Dobs Totev, Designer in London, United Kingdom
Dobs Totev

Designer in London, United Kingdom

Member since February 5, 2018
Dobs is an entrepreneur and lead UI/UX designer specializing in iOS apps and responsive web products with expertise in the eCommerce, luxury and lifestyle, hospitality, social networks, and travel industries. He has helped multi-million dollar clients increase reach, engagement, and profits. Dobs has in-depth knowledge of product lifecycles—from research, concept, and planning through design and validation to live releases and team collaboration.
Dobs is now available for hire


Digital Design


  • User Experience Lead

    2021 - PRESENT
    Soho House & Co
    • Led the user experience of the social features for Soho House's app products which helped in doubling the App Store downloads of the Soho House's members app, increasing engagement by 50%. It is used by over 90% of the entire membership.
    • Spearheaded the design and product strategy of a new social networking app by Soho House to connect creatives worldwide. From research conducted via focus group and soft launch to 100 beta testers, the app product was liked by 89% of the users.
    • Designed the members' app experience for the private members club of The Ned in London, owned by Soho House.
    • Prepared stakeholder presentations for the progress and experience of the digital products I led for the Membership Collective Group (MCG) board meetings.
    • Collaborated across different teams (brand, marketing, data, communications, salesforce, membership, and operations) to deliver a final product ready to be presented and approved by stakeholders.
    • Hosted brainstorming sessions, discovery workshops, and design sprints to identify and validate business ideas and test new UX directions within the Soho House app products.
    • Led the user research by conducting frequent 1:1 interviews, focus groups, and surveys with existing members to get feedback on new app features and ideas that would impact the business' revenue and member retention.
    Technologies: Figma, App UX, App UI, Product Design, UX Design, UI Design, Mobile Design, Social Networks, UX Wireframes, Mockups, App Design, User Journeys, UX Research, User Journey Maps, Design Sprints, User Flows, Style Guides, Feature Prioritization, Design Leadership, Customer Journeys, Android, User Interviews, Design Reviews, UX Audits, Google Design Sprints, Mobile App UI, Strategy, User Scenarios, User Stories, Agile UX, Agile, Mobile, Interactive Prototypes
  • Creative Director

    2018 - PRESENT
    d.DOBS Creative
    • Founded the company in 2018, which has allowed me to work remotely with clients from around the world. To date, I have worked on several large client projects, such as Soho House's app, TTC's white-label shopping platform, three start-ups, and more.
    • Formed and managed project-specific teams of product owners, developers, and a designer (myself) when working on a client product that requires the complete services of a web or app development cycle.
    • Hosted on-site discovery sessions and design sprint workshops for clients in London such as Soho House, Contiki and The Travel Corporation.
    • Managed the company's business growth and brand positioning as its creative director.
    Technologies: User Interface (UI), User Experience (UX), Adobe Premiere Pro, Adobe After Effects, Adobe InDesign, Adobe Illustrator, Principle, InVision, Adobe Photoshop, Sketch, Product Design, UX Design, UI Design, Responsive Web Apps, UX Wireframes, Mockups, App Design, User Journeys, Feature Prioritization, Web App UX, Mobile App UI, A/B Testing, WordPress Design, Mobile, Interactive Prototypes


  • Bachelor's Degree in Business IT and Software Engineering
    2011 - 2015
    University of Plovdiv - Plovdiv, Bulgaria


  • Design Strategy: Design Thinking for Business Strategy and Entrepreneurship
    University of Sydney | via Coursera



London, United Kingdom

To view more profiles

Join Toptal
Share it with others