SERGUSHKIN

Systems thinker
Team leader
Product designer

Principal Product Designer · Agentic UX & AI Workflow Design B2B SaaS · I make complex systems feel effortless

Say hello sergushkin.com

I'm a Principal Product Designer specializing in AI-powered B2B SaaS. I architect complex systems — redesigning workflows for agent-first execution, building design systems, and turning dense business logic into effortless experiences. I don't just design screens. I lead teams and shape product direction.

More about me Let's talk

Product Design

End-to-end UX for complex B2B SaaS — from discovery and system architecture to final, production-ready interfaces.

  • UX Research & Discovery
  • Information Architecture
  • Interaction Design
  • Design for SaaS
  • Accessibility Design

AI & Agentic UX

Designing agent-first workflows where AI operates autonomously and humans intervene seamlessly — with zero friction.

  • Agentic Workflow Design
  • Human-AI Interaction Models
  • AI Feature Integration
  • Decision Flow Mapping
  • Complexity Reduction

Design Systems

Building scalable, consistent design foundations that align product, design, and engineering across the entire system.

  • Component Architecture
  • Token Systems
  • Pattern Libraries
  • Cross-platform Consistency
  • Design-Dev Handoff

Team Lead & Strategy

Leading design teams, setting direction, and shaping product strategy — from problem framing to long-term vision.

  • Design Team Leadership
  • UX Strategy & Vision
  • Stakeholder Alignment
  • Design Reviews & Mentoring
  • Product Direction

My Mission

I design experiences that reduce complexity - cleaner workflows, sharper systems, and outcomes that move business forward.

14+ Years of practice Let's talk
What stood out most was his consistency: across very different feature areas, he kept the overall user experience coherent.
Jan Christlieb Senior Product Manager
15+ Industry Recognitions
98% Client Retention

Denys takes broad, conceptual ideas and turns them into something useful and valuable for end-users. He tackled every challenge with ease. I would recommend him to anyone in need of a skilled, user-focused product designer.

Jana Nagy Chang AI Product Lead @ Cisco

From concept to execution, we work efficiently without compromising on creativity

Move to Optimalprint website Move to Freigeist website Move to Frank Thelen website Move to Yeti website USAID logo Move to Pinarello website Move to Big Green Egg website Move to Gozney website Move to Scott website Move to Xentral website Move to Filemail website Move to Gelato website Move to Lumera website Move to Next Health website Move to Apryse website

Happy clients

98%

Client satisfaction rate across all long-term engagements.

Years of experience

14+

Countries

23

Countries I've worked with clients and teams across.

Projects delivered

50+

Hours worked

25,4k

Hours invested in product design, research, and system architecture.

Frequently Asked Questions

What kind of problems do you work on?

Systems where complexity is the product — ERP, B2B SaaS, AI-enabled platforms. The situation is usually the same: the product grew module by module, every addition made sense on its own, and now nobody can find anything. My job is to give it one coherent structure without stopping the roadmap.

You've spent years in ERP. Does that transfer to other domains?

The domain itself is learnable in weeks. What isn't learnable quickly is designing for systems where a wrong input has real business consequences, and where users know the subject better than you do. That's the same problem in fintech, healthcare, logistics and compliance — I've worked in four of them.

Do you lead teams, or work as an individual contributor?

Both — and I've chosen IC. I built and ran a distributed team of six designers across 15 countries, so I know what that job is. At Principal level I'd rather have influence through architecture, shared patterns and mentoring than through headcount. I mentor five designers today without managing any of them.

How do you work with engineering?

Early and directly. I treat feasibility as an input, not a constraint — if something takes three weeks I want to know while it's still cheap to change, and find the version that ships next week at eighty percent of the value. At Filemail I built a component library engineers still ship pages from without a designer in the loop.

Where are you based, and what are you looking for?

Munich, Germany. I'm looking for a permanent Principal or Staff product design role — Germany-based or remote within the EU. Enterprise B2B SaaS, AI products, or anything where operational complexity is the actual design problem.

How do you use AI in your work?

Two ways, and they feed each other. I design AI products — agentic workflows inside a production ERP, where the real question is where the model acts on its own and where a human has to sign off. And I use AI in my own process: competitive synthesis, pattern analysis, generating options I'd never have drawn by hand, and increasingly prototyping interactions in code instead of describing them in a static file.

The second part changed how I think about the first. Once you've watched a model be confidently wrong inside your own workflow, you design very differently for the person who has to trust its output.

