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 — from early-stage apps to platforms used by 78 million people, to complex B2B tools where the problem space is messy and the path to a shipped, defensible solution isn't obvious. That's the work I'm drawn to.

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.

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.

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

Say hi on linkedin or email