Product designer · Yerevan, Armenia
I design the dashboards, account areas and onboarding behind web platforms.
Senior product designer with 9+ years of experience across hosting, e-commerce and AI tools, plus graphic design for print and events.
Selected work
All work10Web dashboard
Navigation, account and billing screens for a WordPress builder and hosting platform.
10Web AI Co-Pilot
An assistant inside the website editor: select, describe, judge the result.
42SMM social posting tool
One calendar for several brands, with AI post writing and guided onboarding.
Merry Tour print and event materials
Cards, folder, banner, voucher and name tags for a travel company.
What I do
Product design
Dashboards, navigation, account and billing areas, and first-run flows for web platforms.
Interface systems
Consistent components and states, from menus that collapse to forms that handle errors.
Graphic design
Brand applications for print and events: cards, folders, banners and signage.
Tools I work in
Open to full-time remote or in-house roles, and to freelance projects.
Book a callWork
Nine case studies, each told through the real screens. Filter by discipline.
10Web dashboard
Navigation, account and billing screens for a WordPress builder and hosting platform.
10Web AI Co-Pilot
An assistant inside the website editor: select, describe, judge the result.
42SMM social posting tool
One calendar for several brands, with AI post writing and guided onboarding.
Regardify
A calendar and task app for personal and shared workspaces.
CentrallApp dashboard
A dashboard for restaurant owners, at desktop and phone width.
MatheApp
A mobile app for practising maths against a machine or a friend.
Luufen website
A sparkling water brand site where each flavour changes the page.
Websites and landing pages
SkyLab, internet.am and Zeppelin Cat full-page designs.
Merry Tour print and event materials
Cards, folder, banner, voucher and name tags for a travel company.
No case studies in this group yet.
More projects on Behance
Product design · Case study
10Web dashboard
Navigation, account and billing screens for a WordPress website builder and hosting platform with AI tools.
What the design had to hold
One left menu lists ten product areas. The Ecommerce area adds ten more pages. On top of that sit account settings, billing, users and several workspaces with different roles. The system had to keep all of it within reach without a crowded menu.
A menu that expands and collapses
Expanded, the menu is 220 px wide and sits under a site preview card with a Live env status. Collapsed, it becomes a 42 px icon rail that keeps the canvas free while people work. Default, hover, active and selected states are designed for both.
Ecommerce gets its own context
Opening Ecommerce swaps the main menu for its ten pages and a Back to main menu link, so the long list never crowds the top level. A Setup your store card, Completed 2/5, sits at the bottom of the menu.
Account and workspaces in one menu
The avatar opens one panel for the profile, payments and subscriptions, users and workspaces. Each workspace shows the person's role, owner, admin or contributor, before they switch.
Security the user controls
Security & Login holds the email, password reset, Google two-factor authentication and a toggle that gives the 10Web support team temporary access for 14 days.
Payments in one list
The page opens with a callout to set up 10Web Payments, then one list of methods with toggles and actions: 10Web Payments, direct bank transfer, check payments and cash on delivery.
A first step instead of an empty dashboard
New users choose between three paths: create a new website with AI, convert a non-WordPress site to WordPress with AI, or migrate a WordPress site to 10Web hosting. A text link covers a blank WordPress install.
Problems and fixes
From my Workspace improvement write-up on Behance. These designs were tested and prepared for future implementation, and did not go live.
- Complex left menu. The side menu lacked a clear hierarchy, so key tools were hard to find. I grouped related actions and improved visual contrast. Impact: faster navigation, lower cognitive load and a cleaner interface.
- Live and staging environments. Moving between staging and live sites had an unclear workflow. I refined the UI with clearer state indicators, direct action buttons and better feedback messages.
- Multiple sites and accounts. Users managing several sites struggled with workspace organisation. I designed workspace switching, role-based access and multi-account views to allow for growth.
Also in the file
- Billing in four tabs: Subscription plan, Billing details, Payment methods and Invoices
- A workspace page with workspace information and an access list by role
- Personal information and account settings
- Layouts at 1280 px and 1920 px, with the menu collapsed and expanded
Screens show sample data.
