Background
I'm Serhii Paliichuk — a Senior Product & UX Designer based in Spain, with over 20 years navigating complex logic and visual storytelling. From founding a global branding agency to architecting high-security Swiss FinTech products, I bring a CCO perspective to complex digital ecosystems. I specialize in designing enterprise B2B SaaS, data-dense dashboards, and AI-ready user experiences.
My work lives in the hardest design territory: fragmented enterprise workflows, data-dense SaaS platforms, multi-module back-office suites, and high-stakes decision interfaces used by financial institutions and global corporations.
I operate equally as a UX strategist and a Figma craftsperson — systems-level thinking backed by meticulous auto-layouts, token-driven design systems, and handoff processes that developers genuinely appreciate.
Translating fragmented backend logic and data-heavy workflows into intuitive, navigable digital spaces — from IA mapping to validated prototypes.
Every design decision is anchored to outcomes: Time-to-Value, onboarding velocity, long-term retention. Not aesthetic preference — measurable impact.
Component-driven Figma systems with variable token structures, auto-layouts, and responsive patterns — built for scale, handoff-ready from day one.
Expertise
Specialized in enterprise-grade digital products. Not generalist design — precision work for complex systems.
End-to-end product design for B2B SaaS — from discovery and wireframes to high-fidelity prototypes and dev handoff.
Building scalable, component-based design systems that unify brand and product for enterprise-grade platforms.
Translating stakeholder complexity and user research into actionable design strategy and measurable outcomes.
Designing data-dense dashboards and analytics views that surface actionable insight without cognitive overload.
Systematic review of existing products: usability evaluation, IA analysis, and prioritized redesign recommendations.
Strategic brand development for tech companies — identity systems, visual language, and communications design.
Selected work
A selection of enterprise product design work — each a system-level challenge requiring both strategic thinking and precise execution.
H.B. Fuller, a multi-billion dollar global adhesives leader, needed its customer-facing pricing platform to signal the same credibility and precision as its market position. The legacy system carried significant technical debt and a visual language that didn't match enterprise expectations.
Leading the complete digital brand evolution of the Flip Neo pricing suite. Translating complex industrial chemical pricing logic into clear, accessible user flows for enterprise procurement stakeholders. Standardizing global visual communication standards and integrating SSO authentication.
Ongoing engagement. Establishing a cohesive brand system that bridges H.B. Fuller's deep industrial expertise and the professional digital standards expected by global enterprise clients.
A Swiss banking institution needed its fragmented legacy loyalty management system rebuilt as a scalable, enterprise-grade SaaS product serving four distinct user roles within a single coherent environment.
Conducted stakeholder interviews and task analysis to map role-specific workflows. Designed a modular architecture where each module (CRM, Campaigns, Promotions, Reports, Configuration) retains its own purpose while sharing a unified navigation system. Built a token-based design system to manage hundreds of unique views at scale.
A role-aware B2B SaaS platform with consistent interaction patterns across all modules. The design system enabled the engineering team to ship new features without design regressions.
ATTN.LIVE needed to unite live podcasting, NFT minting, and automated media distribution into a single platform — while making blockchain-native concepts feel intuitive to non-technical creators: preachers, educators, comedians, and podcasters.
Co-created the product concept with the founding team, then led end-to-end design. User research uncovered three core pain points: technical complexity, limited monetization paths, and fragmented multi-platform workflows. Defined design principles around simplicity, integration, and monetization — then iterated with users to refine NFT creation flows and one-click streaming.
A platform that eliminated technical barriers for creators while opening new NFT-based revenue streams. The brand identity clearly differentiated ATTN.LIVE in the Web3 creator economy.
Marketing teams were losing hours to manual campaign setup, fragmented performance data, and repetitive analytical tasks across multiple channels — with no unified interface to plan, launch, and optimize from a single place.
Began with in-depth interviews with marketing managers and campaign coordinators to map real workflows and pain points. Ran usability testing on existing tools and conducted competitive analysis to identify gaps. Translated findings into personas, user stories, and journey maps — then designed from information architecture through interactive prototype, with a Figma prototype validated with real users.
A unified AI-powered campaign management platform with drag-and-drop multi-channel setup, real-time performance dashboards, and automated data analysis — freeing marketing teams to focus on strategy over operations.
How do you create a unified digital experience for objects — physical antiques, conceptual artworks, and digital files — when no established design conventions exist? Users ranged from archivists and historians to everyday collectors, each with fundamentally different mental models.
Expert interviews with historians and conservators alongside user research with collectors. Developed three core personas (Storyteller, Collector, Explorer) to anchor decisions. Designed an IA that unified radically different asset types under a single coherent framework without forcing artificial hierarchy.
A flexible, multi-surface platform with full experience parity between web and mobile. Successfully bridged emotional storytelling and structured documentation, supporting the platform's readiness for Series A fundraising.
More work
A broader selection of digital products, web experiences, and brand identities from my tenure as Co-Founder & Lead Designer at my previous agency. Click any project to explore my design execution.
Credentials
Contact
Available for senior UX roles, lead design contracts, and consultancy engagements — particularly in enterprise B2B SaaS, FinTech, and complex data platforms.
I typically respond within 24 hours.