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Senior product designer · AI-native
Available – Senior/Staff roles · Yerevan + remote

Hey – I'm Ishkhan. I make complex products feel like systems you can steer

8 years designing products where mistakes are costly – fintech, ADHD parenting, connected health. Open to Senior and Staff roles and selected freelance.

Worked on
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Read case study
Results

Numbers that moved after my decisions

25k paid subscriptions in year one
9% → 24% trial-to-paid conversion
10× premium subscriptions, 2× device sales
4 product teams on one system, dev-rated 4.4/5
Work

What I shipped and what came of it

Savvy · iOS subscription app

Daily support for parents of kids with ADHD

Every day Savvy gives parents one short plan: an exercise to calm themselves down and a quick activity to do with their child. Built with ADHD specialists.

25k paid subscriptions
9% → 24% trial-to-paid
Read the case
Savvy – your plan Savvy – do together
AURA Devices

A data repository turned into a daily health companion

10× premium subscriptions
AURA Devices

Paywall moved after the first real insight

2× device sales
Aria

One design system for four product teams

4.4/5 engineer rating
Experience

9 years of product design, from startups to enterprise

Senior Product Designer BetPawa 2024 – 2026
Senior Product Designer ServiceTitan 2022 – 2024
Senior Product Designer AGIMA 2019 – 2022
Product Designer HearMe App 2018 – 2019
Product Designer LATOKEN 2017 – 2018

Open to product and design systems roles

{{ nowDot }}Currently Local {{ yerevanTime }} in Yerevan Building a health tracker Tinkering motion in Rive
Ishkhan Aslanian 2026. all rights (and wrongs) reserved ✦ human-generated work ✦ Built with love
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Muscle mass trend
01Product

From a body report to a coach

We turned the app from a report of body facts into a coach that helps reach goals.

New features add context, motivation and a daily next step: achievements, trends, and food and activity comparisons.

Measurement history on iPhone
Challenges flow on iPhone
02Paywall

Price after value, tested on real users

The paywall became a series of A/B tests: timing, plans, trial length and copy. A lifetime plan quickly became one of the most popular options.

Sometimes a quick draft beat the polished version. Try to guess the winner:

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03Marketing

A team and a system for campaigns

In marketing, I hired and led a communication designer on 3D, motion and campaigns, and we tested landing pages and goal-based funnels.

AURA Strap 2 render
AURA campaign assets
04Brand

One look across every channel

One visual language across social, email and product shots, including a brand shoot in Barcelona.

AURA brand photoshoot in Barcelona
05Research

Small details, big surprises

Ongoing interviews and surveys brought surprises: a smaller CTA sometimes converted better, and the red strap got more clicks while black sold more.

AURA trend line survey
Results

From a data dashboard to a product people pay for

≈10×premium subscriptions, 2023–2025
≈2×device sales over the same period
01One consistent brand across all channels.
02A steady research → hypothesis → test loop.
03A clear roadmap for premium and the next device.
What's new – Your Year in Health What's new – Intake Calories Sync What's new – Measurement Comments What's new – Data Trends What's new – Achievements What's new – Measurements history What's new – New Chart Features
Learnings

What this work confirmed

01People act on a goal and a next step, not raw data.
02Lifetime plans with short trials won.
03Small details like wording or button size can move metrics a lot.
Research

Parents don’t need more advice. They need one thing to do together tonight

Parent interviews and therapist consults kept pointing to the same patterns:

Mid-moment – parents open the app during a hard moment, not out of curiosity.
Doing over reading – reading feels like progress; doing one small thing is progress.
Ten minutes – what survives a tired evening is ten minutes, not a course.
Shared progress – it’s easier to keep going when the child can see progress too.
Solution

One daily plan, every piece labeled by who does it

I rebuilt the product around one plan for one child, split into three tiers so a parent, a partner or a grandparent can pick up the same evening:

I do – a few quiet minutes for the parent alone.
We do – a short game or activity to do with the child.
Extra – tools and tips to go deeper, whenever there’s energy.