Product design · Case study
10Web AI Co-Pilot
An assistant inside the 10Web website editor that lets people select an element, describe a change in plain words and judge the result.
Managing a website, from SEO to security, takes technical skill that many site owners do not have.
An AI assistant inside the editor: select an element, describe the change in plain words, judge the result.
40% workflow boost, 50% fewer mistakes and 70% growth in AI adoption.
Context
10Web is an AI-powered WordPress platform with an AI website builder, hosting and an Elementor-based editor. The Co-Pilot is the assistant inside that editor. Per the 10Web help centre, people edit by describing changes in plain language, and it is on by default for sites created after November 2024.
Overview and goals
Many users struggle with website management, from optimising SEO to keeping a site secure. The aim was an AI assistant that simplifies those workflows without requiring technical expertise.
- Automate repetitive workflows. AI-powered task execution reduces manual workload.
- Enhance decision-making. Smart insights help users optimise their digital content.
- Improve accuracy and consistency. AI-driven error detection and fixes streamline content management.
How it was designed
Research found the main barriers people face when managing digital workflows. The Co-Pilot was designed so that automation supports user decision-making and does not replace it.
- User research. Interviews and AI behaviour tracking.
- Prototyping. AI-powered suggestions that streamline tasks.
- Testing and refinement. Iterations based on usability testing and feedback.
A competitive review against Wix AI, Shopify AI and WordPress AI compared four capabilities: AI-generated website insights, performance optimisation, AI content recommendations and one-click fixes for website errors. In that review, no single competitor covered all four, and the Co-Pilot did.
Key design decisions
- Start from a selection, not a blank prompt. The chat opens with one instruction, select the widget to change, so people always know the first move.
- Put the AI where the element is. An Ask AI field sits above the selected element, so people stay on the canvas.
- Suggest what to ask. Chips such as Simplify, Make longer and Fix grammar for text, and New image or Remove background for images, remove the guesswork of prompting.
- Adapt the toolbar to the element. Text shows heading level, font, size, style and colour. Images show upload, alignment and colour. Both keep Ask AI, copy and delete.
- Design every state. Default, hover, active, inactive and loading are drawn for each control, and the prompt field grows with long text up to a set maximum.
Introducing the Co-Pilot in three steps
The welcome screen explains the whole loop as Select, Describe, Evaluate the result, and separates two jobs: editing visual elements and adding sections. The chat panel starts with one instruction, to select the widget to change, so the first action is never a blank prompt.
Editing with AI where the element is
On selecting an element, an Ask AI to edit field and a Fast edit button appear right above it, next to the usual add, move and delete controls. People can stay on the canvas instead of switching to a separate chat.
The prompt field, state by state
Process view from the Figma file. The field shows suggestion chips on focus, a send button once there is text, grows as the prompt gets longer, and shows a spinner while the AI works. Text and image elements get their own chips.
A toolbar that changes with the element
Process view from the Figma file. Image toolbars hold upload, alignment and colour. Text toolbars add heading level, font family, size and weight. Colour opens a picker for the title or the description separately.
One component sheet for engineering
Process view from the Figma file. Toolbar layouts and the five states of each control sit on one sheet, so developers can build every variant without asking.
Feedback built for an Alpha product
One short dialog sorts feedback into three plain choices: suggest an idea, say what works, or report a problem. Each leads to its own short form, so the team gets structured input during the Alpha phase.
Reported results
These figures come from my published write-up of this project on Behance.
AI automation reduced task completion time.
AI-driven fixes minimised errors and misconfigurations.
Users trusted AI suggestions, which increased adoption.
What comes next
The Alpha covers widgets and sections. The 10Web help centre lists page-level and full-website editing as planned updates, which the select, describe, evaluate loop is built to carry.
Screens show sample content.
Product design · Case study
42SMM social posting tool
A one-month contract project: planning, writing and scheduling social posts for several brands in one calendar, with AI help and onboarding for new accounts.
A weekly calendar across brands and networks
Brand avatars sit at the top, with a Select all option. Each post card shows its time, its status (Draft or Scheduled) and the networks it goes to. Month, week and day views share one layout, and an auto-posting switch is always in reach.
