Anastasia Turulina — Independent Product Design Leader
Product design leadership that drives growth and builds scalable systems
I define product direction and build design systems that deliver measurable business outcomes for funded startups and tech-adjacent SMBs.
Independent Product Design Leader · Operating through Hochuzhrrat LLC
Most products don't have a design problem
Growth stalls despite continuous feature releases. The product ships but the numbers don't move.
UX is inconsistent and hard to scale. Every new surface feels like a one-off, and the team rebuilds instead of extending.
Design decisions are disconnected from revenue. Work gets done, but no one can draw the line from design choices to business outcomes.
What I do
Lead product direction and UX strategy
Define and implement scalable design systems
Drive measurable product and growth outcomes
Selected impact
Selected work
Selzy
Growth plateau at an email marketing platform. Design-led strategy to restructure the product experience and unblock conversion.
Outcome: +25% conversion improvement.
Notiflow
Notification infrastructure product with no design system. Defined the UX architecture and built a scalable component framework from zero.
Outcome: Design system adopted across the entire product.
Punto Pago
Fintech product launch in a regulated market. Led product design for the launch landing experience and core conversion flow.
Outcome: +55% landing page conversion.
Over ten years leading product design for SaaS, fintech, and e-commerce companies. I have led design strategy for U.S. and international organizations, owned system-level decisions across cross-functional teams, and driven outcomes from zero-to-one launches to scaled product growth.
More about my leadership scopeFor new project inquiries and leadership opportunities.