https://phbelov.com Philip Belov Mon, 13 Jan 2025 06:08:04 +0000 https://phbelov.com en https://phbelov.com/Main Sat, 21 Oct 2017 12:20:46 +0000 Philip Belov https://phbelov.com/Main Currently working at Inception, a G42 company, I’m a Product Designer, Manager and Director with over 10 years of experience. I’ve created together with Alibaba Group, Yandex, Emirates NBD, Sber, PANGAIA and others. Get in touch Download resume https://phbelov.com/Kuper-ex-SberMarket Tue, 26 Nov 2024 13:50:09 +0000 Philip Belov https://phbelov.com/Kuper-ex-SberMarket Kuper (Sber Market) Art Direction, Product Management, Product Design, Product Strategy, Identity &amp; Branding At Kuper (ex SberMarket), one of the largest e-commerce players in Russia and a subsidiary of Sber (largest state-owned bank in Russia), akin Instacart in the US, I was leading a team of 35+ wonderful designers and editors: 4 product editors, 2 communication designers, and about 30 product designers.Here are some of the things I’ve accomplished over the course of 1 year:– Led rebranding of the product with 15M+ MAU – Hired more than 10 best designers on the market – Reorganized, and created structure, in the design department – Created a strategic vision for the product – Established cross-team and internal-team processes – Created and incorporated interface building rules in design and code – Made some cool merch <img width="700" height="700" width_o="700" height_o="700" data-src="https://freight.cargo.site/t/original/i/73a89f5db9bb6899d93532ba4beaa0165b1340469cae23114a90c030d28aa144/Pink-Suit.gif" data-mid="224808768" border="0" src="https://freight.cargo.site/w/700/i/73a89f5db9bb6899d93532ba4beaa0165b1340469cae23114a90c030d28aa144/Pink-Suit.gif" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/8e6877cf19d0d4982a69f209b7964959a7e8280cdde50fa4af46d922872e4af9/Handyman.gif" data-mid="224811177" border="0" src="https://freight.cargo.site/w/800/i/8e6877cf19d0d4982a69f209b7964959a7e8280cdde50fa4af46d922872e4af9/Handyman.gif" /> <img width="750" height="1624" width_o="750" height_o="1624" data-src="https://freight.cargo.site/t/original/i/e6a733f81d8cff2bef7a27b602b4c0a0c1b4908a03016faf7393bd35a3a07e31/Sale.gif" data-mid="224811183" border="0" src="https://freight.cargo.site/w/750/i/e6a733f81d8cff2bef7a27b602b4c0a0c1b4908a03016faf7393bd35a3a07e31/Sale.gif" /> <img width="750" height="1624" width_o="750" height_o="1624" data-src="https://freight.cargo.site/t/original/i/c769c091f1b5252ef1224bfe6f268c0633bbc353c31e447799b04c31018d9461/Kuper-Bike.gif" data-mid="224811178" border="0" src="https://freight.cargo.site/w/750/i/c769c091f1b5252ef1224bfe6f268c0633bbc353c31e447799b04c31018d9461/Kuper-Bike.gif" /> There was a long and tedious process of rebranding, with multiple company names and visual concepts being tested. Below you can see one of the concepts incorporating rebranding and new positioning of the business and product. The one illustrated above is pretty conservative, not emotional, but it’s good for a wide audience. Important part defined during my tenure at Kuper is the rules of building mobile interfaces after Kuper rebranding and mobile app redesign. It not only provided strcuture to designers’ everyday work, but also freshened up the interface, and made it more emotional, as well as allowed to stand out from the competition, which was a super-difficult problem because of highly-saturated online commerce market in Russia with comptetitors investing billions of dollars into their businesses. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5a384a7d7bed0dc278b75fad9d0a37b1c521387eb7f03ec743b90dcf9b0d03ba/022.png" data-mid="223826661" border="0" src="https://freight.cargo.site/w/1000/i/5a384a7d7bed0dc278b75fad9d0a37b1c521387eb7f03ec743b90dcf9b0d03ba/022.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/88fc28ebc9c6c86ed37d48c1f8ec91770109530b35e31a514502a180381fb2ae/023.png" data-mid="223826662" border="0" src="https://freight.cargo.site/w/1000/i/88fc28ebc9c6c86ed37d48c1f8ec91770109530b35e31a514502a180381fb2ae/023.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/bf1479139b1b5978d53e30605b9a77dcb3f96580687fb4971674071c0a048be1/024.png" data-mid="223826663" border="0" src="https://freight.cargo.site/w/1000/i/bf1479139b1b5978d53e30605b9a77dcb3f96580687fb4971674071c0a048be1/024.