Hey, I’m Dmitry Lyapustin, a product design lead,

driving growth and market fit through discovery & optimization, and enabling teams with data, empathy, and craft.

Open to work

Open to work

Open to work

18+ YoE

18+ YoE

18+ YoE

Hands-on expertise

Hands-on expertise

Hands-on expertise

Design leadership

Design leadership

Design leadership

Mixed-method research

Mixed-method research

Mixed-method research

Reach out

Reach out

Reach out

Connect

Connect

Connect

Download CV

Download CV

Download CV

Showcase

Shortz (Zedge)

From concept to exit: scaling chat fiction to +69% retention, +681% engagement, +136% conversion

Senior product designer, UX researcher

2020 → 2022

From 2 to 10+ members at various stages

Overview

Transformed a business opportunity from concept to MVP to a fully scaled product. Led end-to-end design, research, and data analysis while co-driving product decisions. Expanded Zedge’s product portfolio, strengthened its position in the entertainment industry, and secured the product’s acquisition by a larger competitor.

Key outcomes

  • Grew subscriber count and hit major KPIs: +136% install-to-second-chapter conversion, +80% D1, +69% D7, +28% D30 retention, and +681% weekly stories completed

  • Demonstrated product viability, securing board commitment to a dedicated development team

  • Established a scalable, insights-driven decision-making process

  • Validated product concept with target audience through dozens of usability tests

  • Resulted in a successful exit

Product strategy

User research

Growth design

Case study

Press

Shortz (Zedge)

From concept to exit: scaling chat fiction to +69% retention, +681% engagement, +136% conversion

Senior product designer, UX researcher

2020 → 2022

From 2 to 10+ members at various stages

Overview

Transformed a business opportunity from concept to MVP to a fully scaled product. Led end-to-end design, research, and data analysis while co-driving product decisions. Expanded Zedge’s product portfolio, strengthened its position in the entertainment industry, and secured the product’s acquisition by a larger competitor.

Key outcomes

  • Grew subscriber count and hit major KPIs: +136% install-to-second-chapter conversion, +80% D1, +69% D7, +28% D30 retention, and +681% weekly stories completed

  • Demonstrated product viability, securing board commitment to a dedicated development team

  • Established a scalable, insights-driven decision-making process

  • Validated product concept with target audience through dozens of usability tests

  • Resulted in a successful exit

Product strategy

User research

Growth design

Case study

Press

Shortz (Zedge)

From concept to exit: scaling chat fiction to +69% retention, +681% engagement, +136% conversion

Senior product designer, UX researcher

2020 → 2022

From 2 to 10+ members at various stages

Overview

Transformed a business opportunity from concept to MVP to a fully scaled product. Led end-to-end design, research, and data analysis while co-driving product decisions. Expanded Zedge’s product portfolio, strengthened its position in the entertainment industry, and secured the product’s acquisition by a larger competitor.

Key outcomes

  • Grew subscriber count and hit major KPIs: +136% install-to-second-chapter conversion, +80% D1, +69% D7, +28% D30 retention, and +681% weekly stories completed

  • Demonstrated product viability, securing board commitment to a dedicated development team

  • Established a scalable, insights-driven decision-making process

  • Validated product concept with target audience through dozens of usability tests

  • Resulted in a successful exit

Product strategy

User research

Growth design

Case study

Press

Zedge, core

Driving 205% year-over-year subscriber growth and transforming revenue for a 30M+ MAU platform

Senior product designer

2019 → 2020

4-person cross-functional team

Overview

Led design efforts to optimize subscription conversions and scale monetization for Zedge's 30M+ MAU platform. Combined data-driven experimentation with user-first design to achieve substantial growth, laying the foundation for sustained success.

Key outcomes

  • Boosted subscription conversions by 77% in under 12 months, with renewals exceeding 40%, outperforming industry standards

  • Helped to grow the active subscriber base from 200K to 609K (+205% year-over-year) by Q1 2021

  • Contributed to $3.8M in Q4 2020 total revenue, hitting a record ARPMAU of 3.6 cents (+73% YoY), with subscription growth as the main success driver

  • Established a systematic a/b testing framework, running dozens of tests before implementing an in-house experimentation tool

Monetization

Subscriptions

A/B testing

Coming soon

Press

Zedge, core

Driving 205% year-over-year subscriber growth and transforming revenue for a 30M+ MAU platform

Senior product designer

2019 → 2020

4-person cross-functional team

Overview

Led design efforts to optimize subscription conversions and scale monetization for Zedge's 30M+ MAU platform. Combined data-driven experimentation with user-first design to achieve substantial growth, laying the foundation for sustained success.

