Head of Product Design
Head of Product Design
Head of Product Design
Head of Product Design
when
when
when
June 2020 - October 2021
team
Alexnder Popov, Kate Sosedova, Yulia Ananieva, Alexey Chizhov, Andrew Repin, Boris Ysefpolsky, Ksenia Petrova, Anna Eliseeva, Ivan Uvarov, Alexander Sirotkin
brand team
Dmitry Vershinin, Serge Dubovenko, Alexander Voronkov, Svetlana Pankratova
agencys
Ony↗, The Cliens↗
June 2020 - October 2021
June 2020 - October 2021
team
team
Alexnder Popov, Kate Sosedova, Yulia Ananieva, Alexey Chizhov, Andrew Repin, Boris Ysefpolsky, Ksenia Petrova, Anna Eliseeva, Ivan Uvarov, Alexander Sirotkin
Alexnder Popov, Kate Sosedova, Yulia Ananieva, Alexey Chizhov, Andrew Repin, Boris Ysefpolsky, Ksenia Petrova, Anna Eliseeva, Ivan Uvarov, Alexander Sirotkin
brand team
brand team
Dmitry Vershinin, Serge Dubovenko, Alexander Voronkov, Svetlana Pankratova
Dmitry Vershinin, Serge Dubovenko, Alexander Voronkov, Svetlana Pankratova
agencys
agencys
business context
business context
business context
yandex
yandex
yandex services
Yandex Services is a comprehensive marketplace connecting you with professionals across various fields, including cleaning, appliance repair, plumbing, psychology, teaching, cargo transportation, fitness training, construction, and more. It’s a one-stop shop for finding and contacting specialists in any profession.
This platform has greatly benefited from the traffic driven by Yandex Search, enhancing its reach and effectiveness.
challenge
In the summer of 2020, Yandex faced a major antitrust investigation regarding the promotion of its own services on Yandex Search. As a product entirely designed to optimize search traffic, we had to quickly rethink our strategy and find a way to retain the audience we had gained through Search.
my role
I was invited to join the team as Head of Product Design to build a resilient team capable of supporting the company through a period of significant structural and business changes.
Additionally, I was aimed with creating and leading an R&D team to help the business reinvent itself and find new revenue streams.
Yandex is a leading tech company in Eastern Europe with a global workforce of over 10,000 employees. They have developed a range of successful products, including Yandex Search (the third largest search engine worldwide), Yandex Market, Yandex Taxi, and many others.
Yandex is a leading tech company in Eastern Europe with a global workforce of over 10,000 employees. They have developed a range of successful products, including Yandex Search (the third largest search engine worldwide), Yandex Market, Yandex Taxi, and many others.
yandex
Yandex is a leading tech company in Eastern Europe with a global workforce of over 10,000 employees. They have developed a range of successful products, including Yandex Search (the third largest search engine worldwide), Yandex Market, Yandex Taxi, and many others.
yandex services
yandex services
Yandex Services is a comprehensive marketplace connecting you with professionals across various fields, including cleaning, appliance repair, plumbing, psychology, teaching, cargo transportation, fitness training, construction, and more. It’s a one-stop shop for finding and contacting specialists in any profession.
This platform has greatly benefited from the traffic driven by Yandex Search, enhancing its reach and effectiveness.
Yandex Services is a comprehensive marketplace connecting you with professionals across various fields, including cleaning, appliance repair, plumbing, psychology, teaching, cargo transportation, fitness training, construction, and more. It’s a one-stop shop for finding and contacting specialists in any profession.
This platform has greatly benefited from the traffic driven by Yandex Search, enhancing its reach and effectiveness.
challenge
challenge
In the summer of 2020, Yandex faced a major antitrust investigation regarding the promotion of its own services on Yandex Search. As a product entirely designed to optimize search traffic, we had to quickly rethink our strategy and find a way to retain the audience we had gained through Search.
In the summer of 2020, Yandex faced a major antitrust investigation regarding the promotion of its own services on Yandex Search. As a product entirely designed to optimize search traffic, we had to quickly rethink our strategy and find a way to retain the audience we had gained through Search.
my role
my role
I was invited to join the team as Head of Product Design to build a resilient team capable of supporting the company through a period of significant structural and business changes.
Additionally, I was aimed with creating and leading an R&D team to help the business reinvent itself and find new revenue streams.
I was invited to join the team as Head of Product Design to build a resilient team capable of supporting the company through a period of significant structural and business changes.
Additionally, I was aimed with creating and leading an R&D team to help the business reinvent itself and find new revenue streams.
key results at a glance
key results at a glance
for a quick overview without scrolling:)
for a quick overview without scrolling:)
for a quick overview without scrolling:)
↑ 17%
↑ 17%
↑ 17%
Revenue
Revenue
Revenue
↑ 41%
↑ 41%
↑ 41%
YOY brand awareness
YOY brand awareness
YOY brand awareness
↑ 180%
↑ 180%
↑ 180%
First-time order creation
First-time order creation
First-time order creation
↑ 43%
↑ 43%
↑ 43%
Platform adoption
Platform adoption
Platform adoption
↑ 66%
↑ 66%
↑ 66%
MAU
MAU
MAU
↓ 30%
↓ 30%
↓ 30%
Advertising costs
Advertising costs
Advertising costs
↓ 67%
↓ 67%
↓ 67%
Contractor response time
Contractor response time
Contractor response time
rebranding
rebranding
key results at a glance
platform redesign
results
We completely redesigned the user journey, starting from the search for a professional, guiding users through every step of service preparation, and continuing until after the service was provided. By applying behavioral and service design principles, we created a frictionless experience for managing all household tasks a user might need.
