Lidiia Suslova

I have over 15 years of experience in Product Design, UX, and User Research. My journey into design was driven by my love for problem-solving, structuring information, and creating intuitive experiences. I have always been fascinated by how systems work and how people interact with them, which naturally led me to UX design.

I specialize in UX Design for complex products in Fintech, E-commerce, Logistics, and SAAS. My focus is on crafting user-centered solutions that align with business goals while enhancing usability and conversion rates.

Design is problem-solving with empathy. It’s about structuring information, creating seamless user experiences, and making products more intuitive and efficient.

I enjoy working on complex products that require deep user research, strategic thinking, and an understanding of behavioral psychology. Fintech, SAAS, and E-commerce projects excite me the most.

One of my favorite projects was designing an online insurance subscription model that transformed how people perceive home insurance. The challenge was to make it feel accessible, friendly, and affordable while ensuring trust and clarity.

The first major project I designed for a company was the complete UX flow and UI for DesignContest.com, a high-load crowdsourced SaaS platform for custom graphic design contests. With 200,000+ registered users and 7,000 daily active users, the platform required a seamless and scalable experience for both designers and clients. I started by analyzing user behavior and pain points, then built a structured UX flow to streamline contest creation, designer participation, and winner selection. The goal was to make the process effortless while ensuring clarity at every step. Once the UX foundation was set, I designed a modern, intuitive UI that enhanced usability and engagement. This project was a deep dive into multi-language, multi-currency systems, country-specific payment options, and high-performance design — a real test of scalability and precision. After 20,000+ development hours of a team, the result was a 98% client satisfaction rate, solidifying the platform as one of the most effective ways to get custom designs online.

I love working with Figma for design and prototyping. I also rely on Notion and Miro for structuring research and ideas.

When I’m walking in a park that feels like a forest. Nature helps me clear my mind and organize thoughts.

User experience, information architecture, and conversion optimization. Every design decision must have a purpose.

A mix of curiosity, excitement, and deep focus. Solving complex problems gives me a sense of accomplishment.

Satisfaction, especially when I see the impact on users and business goals.

Clear problem-solving, user-friendliness, and measurable results.

To create ethical, inclusive, and sustainable designs that improve people’s lives rather than manipulate or overwhelm them.

Design is becoming more data-driven, AI-assisted, and focused on personalization. The future is in automation, accessibility, and human-centered experiences.

I don’t hold exhibitions, but I regularly post my designs on my Dribbble portfolio available by link https://dribbble.com/cls I write about UX and design insights on Medium at https://medium.com/@lidacls

From user research, psychology, nature, and well-designed products that prioritize usability.

Minimal, structured, and user-focused. I aim for clarity and seamless interaction.

I’m currently living abroad in Baku, Azerbaijan. My perspective on design has been shaped by working in different industries and cultures and adapting to diverse user needs. I'm adopting the best values from each culture I'm diving into. My native country is Ukraine, it has very deep and interesting culture, going far with it's history. The Ukrainian nation is a powerhouse of innovation and entrepreneurship, consistently creating products that people love and value by addressing real-world needs with ingenuity and excellence. Ukrainian product design is highly valued worldwide.

I collaborate with teams, lead UX strategy, conduct user research, and optimize product experiences.

Hire designers who understand business goals and user behavior, not just aesthetics.

Research → Strategy → Wireframing → Prototyping → Testing → Iteration → Implementation.

My ergonomic chair, notebook, Kindle, Moleskine sketchbook, and noise-canceling headphones.

Morning walk → Deep work (design/research) → Meetings → More design → A break to recharge.

Learn to communicate your design decisions. Focus on problem-solving, not just visuals. Always test your designs with real users.

Positives: Creativity, impact, variety. Negatives: Tight deadlines, managing stakeholders, and proving design’s value.

Design for clarity — if people don’t understand it, it doesn’t work.

User research, UX strategy, communication, problem-solving, and adaptability.

Figma, Notion, Miro, Google Analytics, Hotjar for user insights, and sometimes AI tools for efficiency.

Leading UX in a fintech company where I transformed a complex product into a user-friendly experience.

Designing products that improve everyday experiences and solve real-world problems.

Exploring more leadership roles in design and possibly mentoring designers.

I collaborate with teams but also work independently on UX strategy.

Design isn’t just about aesthetics — it’s about making things work better for people.

I have over 15 years of experience in Product Design, UX, User Research, Information Architecture, Wireframing & Prototyping, User Testing, and Human-Computer Interaction. Throughout my career, I’ve specialized in Fintech, E-commerce, Logistics, and SAAS, working with complex products that require clean and intuitive UX solutions. My work has spanned startups to large enterprises, and I take pride in creating designs that align with user needs while optimizing business objectives.

My path to design was driven by a strong passion for problem-solving and a deep interest in human behavior. I was drawn to UX because of its systematic yet empathetic approach to creating products. I started by studying design principles, human-computer interaction, and user psychology, gradually refining my skills through hands-on experience. Over time, I developed a keen ability to structure information, conduct research, and create interfaces that enhance user experiences.

I focus on three key aspects: System Thinking: Every product fits within a broader system, and I design with a holistic view. User-Centered Design: Research and user testing are integral to ensuring usability and effectiveness. Clarity and Simplicity: I prioritize intuitive navigation and clear interactions to reduce friction. I primarily rely on digital tools and cutting-edge technology but always begin projects with research and wireframing before moving into high-fidelity prototypes.

Excitement and curiosity drive me during the initial discovery phase, while a sense of flow and deep focus follows during problem-solving. Seeing a design come to life and positively impact users brings immense satisfaction. There’s also a moment of relief and pride when a complex design challenge is resolved elegantly.

