I design products people want to open every day.
Hello
I’m Alexander, a senior product designer based in the Netherlands. I build products from zero and make complex ones desirable in new markets, across consumer mobile, B2B SaaS and AI.
Highlights
#1 in Health
A product rebuilt in three months
The YuMuuv redesign took the app to #1 in Health on the Estonian App Store within six months. It now serves 208,000+ users across 100+ countries.
+35%
A test that changed how a team worked
At Nulab I ran an A/B test of animated against static product visuals. Animated won by 35% on engagement and 18% on conversion, and that result funded a wider motion programme.
3 → 1 months
A design system built for AI
At YuMuuv I rebuilt the components and tokens so founders, engineers and sales could prototype with AI tools themselves. New features went from three months to one.
+82%
A sales tool that sold
I designed a demo app that standardised how YuMuuv’s team presented the product. Sales rose 82% the month after it shipped.
Experience
2026 to present
Senior Product Designer
YuMuuv
In May 2026 I came back to YuMuuv as Senior Product Designer to lead its AI coaching system.
2022 to 2026
Senior Product Designer
Nulab
The products were technically strong and hard to sell in Western markets. I owned the market-facing design, from a new visual language to the website overhaul that anchored the US and EU entry, and later the launch design for Backlog’s AI features.
2020 to 2024
Product Designer / UX Consultant
Code Enigma
Alongside both, I spent four years designing UX for UK public sector services, including NHS, UKRI and STEM Learning, to WCAG 2.1 AA and AAA.
2019 to 2023
Founding Product Designer
YuMuuv
I joined as the founding and only designer. The outsourced MVP was broken, so I redesigned the whole product in three months: UX, UI, brand, onboarding and the core challenge flows. Then COVID reshaped remote work, and I led the pivot into gamification and team motivation.
Every one of these jobs came down to the same task: take something hard to grasp and make it easy to want.
How I work
- I test with users before every major release, and again after launch.
- I ground decisions in published research. Today that means a multi-metric alternative to single-number health scores, based on work on orthosomnia and self-compassionate data visualisation.
- I design AI to propose and people to approve.
- I hold my own designs against the principles I set for them, and rework them when they fall short.
Beyond client work
I built Moa, a privacy-first iOS health app, on my own in SwiftUI with Claude Code as my implementation partner. It runs fully on-device, with no accounts and no third-party SDKs, and it’s open source under an MIT licence.
I also made Becoming Dutch, a 3D vocabulary trainer with a hand-written shader that asks what a language test can actually measure.
I also built Homage to Oblique Strategies, a quiet web version of Brian Eno and Peter Schmidt’s deck of creative prompts. You draw one card and wait five minutes for the next.
Education
MSc Business Management
Aston University (UK)
BA Business
University of Hull (UK)
Work with me
I work with teams across Japan, the EU and the US, in English, Russian and Dutch. I’m open to senior product design roles and to freelance engagements.
zubenkovic@gmail.com
LinkedIn
Dribbble
Full CV on request.