Stoyan Stoyanov, Designer in Sofia, Bulgaria
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Stoyan Stoyanov

Verified Expert  in Design


Sofia, Bulgaria
Toptal Member Since
September 25, 2019

Stoyan's human-centric and data-driven approach helps uncover unique growth opportunities with clear and strong value propositions for enterprises and startups. A proven expert in product design, Stoyan has command over an extensive visual design process that delivers outstanding products and services that succeed.


Work Experience

Product Designer, UX/UI

2022 - 2022
Welcome Technologies
  • Designed an enrollment flow that reduced the churn rate and time spent to complete.
  • Provided scope and feature clarification for gifts and referral systems.
  • Redesigned the UI for the rewards center and simplified the UX for the different reward features, which led to higher user engagement.
  • Scoped and designed a premium membership dashboard with existing benefits where users can easily read, select, and book a benefit provider.
  • Created multiple landing pages and helped restructure the value props of the premium membership program.
  • Analyzed, scoped, and designed a complex membership plan containing more than 10 use cases.
  • Helped in creating a consistent and simple UI for the platform.
Technologies: Product Design, Figma, Subscriptions, UX Design, UI Design, WebApp, SaaS, SaaS Design, User Interviews, Project Scoping, Brainstorming, Design Thinking, Google Analytics, User Journeys, User Flows, UX Research, Web App UX, User Interface (UI), Prototyping, Information Architecture (IA), Rapid Prototyping

UI/UX designer

2021 - 2022
  • Led a team of two designers: one UX researcher and one graphic designer.
  • Built a new brand for NuIns with my team to reflect the company values.
  • Created user flows that translated to high-fidelity wireframes to communicate our proposal to the CEO and CTO.
  • Developed the UI for the website and the application.
  • Designed a brand and a UI kit for the project to enable further updates to be made easily.
  • Facilitated brainstorming sessions with PMs, developers, and the design team.
Technologies: Agile UX, Prototyping, Figma, User Flows, App UI, Web Design

Chief Design Officer

2019 - 2022
Eri Digital
  • Served as a chief design officer and handled the design and product development, providing what needs to be built next, evaluating and iterating on the existing product, and giving feasible, iterative solutions.
  • Built the whole brand from scratch with all of its resources.
  • Scaled the company from three employees (the founder, one developer, and I) to 15 employees, growing from $0 to $10 million in revenue in a year and a half.
  • Communicated constantly with our community, doing research and scoping the features from a technical perspective, product, and design.
  • Carried out the product-market fit research and applied different strategies.
  • Led the prototyping teams for prototyping two different products: AI-driven upsell products (Vanga AI, a Shopify app live now) and user-generated content products for eCommerce people (Afterquest, which was paused due to Vanga's success).
  • Participated in the financial decisions in the company due to my financial background.
  • Started a successful eCommerce brand business as a side hustle to test our products and scaled it to $50.000/million revenue with a 34% profit margin. This also allowed me to learn eCommerce and marketing.
Technologies: Sketch, Figma, Adobe Experience Design (XD), Adobe Illustrator, User Flows, Remote User Testing, UX Research, User Research, Qualitative Research, UX Analysis, Task Analysis, Visual Hierarchy, InVision App, InVision Studio, Framer X, React, Leadership, Design Thinking, MVP Design, Design, User Surveys, User Feedback, Product Design, Product Vision, Web Marketing, Product Leadership, Product Roadmaps, Feature Analysis, Feature Roadmaps, Scope, Scope Management, Iterative Testing, Iterative Design, Payment Gateways, Web App UX, User Interface (UI), Prototyping, Information Architecture (IA), Rapid Prototyping, Finance, Shopify API, Shopify, Shopify Plus, Business to Business to Consumer (B2B2C), B2B2C

Product Designer

2020 - 2020
  • Designed a COVID-19 case tracking app that provides data to local businesses on who is and was infected. The app was called Plinks, and it was an NGO volunteering experience.
  • Built, with my team, the brand visuals, scoped the features, designed them, and provided high-fidelity prototypes to the engineers.
  • Contributed to the internal business dashboard for tracking infected cases.
  • Designed a self-declaration form for people to fill in with a few clicks to track the infection.
  • Worked on the QR code scanning system that a customer was able to use once in front of a shop or a business service like a barber.
  • Facilitated brainstorming sessions, scoping features, and building the UX journeys.
Technologies: Framer X, Project Scoping, UX Research, UI Research, User Personas, Wireframing, UX Audits, User Flows, Pencil Sketches, User Interface (UI), UIKit, Web App UX, Web App UI, Dashboards, Data, Data Analysis, User Surveys, Adobe Illustrator, Agile UX, Design Thinking