Key outcomes

  • Boosted subscription conversions by 77% in under 12 months, with renewals exceeding 40%, outperforming industry standards

  • Helped to grow the active subscriber base from 200K to 609K (+205% year-over-year) by Q1 2021

  • Contributed to $3.8M in Q4 2020 total revenue, hitting a record ARPMAU of 3.6 cents (+73% YoY), with subscription growth as the main success driver

  • Established a systematic a/b testing framework, running dozens of tests before implementing an in-house experimentation tool

Monetization

Subscriptions

A/B testing

Coming soon

Press

Zedge, core

Driving 205% year-over-year subscriber growth and transforming revenue for a 30M+ MAU platform

Senior product designer

2019 → 2020

4-person cross-functional team

Overview

Led design efforts to optimize subscription conversions and scale monetization for Zedge's 30M+ MAU platform. Combined data-driven experimentation with user-first design to achieve substantial growth, laying the foundation for sustained success.

Key outcomes

  • Boosted subscription conversions by 77% in under 12 months, with renewals exceeding 40%, outperforming industry standards

  • Helped to grow the active subscriber base from 200K to 609K (+205% year-over-year) by Q1 2021

  • Contributed to $3.8M in Q4 2020 total revenue, hitting a record ARPMAU of 3.6 cents (+73% YoY), with subscription growth as the main success driver

  • Established a systematic a/b testing framework, running dozens of tests before implementing an in-house experimentation tool

Monetization

Subscriptions

A/B testing

Coming soon

Press

NDA

Feature scheduled for release in 2025

Nebula (Standard)

Transforming prestige channel experiences across 7 platforms through a scalable modular framework

Design team lead, Lead product designer

2024 Q3 → now

Led design team of 4 • 10+ stakeholders

Overview

Led the redesign of Nebula's channel pages across 7 platforms, implementing a modular framework that accommodated multiple channel types while maintaining consistency. Established new design processes and cross-functional collaboration patterns.

Key outcomes

  • Designed a custom flexible framework that allowed an asynchronous parallel implementation of the feature for 7+ platforms

  • Successfully launched unified channel design across all platforms

  • Enabled scalability and consistency for future channel types

  • Enhanced developer satisfaction through clear design handoffs, as frequently praised by developers in retrospectives

Design strategy

Cross-platform

Design systems

Coming soon

Website

NDA

Feature scheduled for release in 2025

Nebula (Standard)

Transforming prestige channel experiences across 7 platforms through a scalable modular framework

Design team lead, Lead product designer

2024 Q3 → now

Led design team of 4 • 10+ stakeholders

Overview

Led the redesign of Nebula's channel pages across 7 platforms, implementing a modular framework that accommodated multiple channel types while maintaining consistency. Established new design processes and cross-functional collaboration patterns.

Key outcomes

  • Designed a custom flexible framework that allowed an asynchronous parallel implementation of the feature for 7+ platforms

  • Successfully launched unified channel design across all platforms

  • Enabled scalability and consistency for future channel types

  • Enhanced developer satisfaction through clear design handoffs, as frequently praised by developers in retrospectives

Design strategy

Cross-platform

Design systems

Coming soon

Website

NDA

Feature scheduled for release in 2025

Nebula (Standard)

Transforming prestige channel experiences across 7 platforms through a scalable modular framework

Design team lead, Lead product designer

2024 Q3 → now

Led design team of 4 • 10+ stakeholders

Overview

Led the redesign of Nebula's channel pages across 7 platforms, implementing a modular framework that accommodated multiple channel types while maintaining consistency. Established new design processes and cross-functional collaboration patterns.

Key outcomes

  • Designed a custom flexible framework that allowed an asynchronous parallel implementation of the feature for 7+ platforms

  • Successfully launched unified channel design across all platforms

  • Enabled scalability and consistency for future channel types

  • Enhanced developer satisfaction through clear design handoffs, as frequently praised by developers in retrospectives

Design strategy

Cross-platform

Design systems

Coming soon

Website

Nebula (Standard)

Building and leading a high‑performance design team and unlocking designers’ growth

Design team lead, design mentor

2023 → 2024

Scaled team from 1 to 4 designers

Overview

Built and led Nebula's design team, defining design strategy, and representing design across the organization, adding “curious clarifying voice” to the design team. Created custom hiring framework and mentorship program, established processes and team rituals, and enabled designers’ growth

Key outcomes

  • Increased delivery speed while maintaining quality

  • Spiked up number of concurrent active projects

  • Achieved high developer satisfaction through improved collaboration

  • Created growth paths leading to increased designer retention

  • Established design consistency across products

  • Built structured backlog enabling proactive planning

Team building

Design operations

Mentorship

Coming soon

Website

Nebula (Standard)