Growing up in an environment where emotions weren’t openly expressed taught me to observe and analyze human behavior deeply. My technical mindset, combined with strong empathy, helps me understand both user pain points and business constraints. Having experience in hiring also sharpened my ability to assess user needs and motivations, making my work more impactful.

I aim to continue advancing as a senior product designer, focusing on projects that push the boundaries of UX in Fintech and SaaS. My dream project would involve designing a revolutionary financial tool that makes complex financial decisions more accessible and stress-free. In the long run, I’d love to mentor and shape the next generation of designers.

Never stop learning — technology and user behaviors evolve constantly. Think beyond aesthetics; great design solves real problems. Learn to advocate for your work — communicating design decisions effectively is key.

Always align design with the customer journey to maximize impact. Avoid getting emotionally attached to your work; iterate based on real user feedback. Keep your curiosity alive — explore fields beyond design, like psychology and behavioral economics.

My day starts with reviewing priorities and checking design updates. I often dive into research, wireframing, or prototyping, followed by design critiques or stakeholder meetings. One of the highlights is seeing how small UX improvements create significant usability gains.

I follow industry leaders, read case studies, and observe user behavior patterns rather than blindly following trends. While trends can be useful, I prioritize usability and long-term effectiveness over fleeting styles.

Good design is seamless — it works so intuitively that users don’t even notice it. It should be functional, accessible, and aligned with business goals while enhancing the user experience. Clarity, consistency, and emotional connection are key.

A design is ready when it successfully solves the problem, meets usability standards, and aligns with business objectives. While there’s always room for improvement, I rely on research, feedback, and testing to determine when an iteration is complete.

One of my most rewarding projects was developing a UX strategy for a complex Fintech platform. It required balancing security, compliance, and usability while making financial processes more user-friendly. The challenge of simplifying something inherently complex made it one of my most satisfying projects.

I admire designers who blend art and usability seamlessly. Irving Stone’s portrayal of artists in 'Lust for Life' and 'The Agony and the Ecstasy' deeply influenced my perspective on dedication and craftsmanship.

I find peace in nature, particularly forests, which inspire my design philosophy — clarity, structure, and natural flow. Music also plays a role in my creative process, helping me enter a state of deep focus.

I believe in a structured yet flexible approach to design. Collaboration and clear communication are key. I look for people who are open-minded, analytical, and driven by empathy when choosing team members or partners.

I support young designers through mentorship and knowledge-sharing, helping them navigate the industry with confidence. While I haven’t engaged in pro bono work yet, I see value in using design for social good.

Participating in design competitions helps sharpen skills, gain recognition, and connect with like-minded professionals. Awards validate the impact of great design and push designers to refine their craft. Being recognized as a Designer of the Day is an honor that motivates me to continue innovating.

I have over 15 years of experience in Product Design, UX, User Research, IA, Wireframing & Prototyping, User Testing, and Human-Computer Interaction. My focus has been on complex domains such as Fintech, E-commerce, Logistics, and SAAS, where clarity and efficiency are crucial. While my formal education laid a foundation, real-world problem-solving and continuous learning shaped my expertise.

I love creating intuitive, clean, and highly functional designs that solve real user problems. What drives me is the balance between logic and emotion — crafting systems that feel effortless but are deeply considered.

I chose this path. It felt natural because I have a system thinker’s mind, a technician’s precision, and an empath’s understanding of people’s needs.

I design complex digital products that require deep thinking — financial platforms, SaaS applications, logistics solutions. I’d love to work more on innovative interfaces that merge AI with human intuition in meaningful ways.

Never stop being curious. Learn the fundamentals, but also challenge them. Focus on the user, not just aesthetics. And always seek feedback — it’s the fastest way to grow.

A good designer makes things look nice and functional. A great designer understands the entire system, aligns business goals with user needs, and designs with intention.

A good design feels invisible — it works so well that users don’t think about it. It balances usability, clarity, and emotional connection while achieving its intended goal efficiently.

Good design improves efficiency, reduces friction, increases conversion rates, and enhances trust. In fintech, for example, a seamless experience can mean the difference between user adoption and abandonment.

I’d love to design something purely for myself — a passion project that blends storytelling, interactivity, and visual beauty, maybe an immersive historical or biographical experience.

A project that merges my love for storytelling and UX — a digital biographical experience like "Lust for Life," where people can immerse themselves in the lives of historical figures.

Deep user understanding. I don’t just design for users — I think like them, walk in their shoes, and solve their pain points holistically.

I find inspiration in designers who merge logic and aesthetics, but also from artists and architects who push the boundaries of experience. The most inspiring individuals are those I’ve had the privilege of knowing in real life. For me, a key source of inspiration is the talented Ukrainian designer Denys Nevozhai, whose work exemplifies innovation and excellence in design.

I love designs that feel effortless — Apple’s UI consistency, Airbnb’s UX, and even classic industrial designs that prioritize function without sacrificing form.

It’s not about one single design — it’s about the systems I’ve built that have stood the test of time, improving workflows and experiences for thousands of users.

Stay curious, be open to critique, and focus on understanding the "why" behind every design decision. I’ve always approached design as an evolving craft, not a static skillset.

Probably something related to storytelling — writing, filmmaking, or even historical research. I love dissecting narratives, whether in books, people’s lives, or user journeys.

Design is problem-solving through structure and empathy. It’s not just about aesthetics — it’s about making things work better for people.

There were a few key people — mentors, colleagues, and friends — who gave me valuable feedback and encouragement. But ultimately, self-discipline and curiosity drove me forward. My biggest supporter is my beautiful and wise mom Nina Suslova, scientist and brilliant pedagogue.