Product design
Shape the complete product experience around customer needs and business goals. Connect research, workflows and prototypes into a coherent product, from the first concept to improvements in an established platform.
Hristo Butsev / Complex digital products
Product design, UI/UX design, product strategy & development.
I help teams clarify what to build, simplify how it works and bring it to life.
Product design, UI/UX design, product strategy and development for complex digital products, with a focus on fintech, AI, B2B and operational software.
Discuss your productThe work
From the first question to a working product.
UI/UX design
Turn product decisions into flows people can understand. Information architecture, interaction design, interface design and prototypes make the experience concrete before the team commits to implementation.
Product strategy
Decide which problem is worth solving, who the product serves and where to focus next. Research, journey mapping and prioritization help align the team on what to build, what to simplify and what to leave out.
Development
Carry the design into a working product. Hands-on development and collaboration with your engineering team connect the interface, interactions and technical constraints. We agree on the implementation scope around your product and existing team.
Where I help
Complex products. A clearer way through.
I work with teams building and improving fintech, AI, B2B and operational software. A useful starting point is a specific challenge: an onboarding flow people abandon, a workflow that needs too much explanation, or a product that has outgrown its original structure.
Early work can focus on the core experience and a prototype. For an established product, it can mean simplifying the architecture or bringing consistency to an interface that has grown over time.
Meet your product designer and developer →Selected experience
Decisions in real products.
Banking & real estate
neoshare — syndicated loans platform
A financing deal brings banks, businesses and a lot of information to the table. I helped turn those separate conversations into one place to move a deal forward.
Read the neoshare case study →Trading · web & mobile
Invest.com — trading platform (web + mobile)
When people trade, the actions they use every day should be easy to reach. I brought web and mobile together around a consistent experience with fewer steps in the way.
Read the Invest.com case study →Wellness & research
Garten — wellness product discovery
A wellness product needs more than good intentions. Through interviews and journey mapping, I explored what employees actually needed and turned those motivations into ideas we could test.
Read the Garten case study →Ways to work together
Start where your product needs help.
Product Complexity Audit
Focused review
A focused review of your product, core workflows and information architecture - ending with the problems, priorities and clearest next direction.
Product review · Core workflows · UX & information architecture · Priorities · Direction
Product Clarity Sprint
2–3 weeks
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
Scoped project
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
Ongoing
Senior product and design ownership - directly involved in direction, hands-on design, prototypes, quality and delivery.
Direction · Leadership · Hands-on design · Prototypes · Quality · Delivery
What needs to become clearer?
Tell me what you’re building, who it serves, where you’re stuck and where you need support across product design, UI/UX design, product strategy and development. That gives us a useful place to start.
Start a conversation Explore all product design case studies →