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5fc87fd5b99be7d5c78506df889651b34bb00aef6378a34e62060cca2bc292ef/27.png" data-mid="223826664" border="0" src="https://freight.cargo.site/w/1000/i/5fc87fd5b99be7d5c78506df889651b34bb00aef6378a34e62060cca2bc292ef/27.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e5901eb9699fd32cb39ccb137f355e7de0a6b39fedc37b9d9019b961ba93906a/28.png" data-mid="223826665" border="0" src="https://freight.cargo.site/w/1000/i/e5901eb9699fd32cb39ccb137f355e7de0a6b39fedc37b9d9019b961ba93906a/28.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/15f70aa59df5f97d434eed1dbecf3094b23b54487ec616bb9d0ce7d6b855fe27/29.png" data-mid="223826666" border="0" src="https://freight.cargo.site/w/1000/i/15f70aa59df5f97d434eed1dbecf3094b23b54487ec616bb9d0ce7d6b855fe27/29.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/af9ff84f2f144ce531e9c01fbd9c1c5e9364cedc77254f031df9ac30e5dabe36/30.png" data-mid="223826667" border="0" src="https://freight.cargo.site/w/1000/i/af9ff84f2f144ce531e9c01fbd9c1c5e9364cedc77254f031df9ac30e5dabe36/30.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/abb1c00f41ae52b9efa69d044e292a1ab87143b3447392fb1996b87d25c0b7c0/32.png" data-mid="223826668" border="0" src="https://freight.cargo.site/w/1000/i/abb1c00f41ae52b9efa69d044e292a1ab87143b3447392fb1996b87d25c0b7c0/32.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a1426d5af303af0eef9d3dbaa4ee49f93cd002c64526861e532532b067acf673/33.png" data-mid="223826669" border="0" src="https://freight.cargo.site/w/1000/i/a1426d5af303af0eef9d3dbaa4ee49f93cd002c64526861e532532b067acf673/33.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a2f9d718b4a0826b29633454397eab4fdb2c1661a7bbb14302d369afcc88c41c/35.png" data-mid="223826670" border="0" src="https://freight.cargo.site/w/1000/i/a2f9d718b4a0826b29633454397eab4fdb2c1661a7bbb14302d369afcc88c41c/35.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5e14c3eca729ac2bd676c961e8e95c3bab9f17f0a74e77fac59ba0a4dad93003/36.png" data-mid="223826671" border="0" src="https://freight.cargo.site/w/1000/i/5e14c3eca729ac2bd676c961e8e95c3bab9f17f0a74e77fac59ba0a4dad93003/36.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a67032ff0a68e712cf6b04f3269d4fac592f15e6b880b2e5dcf0b190eaadeafb/37.png" data-mid="223826672" border="0" src="https://freight.cargo.site/w/1000/i/a67032ff0a68e712cf6b04f3269d4fac592f15e6b880b2e5dcf0b190eaadeafb/37.png" /> https://phbelov.com/Coffee-App-Concept Mon, 13 Jan 2025 06:08:04 +0000 Philip Belov https://phbelov.com/Coffee-App-Concept Coffee App Concept This is a concept product I’ve created as part of my application to Revolut. With it I have successfully passed hometask stage in the company’s hiring process. It shows my approach to tackling the problem, and how I structure Figma files in real-life projects, and my understanding of product design. View Keynote View Figma file The best part of working on this project is that I also happened to collaborate with a tremendously great (industrial) product designer – Maxime Le Grelle. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/3a1d7488dc03ec8a16b7f9cf6d925dec28194364bb552a657a9f73056727eac0/020.jpg" data-mid="224622068" border="0" src="https://freight.cargo.site/w/1000/i/3a1d7488dc03ec8a16b7f9cf6d925dec28194364bb552a657a9f73056727eac0/020.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8e8bb92662595e72a7a9a6375574e8adcbdb360ab7af01a6f54e4c7524ade448/022.jpg" data-mid="224622069" border="0" src="https://freight.cargo.site/w/1000/i/8e8bb92662595e72a7a9a6375574e8adcbdb360ab7af01a6f54e4c7524ade448/022.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/a5df7340b293ad82e1c59c80fc9d2463f5cb8bd5560827fa73ad8121044604b6/023.jpg" data-mid="224622070" border="0" src="https://freight.cargo.site/w/1000/i/a5df7340b293ad82e1c59c80fc9d2463f5cb8bd5560827fa73ad8121044604b6/023.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/08927127357fb357ae76ad5149b1bea3537f0e12dbbf33f453202174001c9990/024.jpg" data-mid="224622071" border="0" src="https://freight.cargo.site/w/1000/i/08927127357fb357ae76ad5149b1bea3537f0e12dbbf33f453202174001c9990/024.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/cc1e2b7e39e5deb5b54b09b5a1fb0e28ca116b6eaba25881f6f0f5550a8f6a97/025.jpg" data-mid="224622072" border="0" src="https://freight.cargo.site/w/1000/i/cc1e2b7e39e5deb5b54b09b5a1fb0e28ca116b6eaba25881f6f0f5550a8f6a97/025.