Senior UX/UI Designer and Researcher

2019 - 2019
  • Redesigned a platform for motel reservations, including the web platform's design adapted for desktop and mobile.
  • Scoped features and provided them to the design and development teams.
  • Gathered user log data and analyzed existing data from an internal dashboard and google analytics.
  • Performed heuristic evaluation on the existing platform.
  • Created a UI guideline and components that standardized native Android and iOS platforms to look the same as the web version.
  • Designed a user-driven product process and onboarded the CEO to adapt to it.
  • Developed an action plan for the web platform and the next steps when finished.
  • Optimized and simplified the information architecture and navigation for the entire booking process by introducing a dynamic booking concept.
  • Sketched and wireframed the new web platform solution.
  • Optimized their brand to convey a luxurious and intimate product.
Technologies: Zeplin, POP, Marvel App, Sketch, InVision, User Interface (UI), Prototyping, User Flows, Information Architecture (IA), Web App UX, Rapid Prototyping

Lead Product Designer

2019 - 2019
  • Designed a cryptocurrency portfolio management product for both Android and iOS. Led the product design process using the design thinking methodology.
  • Conducted stakeholder and customer interviews and performed testing sessions to validate the idea and usability studies for optimizing the product.
  • Created flexible and scalable information architecture.
  • Developed a brand direction for the product and final interface.
  • Delivered a Zeplin and InVision prototype, product guidelines, and documentation.
  • Led ideation, discovery, and feedback workshops with the core team members.
  • Helped the company pivot its idea by bringing solid market and competitive research data to the table.
  • Cooperated with developers, co-founders, AI experts, traders, and financial consultants.
Technologies: Zeplin, POP, Marvel App, Adobe Experience Design (XD), InVision, User Interface (UI), Prototyping, User Flows, Information Architecture (IA), Web App UX, Rapid Prototyping, Finance, Algorithmic Trading

Senior UI/UX Designer and Researcher

2018 - 2019
  • Designed, a central knowledge-based AI-powered voice assistant for Android, iOS, and the web platform.
  • Established guidelines for a user-centric design approach for product development.
  • Devised patterns for developing ideas for the entrepreneurship in residence program.
  • Performed stakeholder interviews, customer research, and market research.
  • Utilized script-building techniques to create a voice user interface for all messaging platforms.
  • Wrote a script and interaction models for the voice interface.
  • Analyzed data for market and user specifics using Google Analytics, studies, and logs, which led to creating a prototype with Dialogflow and InVision.
  • Implemented scalable architecture aimed at solving future issues with unknown characteristics.
  • Tested ideas to find the best way forward and created usability studies to finalize the product's first version.
  • Created the user interface and brand guidelines for
Technologies: Maze, React Studio, Hotjar, Principle, Dialogflow, Zeplin, POP, Sketch, InVision, User Interface (UI), Prototyping, User Flows, Information Architecture (IA), Web App UX, Rapid Prototyping, Adobe Illustrator, User Experience (UX), UX Design, Holistic Design, UIKit, Wireframing, Project Scoping, Chatbots, Chatbot Conversation Design, AI Design, Data Analysis, Complex Data Analysis, UX Research, User Research, Quantity Surveying, Quantitative Research, Conceptual Design, User-centered Design (UCD), Creative Thinking, Information Design, Dashboard Design, Web Dashboards, Typography, UX Flows, Task Flows, Personas, User Personas, APIs, Empathy Mapping, Empathy, Lean UX, UX Leadership, Remote Usability Testing, Guerilla Usability Testing, Online Surveys, Taxonomy, Navigation Design, Mobile Navigation, Content, UX Wireflows

