I'm a designer who works best when no one knows what to build

Sergey Goltsov

8 years in product design, the last 5 in fintech and crypto. At Sberbank I worked on B2C products used by 78 million people, at CoinsPaid on B2B crypto platforms. In both, my favorite work was where the right solution wasn't obvious at the start.

When things get ambiguous, I push toward a decision rather than waiting for one. I've found that the clearest way to earn trust on a team is to show your reasoning, not just your output.

I run the full cycle: discovery, research, structure, and delivery. I regularly surface problems nobody asked me to look at, frame them in business terms, and drive them to a decision.

AI is part of my daily toolkit: I prototype with Claude Code, Cursor and Figma Make, and I built ReadyDoc, an AI Figma plugin that auto-generates component documentation.


  • Experience

    Coinspaid · Lead Product Designer

    Owned design for Crypto Processing, Invoices, and the built-in wallet across merchants, end customers, and internal operators. Built the design process and design system from scratch.

    2023 — 2026

  • Sberbank · Lead Product Designer

    Led Credit Cards direction with 15M+ MAU. Managed design team and form future product vision.

    2021 — 2022

  • UsabilityLab · Senior Product Designer

    Worked on credit cards and deposits for SberBank Online. Creating prototypes, tested hypotheses together with a team of researchers, worked closely with product managers, analysts and developers.

    2019 — 2021

  • Proscom · Senior UX/UI Designer

    I have created interfaces for analytical systems, mobile applications and digital services. Worked on prototypes, animations, design concepts and presented them to clients. I was a mentor of junior designers in the studio.

    2018 — 2019


  • Education

    BBE · Design Management Patterns

    Learned how to structure and scale design processes across teams, moving beyond individual craft toward systematic thinking.

    2024

  • Roots (formerly WNBL) · Product Management Intensive

    Deepened my grasp of product strategy and discovery, which made me a sharper collaborator with PMs in my day-to-day work.

    2023 — 2023

  • BBE · Grid Systems and Web Design

    Developed a more principled approach to composition, spacing, and visual rhythm in web-based design.

    2019 — 2019


If you've read this far, we should probably talk

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