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/f2f9610862b0a3996e17764165300b4f44698feef9f52e03981165ff46da9907/030.jpg" data-mid="224622073" border="0" src="https://freight.cargo.site/w/1000/i/f2f9610862b0a3996e17764165300b4f44698feef9f52e03981165ff46da9907/030.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ac8a791a55c45e513ead5671eeea33d0ce0d3a1c96d1ce91969ba0126c3f2504/034.jpg" data-mid="224622074" border="0" src="https://freight.cargo.site/w/1000/i/ac8a791a55c45e513ead5671eeea33d0ce0d3a1c96d1ce91969ba0126c3f2504/034.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/9cb42b4530ec2528e29a2e532d1d6c36da670207f8987daee500821d3b99a799/036.jpg" data-mid="224622075" border="0" src="https://freight.cargo.site/w/1000/i/9cb42b4530ec2528e29a2e532d1d6c36da670207f8987daee500821d3b99a799/036.jpg" /> https://phbelov.com/Ziina-1 Wed, 12 Apr 2023 07:22:18 +0000 Philip Belov https://phbelov.com/Ziina-1 Ziina I had a pleasure of working for Ziina for 2.5 months (excluding 1 month for interview process, out of which my solution of test task was taken into end product solution). Throughout this short time I’ve managed to do a lot of things. With my role being Product Design Consultant, my scope of work was not only limited to Product Design. I’ve worked on creating marketing materials, concepts for physical and digital cards, managing work with external agents, etc. In terms of product features, I’ve worked on the following (prior to the development stage, but after the hand-out stage) Payment Link Monetization for Consumers Business CRM (touching both Business and Consumer products)Design System BootstrapA completed Test Challenge which was taken as a foundation to a real-product solutionA few other extra small tasks related to compliance, file organization, etc. In terms of communication design Bank Card Concept (digital and physical), together with Endless Work Studio, as well as its expansion into overall company identity A lot of small little neat tasks like creating print leaflets, or localizing ad video into Arabic All the works above are available for detailed view upon request. <img width="1642" height="1596" width_o="1642" height_o="1596" data-src="https://freight.cargo.site/t/original/i/fc8a920fabd4ab66ffbd3f747285041a9059814200053fee07d8770d35d37636/Screenshot-2023-01-27-at-4.44.13-PM.png" data-mid="175285143" border="0" src="https://freight.cargo.site/w/1000/i/fc8a920fabd4ab66ffbd3f747285041a9059814200053fee07d8770d35d37636/Screenshot-2023-01-27-at-4.44.13-PM.png" /> <img width="1392" height="1654" width_o="1392" height_o="1654" data-src="https://freight.cargo.site/t/original/i/8ddb1a6053e5fb1ef49183892b8d07335e3c5cf52721a36376ecd45cc97530e7/Screenshot-2023-04-13-at-10.59.41-PM.png" data-mid="175285513" border="0" src="https://freight.cargo.site/w/1000/i/8ddb1a6053e5fb1ef49183892b8d07335e3c5cf52721a36376ecd45cc97530e7/Screenshot-2023-04-13-at-10.59.41-PM.png" /> <img width="2824" height="1084" width_o="2824" height_o="1084" data-src="https://freight.cargo.site/t/original/i/a57088521d94c9ccdc4f5e18cefea1f1348259b69f8ef6ad359ee5321e73bfbc/Screenshot-2023-01-27-at-5.57.24-PM.png" data-mid="175285147" border="0" src="https://freight.cargo.site/w/1000/i/a57088521d94c9ccdc4f5e18cefea1f1348259b69f8ef6ad359ee5321e73bfbc/Screenshot-2023-01-27-at-5.57.24-PM.png" /><img width="1852" height="1602" width_o="1852" height_o="1602" data-src="https://freight.cargo.site/t/original/i/8e6608d541d448318976c34dbc5bf5dad2b3acc5e5bb23d496f380fd1809c3ef/Screenshot-2023-04-13-at-10.58.21-PM.png" data-mid="175285361" border="0" src="https://freight.cargo.site/w/1000/i/8e6608d541d448318976c34dbc5bf5dad2b3acc5e5bb23d496f380fd1809c3ef/Screenshot-2023-04-13-at-10.58.21-PM.png" /> https://phbelov.com/Emirates-NBD Tue, 26 Nov 2024 14:09:11 +0000 Philip Belov https://phbelov.com/Emirates-NBD Emirates NBD At Emirates NBD, I was helping Business Banking team to solve the problem of repetetive requests to new and existing Business and Regular customers regarding the documents. As a result, we’ve come up with a beatiful solution of a file browser, but also solved some complex back-end issues to make the synchronization process of the documents smooth for the bank clients. I also helped to redesign and rebuild onboarding experience for Business customers. I cannot share the images as the products which I’ve worked on were internal and are covered by a strict