Building and leading a high‑performance design team and unlocking designers’ growth

Design team lead, design mentor

2023 → 2024

Scaled team from 1 to 4 designers

Overview

Built and led Nebula's design team, defining design strategy, and representing design across the organization, adding “curious clarifying voice” to the design team. Created custom hiring framework and mentorship program, established processes and team rituals, and enabled designers’ growth

Key outcomes

  • Increased delivery speed while maintaining quality

  • Spiked up number of concurrent active projects

  • Achieved high developer satisfaction through improved collaboration

  • Created growth paths leading to increased designer retention

  • Established design consistency across products

  • Built structured backlog enabling proactive planning

Team building

Design operations

Mentorship

Coming soon

Website

Nebula (Standard)

Building and leading a high‑performance design team and unlocking designers’ growth

Design team lead, design mentor

2023 → 2024

Scaled team from 1 to 4 designers

Overview

Built and led Nebula's design team, defining design strategy, and representing design across the organization, adding “curious clarifying voice” to the design team. Created custom hiring framework and mentorship program, established processes and team rituals, and enabled designers’ growth

Key outcomes

  • Increased delivery speed while maintaining quality

  • Spiked up number of concurrent active projects

  • Achieved high developer satisfaction through improved collaboration

  • Created growth paths leading to increased designer retention

  • Established design consistency across products

  • Built structured backlog enabling proactive planning

Team building

Design operations

Mentorship

Coming soon

Website

New Initiatives (Zedge)

Leading a multi‑product innovation lab with data‑driven approach

Product lead, Senior product designer

2020 → 2022

Co-led R&D team of 7 across 4 products

Overview

Co-created and co-led an internal startup environment, managing four simultaneous product innovations. Implemented custom behavioral analytics system to drive informed decision-making. Combined leadership, product management, and hands-on pixel perfect craft.

Key outcomes

  • Optimized UX based on focus metrics resulting in Play Store rating increase from a 2.1 industry standard to 4.5 stars within six months

  • Successfully launched and iterated on 4 products simultaneously

  • Increased developer engagement through data-driven decisions

  • Improved team autonomy and product ownership

Innovation

Product strategy

Analytics

Coming soon

Website

New Initiatives (Zedge)

Leading a multi‑product innovation lab with data‑driven approach

Product lead, Senior product designer

2020 → 2022

Co-led R&D team of 7 across 4 products

Overview

Co-created and co-led an internal startup environment, managing four simultaneous product innovations. Implemented custom behavioral analytics system to drive informed decision-making. Combined leadership, product management, and hands-on pixel perfect craft.

Key outcomes

  • Optimized UX based on focus metrics resulting in Play Store rating increase from a 2.1 industry standard to 4.5 stars within six months

  • Successfully launched and iterated on 4 products simultaneously

  • Increased developer engagement through data-driven decisions

  • Improved team autonomy and product ownership

Innovation

Product strategy

Analytics

Coming soon

Website

New Initiatives (Zedge)

Leading a multi‑product innovation lab with data‑driven approach

Product lead, Senior product designer

2020 → 2022

Co-led R&D team of 7 across 4 products

Overview

Co-created and co-led an internal startup environment, managing four simultaneous product innovations. Implemented custom behavioral analytics system to drive informed decision-making. Combined leadership, product management, and hands-on pixel perfect craft.

Key outcomes

  • Optimized UX based on focus metrics resulting in Play Store rating increase from a 2.1 industry standard to 4.5 stars within six months

  • Successfully launched and iterated on 4 products simultaneously

  • Increased developer engagement through data-driven decisions

  • Improved team autonomy and product ownership

Innovation

Product strategy

Analytics

Coming soon

Website

Exhbt

Photo competition that does not s*ck: concept → working MVP → building a team

Founding product designer, design consultant

2021 → 2022

Joined as a 2nd member, built small R&D team

Overview

Stepped in as the founding product designer to lead the transformation of a photo competition platform. Defined team workflows, established design processes, and set the foundation for a successful, scalable operation. Guided the project from a solo founder initiative to a well-structured team effort, ensuring smooth execution from concept through MVP.

Key outcomes

  • Transformed idea into working MVP

  • Successfully built initial team and defined data-informed product roadmap

  • Implemented efficient development workflows and led sprints

UX audit

Prototyping

Qualitative research

Coming soon

Exhbt

Photo competition that does not s*ck: concept → working MVP → building a team

Founding product designer, design consultant

2021 → 2022

Joined as a 2nd member, built small R&D team

Overview

Stepped in as the founding product designer to lead the transformation of a photo competition platform. Defined team workflows, established design processes, and set the foundation for a successful, scalable operation. Guided the project from a solo founder initiative to a well-structured team effort, ensuring smooth execution from concept through MVP.

