problems we’ve worked on.
Turning a complex financing process into one digital platform
Multiple stakeholders, financial information and workflows—brought together into one product.
- tailored deal types
- 4
- shared negotiation context
- 1
Building an automotive marketplace used by 10,000+ monthly users
Buying, ownership, maintenance and resale connected into one continuous product experience.
- user base
- +50%
- LTV
- +72%
Designing a fintech product around growth and retention
A consistent web and mobile experience built around the actions customers use most.
- new users
- +25%
- LTV
- +50%
From complexity to clarity.
Understand the complexity
See the whole system before deciding what to change.
Isolate the real problem
Follow the signal until the root cause becomes visible.
Make a decision
Compare the directions, then commit to one.
Prove it
Put the direction in front of people and read the evidence.
Ship it
Turn what worked into a product people can use.
Ideas shouldn’t take months to become real.
We combine product thinking, design, and AI-assisted development to move from an idea to something people can actually experience much faster.
Less time explaining.
More time testing.
More features aren’t always the answer.
Remove what adds no value.
Simplify what remains.
Change direction when the evidence does.
Good product design starts before the interface.
How we can work together.
Product Complexity Audit
A focused review of your product, core workflows and information architecture—ending with the problems, priorities and clearest next direction.
Continue into a Product Clarity Sprint within 30 days and the audit fee is credited toward the project.
- Product review
- Core workflows
- UX & information architecture
- Priorities
- Direction
Product Clarity Sprint
When something isn’t working and the right solution is still unclear. We map the problem, simplify the critical workflows and prototype the direction.
- Discovery
- Problem mapping
- Workflow simplification
- Direction
- Prototype
Product Transformation
When an established product has accumulated years of complexity and needs a clearer product architecture—not another layer.
- Product direction
- UX architecture
- Workflows
- UI
- Validation
- Engineering support
Fractional Product Design Lead
Senior product and design ownership—directly involved in direction, hands-on design, prototypes, quality and delivery.
- Direction
- Leadership
- Hands-on design
- Prototypes
- Quality
- Delivery
Who you’ll work with
Senior people.Directly involved.
Hristo Butsev
Product Designer & Design Leader
10 years building digital products across B2B SaaS, fintech, AI, real estate and automotive.
From hands-on product design to building and leading design teams—focused on turning complicated business problems into products people can actually use.
- Head of Design
- Top 3% Toptal
- 10+ years
- B2B SaaS
- Fintech
- AI