As a result, we significantly increased trust in the platform, boosting NPS and the number of orders by 180%. We also increased the number of repeat orders by 25% and reduced drop-off rates in the order creation flow by 65%.
results
results
results
We developed a new brand platform and executed a comprehensive rebranding initiative. By seamlessly integrating brand identity elements into our product and rethinking our growth strategy, we achieved remarkable outcomes:
Boosted year-over-year brand awareness by 41%
Reduced advertising costs by 30%
Increased conversion rates for first-time order creation by 180%
We developed a new brand platform and executed a comprehensive rebranding initiative. By seamlessly integrating brand identity elements into our product and rethinking our growth strategy, we achieved remarkable outcomes:
Boosted year-over-year brand awareness by 41%
Reduced advertising costs by 30%
Increased conversion rates for first-time order creation by 180%
We developed a new brand platform and executed a comprehensive rebranding initiative. By seamlessly integrating brand identity elements into our product and rethinking our growth strategy, we achieved remarkable outcomes:
Boosted year-over-year brand awareness by 41%
Reduced advertising costs by 30%
Increased conversion rates for first-time order creation by 180%
mobile apps launch
platform redesign
platform redesign
results
We built three mobile apps from scratch in just four months:
Client Apps (iOS + Android):
Increased platform adoption by 43%
Grew retention by 56%
Enhanced brand awareness
Reduced costs associated with repeated order creation
Attracted 3 million new active users
Boosted MAU from 12 million to 20 million
Improved the app rating on the App Store from 2 to 4.4
Contractors App (Android):
Enabled 650,000 contractor workers to receive and respond to orders from anywhere.
Reduced contractor response time by 67%
Increased the number of daily deals by 34%Increased amount of contractors on the platform by 60%
results
results
We completely redesigned the user journey, starting from the search for a professional, guiding users through every step of service preparation, and continuing until after the service was provided. By applying behavioral and service design principles, we created a frictionless experience for managing all household tasks a user might need.
As a result, we significantly increased trust in the platform, boosting NPS and the number of orders by 180%. We also increased the number of repeat orders by 25% and reduced drop-off rates in the order creation flow by 65%.
We completely redesigned the user journey, starting from the search for a professional, guiding users through every step of service preparation, and continuing until after the service was provided. By applying behavioral and service design principles, we created a frictionless experience for managing all household tasks a user might need.
As a result, we significantly increased trust in the platform, boosting NPS and the number of orders by 180%. We also increased the number of repeat orders by 25% and reduced drop-off rates in the order creation flow by 65%.
We completely redesigned the user journey, starting from the search for a professional, guiding users through every step of service preparation, and continuing until after the service was provided. By applying behavioral and service design principles, we created a frictionless experience for managing all household tasks a user might need.
As a result, we significantly increased trust in the platform, boosting NPS and the number of orders by 180%. We also increased the number of repeat orders by 25% and reduced drop-off rates in the order creation flow by 65%.
enhanced design quality
mobile apps launch
mobile apps launch
results
Launched a comprehensive design system supporting product development across web, Android, and iOS apps, with the goal of enhancing our team's operational efficiency.
This initiative reduced development time from approximately three months per vertical to just two weeks, plus the time required for business logic design. It also significantly decreased the overall time to market for product teams, enabling them to experiment more freely.
Additionally, we reduced the number of design bugs and improved the quality of design decision-making across teams.
results
results
We built three mobile apps from scratch in just four months:
Client Apps (iOS + Android):
Increased platform adoption by 43%
Grew retention by 56%
Enhanced brand awareness
Reduced costs associated with repeated order creation
Attracted 3 million new active users
Boosted MAU from 12 million to 20 million
Improved the app rating on the App Store from 2 to 4.4
Contractors App (Android):
Enabled 650,000 contractor workers to receive and respond to orders from anywhere.
Reduced contractor response time by 67%
Increased the number of daily deals by 34%
Increased amount of contractors on the platform by 60%
We built three mobile apps from scratch in just four months:
Client Apps (iOS + Android):
Increased platform adoption by 43%
Grew retention by 56%
Enhanced brand awareness
Reduced costs associated with repeated order creation
Attracted 3 million new active users
Boosted MAU from 12 million to 20 million
Improved the app rating on the App Store from 2 to 4.4
Contractors App (Android):
Enabled 650,000 contractor workers to receive and respond to orders from anywhere.