Key outcomes

  • Transformed idea into working MVP

  • Successfully built initial team and defined data-informed product roadmap

  • Implemented efficient development workflows and led sprints

UX audit

Prototyping

Qualitative research

Coming soon

Exhbt

Photo competition that does not s*ck: concept → working MVP → building a team

Founding product designer, design consultant

2021 → 2022

Joined as a 2nd member, built small R&D team

Overview

Stepped in as the founding product designer to lead the transformation of a photo competition platform. Defined team workflows, established design processes, and set the foundation for a successful, scalable operation. Guided the project from a solo founder initiative to a well-structured team effort, ensuring smooth execution from concept through MVP.

Key outcomes

  • Transformed idea into working MVP

  • Successfully built initial team and defined data-informed product roadmap

  • Implemented efficient development workflows and led sprints

UX audit

Prototyping

Qualitative research

Coming soon

Testimonials

  • Dmitry is the right type of design leader. He provides direction and structure without being controlling, creating an atmosphere where designers can do their best work, and has a strong voice advocating for users within the wider team.

    Nirawit

    UI designer

  • Dmitry scaled the design team and transformed processes, ended the ‘firefighting’, initiated design system work, adopted user testing practices, and elevated product quality. His passion for users, the product, and the team is inspiring.

    Regina

    Product Designer

  • Dmitry is passionate, enthusiastic, and highly collaborative. As team lead, he constantly sought ways to elevate the team and delivered innovative ideas and fresh perspectives for the product.

    Simon

    Chief Creative Officer

  • Dmitry’s expertise extends beyond design — he’s strategic, skilled in high-level planning and data architecture, and understands the big picture. His keen eye for detail and ability to break down challenges ensure high-quality results.

    Idan

    C-level product director

  • Dmitry adds a curious clarifying voice to the design team that seeks to understand the needs of the developer. He goes beyond the request and looks deeper to make sure he understands our limitations.

    Blake

    Senior software developer

  • Dmitry genuinely values the people he works with, fostering a supportive and collaborative environment in the design team and across others like product managers and developers.

    Federico

    Senior Visual Designer

  • What sets Dmitry apart is his product-oriented design thinking. He has a deep understanding of the end user and is always striving to create designs that are both aesthetically pleasing and functional.

    Yoni

    Director of Product

  • Dmitry has been the best designer at Zedge so far. His designs were always excellent, with clear and precise documentation, and context and informed reasoning for every feature or change.

    Paulius

    Staff Android Engineer

  • Dmitry excelled at balancing detail and strategy. His deep UI/UX expertise and leadership guided our design team through challenges and larger initiatives, always aligned with broader goals.

    Grayson

    Senior product owner

  • Dmitry is a professional, curious, and creative thinker. He excels at explaining complex UX strategies, conducting research, and crafting user-centered designs, always advocating for the user.

    Clare

    Product manager

  • Dmitry is the right type of design leader. He provides direction and structure without being controlling, creating an atmosphere where designers can do their best work, and has a strong voice advocating for users within the wider team.

    Nirawit

    UI designer

  • Dmitry scaled the design team and transformed processes, ended the ‘firefighting’, initiated design system work, adopted user testing practices, and elevated product quality. His passion for users, the product, and the team is inspiring.

    Regina

    Product Designer

  • Dmitry is passionate, enthusiastic, and highly collaborative. As team lead, he constantly sought ways to elevate the team and delivered innovative ideas and fresh perspectives for the product.

    Simon

    Chief Creative Officer

  • Dmitry’s expertise extends beyond design — he’s strategic, skilled in high-level planning and data architecture, and understands the big picture. His keen eye for detail and ability to break down challenges ensure high-quality results.

    Idan

    C-level product director

  • Dmitry adds a curious clarifying voice to the design team that seeks to understand the needs of the developer. He goes beyond the request and looks deeper to make sure he understands our limitations.

    Blake

    Senior software developer

  • Dmitry genuinely values the people he works with, fostering a supportive and collaborative environment in the design team and across others like product managers and developers.

    Federico

    Senior Visual Designer

  • What sets Dmitry apart is his product-oriented design thinking. He has a deep understanding of the end user and is always striving to create designs that are both aesthetically pleasing and functional.

    Yoni

    Director of Product

  • Dmitry has been the best designer at Zedge so far. His designs were always excellent, with clear and precise documentation, and context and informed reasoning for every feature or change.

