Sasha Goryaeva.

Hello, I’m Sasha · Senior Product Designer, Sydney

I design enterprise software where “simple” is the hardest thing to achieve.

Complex systems are my home ground: dozens of services, stakeholders and edge cases colliding. I turn tangled requirements into scalable, accessible products that actually reduce friction.

View selected work Get in touch
8+ yearsend-to-end: research → UX → UI
170,000+end users across APAC enterprise clients
−60%support complaints after redesigning 30+ services
9career sectors, from mining to space

Selected work

The work, indexed

Six projects as a working index: filter by the kind of work, open a row for the story, follow it into the case study.

Capability coverage across the index

Capability010203040506
Research & workshops
IA & user flows
Design systems
UX writing
Accessibility
AI & automation
Brand & events
Built it myself

Columns follow the index numbering above.

Currently

  • ServiceNow portals, CognizantIn production for APAC enterprises
  • Struxo QuotesLive at quotes.struxo.com
  • KANGARU & Event StudioOngoing, Sydney and Melbourne
  • Select consultingOpen for 2026, get in touch

About

Making the complicated feel effortless

I design UX/UI for complex systems, where dozens of services, stakeholders and edge cases collide, and “simple” is the hardest thing to achieve.

In Australia, I’ve delivered UX/UI design for ServiceNow implementations across APAC enterprise clients including BHP, Orica, Bunnings, Chemist Warehouse and John Holland (serving 170,000+ end users) plus citizen-facing portals for the NZ Department of Conservation. I turn tangled stakeholder requirements into scalable, accessible solutions that reduce service friction at scale.

Before that, as a Senior UX/UI Designer at Russia’s largest bank, I redesigned 30+ services and cut support complaints by 60%. I’ve also taken a fintech startup to acquisition and launched a top-20 national media platform.

Away from enterprise software I’m a photographer, with the same eye for composition and light, pointed at Sydney instead of a design system.

Skills

What I bring to a product team

Product & research

  • User interviews, usability testing & heat maps
  • AI-assisted research synthesis & insight clustering
  • Jobs-to-be-done & persona definition
  • Stakeholder workshops & design sprints
  • Information architecture & user flows
  • Scrum facilitation & mentoring

Design craft

  • High-fidelity UI & interactive prototyping
  • Vibe coding: AI-built prototypes & production-ready concepts
  • Design systems & component automation in Figma
  • Accessible design (WCAG 2.1 AA)
  • Data visualisation, charts & infographics
  • AI-assisted UX writing & content design

Platforms & tools

  • ServiceNow: Now Experience & UI Builder
  • CSM & Employee Center implementations
  • Figma, FigJam & Figma AI
  • Claude, ChatGPT & AI-assisted workflows
  • Jira & agile delivery
  • Tilda & no-code delivery

Design process

A repeatable path from ambiguity to shipped

The same five phases run through every case study below, scaled up for a bank, scaled down for a startup.

  1. 01

    Discover

    Interviews, field observation and data to understand the audience and the real problem behind the brief.

  2. 02

    Define

    A point of view grounded in JTBD: information architecture, user flows and success criteria.

  3. 03

    Ideate

    Brainstorming against best practice, prioritising ideas by user value and platform feasibility.

  4. 04

    Prototype & test

    Tangible representations of ideas, tested iteratively with the people who will use them.

  5. 05

    Deliver

    Final UI, hand-off and release, then overseeing implementation quality with the dev team.

Experience

Eight years across enterprise, banking and media

Download CV

Mar 2024–Present · Sydney

Senior UX/UI Designer · Cognizant

End-to-end experience design across ServiceNow CSM and Employee Center implementations for BHP, Orica, Bunnings, Chemist Warehouse, ESSSuper, Aussie Broadband, John Holland Group and HOYA (170,000+ end users across APAC) plus citizen-facing portals for the Department of Conservation New Zealand. Facilitating stakeholder workshops across IT, operations and business teams, and translating complex enterprise requirements into scalable, accessible, user-centred solutions.

May 2025–Present · Sydney

Community & Design Consultant · KANGARU

Visual identity, event materials and creative direction for a Russian-speaking IT community, defining the brand voice and design standards now used as the reference for new city chapters, including the Melbourne expansion.

Nov 2022–Feb 2024 · Sydney

UX/UI Designer · Bow Shock · Ugotravel · Qliqinvest

Developed the UX vision through research, conception, sketching, prototyping and user testing: storyboards, user flows, site maps, UI mockups and prototypes for digital products, while building a supportive community for new immigrants.

Oct 2020–Sep 2022 · Moscow

Senior UX/UI Designer & Scrum Master · Sberbank

Supported 30+ services across platforms; automation cut complex tasks from weeks to hours. Reduced support complaints by 60% through UX optimisation and CSI, drove Design System adoption, ran Design Thinking workshops and design sprints, and mentored new designers and researchers. Promoted twice.

Oct 2018–Sep 2020 · Moscow

Middle UX/UI Designer · The IT Department of Moscow Government

Launched and expanded ICT.Moscow: top-20 tech media nationwide, nominated for the UN WSIS Media award. Validated ideas through testing, interviews and heat maps; shipped 10+ special projects on blockchain, VR/AR, AI and 5G. Promoted within a short period.

Oct 2017–Sep 2018 · Moscow

UX/UI Designer · ECOMBANK

Designed the web interface for a fintech MVP whose success led to acquisition by one of Russia’s largest banks, one of the first deals in Russia where a bank purchased a startup.

Aug 2015–Aug 2018 · Moscow

Editor & Correspondent · Kommersant · ELLE Russia

Crafted content for print and web, interviewed key figures, edited freelance writing and composed news, the origin of my research and storytelling instincts.

Work rights

Full working rights in Australia

Contact

Have a complex system that needs to feel simple?

sashagoryaeva@gmail.com
+61 420 703 741 LinkedIn ↗ Sydney, NSW, Australia