NDA. https://phbelov.com/AliExpress-Alibaba-Group Tue, 19 Apr 2022 19:51:14 +0000 Philip Belov https://phbelov.com/AliExpress-Alibaba-Group AliExpress (Alibaba Group) Head of Product Design Case studies View case studies in Figma AliExpress app redesign View loyalty program relaunchVisual Communication Definition for Digital Products (Soon) View interface consistency measurement research View banner generation case study Overview I joined AliExpress by Alibaba Group back in November 2019 when the JV was formed between the latter and 3 Russian companies: VK Group (then Mail.Ru Group), Megafon, Russian Direct Investment Fund. I was the first Product Designer at the company to start rebuilding and localzing the products for Russian and CIS markets. Initially, acting as an Individual Contributor, I’ve handled all the product design tasks across B2C and B2B domains, and later assembled a strong, efficient and healthy team of like-minded and passionate people, established processes and infrastructure for the company to develop and grow in terms of design. https://phbelov.com/Measuring-Interface-Consistency Sat, 23 Apr 2022 09:36:31 +0000 Philip Belov https://phbelov.com/Measuring-Interface-Consistency Measuring Interface Consistency In this article I’d like to overview the approach which we used at AliExpress to understand how bad our interface was in comparison to the competition. In terms of constraints, we’ll look at 4 major players in e-commerce marketplace space in Russian &amp; CIS markets — AliExpress, OZON, Wildberries, Yandex.Market. Even though we’ll be focusing on specific markets, it’s very easy to use the same methodology on any other market or industry. For Russian-speaking audience there’s a video available on YouTube from Tinkoff’s #FFDD2D Design Conference with my talk, and you can view slides in Figma. For English-speaking audience I suggest to view this keynote in Figma, or to read the article following below. You might use the same approach if you understand that there are some problems with the interface in your product, or you might think there might be a need for a rebranding. You can use the current approach to have a leverage over stakeholders and prove your points with data and numbers. And, you know, it’s hard to argue with numbers. What you will have on hands after reading this article Evaluation of the interface consistency for your product and benchmarking of it in relation to the competition.Leverage towards business and product stakeholders from the design stand point, ability to easier integrate tasks for design improvement into the product strategy and OKRs.Justification of the necessity for changes in the product in terms of visual communication and design: why it’s important to make it consistent and systemize it. Why to measure the consistency in AliExpress case? <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/b6f46478fea517ac8fcd2fe1c34c6b94707c756e7be228ab3ed27f1852f930e6/06__website-article__aliexpress-may-2021.png" data-mid="140447073" border="0" src="https://freight.cargo.site/w/1000/i/b6f46478fea517ac8fcd2fe1c34c6b94707c756e7be228ab3ed27f1852f930e6/06__website-article__aliexpress-may-2021.png" /> Representation of the vast differnce of interfaces and communication materials of AliExpress as of March 2021 Well, if you look at the image above, it’s kind of obvious that the overall situation in terms of design is bad. Though, company and business has of other priorities not related to design, and so it might be a good idea to show how much the company might be losing if it continues to live in the same state. There are a few more points which might explain why, in general, it’s important to measure interface consistency. 1. Company might be losing money or not profiting from what it might potentially be profiting from There’s a research done by once per 3-4 years by Lucid Press — The State of Brand Consistency. Its goal is to explain that if the company has inconsistent communication across all the mediums, it might be earning less than if such communication was consistent. For example, in the research for 2019 year it’s stated that a company, which implemented consistent brand communication in visual and verbal formats, might increase revenue on average by 33%. 