Testimonials

What people say about working with me.

Lead product designer

I make complex systems feel effortless.

Top notch product designer. Denys was a pivotal member of the product growth team at Xentral. On top of his excellent design skills, what I really appreciated was his dedication and his flexibility when approaching new user problems. He was able to evolve and go though multiple iterations fast. This combination of design expertise and collaborative spirit makes him a great asset for a team!

Paul Issert Product Growth @n8n

I had the pleasure of working closely with Denys during product discovery for several ERP features at Xentral, including the API token service, data management, dashboard views, and general navigation and settings. Denys has a rare ability to turn early, messy brainstorming into structured, testable concepts. He'd join discovery from the very first ideas, iterate through multiple design directions with us, and consistently deliver click dummies that made abstract requirements tangible — for both the team and stakeholders. What stood out most was his consistency: across very different…

Jan Christlieb Senior Product Manager @DigitalService des Bundes

Denys impressed me with his clarity of thinking. He offers a rare combination of logical understanding and artistic talent and does not shy away from asking the profound questions about your product idea.

Dr. Maksim Greiner Data Scientist and Entrepreneur

I learned a lot about UX design through Denys' outstanding work. He managed to create and maintain a cross functional collaboration that is characterized by result orientation and appreciation. @Denys: Thank you for your always quick action even in stressful situations and your hands-on mentality.

Svenja Nöske Graphic and Motion Designer Xentral ERP Software

Denys one of the best UX designer I've ever worked with. He was involved as a lead team designer in several projects and showed himself as a profound specialist in design sphere. His business skills, strategical thinking and visionary added a decent value to every project in which we were cooperated. I can strongly recommend him as highly skilled specialist and one of the most reliable person to work with.

Vasyl Kuchma Managing partner / Software Development Hub

I had the pleasure of working with Denys at the same project for over 3 years. I collaborated with Denys as UX designer role, so we worked together closely. Denys’s passion for excellence in the user experience was evident to everyone he worked with. His thoroughness, enthusiasm, skill, and ability to build relationships brought out the best in the developers who collaborated with him and the end users of the products. I strongly recommend Denys as a UX professional.

Anastasiia Duikova Motion designer

I have used the expertise of Denys on several occasions and the results has always been great! Denys is a strong graphic designer with deep expertise in CX, web-design and branding. It has been a pleasure working with Denys and I look forward to the next project together.

Peter Mårtensson Sr. Management Consultant / Partner PS & Friends

Denys is an absolute joy to work with. He thinks outside of the box and gives you clear reasoning behind his design proposals. I genuinely looked forward to daily interactions discussing design decisions. He is superbly creative and has a great eye for colour schemes. He is a valuable member of any team and for those lucky to have him.

Annabel D. UX Lead at Gelato

Denys is a supremely talented creative mastermind. He's an expert in problem-solving all challenges with flair and originality. I would say that Denys is exceptionally talented with an infectious enthusiasm for product design, improving projects and coming up with brand new ideas. Presence of strong management skills as well as deep attention to details - makes him a really valuable forward.

Roman Dereka Director of Sales and Account Management

Denys is one of the best UI designers I've worked with - not only does he produce beautiful work, he is extremely responsive and delivers everything on time. Absolute pleasure to work with, and I'll certainly be doing more work with him in the future.

George Burgess Co-Founder & CEO, The Intro | Angel Investor

Denys is cutting-edge Product Designer who is very much in tune with the latest developments in design and UI. I have worked with Denys for years on an on-going basis and what stands out are his excellent communication, work ethics and stand-out work. Denys always does what it takes to meet deadlines or help out in emergencies and has become an incredible asset we can't do without!

Patrick Lentz Director of Marketing @Suntuitive Dynamic Glass

Denis is really thoughtful person and perfect analyst

Eugene Tsuprenko Technical Delivery Lead - MS Dynamics 365 (AX) Sr. Solutions Architect

I have known Denys as a person who is genuinely passionate about UI&UX design - really skilled and professional, highly motivated about learning new things and improving his skills. Denys is responsible and diligent in everything he does. He loves what he is doing and always tries to exceed the highest goals. On the top of that, business ethics and communicative skills of Denys make him a pleasant person to deal with.

Julia Burak Customer Engagement Manager @ Dixa
Information Architecture Empathy mapping UX Audit
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Design Systems Customer Journey Mapping Systems Thinking
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