Senior Product Designer

2016 - 2018
  • Designed a platform for businesses to manage their business and bring it online from their smartphones. The platform was a native Android app and web platform.
  • Performed workshops for requirements, feature analysis, and findings.
  • Led weekly remote user research and data analysis using an internal dashboard, Kibana dashboard, Google Analytics, social comments, and CRM system feedback.
  • Prototyped features and new concepts around the idea.
  • Built a conversational interface.
  • Ensured a scalable architecture was implemented at the beginning which only expanded until the end of the product.
  • Wrote use cases suitable for documentation and testing.
  • Completed card sorting, Treejack tests for labels, and architecture.
  • Presented workshops to educate people on-site to perform observation studies and controlled user testing in the context of the use environment.
  • Created marketing materials for social ads. Including banners, posters, Instagram stories.
  • Developed the offline market penetration strategy for India and offline marketing materials.
  • Led design critique sessions.
  • Created branding materials for Seemba.
  • Interviewed designers for positions in Seemba.
  • Led Discovery phases both on the product and features.
  • Worked closely with our Investors and board members (to mention few: LYFT, and one of the biggest leaders in digital workforce).
  • Participated in Creating the product roadmap and I was reviewing staging development progress to ensure quality.
  • Created the Seemba Brand and strategy.
  • Created a design system for the product.
  • Created the entire UI more than 80 screens from scratch using Material Design guidelines.
Technologies: Lookback, Hotjar, Principle, Zeplin, POP, Marvel App, Sketch, InVision, User Interface (UI), Prototyping, User Flows, Information Architecture (IA), Web App UX, Rapid Prototyping

Product Designer

2015 - 2017
Snapp Builder
  • Designed a CMS and web app builder for people with businesses in developing countries, both for Android and iOS using a hybrid design approach.
  • Performed workshops for requirements, feature analysis, and findings.
  • Led weekly remote user research and data analysis using internal dashboard, Kibana dashboard, Google Analytics, social comments, and CRM system feedback.
  • Oversaw weekly feature development and testing.
  • Prototyped using IONIC framework to test new ideas and concepts.
  • Contributed to card sorting, Treejack tests for labels, and architecture.
  • Led user research using contextual inquiries and interviews on the phone.
  • Created a design concept and strategy for contextualizing the product in each continent and country.
  • Worked on various client projects as a UI designer. Interpretation of the specs and creating interactive prototypes as deliverables. Companies included Starbucks Chile and Cetilogo's product FakeFighter (social network for authentic fashion brands).
  • Worked on the UI.
  • Created Design systems.
Technologies: Ionic, Lookback, Hotjar, Principle, Zeplin, POP, Marvel App, Sketch, InVision, User Interface (UI), Prototyping, User Flows, Information Architecture (IA), Web App UX, Rapid Prototyping
2013 - 2013

Technical Degree in Software Engineering

Telerik Academy - Sofia, Bulgaria


User Research

Interaction Design Foundation


Mobile User Experience Designer

Interaction Design Foundation


User Experience Design

Interaction Design Foundation


Hotjar, Prototyping on Paper (POP), Dialogflow, Sketch, Adobe Experience Design (XD), InVision Studio, InVision App, Lookback, Photoshop CC, Illustrator CC, RealtimeBoard, Principle, Maze,, Treejack, Zeplin, Adobe Photoshop, Adobe Illustrator,, InVision, Origami Studio, Google Sheets, Google Analytics, UX Tools, Figma, Marvel App, React Studio, GitHub, Framer X, Shopify Plus