2. The goal of having a leadership position on the market might not be possible to achieve The product is (subjectively) far behind the comptetition in terms of interface quality, communication in the product, and thereby, to some degree, also is the business. 3. Ideology and responsibility towards usersAs designers, we’d like millions of customers to look and interact with something of a high quality, be it banners, copy or the interface.&nbsp; 4. Perception of the company inside and outsideHow your company looks and feels affects the motivation of the employees, their mood and goal-orientation — on the inside. The image on the outside can affect whether you’ll be able to hire and attract great talent. It’s better to build something cool and looks good, rather than tackling with something which feels mediocre (in most of the cases). Methodology 1. Choose a platform In our case it was mobile application for iOS. If your apps aren’t different very much then you can limit yourself and save some time by just focusing on one mobile platform. For us such restriction was viable. We also avoided desktop, as most of the traffic and user base are doing purchases using mobile app. 2. Make screenshots of all the key product screensScreen set of your product and competitiors’ should match, as later we’ll be making a set of comparisons to calculate the consistency metric. For us it was the following set:Login / RegistrationHomeSearch results1. Grid2. ListProduct detailCartPlace orderOrdersOrder detailProfileCatelogueSupermarket / Express (FMCG) <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/f4426ecb49a4fec764f3d1da1381e4bb1c0138ed96c601865daa18847350dfee/07__website-article__screens.png" data-mid="140447081" border="0" src="https://freight.cargo.site/w/1000/i/f4426ecb49a4fec764f3d1da1381e4bb1c0138ed96c601865daa18847350dfee/07__website-article__screens.png" /> Screens of iOS apps, from top to bottom: Yandex.Market, OZON, Wildberries, AliExpress for December 2021. In each column – similar screens from each app 3. Create questionnaire in crowdsource platform For each pair of screens inside one app, create a task in crowdsource platform of your choice, making a question: “Is it true that both screens belong to the same application?” In our case, as we targeted Russian &amp; CIS audience, we used Yandex.Toloka. For internationally-targeted products, or the once which are targeted on the UK, US, or any other English-speaking markets, you can use Amazon Mechanical Turk, for example. <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/19fdd37ae633d4c965d7ce9b660272e8520404a5bfdd1d391378474efadf7546/05__website-article__toloka.png" data-mid="140447093" border="0" src="https://freight.cargo.site/w/1000/i/19fdd37ae633d4c965d7ce9b660272e8520404a5bfdd1d391378474efadf7546/05__website-article__toloka.png" /> Interface of Yandex.Toloka and how the question screen looks like 4. Calculate the metrics First, we need to calculate the Comparison Score for each set of pairs of the screens. To get its value, we need to divide the number of positive answers Yes, two screens belong to the same app to the question Is it true that both screens belong to the same application? Comparison Score = # of Positive Answers / Total # of Answers To get the Consistency metric you need to take average of all the comparison scores.&nbsp; Consistency = Average (Comparison Scores) <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/7291c42f017c0910ffbda1e29df1769dbb33c56b4716b0f73e4c12c8f5f9b46e/04__website-article__formulae.png" data-mid="140447184" border="0" src="https://freight.cargo.site/w/1000/i/7291c42f017c0910ffbda1e29df1769dbb33c56b4716b0f73e4c12c8f5f9b46e/04__website-article__formulae.png" /> 5. Interpret and visualize the resultsFor convenience you can build a table (matrix), in which in rows and columns – screens of a particular product. In cells on the intersection of a row and a column there will be a Comparison Score for this pair of screens. Compare our Consistency metric value with competitors, see which cells are colored in either orange or red. I.e. where the comparison score is low; in these screens, with very high probability, there’s inconsistency and one of the pair requires tuning).