Background
I'm Serhii Paliichuk — a Senior Product & UX Designer based in Spain, with over 20 years navigating complex logic and visual storytelling. From founding a global branding agency to architecting high-security Swiss FinTech products, I bring a CCO perspective to complex digital ecosystems. I specialize in designing enterprise B2B SaaS, data-dense dashboards, and AI-ready user experiences.
My work lives in the hardest design territory: fragmented enterprise workflows, data-dense SaaS platforms, multi-module back-office suites, and high-stakes decision interfaces used by financial institutions and global corporations.
I operate equally as a UX strategist and a Figma craftsperson — systems-level thinking backed by meticulous auto-layouts, token-driven design systems, and handoff processes that developers genuinely appreciate.
Translating fragmented backend logic and data-heavy workflows into intuitive, navigable digital spaces — from IA mapping to validated prototypes.
Every design decision is anchored to outcomes: Time-to-Value, onboarding velocity, long-term retention. Not aesthetic preference — measurable impact.
Component-driven Figma systems with variable token structures, auto-layouts, and responsive patterns — built for scale, handoff-ready from day one.
Expertise
Specialized in enterprise-grade digital products. Not generalist design — precision work for complex systems.
End-to-end product design for B2B SaaS — from discovery and wireframes to high-fidelity prototypes and dev handoff.
Building scalable, component-based design systems that unify brand and product for enterprise-grade platforms.
Translating stakeholder complexity and user research into actionable design strategy and measurable outcomes.
Designing data-dense dashboards and analytics views that surface actionable insight without cognitive overload.
Systematic review of existing products: usability evaluation, IA analysis, and prioritized redesign recommendations.
Strategic brand development for tech companies — identity systems, visual language, and communications design.
Selected work
From Swiss FinTech platforms to Web3 creator tools — enterprise product design work that turns complexity into systems people trust. Each case study opens as a full page: real screenshots, real process, real outcomes.
Credentials
Contact
Available for senior UX roles, lead design contracts, and consultancy engagements — particularly in enterprise B2B SaaS, FinTech, and complex data platforms.
I typically respond within 24 hours.
