hello thereI'm Sasha

founder of it depends, a product design studio

I work out what's worth building before anyone builds it

taking on new projects

book a call (opens in a new tab)

02 what it depends on

  1. * on what it really costs to build the wrong thing
  2. * on what your users actually do, not what they say they do
  3. * on the data you already have, but haven't joined into one picture
  4. * on whether you need more screens, or just someone to ask why

03 what I do

first find out, then design it properly

the way in

Discovery

You're about to build something big and half the room is guessing.

Discovery ends in a go/no-go on what to build. To get there, I join your users, your data and your teams into one picture.

  1. find out
  2. join it up
  3. go / no-go

Skipping it doesn't save time. It moves the cost to after launch.

the follow-on

embedded design

You know what to build and need a senior designer inside the team.

After Discovery, I can stay on as part of your product team, month by month.

  1. try options
  2. test with users
  3. ship and measure

↺ test, learn, repeat. nothing ships untested.

None of this is set in stone: how much research and testing you need depends on your team. And the team keeps the habits after I leave: process, design ops and mentoring along the way.

04 some work (2020 – 26)

I worked with teams at

adidas · 2020–22 · B2B e-commerce

Case study coming

they asked for a modern shop, buyers wanted familiar

role: UX design team lead

€380M → ~€1B

B2B revenue

  • 11 focus groups in 26 countries
  • 56 participants
  • team of 6

Salesmsg · 2026 · SaaS

Case study coming

the signup journey nobody had mapped in 3 years

role: senior product designer, research

  • full signup and onboarding journey mapped
  • sales, support and product in one picture

Quanos · InfoTwin · 2024 · industrial software

Case study coming

from first interview to ready for development, at short notice

role: solo designer, led the research

  • user interviews
  • hybrid app for Windows, iOS and Android
  • user tests

Ipsos · 2025–26 · market research

Case study coming

design ops for a global research team

role: senior product designer

  • design-system workflows
  • cleaner Figma files
  • smoother handoff

05 what people say

“Thanks to him, we were able to start our development at very short notice.”
Mario Nawrath · VP Development, InfoTwin · client
“[…] invests a lot of hard work and thought in the research and analysis process […] which always resulted in better and faster results in the later stages”
Roman Gluck · Senior Product Manager, Globant · same team
“one of the most gifted Lead Product Designers I had the chance to work with […] he always makes sure to combine user/customers needs and business goals”
Elisa Riteau · UX Strategist / Digital Lead · managed Sasha
“He has been the best Lead […] Designer I've worked with.”
Milena Costa · Senior Director, Product & Digital Transformation · managed Sasha
“His experience, his ability to compromise and willingness to contribute made him a joy to collaborate with […]”
Paul McDuffee Nevin · Lead UX/UI Designer, Askia – Ipsos · managed Sasha
Sasha

06 who's behind it

a product designer who asks why first

  • senior product designer, 9+ years, research-led
  • based in Chișinău, working with teams across the EU, the UK and the US
  • designed with teams at adidas, Ipsos, Quanos, Salesmsg, Globant, Pentalog
  • community builder at UX Coffee, a design community · speaker, mentor, teacher

07 not for

probably not a fit if…

  • you need a Figma operator, with no questions asked
  • you'd like me to read your mind instead of talking to your users
  • every decision needs five sign‑offs
  • speed is the only metric

08 get in touch

tell me what you're building

book a call (opens in a new tab)send an email

replies within one working day, from Chișinău