&nbsp; <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/78318a2f00c2983403bf4b98249749f6639745e66f602fa80a68a4dfb9a72409/09__website-article__matrix-example.png" data-mid="140447511" border="0" src="https://freight.cargo.site/w/1000/i/78318a2f00c2983403bf4b98249749f6639745e66f602fa80a68a4dfb9a72409/09__website-article__matrix-example.png" />Comparison Score matrix for OZON <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/327c2c3b7932d65782a6f980266ae2ba9fb6e7dd4e38e5e7d001ef958fea5191/08__website-article__4-matrix.png" data-mid="140447505" border="0" src="https://freight.cargo.site/w/1000/i/327c2c3b7932d65782a6f980266ae2ba9fb6e7dd4e38e5e7d001ef958fea5191/08__website-article__4-matrix.png" /> Comparison Score matrixes for OZON, Wildberries, Yandex.Market, AliExpress Results For May 2021, we got the following Consistency metric values for us and competition:AliExpress: 45.3%Yandex.Market: 83.7%OZON: 84.0%Wildberries: 90.7%In case with AliExpress, there’s definitely something to work on. So, let’s get to work!Got to product and business — see what’s there in terms of plans for design (in our case, redesign) of new features, screen updates, etc. Remake a set of screens which falls into product roadmap. In half a year (better, in the next quarter) do another evaluation of the consistency metric. In half a year we get the following result:&nbsp; AliExpress: 64,2% Yandex.Market: 86,4% OZON: 83,9% Wildberries: 93,2% In terms of growth and dynamics, we get the following values: AliExpress: 45,3% → 64,2% (+41,7%) OZON: 84,0% → 83,9% (-0,1%) Yandex.Market: 83,7% → 86,4% (+3,2%) Wildberries: 90,7% → 93,2% (+2,8%) AliExpress is getting a little bit better, but there’s still a lot of room for growth. Iterating on a quarterly basis, we’ll increase the consistency metric and reach the market normal. <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/242dc988bdfcb2eab4006df6194b325d5faf018b85c34561f3b9c0e4013d1871/01__website-article__consistency-may-2021.png" data-mid="140448117" border="0" src="https://freight.cargo.site/w/1000/i/242dc988bdfcb2eab4006df6194b325d5faf018b85c34561f3b9c0e4013d1871/01__website-article__consistency-may-2021.png" /><img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/7a96ef8c324e6d7139e32debee597ba31f4733d39a38c5fe7580a069ddb6192c/02__website-article__consistency-dec-2021.png" data-mid="140448118" border="0" src="https://freight.cargo.site/w/1000/i/7a96ef8c324e6d7139e32debee597ba31f4733d39a38c5fe7580a069ddb6192c/02__website-article__consistency-dec-2021.png" /><img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/8d748bdedd4ea8dbbc3b74149a0a9ec91855eee1584101f713830412c65a57a1/03__website-article__consistency-dec-may-2021.png" data-mid="140448119" border="0" src="https://freight.cargo.site/w/1000/i/8d748bdedd4ea8dbbc3b74149a0a9ec91855eee1584101f713830412c65a57a1/03__website-article__consistency-dec-may-2021.png" />Results for May 2021, December 2021 and dynamics of results for marketplaces in Russia &amp; CIS Not only for production screenshots You can do all of the above not only for screenshots of production version of the product. You can also do the same measurements for your Figma (or any other software where you create interfaces) mock-ups, and thereby understand whether you are going in the right direction in terms of reaching normal rates for consistency, or whether you are staying at the right level. In this case, you can save up a lot of resource – time, money – for the company. From the design point of view you can get a “model” screen collection, a standard, if you wish, to which you need to be striving towards to. In our case, with the model screens we’ve been able to get to 77.8% consistency rate, which is very close to the market values. What can be done next Consistency measurement is only viable if you do it on a regular basis, so you should see how the metric performs in the dynamic of new screens roll-out, and it’s also a nice practice to check it on the model set of screens.Test automation with Yandex.Toloka (Amazon Mechanical Turk) for mobile applications and web version of the product. I.e. why spend time to do all those screenshots and manually running the tests?Extend the number of platforms to iOS, Android, web – mobile, tablet, desktop.Extend the number of products which are being tested, if there’s a necessity for that. For example, you can measure consistency cross-product (we have a product for sellers, affiliate product, infrastructure tools).Extend the number of channels which participate in the consistency measurement tests: near product-communication materials