Every therapist script became a single sentence a parent can say out loud in the next ten seconds.

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Iconography

Custom tab icons instead of a stock set

The tab bar could have used generic icons: a map pin, a lightbulb, a grid, a checklist. Instead, every tab is a custom illustrated shape, including a treasure map for “My Plan”. Move the cursor across the image to compare before and after.

Generic default
Map pin
Lightbulb
Apps grid
Checklist
Shipped in Savvy
My Plan
Courses
Do Together
Today Today
< >
UI kit

Soft, rounded and easy to read at the end of a long day

Get Started I already have an account
Main typeface Regular
Semi-Bold
Bold
Nunito
AaBbCc
0123456
{(!@#$?&)}
Savvy App logo
#5C65EA · Brand violet
#FFA900 · Logo orange
#C1E637 · Play lime
#FBDDE6 · Together pink
#FBF0C8 · Extra sand
#2E2E38 · Ink
Tier badges
I do We do Extra
A short daily exercise
A few quiet minutes
A game to do together
Connected moments
Tools and tips to go deeper
Whenever you want more
Course & lesson
Course · 15 lessons
Tantrums Tamed
About this course >
Lesson 1
What to Do During a Meltdown
3 min
Lesson 2 · locked
After the Meltdown: Reconnect & Repair
20%
Navigation & chat
All 12 Focus Calm
He melted down over shoes again.
Want a 2-minute reset you can use right now?
Results

From a course nobody finished to a plan parents pay for

25kpaid subscriptions in the first year
9% → 24%trial-to-paid conversion
+41%day-30 retention
4.8★App Store rating
Foundations

One token structure from Figma to code

Tokens for color, typography, spacing, radii and heights, shared between Figma and code in three layers:

Primitive – raw values.
Semantic – meaning-based tokens.
Component – overrides only when needed.

Setting it up took time, but it paid off: dark mode and multi-brand theming later took days instead of months.

Token layers from raw value to component
Iconography

About 80 custom icons on one grid

The old set had no shared style. We took Material Icons (rounded) as a base and drew the domain-specific icons by hand on the same grid. Move the cursor across the image to compare before and after.

Icons beforeIcons after
Systemic fixes

Good UX built in by default

Instead of proposing isolated fixes that get deprioritized, I built them into the foundation, so teams didn’t have to opt in:

Accessibility – text and surface tokens pass WCAG AA contrast.
Touch targets – every interactive element is at least 44px.
Safer actions – proper destructive states, missing before.
Contrast checks for text colors on surfaces
Workflow

From Figma to production

With two front-end developers, we connected the system to Storybook and Widgetbook through Supernova – the single source of truth for engineering. Later, Figma Code Connect and MCP made it usable in AI-assisted code generation. My part: naming aligned with code and variants matched to component props.

Workflow from Figma to Flutter and Angular
Results

Fewer debates, faster delivery

4product teams ship on one system
4.4/5developer rating for speed and efficiency
~80custom icons drawn on one grid
Next case
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Side quests

Work that never levelled up into a case study – side projects, unshipped explorations, old screens I still like. Click to look closer; sets flip with the arrows.

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Mobile screen move.ru
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Hi, I am Ishkhan.

Product Designer focused on clarity and real-world use

I'm an end-to-end product designer with 8 years across fintech, connected health, marketplaces and design systems.

I started in front-end, got tired of building things nobody used, and moved into design. I sit between UX logic and UI craft: figuring out how something should work, what makes it confusing, and how to turn that into something people can actually use.

In my current role

Freelance and contract work with product teams that need someone hands-on: 0→1 flows, subscription onboarding, and rescuing screens that stalled halfway.

Outside work: long runs, film photography, and a growing pile of half-read design books.

Download CV

The values
behind my work

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Books
I keep coming back to

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