Mobile, Android, iOS, Web, Software Design Patterns, Firebase, Shopify

Industry Expertise



JavaScript, SQL


Cross-platform, Clean Design, Analysis, UI Guidelines, UI Components, Personas, Branding, Market Research & Analysis, UX Architecture, Data-driven Design, APIs, Real-time Data, User Workshops, Process Design, Service Design, Competition Research, Website Redesign, Workflow Optimization, Virtual Assistance, Knowledge Bases, Web UX, UIKit, Bot Management Systems, Open Source, Conversational Scripts, Scalable Architecture, JSON, UML Diagrams, Navigation Design, Customer Experience, Business Services, Web Components, Product Vision, Business Research, Business Design, Push Notifications, Feature Analysis, CMS Made Simple (CMSMS), User Onboarding, Feature Planning, React Components, Facebook Messenger API, Business Verification, Data Scraping, User Experience (UX), User Interface (UI), Usability Testing, UX Research, Product Strategy, UX Analysis, Prototyping, User Flows, User Personas, Information Architecture (IA), Interaction Design (IxD), Responsive Design, Dashboard Design, Mobile App Design, Contextual Inquiry, Observation, Web App UX, Booking Apps, Booking UX, Rapid Sketching, Rapid Prototyping, User Journeys, User Journey Maps, Surveys, Remote User Testing, Web Dashboards, Fintech, Financial UX, Chatbot Conversation Design, Chatbots, Interactive Prototypes, MVP Design, Web UI, SaaS, Responsive Web Design (RWD), UX Audits, Mobile Payments, Checkout, B2B2C, Material Design, iOS App Design, Complex Application User Interfaces (UI), Mobile First, Design Sprints, UX Principles, Fundamental Design Principles, Printing Materials, Graphic Design, Marketing Materials, Remote Work, Product Research, Cryptocurrency, Web Platforms, Product Design, Consumer-facing Product Design, UX Design, Mobile UX Design, UI Design, Mobile UI Design, Web UX Design, Web App UI, Mobile Ready, B2C, Material UI, WebApp, Onboarding, App Design, SaaS Design, Style Guides, UI Style Guides, Minimalism, Minimal UI, Software, Software Design, UI Audits, Audits, Persona Design, Web Design, Web Design Principles, Web UI Design, Atomic Design, App UI, App UX, Pencil Sketches, Sketching, Concept Sketching, UX Sketching, Wireframing, Low-fidelity Mockups, Low-fidelity Prototypes, High-fidelity Mockups, High-fidelity Prototypes, Paper Prototyping, UX Prototyping, Visual Design, Visual Hierarchy, Mobile Prototypes, UI Prototyping, Journey Mapping, Product Journeys, Service Journey Maps, Customer Journeys, Testing, UI Testing, User Testing, User Validation, User Validation Testing, Minimum Viable Product (MVP), Dashboards, Financial Reporting Dashboards, User Needs, Stakeholder Interviews, Gamification, User Requirements, Requirements Analysis, Product Requirements Documentation (PRD), Business Requirements, System Flow, System Requirements, Questionnaires, User Surveys, Quantity Surveying, Online Surveys, Task Flows, UX Flows, Task Analysis, Android UI Design, iOS UI Design, Lean UX, Lean Research, Lean Startups, Guerilla Usability Testing, Agile, Agile UX, Product Ownership, Project Leadership, UX Workshops, Workshop Facilitation, Design Workshops, Discovery Workshops, Ideation Workshops, Workshops, Ideation, Discovery, Product Discovery, Customer Discovery, Design Thinking, User-centered Design (UCD), Human-centered Design (HCD), Human-computer Interaction (HCI), Product Roadmaps, Product Support, UX Roadmaps, Feature Roadmaps, Roadmaps, User Stories, Usability, Usability Heuristics, Remote Usability Testing, Web Usability, Usability Analysis, Web App Design, Responsive Web Apps, Web App Testing, Web Applications, Progressive Web Applications (PWA), PWA, Data Visualization, Data-informed Visual Design, Analytics, Needs Analysis, Qualitative Research, Quantitative Research, Quantitative User Research, Quantitative Analysis, Conversational UX, Conversational UI, Conversational Interfaces, Conversational Design, Voice, Mobile UI, Mobile UX, Mobile App UI, React, React Native, UX Strategy, IA Strategy, Digital Strategy, Creative Strategy, Interactive Dashboards, Holistic Design, Holistic UX Design, Responsive UX Design, UI Research, User Research, Research Methods, Data Analysis, Dark UIs, Big Data UX Design, Interviews, User Interviews, Mobile Design, Mobile-first Design, Mobile Web Design, Mobile Apps, Android Design Guidelines, eCommerce UI, eCommerce UX, Design, User Feedback, Product Leadership, Scope, Scope Management, Iterative Testing, Iterative Design, Subscriptions, Project Scoping, Brainstorming, Design Systems, Finance, Algorithmic Trading, Business to Business to Consumer (B2B2C), Investing, Flutter, Portfolio Management, Cryptocurrency Exchanges, Coinbase API, Bitfinex, BitMEX, Complex Data Analysis, Omnichannel Marketing, Travel Design, Slackbot, Datasets, Big Data, Offline Marketing, User Groups, Twilio, Google Maps API, Accessible Design, Kibana, SMS, Voice User Interfaces (VUI), B2B, Booking Systems, Animated Prototypes, Payment Gateways, Cryptocurrency Payments, Online Payments, Landing Pages, Lean Canvas, Design Leadership, UX Leadership, Leadership, Blockchain, Payment APIs, Angular, AngularJS, Web Marketing, POP, Ionic, Cryptocurrency Wallets, Competitor Analysis & Profiling, Data Processing, Google Places API, Use Cases, Elasticsearch, BrainTree, Statistical Analysis, Data, Mockups, Mobile Mockups, AI Design, Conceptual Design, Creative Thinking, Information Design, Typography, Empathy Mapping, Empathy, Taxonomy, Mobile Navigation, Content, UX Wireflows, Shopify API

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