like newsletters, performance ads, TV and outdoor materials. Track the communication consistency across all the channels where the brand is present. https://phbelov.com/Banner-Generation-Case-Study Sun, 20 Nov 2022 21:44:16 +0000 Philip Belov https://phbelov.com/Banner-Generation-Case-Study Banner Generation Case Study View keynote in Figma: English, Russian In this keynote I talk about how we approach providing space in AliExpress for communicating important messages and stories to our users from either our sellers or the platform. Also, I look into how other product companies do this. https://phbelov.com/VK-Play Tue, 26 Nov 2024 13:10:10 +0000 Philip Belov https://phbelov.com/VK-Play VK Play Art Direction, Product Strategy, Design Management, Identity &amp; Branding At VK Play I’ve played (ha-ha) a role of Multi-Disciplinary Art Director, but not in a trditional sense of things: I was responsible not only for communication design, but also for the product. I led the team of 10 wonderful designers: 2 communication, 8 product.&nbsp;I’ve allocated about half of 2023 to this initiative, and was working on a contract-basis.Some of the things I’ve accomplished: – Established design processes and rituals – Created a vision for gaming super-app and outlined product evolution strategy / View case study in Figma – Crafted visual design guidelines together with global VK brand team – Implemented design system with basic component Snippets from the gaming super-app strategy <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c59431b1cd6e7c87da6ff320a74199826006f7726103ba13d5f15b39f8864d3a/53.png" data-mid="222436885" border="0" src="https://freight.cargo.site/w/1000/i/c59431b1cd6e7c87da6ff320a74199826006f7726103ba13d5f15b39f8864d3a/53.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3bde1828fc9fb4614bfd3e1135e5fa5c7cbf3f3f394ee306059d564cbeb0d1ae/015.png" data-mid="222436876" border="0" src="https://freight.cargo.site/w/1000/i/3bde1828fc9fb4614bfd3e1135e5fa5c7cbf3f3f394ee306059d564cbeb0d1ae/015.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fc0d36bebde94a06a43b944874e8ced0553654e36db8a439b9762c9744acffdc/025.png" data-mid="222436879" border="0" src="https://freight.cargo.site/w/1000/i/fc0d36bebde94a06a43b944874e8ced0553654e36db8a439b9762c9744acffdc/025.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2409d21af64b85bf366a442c58ee97e19f9d1de764955af2c7b6badc3b6097d8/026.png" data-mid="222436881" border="0" src="https://freight.cargo.site/w/1000/i/2409d21af64b85bf366a442c58ee97e19f9d1de764955af2c7b6badc3b6097d8/026.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5d5458d9f19c99d2855471c3d38fae63214bcc6bc2f0d2bdf08c1cc2716a63c1/027.png" data-mid="222436882" border="0" src="https://freight.cargo.site/w/1000/i/5d5458d9f19c99d2855471c3d38fae63214bcc6bc2f0d2bdf08c1cc2716a63c1/027.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f0ae4f9e794e5c539916478181dbe109c511ac5c6579956bb200e6d4fcf14393/028.png" data-mid="222436884" border="0" src="https://freight.cargo.site/w/1000/i/f0ae4f9e794e5c539916478181dbe109c511ac5c6579956bb200e6d4fcf14393/028.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3c0a6573dd15f9753066ab3b45fabbcb09e2dd26463bf644548d7e649932c93d/54.png" data-mid="222436886" border="0" src="https://freight.cargo.site/w/1000/i/3c0a6573dd15f9753066ab3b45fabbcb09e2dd26463bf644548d7e649932c93d/54.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c79934593a5626bef67be2def997056124edb29008be8b8db689cc5dd7750e03/59.png" data-mid="222436887" border="0" src="https://freight.cargo.site/w/1000/i/c79934593a5626bef67be2def997056124edb29008be8b8db689cc5dd7750e03/59.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/def89523c31952431beece7fef573ea06a659de98c694c3b513d198daffaf443/019.png" data-mid="222436877" border="0" src="https://freight.cargo.site/w/1000/i/def89523c31952431beece7fef573ea06a659de98c694c3b513d198daffaf443/019.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/efab763a54d07ebd85bdc29cfad9c31f4fa6ada9884960db90ccf8878bf31ceb/020.png" data-mid="222436878" border="0" src="https://freight.cargo.site/w/1000/i/efab763a54d07ebd85bdc29cfad9c31f4fa6ada9884960db90ccf8878bf31ceb/020.png" /> Snippets from brand guidelines <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c0e7dcd4222812b3dc062a500c24473f0db0fdbd6d6bf9d66746261fd64c5c39/9.png" data-mid="222436861" border="0" src="https://freight.cargo.site/w/1000/i/c0e7dcd4222812b3dc062a500c24473f0db0fdbd6d6bf9d66746261fd64c5c39/9.