I have been creating digital products for 5 years for various platforms. My portfolio includes diverse solutions for different products - from retail, ecom, and sporttech to horeca and edtech projects. Currently, I am actively involved in implementing various LLMs and creating new pipelines to improve design processes.
I have been creating digital products for 5 years for various platforms. My portfolio includes diverse solutions for different products - from retail, ecom, and sporttech to horeca and edtech projects. Currently, I am actively involved in implementing various LLMs and creating new pipelines to improve design processes.
Kopeck
Product context
Kopeyechka is the largest discount store chain in Belarus, with hundreds of shops across the country. The project involved a complete redesign of the website from scratch: a new structure, new logic, and a new visual language. There is no shopping cart or delivery — the website functions as a catalogue where users browse products online and buy them in-store.
Product context
Kopeyechka is the largest discount store chain in Belarus, with hundreds of shops across the country. The project involved a complete redesign of the website from scratch: a new structure, new logic, and a new visual language. There is no shopping cart or delivery — the website functions as a catalogue where users browse products online and buy them in-store.
My role
Full-cycle product designer. Wireframes, complete UI design, asset preparation, and iteration management. Each stage was proposed, presented, and agreed with the client before the next one began — including company directors.
My role
Full-cycle product designer. Wireframes, complete UI design, asset preparation, and iteration management. Each stage was proposed, presented, and agreed with the client before the next one began — including company directors.
Problem
One layer tried to do everything — and succeeded in nothing
The old header was just a single red bar containing the brand, navigation, and utilities all at once. There was no hierarchy, no breathing room.
Problem
One layer tried to do everything — and succeeded in nothing
The old header was just a single red bar containing the brand, navigation, and utilities all at once. There was no hierarchy, no breathing room.
Brand, navigation and utilities in one layer without priorities
Red background everywhere — the brand color as wallpaper, not an accent
There is no catalogue, even though this is the main purpose of a retailer's website
The old header did not help the user understand where to start. Everything was equally important — meaning nothing was important. The full-width red background created an aggressive first screen with no point of focus. The catalogue — the main thing a grocery retailer's website has to offer — was lost among other equally-weighted items.
The old header did not help the user understand where to start. Everything was equally important — meaning nothing was important. The full-width red background created an aggressive first screen with no point of focus. The catalogue — the main thing a grocery retailer's website has to offer — was lost among other equally-weighted items.
Solution
Three levels instead of one and a catalogue in two entry points
I split the header into three separate levels with a clear hierarchy; the brand color became an accent rather than a background.
Solution
Three levels instead of one and a catalogue in two entry points
I split the header into three separate levels with a clear hierarchy; the brand color became an accent rather than a background.
Top row: city, contacts, telephone — utilities separately
Middle row: logo, full-width search, catalog button, loyalty card
Navigation below: clean, grouped, with dropdowns where necessary
The catalogue is available from two points: a separate button in the middle row and an item in the navigation. On the retailer's website, this duplication is intentional. The background has turned white; the brand colour now works as an accent on the buttons and active elements. The header now serves the user rather than competing with the content.
The catalogue is available from two points: a separate button in the middle row and an item in the navigation. On the retailer's website, this duplication is intentional. The background has turned white; the brand colour now works as an accent on the buttons and active elements. The header now serves the user rather than competing with the content.
Problem
The main thing the retailer could show was missing on the website
On Kopeechka's old website, there wasn't a single product. The user couldn't even view the assortment — the most obvious thing you expect from a shop's website was simply missing. The reason was a ban on accessing the product list API from the CRM.
Problem
The main thing the retailer could show was missing on the website
On Kopeechka's old website, there wasn't a single product. The user couldn't even view the assortment — the most obvious thing you expect from a shop's website was simply missing. The reason was a ban on accessing the product list API from the CRM.
There were no products on the website at all
There is no reason to return to the website between trips to the shop
There is no path from online interest to offline purchase
The website existed merely as a business card — carrying addresses, contacts, and general information. A user who wanted to find out what was available in the shops could not do so online. For a chain with hundreds of SKUs and a constantly changing assortment, this meant that the website was not performing its main function.
The website existed merely as a business card — carrying addresses, contacts, and general information. A user who wanted to find out what was available in the shops could not do so online. For a chain with hundreds of SKUs and a constantly changing assortment, this meant that the website was not performing its main function.
Solution
Products on the homepage are from promotional leaflets
Added a horizontal row of novelty cards on the home page. The first time the products appeared on the Kopeechka website. They are added manually and represent a list of promotional products.
Solution
Products on the homepage are from promotional leaflets
Added a horizontal row of novelty cards on the home page. The first time the products appeared on the Kopeechka website. They are added manually and represent a list of promotional products.