    Paulius

    Staff Android Engineer

  • Dmitry excelled at balancing detail and strategy. His deep UI/UX expertise and leadership guided our design team through challenges and larger initiatives, always aligned with broader goals.

    Grayson

    Senior product owner

  • Dmitry is a professional, curious, and creative thinker. He excels at explaining complex UX strategies, conducting research, and crafting user-centered designs, always advocating for the user.

    Clare

    Product manager

  • “User-focused approach”

  • “Clear vision and strong voice”

  • “Proactive problem-solving”

  • “Highly collaborative”

  • “Attention to detail”

  • “Fresh and bold visuals”

  • “Thoughtful in his process”

  • “Crafts intuitive and impactful solutions”

  • “User-focused approach”

  • “Clear vision and strong voice”

  • “Proactive problem-solving”

  • “Highly collaborative”

  • “Attention to detail”

  • “Fresh and bold visuals”

  • “Thoughtful in his process”

  • “Crafts intuitive and impactful solutions”

See all

See all

See all

Work experience

Download full CV

Download full CV

Download full CV

See on LinkedIn

See on LinkedIn

See on LinkedIn

Nebula (Standard)

Premier independent streaming service offering exclusive content from top creators. Focused on empowering creators and providing an ad-free, subscription-based viewing experience across multiple platforms.

03/2023 → 10/2024

Design team lead, Staff product designer at Nebula ↗

New York, US

•

Remote

  • Led design strategy and bridged product and design, strengthened cross-functional alignment, communication, and design handoffs, as frequently praised by developers in retrospectives.

  • scaled the design team 1→4, multiplying feature delivery speed, number of projects in progress, and team satisfaction,

  • Directed core product features, led major consistency initiatives, and served as the lead hands-on designer.

Zedge, Inc.

Leading B2B2C SaaS platform in the mobile personalization space, powering content from top-tier creators to 30M+ monthly active users worldwide through Android and iOS apps.

06/2022 → 02/2023

Senior product designer at GuruShots ↗

Vilnius, Lithuania

•

Remote

Boosted engagement, retention, and ratings through optimized UX, gamification, custom animations, and community features.

07/2020 → 11/2022

Product lead, Senior product designer at Zedge (Shortz, New initiatives team) ↗

Vilnius, Lithuania

•

On-site, remote

Co-developed an agile framework and co-led an R&D team, delivering and iterating on four products simultaneously; boosted Play Store rating from 2.1 to 4.5 stars within six months through UX optimization based on focus metrics.

11/2018 → 07/2020

Senior product designer at Zedge (core) ↗

Vilnius, Lithuania

•

On-site

Led research and design for new core features and products discoveries. Increased subscription conversions by 77% in a product with 30M+ users through research-driven UX enhancements.

Deep Sea Marketing

A startup team specializing in mobile B2C tech products, social platforms, photo editing, communication, and AI. The company successfully secured multiple rounds of funding over 7+ years.

12/2013 → 10/2018

Lead product designer at Sola, Plag (+5 more)

Vilnius, Lithuania

•

On-site, remote

Led the design and launch of multiple MVPs and experimental digital experiences across mobile, tablet, and web, reaching 1M+ users, earning a 4.6-star rating, and being featured in the Google Play Store

07/2012 → 08/2014

Lead UX/UI designer at WeHeartPics

Vilnius, Lithuania

•

Remote

Led cross-platform redesigns, and created a custom design process and in-house design system, improving performance by 45% and streamlining development.

10’06 gallery

Independent, self-funded gallery for contemporary art and an educational center for art and design.

02/2009 → 07/2013

Co-founder, designer, curator

Co-founded and led an independent gallery, driving creative programs, multidisciplinary events and festivals, fostering collaboration and community growth.

Lyapustin Design

Boutique design studio delivering digital and print solutions, consulting, and branding for businesses, from startups to industry leaders. Focused on elevating design quality and driving regional innovation.

04/2007 → 06/2014

Co-founder, art-director

  • Created high-impact digital and print products and branding for businesses,

  • launched and led educational programs that helped dozens of designers advance their careers,

  • managed both in-house and freelance creatives, and raised regional design standards.

Looking for a new team

Looking for a new team

Looking for a new team

Want to work together?

Available for full-time or project-based work — remote or on-site in Italy (international relocation considered).

Reach out for work inquiries, collaborations, or even a coffee chat!

LinkedIn

LinkedIn

Twitter

Twitter

Bluesky

Bluesky

Dmitry Lyapustin

© 2025

Dmitry Lyapustin

© 2025

Bari, Italy

Bari, Italy

• CET •

• CET •

16:20:45
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