Hi, I’m Andrey, principal product designer & leader
Principal Product Designer with 20 years of experience building and scaling regulated, multi-party digital products across FinTech, SaaS, Web3, and Pharma.
linkedin.com/in/andy-ad and.derbenev@gmail.com
I work end-to-end — from product strategy and system design to production-ready interfaces — with a focus on reducing complexity, enforcing quality, and delivering measurable outcomes.
Most of my work lives in products where mistakes are expensive: financially, operationally, or legally. I’ve led design for institutional platforms handling real-world assets, compliance-heavy workflows, and multi-party interactions across jurisdictions.
I focus on making complex systems understandable and usable. To achieve that I align business goals, regulatory requirements, and user confidence into coherent product experiences.
What I do
- End-to-end product design for complex platforms
- System and workflow design for regulated and multi-party environments
- Product discovery: interviews, validation, prototypes, usability testing
- Design governance and quality enforcement
- High-fidelity UI for data-dense interfaces
How I work
- I combine interviews and behavioural data with domain expertise. And build user-centred products.
- I reduce steps or remove them entirely where possible: less UI for better UX.
- Systems before screens: dive deep, define flows, states, and roles. This is where value glows.
- Clarity, hierarchy, and consistency are the top priority.
- I measure impact and iterate when results fall short.
case studies
Web3 product design
Digital assets exchange for institutionals
First ever Hybrid Digital Asset Exchange with Bloomberg-inspired OTC Desk, and unique market positioning with high-frequency trading support
OPEN case study
900M euro of tokenized assewts
institutional tokenization platform
Regulated institutional-focused web3 ecosystem for digitizing, trading, settlement and ownership of RWA, built on top of Hyperledger Fabric SDK.
OPEN case study
Referral Programs SaaS
Codenamed reChain, this service allows easy creation, management and participation in referral programs. Meant for businesses, with human-centered design and powerful tools
OPEN case study
Empowering business on scale
INNOVATIVE DIGITAL SALES AID FOR PHARMA
I've build team and established work processes while creating innovative products for big B2B clients in pharma, consumer goods and other segments
OPEN case study
Recommendations
Max Votek
Managing Partner at Customertimes
I have had the pleasure of working with Andy Derbenev in his capacity as a Manager and Team Lead at Customertimes, and I am thoroughly impressed by his exceptional leadership and managerial skills. Andy has a unique ability to streamline operations, enhancing the productivity and creativity of the design team.
Read full text on LinkenIn
Ely Tolen
Senior Sales Executive at vestr
Andy's organizational skills are exceptional, allowing him to lead complex projects with ease and ensure that all aspects are managed efficiently. His attentive listening skills ensure that client and team needs are always understood and addressed.
Read full text on LinkenIn
I worked closely with Andy on the design of a complex FinTech product. One of Andy's greatest strengths is his collaborative approach to design. Andy actively seeks feedback, listens attentively to stakeholders' needs, and effectively incorporates suggestions into designs. Andy is a valuable team player who contributes innovative ideas and solutions to enhance the overall user experience.
Read full text on LinkenIn
Hi, I’m Andrey, principal product designer & leader
Principal Product Designer with 20 years of experience building and scaling regulated, multi-party digital products across FinTech, SaaS, Web3, and Pharma.
I work end-to-end — from product strategy and system design to production-ready interfaces — with a focus on reducing complexity, enforcing quality, and delivering measurable outcomes.
Most of my work lives in products where mistakes are expensive: financially, operationally, or legally. I’ve led design for institutional platforms handling real-world assets, compliance-heavy workflows, and multi-party interactions across jurisdictions.
I focus on making complex systems understandable and usable. To achieve that I align business goals, regulatory requirements, and user confidence into coherent product experiences.
What I do
- End-to-end product design for complex platforms
- System and workflow design for regulated and multi-party environments
- Product discovery: interviews, validation, prototypes, usability testing
- Design governance and quality enforcement
- High-fidelity UI for data-dense interfaces
How I work
- I combine interviews and behavioural data with domain expertise. And build user-centred products.
- I reduce steps or remove them entirely where possible: less UI for better UX.
- Systems before screens: dive deep, define flows, states, and roles. This is where value glows.
- Clarity, hierarchy, and consistency are the top priority.
- I measure impact and iterate when results fall short.
case studies
Web3 product design
Digital assets exchange for institutionals
First ever Hybrid Digital Asset Exchange with Bloomberg-inspired OTC Desk, and unique market positioning with high-frequency trading support
OPEN case study
900M euro of tokenized assewts
institutional tokenization platform
Regulated institutional-focused web3 ecosystem for digitizing, trading, settlement and ownership of RWA, built on top of Hyperledger Fabric SDK.
OPEN case study
Referral Programs SaaS
Codenamed reChain, this service allows easy creation, management and participation in referral programs. Meant for businesses, with human-centered design and powerful tools
OPEN case study
Empowering business on scale
INNOVATIVE DIGITAL SALES AID FOR PHARMA
I've build team and established work processes while creating innovative products for big B2B clients in pharma, consumer goods and other segments
OPEN case study
Recommendations
Max Votek
Managing Partner at Customertimes
I have had the pleasure of working with Andy Derbenev in his capacity as a Manager and Team Lead at Customertimes, and I am thoroughly impressed by his exceptional leadership and managerial skills. Andy has a unique ability to streamline operations, enhancing the productivity and creativity of the design team.
Read full text on LinkenIn
Ely Tolen
Senior Sales Executive at vestr
Andy's organizational skills are exceptional, allowing him to lead complex projects with ease and ensure that all aspects are managed efficiently. His attentive listening skills ensure that client and team needs are always understood and addressed.
Read full text on LinkenIn
I worked closely with Andy on the design of a complex FinTech product. One of Andy's greatest strengths is his collaborative approach to design. Andy actively seeks feedback, listens attentively to stakeholders' needs, and effectively incorporates suggestions into designs. Andy is a valuable team player who contributes innovative ideas and solutions to enhance the overall user experience.
Read full text on LinkenIn