Reduced contractor response time by 67%
Increased the number of daily deals by 34%
Increased amount of contractors on the platform by 60%
We built three mobile apps from scratch in just four months:
Client Apps (iOS + Android):
Increased platform adoption by 43%
Grew retention by 56%
Enhanced brand awareness
Reduced costs associated with repeated order creation
Attracted 3 million new active users
Boosted MAU from 12 million to 20 million
Improved the app rating on the App Store from 2 to 4.4
Contractors App (Android):
Enabled 650,000 contractor workers to receive and respond to orders from anywhere.
Reduced contractor response time by 67%
Increased the number of daily deals by 34%
Increased amount of contractors on the platform by 60%
launch of new business verticals
enhanced design quality
enhanced design quality
results
In just six months, we launched 25 service businesses in retention categories, helping us attract a wider audience and create new revenue streams. This initiative alone boosted our ad revenue by 17%.
It also attracted a new audience and reduced the costs of user acquisition and activation.
Furthermore, we unlocked the company’s potential in scaling its B2B initiatives, inviting large businesses to collaborate with us on our infrastructure. This significantly increased Yandex's market share in the service sector.
results
results
Launched a comprehensive design system supporting product development across web, Android, and iOS apps, with the goal of enhancing our team's operational efficiency.
This initiative reduced development time from approximately three months per vertical to just two weeks, plus the time required for business logic design. It also significantly decreased the overall time to market for product teams, enabling them to experiment more freely.
Additionally, we reduced the number of design bugs and improved the quality of design decision-making across teams.
Launched a comprehensive design system supporting product development across web, Android, and iOS apps, with the goal of enhancing our team's operational efficiency.
This initiative reduced development time from approximately three months per vertical to just two weeks, plus the time required for business logic design. It also significantly decreased the overall time to market for product teams, enabling them to experiment more freely.
Additionally, we reduced the number of design bugs and improved the quality of design decision-making across teams.
management & operations
launch of new business verticals
launch of new business verticals
results
Built, validated, and implemented a design strategy that delivered a strong ROI for design initiatives.
Reconstructed the design organization structure, cultivated a design-oriented culture, and optimized product processes, reimagining the approach to product development.
Contributed to the development of a crisis strategy and participated in the company restructuring process.
Established research and UX copy teams from the ground up.
Created and implemented designer levels to foster career growth and skill development.
Developed and led the R&D team.
Increased design system coverage by 72%. and reduced design velocity.
Implemented a new approach to measuring design quality by incorporating various metrics that help teams identify areas for improvement in their funnels. These metrics include NPS scores, design bug reports and policy, user feedback from support and interviews, and brand awareness for the client segment. This comprehensive evaluation was aligned with cross-functional team business indicators to ensure a holistic assessment of team performance and design impact on the business.
Optimized operating costs of the design function.
results
results
In just six months, we launched 25 service businesses in retention categories, helping us attract a wider audience and create new revenue streams. This initiative alone boosted our ad revenue by 17%.
It also attracted a new audience and reduced the costs of user acquisition and activation.
Furthermore, we unlocked the company’s potential in scaling its B2B initiatives, inviting large businesses to collaborate with us on our infrastructure. This significantly increased Yandex's market share in the service sector.
In just six months, we launched 25 service businesses in retention categories, helping us attract a wider audience and create new revenue streams. This initiative alone boosted our ad revenue by 17%.
It also attracted a new audience and reduced the costs of user acquisition and activation.
Furthermore, we unlocked the company’s potential in scaling its B2B initiatives, inviting large businesses to collaborate with us on our infrastructure. This significantly increased Yandex's market share in the service sector.
management & operations
management & operations
results
results
Built, validated, and implemented a design strategy that delivered a strong ROI for design initiatives.
Reconstructed the design organization structure, cultivated a design-oriented culture, and optimized product processes, reimagining the approach to product development.
Contributed to the development of a crisis strategy and participated in the company restructuring process.
Established research and UX copy teams from the ground up.
Created and implemented designer levels to foster career growth and skill development.
Developed and led the R&D team.
Increased design system coverage by 72% and reduced design velocity.
Implemented a new approach to measuring design quality by incorporating various metrics that help teams identify areas for improvement in their funnels. These metrics include NPS scores, design bug reports and policy, user feedback from support and interviews, and brand awareness for the client segment. This comprehensive evaluation was aligned with cross-functional team business indicators to ensure a holistic assessment of team performance and design impact on the business.
Optimized operating costs of the design function.
Built, validated, and implemented a design strategy that delivered a strong ROI for design initiatives.
Reconstructed the design organization structure, cultivated a design-oriented culture, and optimized product processes, reimagining the approach to product development.
Contributed to the development of a crisis strategy and participated in the company restructuring process.
Established research and UX copy teams from the ground up.
Created and implemented designer levels to foster career growth and skill development.
Developed and led the R&D team.
Increased design system coverage by 72% and reduced design velocity.
Implemented a new approach to measuring design quality by incorporating various metrics that help teams identify areas for improvement in their funnels. These metrics include NPS scores, design bug reports and policy, user feedback from support and interviews, and brand awareness for the client segment. This comprehensive evaluation was aligned with cross-functional team business indicators to ensure a holistic assessment of team performance and design impact on the business.
Optimized operating costs of the design function.
