My Story
That means platforms with many users, many edge cases, and very little tolerance for confusion. I’ve spent over 15 years working on products where design decisions affect speed, trust, safety, and business outcomes.
My work focuses on:
shaping product structure before visuals exist,
turning complex systems into understandable experiences,
and helping teams design products that remain usable as they scale.
I currently lead UX for large, multi-product platforms and support teams that are integrating AI into their design and decision-making processes.
Design is not limited to interfaces.
It’s the same thinking behind a well-balanced sports car, a door that opens the way people expect, or a system that behaves predictably under pressure. Good design reduces effort, removes hesitation, and guides people without forcing them to think about the system itself.
True UX works when intent is clear.
Not when things look good in isolation.
I approach design as the act of shaping intent into form. Visuals matter, but only after structure, behavior, and logic are understood. When those foundations are right, aesthetics and usability reinforce each other naturally.
I build systems that stay clear as products grow.
My work typically involves:
UX strategy and product decision support
Designing adaptive systems across web and native platforms
Integrating AI into UX processes and product features
Establishing design systems that teams can scale with
Guiding visual and interaction decisions with long-term clarity in mind
This approach shows up consistently across my work because it reflects how I operate day to day, not because it sounds good on paper.
2022 – Present
I lead UX across a multi-sided logistics platform used by carriers, drivers, dispatchers, shippers, and brokers.
My responsibilities span strategy, execution, team building, and advanced UX initiatives.
The work includes:
Building and structuring the UX team
Defining end-to-end UX processes
Developing a design system with over 600 reusable components
Creating dedicated style guides for web and native apps
Introducing AI-supported workflows, including MCP server + Figma for generative UI steps
Designing AI-driven features such as vehicle inspections and voice agents
Running A/B tests, UX audits, and continuous validation cycles
The goal is to help the product scale without losing clarity, consistency, or trust.
I speak publicly because many teams struggle with the same questions around UX, AI, and scale, often in isolation.
Sharing real project experiences helps designers, product leaders, and companies avoid repeating the same mistakes and make better decisions earlier. Teaching also sharpens my own practice. Explaining complex systems forces clarity, exposes weak assumptions, and keeps my work grounded in reality rather than trends. Public speaking is how I contribute to the design community while staying accountable to the ideas I use in my own work.
Recent speaking and teaching engagements:
UX Strategy — UX Sofia 2024
Panel and talk focused on strategic UX decision-making in complex products.The Future of UX: AI, Voice-Based UI, Accessibility, and More — Software University, Sofia
Lecture exploring how emerging interfaces and AI reshape user experience.AI-Powered Design Sprints — Software University, Sofia
Hands-on sessions on integrating AI tools into design workflows.AI Tools for Images, Videos, and Music — Software University, Sofia
Practical overview of generative tools and their use in creative and product teams.AI Basic (Course) — Software University, Sofia
Introductory course covering foundational AI concepts for designers and non-technical teams.How to Build a 1M User App — Public talk
Focused on product scalability, UX foundations, and growth constraints.The Future of eCommerce Design — CloudCart
Talk on designing scalable and conversion-focused commerce experiences.Tutor — Web Design — Technical University of Sofia
Tutor — UX Design — Technical University of Sofia
The Skills of UX Designers of the Future — UX Sofia 2025
In addition to public events, I run private workshops and advisory sessions for teams exploring AI adoption, UX strategy, and design systems at scale.
I keep a personal Spotify playlist that’s always evolving. Sometimes it’s for focus, sometimes for late nights, sometimes just for the mood of a week.
I enjoy putting things together, shaping a flow, and letting it breathe over time. If you’re curious, you’re welcome to listen.