UX Strategy
Accessibility & GDPR
Design Systems
Interaction Design
Lean UX
Management & mentorship
User Testing & Research
Analytics
Gen AI
Figma
JIRA
UX Writing
UX Strategy Accessibility & GDPR Design Systems Interaction Design Lean UX Management & mentorship User Testing & Research Analytics Gen AI Figma JIRA UX Writing
Barclays, Instalments for Amazon
Barclays Bank PLC - Senior Product Designer, AVP (2019 - now)
Led design for Partner Finance and Premier Banking products across web and mobile, driving measurable business outcomes (see video example)
Ran design thinking workshops and mentored two designers - elevating cross-functional collaboration and delivery quality.
Introduced AI-assisted workflows (generative prototyping, prompt-based ideation), accelerating concept to prototype cycles.
Partnered with multiple product teams and engineering squads to align UX strategy with technical roadmaps.
BUSINESS IMPACT
“Barclays Experiences” (2025): Engagement: +17.3% CTR on event promo; optimal entry point placement validated. 87% submission rate post-click. Circa 30-40% increase in interest in future experiences.
“Barclays Cashback” (2024-2025): 79,765 Cashback activations in the first month; 162,591 new Cashback customers in total.
“Instalments for Amazon” (2022-2023): An average of 4500+ applications a day monthly at launch.
Thomas Cook airlines - Senior UX Designer (2019 - 2019)
Led multiple web projects with a strong user research foundation - lab, guerrilla, and remote testing.
Facilitated discovery and strategy workshops, enabling stakeholder buy-in across UK and Germany.
Built prototypes from low- to high-fidelity and informed product direction through risk and strategy support.
BUSINESS IMPACT
Complete redesign within three months, delivering development-ready assets backed by multi-method user testing and validation.
Boohoo - Mobile App UX Design Lead (2018-2019)
Spearheaded a full app redesign, balancing e-commerce conversion goals with performance and usability.
Defined detailed specs, managed a UI designer, and drove stakeholder-aligned launch-ready assets.
BUSINESS IMPACT
App’s user ratings increased significantly - from 3.9 to 4.7 on the App Store, and from 3.5 to 4.0 on Google Play.
Avecto - Product Experience Specialist (B2b) (2017-2018)
Conducted research and usability testing, translating findings into actionable design features.
Delivered end-to-end UX/UI solutions, complete with documentation and implementation support.
Promoted UX maturity via workshops and cross-team knowledge sharing.
BUSINESS IMPACT
Established regular research and usability testing sessions with clients, creating a direct feedback loop that accelerated design iterations and strengthened business-client relationships.
gigya - product designer (2014-2017)
Owned full UX/UI cycle - from hands-on design to strategic oversight - across web products.
Built and maintained scalable UI libraries and design systems that enhanced consistency.
Managed freelance designers and guided UI quality through close R&D collaboration aligned with business strategy.
BUSINESS IMPACT
End-to-end product design leadership that scaled UI consistency across web platforms while directing cross-functional teams to achieve strategic business objectives, contributing to GIGYA’s success which resulted in it being acquired by SAP.
Core Skills & Tools
UX & Product: Strategy, Lean UX, Design Thinking, Workshops, User Research & Testing
Delivery & Systems: Design Systems, Interaction Design, Prototyping, Analytics-informed UX
Compliance & Strategy: Accessibility (WCAG), GDPR, Governance
Leadership: Mentorship, Cross-functional Collaboration, Team Leadership
AI & Innovation: Generative Design, Prompt Ideation, AI-influenced UX decisions
Tools: Figma/Figjam, Miro, Jira, Confluence, Userzoom, Maze
Accreditations
Certified Practitioner of Human-Centred Design (LUMA Institute)
“Evolution” Management (Barclays Bank PLC)
Influencing Skills (PTP)
Risk and Control (Institute of Risk Management (IRM))
AI Agents in Figma with Claude Code (Memorisely)
Recommendations
“I enjoyed my time working with Serge, he was a fantastic member of the team and cared about both his work and colleagues. Serge offers a team empathy, compassion and a desire to work on both his technical skills as a UX professional and his interpersonal development. He has a naturally affable character and brings a smile to the team members, despite his questionable disco music jukebox recommendations. Hope to work with you again in the future, Serge! ”
“I really enjoyed cooperating with Serge. He is dedicated, hard-working, pleasant to work with and super-talented. Having him on the team was a huge advantage. I will love working with him again any time. ”