Writing posts with AI in a conversation
The dialog keeps the post editor and its preview visible behind it. Each reply offers Copy, Regenerate, Add to the post and Replace existing post, so a draft can be adopted or discarded in one click. Quick actions help when people do not know what to ask.
Onboarding that builds a brand profile
The Brand check step shows the profile the tool generated, with Edit on each group, so people review and correct instead of typing from scratch. A five-dot progress line and a fixed Back and Next bar keep the long form easy to follow.
A clear choice when connecting a network
After an Instagram account is connected, one dialog asks whether to copy existing content into the calendar or start empty. Each option explains its outcome in a single line. The platform also has Armenian and Russian layouts of the post editor.
Screens show sample brand data.
Product design · Case study
Regardify
A calendar and task app for planning across personal and shared workspaces, with a playful visual identity.
A light, quick sign-up
Three social sign-up buttons come first and e-mail sits below them. Soft coloured shapes carry the brand without adding noise, and the logo is a simple pixel F in dark, orange and yellow.
One weekly view with its filters on the side
The right panel switches between Daily, Weekly, Monthly and All time, and filters tasks by event type, group and workspace. Colour tells task types apart on the grid, and workspaces such as Sky Lab and Xerox leaders team can be added or integrated.
A task view with room to read
Task info puts the title, notes, time and tag on one card, with the filters from the calendar kept on the right so context is not lost. A Multiple option supports tasks that repeat or group.
Screens show placeholder text.
Product design · Case study
CentrallApp dashboard
A dashboard for restaurant owners to manage their website, messages, users and connected services, at desktop and phone width.
One home screen for the whole business
The welcome screen puts the two main actions, Preview and Edit Website, at the top right. Below, cards group recent activity, the inbox, quick actions such as an announcement bar or exceptional hours, network connections like Instagram and Google listing, and integrations such as Zenchef and Deliveroo. A Creation Assistant card with a progress bar leads new users through setup. On the phone, the same cards stack in one column and the two main actions stay pinned under the header.
Screens show sample data and placeholder icons.
Product design · Case study
MatheApp
A mobile app where students practise maths against a machine or against another student, with quick sign-up and a clear daily goal.
A short way in
The splash and welcome screens say what the app is for in three lines, with one purple Start playing button. Sign up offers an Only nickname tab beside full registration, plus Google, TikTok and Apple, so a student can start without filling a form. The file also holds the error states for registration and sign in.
Two ways to practise
The purple header keeps the daily goal in view. Player VS Machine lists 10, 20 and 30 question sets with progress counters. Play with Friends pairs the student with someone of a similar rating and states the question count before a yellow Start button. A tab bar holds Activity, Topics, Practice and Profile.
Screens show sample content.
Web design · Case study
Luufen website
A website for a sparkling water brand with CBD and marine minerals, where each flavour changes the page's illustration and colour.
One layout, a page for each flavour
A circular selector at the top of the page names the current flavour and its neighbours. Choosing one swaps the illustration, the watercolour band and the story text. The layout stays the same, so the brand feels consistent while each flavour keeps its own mood.
A product page that explains in one scroll
The can sits on an icy sea with three callouts. Below it, four short claims hang from thin lines: LAB tested, Non GMO, 100% pure and Only 5 calories. The nutrition label and ingredients follow, then vendor and shop links. Scroll inside the frame to see the whole page.
Page shows placeholder body text in places.
Web design · Case study
Websites and landing pages
Three full-page designs for a software studio, a domain and hosting service, and a heavy equipment dealer.
SkyLab, a studio site with a point of view
The page is black and white with one blue band. Engraved-style statues and a recurring stair-step grid link every section, from Technologies and Services to Values, Team and Contact. Scroll inside the frame to see the full page.
internet.am, a website constructor landing page
An illustrated hero leads to a three-step explanation, a features list, three price rows (Mini, Lite, Full), a side-by-side comparison with a standard site, an FAQ and a footer. The text is in Armenian, and the file includes tablet and mobile versions of each page.
Zeppelin Cat, a dealer home page
A full-width hero is followed by two large category tiles and four smaller ones, then offers, a service band, a parts banner and testimonials. Yellow and black follow the equipment brand. The file holds four home page variants; the one shown uses placeholder text.
