Serge is a passionate, empathic, and pragmatic Lean product development practitioner. He is a design leader with 20 years of experience and a proven track record for building and leading multinational, multidisciplinary, distributed teams that design innovative digital products. Serge is keen on driving change and improving areas related to outcome-driven innovation, IBM enterprise design thinking, UX and Agile methodologies, and other organizational processes.
Led the product design of the contract management and return automated disposition products, which were instrumental in securing multimillion contracts with Fortune 100 and Fortune 500 retailers such as Walmart, Lowe’s, The Home Depot, and Target.
Developed a Lean outcome-driven design framework, using tools and processes that enabled the company to create a market-winning product and service offering with a success rate 5x the industry average.
Worked with the executive team to translate corporate goals into an optimal user experience roadmap. Led the company culture shift from assumptive to an evidence-driven decision-making model, which reduced risks and maximized opportunities.
Technologies: Figma, Airtable, Jira, B2B, User Research, Product Design, Data Visualization, Prototyping, User Flows, Minimalism, Annotated Wireframes, Visual Design, Research, User Journey Maps, Design Workshops, Ideation, Web App Design, SaaS Design, Web App UI
Director of Product Design
2017 - 2018
Built, led, and managed the professional development of a top-performing product design team of product designers, UX researchers, content strategists, and engineers working on various projects, including design systems and eCommerce websites.
Redesigned the enterprise tools, resulting in a 26% increase in system usability score; 46% increase in task success rate; 50% decrease in error rate; 13% decrease in time on task; and a 75% increase in user satisfaction.
Oversaw and supported 20+ Scrum teams over three different time zones, helping them improve remote collaboration processes.
Technologies: Figma, User Research, Product Design, Data Visualization, Prototyping, User Flows, Minimalism, Annotated Wireframes, Visual Design, Research, User Journey Maps, Web App UX
Product Design Lead
2016 - 2017
Performed a UX audit and redesigned the B2C eCommerce, resulting in an 18% monthly site traffic growth; 11.4% monthly sales growth rate; 4.7% conversion rate; 55.53% increase in average order value; and 72% reduction in cart abandonment.
Created and executed a design system for the main enterprise product suite, resulting in 300% ROI; 2.5x faster time-to-market; 75% reduced design time; 33% reduced development time; and 50% reduction of errors.
Headed and implemented the design and research for all key company opportunities.
Technologies: Figma, User Research, Product Design, Data Visualization, Prototyping, User Flows, Minimalism, Annotated Wireframes, Visual Design, Research, User Journey Maps, Mockups
Product Design Lead
1997 - 2002
Prepared and launched a successful brand and crowdfunding campaign that was fully backed in 12 hours for Matrix Industries. The project was 435% funded within the first week and 939% at the end of the campaign, with $1,025,921 total funds raised.
Provided the design, concept development, and art direction for integrated and email marketing campaigns.
Involved in all aspects of the eCommerce website design and was accountable for developing the style guide and retouching images.
Delivered creative concepts for emails, banners, special promotions, and advertising campaigns.
Technologies: Figma, User Research, Product Design, Prototyping, Visual Design