Serj NOVIKOV

In a hybrid manager/contributor role, I led the product design for our expansion from a single app to a diverse suite of products.

As part of the Growth team, I directed the design strategy for web funnels and new products, including Weight Loss, Calorie Tracking, and Meal Planning. By testing hundreds of hypotheses through A/B testing and end-to-end analytics, we achieved a balance of speed and

I’ve been honored to contribute to the core product team, focusing on turning complex medical data into a clear user experience.

My work included designing the first AI-recognition system for lab tests and building a scalable design system that unified multiple health features: Pregnancy Mode, Check-ups, Post-COVID checker, Sleep, and Fasting trackers.

I led the design for onboarding flows and

Playing with fonts for a living. Sometimes I win; sometimes Kern happens. 🙂
Delivering 0→1 solutions for B2C startups, I focused on the rapid launch of MVPs and optimizing user flows to drive growth. Alongside client work, I developed side projects to explore emerging tech.

In one year, I mentored three cohorts through the full UX/UI design cycle—from Figma basics to professional portfolios. My graduates have since secured positions at companies like Ciklum. Remarkable year.

Collaborated with the agency to reinforce their team for a translation and digital management provider. Focused on two pillars: executing a full-scale platform redesign and driving a 58% increase in completion rate, alongside a boost in overall user engagement within the 1st month post-launch.

Starting from zero, my partner and I built a lean, 8-person boutique agency. It was an exciting time to start, even when 'UX' mostly meant surviving a tenth round of "make the logo bigger" without losing your mind.

My focus was on running the design process for landing pages, e-commerce sites, and ad campaigns, while constantly testing hypotheses for Conversion Rate Optimization (CRO).

Our journ

I’m 90% Senior Product Designer and 10% a professional student of their finest programs. Over the years, I’ve explored everything from the complexities of design leadership to AI-driven workflows. Whether it’s an intensive sprint or a deep-dive course, I keep coming back to sharpen my tools.

This course was my 'point of no return.' 🤯 It completely reshaped my mindset, essentially turning me from a 'pixel-pusher' into a 'problem-solver' long before it became a LinkedIn cliché.

Back in a different era. It was in a language that is no longer part of my world. Let’s say it was so long ago that 'UX' was still a fresh buzzword, but I’m glad only the knowledge made it to the present day.

A short episode of trading courtroom drama for coding almost overnight. Funny how those tags and brackets never made me a developer, but instead accidentally led me straight to Product Design.

I once aimed for the courtroom 💼; now I advocate for the user (and it's much more fun).