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/21a8f659d9343209137fd1d699031b5a13a69de01c04c26a0a9e3d0f9f0facac/42.png" data-mid="222436865" border="0" src="https://freight.cargo.site/w/1000/i/21a8f659d9343209137fd1d699031b5a13a69de01c04c26a0a9e3d0f9f0facac/42.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/da3fb4ca013e242c6e4ccff70fb6fbee62c08fd477e52f696f866aceecc155c5/15.png" data-mid="222436863" border="0" src="https://freight.cargo.site/w/1000/i/da3fb4ca013e242c6e4ccff70fb6fbee62c08fd477e52f696f866aceecc155c5/15.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3f043de76fe6d365aaf3bc2771f34f35314ba7edb6d6d92ca7b8861e0c793d6f/39.png" data-mid="222436864" border="0" src="https://freight.cargo.site/w/1000/i/3f043de76fe6d365aaf3bc2771f34f35314ba7edb6d6d92ca7b8861e0c793d6f/39.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c9e90bfe61e14298717a30fa06861a94f43b0f1c64db1e415da578cacfdde795/43.png" data-mid="222436866" border="0" src="https://freight.cargo.site/w/1000/i/c9e90bfe61e14298717a30fa06861a94f43b0f1c64db1e415da578cacfdde795/43.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9cf1381cd7a004e694cde2736926261b877eaa5997510834f2ccdffa3a22a6a6/52.png" data-mid="222436867" border="0" src="https://freight.cargo.site/w/1000/i/9cf1381cd7a004e694cde2736926261b877eaa5997510834f2ccdffa3a22a6a6/52.png" /> https://phbelov.com/PANGAIA-NYC-Streetstyle-Photoshoot Thu, 28 Apr 2022 18:58:47 +0000 Philip Belov https://phbelov.com/PANGAIA-NYC-Streetstyle-Photoshoot PANGAIA NYC Streetstyle Photoshoot This was the first streetstyle photoshoot done for PANGAIA brand. I’ve participated as a producer, art / creative director, and one of the stylists of the photoshoot. Photography by Mark Preston Style by Vasilisa Gamaleya-Gusarova Models Matthew Franklin, Erin Haas <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e7bc25f7561b3df8a098063c421df45fa85bd927284280570bfdf8fe94ba0ea4/-L1320383-2.JPG" data-mid="141088585" border="0" src="https://freight.cargo.site/w/1000/i/e7bc25f7561b3df8a098063c421df45fa85bd927284280570bfdf8fe94ba0ea4/-L1320383-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/311b429541b7336ea5a873f3a1dfcf210ab608246cca344a2fbbd28657a1c7db/-L1320413-2.JPG" data-mid="141088588" border="0" src="https://freight.cargo.site/w/1000/i/311b429541b7336ea5a873f3a1dfcf210ab608246cca344a2fbbd28657a1c7db/-L1320413-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/a84ab5ace8495713b9cdbe56887839b4389e348249c5ed4c9d4c58c8842fd756/-L1320440-2.JPG" 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data-src="https://freight.cargo.site/t/original/i/412d0855d7bd48a3659f0dc7a220f7cfb19d5f3ee599a30409a1df40f83801b9/-L1320489-2.JPG" data-mid="141088596" border="0" src="https://freight.cargo.site/w/1000/i/412d0855d7bd48a3659f0dc7a220f7cfb19d5f3ee599a30409a1df40f83801b9/-L1320489-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/f0f4d0fa4753216d7d34f224c0a3e175be105308050cb7212105f2b03b056120/-L1320504-2.JPG" data-mid="141088597" border="0" src="https://freight.cargo.site/w/1000/i/f0f4d0fa4753216d7d34f224c0a3e175be105308050cb7212105f2b03b056120/-L1320504-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e3b412b84996de2214e0ed7d966895b676052abf28970b0c3eb116534dd1386f/-L1320506-2.JPG" data-mid="141088598" border="0" src="https://freight.cargo.site/w/1000/i/e3b412b84996de2214e0ed7d966895b676052abf28970b0c3eb116534dd1386f/-L1320506-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/2b93a14e57833fa24394cc3ff37520af3930cc72bedd0d04fd7f1d8ef7c9a1e2/-L1320520-2.JPG" data-mid="141088599" border="0" src="https://freight.cargo.site/w/1000/i/2b93a14e57833fa24394cc3ff37520af3930cc72bedd0d04fd7f1d8ef7c9a1e2/-L1320520-2.JPG" /> <img width="1051" height="1500" width_o="1051" height_o="1500" data-src="https://freight.cargo.site/t/original/i/9348ac685910d25a51e9efc84eaedf4318d4d8abf02b1cf17e9eaba73fffeb58/-L1320564-2.JPG" data-mid="141088601" border="0" src="https://freight.cargo.site/w/1000/i/9348ac685910d25a51e9efc84eaedf4318d4d8abf02b1cf17e9eaba73fffeb58/-L1320564-2.JPG" /> <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/a5178d0c6e17cb093e3f3fec963eac66bb95e4e0310f74e21169ea2b3d2336b6/-L1320574-2.JPG" data-mid="141088602" border="0" 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