Screens show placeholder text and sample content.
Graphic design · Case study
Merry Tour print and event materials
A set of printed and event pieces for a travel company, built around an orange palette, a paper-plane star mark and a flight-path motif.
Business cards that carry the anniversary
The front holds contact details beside an oversized crop of the star mark. The back celebrates 10 Years of Journeys, with a plane leaving a trail that opens into the logo. Cards were produced as a system, one per person, with Georgian and Armenian team versions.
A corporate folder for the anniversary year
The open folder pairs a white field with two orange pockets. One pocket carries an embossed star pattern and the address. The other lists services (Flights, Hotels, Insurance, Tours) beside the logo. A dotted flight path ties the sides together.
A step-and-repeat banner for a partner workshop
The banner puts the three lead brands at the top and repeats partner hotel logos on a regular grid. An orange swoosh with a rising plane anchors the bottom and points to the Merry Tour logo. Logos are placed on equal cells so a long partner list still reads as one clean surface.
Voucher and name tags for event day
The gift voucher has a thin orange frame, large serif title and fill-in lines, so staff can complete it by hand. The name tags use a three-part layout: logo band, role bar and name, so guests can read who is who at a distance.
Client work shown as part of a portfolio.
About
I am a senior product designer based in Yerevan with 9+ years of experience. My roles include Senior Product Designer at SoulMe and freelance UI/UX and graphic design work in Armenia.
Most of my product work is on web platforms: dashboards, navigation, account areas, onboarding and AI tools. I also design for print and events, which keeps my eye on layout, hierarchy and type at every scale.
What I am looking for
A full-time remote or in-house product design role. I am also open to freelance projects.
Languages
Armenian, Russian and English.
Tools
- Figma
- Adobe XD
- Adobe Illustrator
- Adobe Photoshop
Disciplines
- Product design
- Interface design
- Onboarding
- AI interaction
- Graphic design
Have a role or project in mind?
Book a callBook a call
Tell me about your role or project and pick a time. It takes about two minutes. I read every request and confirm a time by message.
Contact
To talk about a role or a project, request a call. You can also message me on LinkedIn. My full project galleries are on Behance and Dribbble.
Atomic design · v1
Design system
The tokens and components this site is built from, in atomic-design order: tokens, atoms, molecules, organisms, templates and pages. Every sample below is the live component, so it follows the theme switch in the header.
Principles
- Show the work first. Screens carry the story. Interface chrome stays black, white and grey, and the one blue accent is kept for actions and current state.
- One route to everything. Four destinations and one action in the header: Work, About, Design system, Contact, and Book a call. Case studies live under Work and link to each other.
- Say where you are. The current page is marked in the header, every inner page has a breadcrumb, and case studies end with previous and next links.
- Same template every time. Each case study uses one structure: summary, facts, screens with captions, next study. Readers learn it once.
- Readable by default. Body text is 17 px at about 65 characters per line, contrast holds in light and dark, targets are at least 44 px, and focus is always visible.
Tokens Level 0
Named values that every component reads. Changing a token changes the whole site, in both themes.
Colour
Type
Spacing and shape
Atoms Level 1
The smallest parts. Each has one job and no knowledge of the page it sits in.
Buttons
Primary is used once per view for the main next step. Minimum height 44 px.
Tags, chips and links
Tags describe. Chips filter and carry a pressed state. Links are accent-coloured and underlined on hover.
Form fields
Labels sit above fields and stay visible. Errors appear under the field and say how to fix it. Fields are at least 46 px tall.
Image frame
A 1 px line and 8 px radius separate light screenshots from the page background.
Molecules Level 2
Atoms combined into a small unit with one purpose.
Fact list
Breadcrumb
Project card
Figure with caption
Caption heading
One sentence on what the screen does for the person using it.
Pager
List row
Organisms Level 3
Complete sections made of molecules and atoms. They repeat across pages.
Call to action sample
One sentence, one button.
ButtonTemplates Level 4
Page skeletons with no content, showing how organisms are arranged.
Pages Level 5
Templates filled with real content. This is the site map.