Built the fintech direction from scratch — wallet, BNPL, identity verification, cashback, and loyalty across web, iOS, Android, and mono-apps. Sole designer on a team of 12.
View case →Redesigned fragmented B2B/B2C/B2G payment flows into one adaptive form across web, iOS, and Android. Smart autofill, invoice scanning, Fast Payment System.
View case →Translated Bank of Russia compliance requirements into real-time counterparty risk warnings at the moment of payment — without breaking the flow.
View case →Built a points-based onboarding system for a European B2B fintech — making the value exchange explicit and driving users to complete bank account setup and invoicing.
View case →I'm Alexander Vorobyov, a Lead Product Designer specializing in fintech and payment products. Over 8 years I've shipped 15+ products at companies like Tutu, Yandex, Alfa-Bank, and Finom — from corporate B2B payments to consumer wallets and gamified onboarding.
My work is accountable to metrics: wallet turnover up 128x, +19% transaction volume at a top-3 Russian bank, 60,000+ businesses protected from payment blocking.
I work best where design decisions are visible on the P&L
Four beliefs that shape how I work — not borrowed from a methodology, but built from 8 years of shipping fintech under pressure.
Research, funnel analysis, and stakeholder workshops before opening Figma. Bad framing costs more than bad UI.
From CJM and problem definition to cross-platform delivery and post-launch iteration. I don't hand off and disappear.
Navigated 115-ФЗ, Bank of Russia regulations, and EU banking requirements. Regulatory complexity sharpens UX, it doesn't excuse it.
Mentored 4 designers, run design sprints, built front-review processes, covered design lead duties.
The classic double diamond wasn't enough — I added a third stage for rollout and post-launch iteration, where most real learning actually happens.
define a problem, market and competitor research, concept design, interactive prototyping, conduct UX research
design a high-end solution, design review, frontend review
check product metrics, find UI bugs, review user feedback, improve existing UX/UI
Built fintech direction from scratch: Wallet, BNPL, and Cashback. Sole designer on a cross-functional team of 12, shipping across web, iOS, Android, and mini-apps.
At Yandex Go for Business, enhanced the platform UX and shipped new features. Led design of the business account, integrating Yandex services across web and mobile.
Managed design of B2B, B2C, and B2G payments across web and mobile. Shaped the vision and strategy for corporate payments in close collaboration with PMs, engineers, and marketing.
Led design for new products and updated existing ones across 4 EU markets. Covered full-cycle design and research in close collaboration with product teams.
Designed virtual card issuance that replaced plastic cards — demand dropped 40%. Built account opening flows for sole proprietors and LLCs, worked on tariffs and business account features.
Yes. At Tutu I'm the only designer for the entire fintech direction — I do research, conceptual design, high-fidelity Figma, frontend review, and post-launch iteration. That's the mode I work best in.
Payment flows, onboarding, wallets, B2B interfaces — anything where UX decisions directly move a revenue metric. I'm at my best when "done" means a business number moved, not a screen was delivered.
No. I adapt to what the team actually needs. Sometimes that's a week of user research before any pixels. Sometimes it's a 2-day sprint to a testable prototype. I use process when it reduces risk, not because it's on the checklist.
Scale-up or growth stage — an existing product with traction that needs to extract more value from what it already has. I'm less useful when the entire product vision is still undefined.
Lead who still ships. I set direction, run reviews, mentor junior designers — and I also open Figma and design. I don't believe in leads who only comment.
By whether the number moved. Wallet turnover ×128, +19% transactions, −40% plastic card demand — these are the metrics I care about. Design quality is a means, not the goal.