Photo, weight, price per kg, name, price — clean and readable
The new Belarusian rouble sign as a legal obligation
The cards link to the product page with a "Find the nearest store" button
Upon my initiative, a minimal product-related functionality was added. A catalogue with filters, settings, and similar features has been introduced. The design accommodates the potential soon-to-be-added full-fledged catalogue: nothing will need to be redesigned when it launches. The homepage now gives a reason to browse the website, rather than just look for the address.
Upon my initiative, a minimal product-related functionality was added. A catalogue with filters, settings, and similar features has been introduced. The design accommodates the potential soon-to-be-added full-fledged catalogue: nothing will need to be redesigned when it launches. The homepage now gives a reason to browse the website, rather than just look for the address.
Problem
A sea of identical pins with no way to find anything
The old map was a pure Yandex embed with no interface around it. Hundreds of stores — no filters, no search, no information on click.
Problem
A sea of identical pins with no way to find anything
The old map was a pure Yandex embed with no interface around it. Hundreds of stores — no filters, no search, no information on click.
All pins are identical — there is no way to distinguish one store from another
There are no filters for operating hours or amenities
Clicking on the pin did not provide any useful information
A user who wanted to find a 24-hour convenience store near their home had to click on each pin manually. Working hours, distance, availability of coffee or food – none of this was there. The map existed, but it did not work as a search tool.
A user who wanted to find a 24-hour convenience store near their home had to click on each pin manually. Working hours, distance, availability of coffee or food – none of this was there. The map existed, but it did not work as a search tool.
Solution
Search, filters and the store card directly on the map
I kept the map but built a proper interface around it. Custom branded pins instead of the default Yandex markers.
Solution
Search, filters and the store card directly on the map
I kept the map but built a proper interface around it. Custom branded pins instead of the default Yandex markers.
Search by city, address or store name
Quick filters: open now, 24/7, coffee, food
Clicking a pin opens a card: name, status, address, hours, distance, route
The map's color scheme is muted — branded Kopeyechka pins can be read without visual noise. There are two actions from the card: build a route or open the full store page. Hundreds of stores have become easy to navigate.
The map's color scheme is muted — branded Kopeyechka pins can be read without visual noise. There are two actions from the card: build a route or open the full store page. Hundreds of stores have become easy to navigate.
Problem
A heavy red block that competed with the entire page
The old footer was a loud red rectangle with a newsletter subscription form. It was hard to scan, visually aggressive, and the subscription felt out of place.
Problem
A heavy red block that competed with the entire page
The old footer was a loud red rectangle with a newsletter subscription form. It was hard to scan, visually aggressive, and the subscription felt out of place.
The red background across the entire footer screams instead of quietly concluding the page
Links, contacts, and legal information are mixed together without any structure
Email subscription form — the client has opted out of it for now
The footer should be a quiet place where you can find what you need. The old one competed with the rest of the page for attention. A user scrolling down looking for contacts or legal information saw a red wall instead of a structured directory.
The footer should be a quiet place where you can find what you need. The old one competed with the rest of the page for attention. A user scrolling down looking for contacts or legal information saw a red wall instead of a structured directory.
Decision
Light structured footer without unnecessary details
Replaced the red block with a light layout. The subscription form has been removed — it is not needed here.
Decision
Light structured footer without unnecessary details
Replaced the red block with a light layout. The subscription form has been removed — it is not needed here.
The navigation is grouped into columns by meaning
Contacts are in a separate area, legal information is isolated at the bottom
Social media is there, but quiet — it doesn't distract your attention
Everything important has become easier to find. All excess has been removed. The footer now completes the page rather than fighting for attention.
Everything important has become easier to find. All excess has been removed. The footer now completes the page rather than fighting for attention.
Result
The website that did not exist — now exists and works
The CustDev showed a direct impact on the speed of task resolution. The first iteration is currently in development — a full case study with all details, solutions, and rejected options will be released after the launch.
Result
The website that did not exist — now exists and works
The CustDev showed a direct impact on the speed of task resolution. The first iteration is currently in development — a full case study with all details, solutions, and rejected options will be released after the launch.
Time to search the job vacancy list: 15 → 6 sec
Time to fill in the supplier form: 49 → 31 sec
Found a product in the catalogue: 0% → 100%
Users who tested the old site completed the same tasks faster and without hints — on a site that did not even exist six months ago. The reduction in task completion time came from the structure, not from simplification: the correct hierarchy, the right information in the right place. A full analysis of all pages, decisions, and iterations — after the release.
Users who tested the old site completed the same tasks faster and without hints — on a site that did not even exist six months ago. The reduction in task completion time came from the structure, not from simplification: the correct hierarchy, the right information in the right place. A full analysis of all pages, decisions, and iterations — after the release.