Product & UX/UI designer who turns complex flows into something people enjoy

The game city changed with a new seasonal skin every week — a lightweight reason to come back and see what's new, without touching the core mechanics.

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A short onboarding introduces the reward loop and the core swap mechanic before the first real level begins.

Players spend a life to start a level, learn special pieces and combo boosters as they go, and land on a prize the moment they clear it.

A league-based leaderboard with weekly resets, a shop for boosters, and quests that award coins — including quests tied to real bank features, turning game progress into product discovery.

Keyboard, grid and feedback tiles first — the game had to feel instantly familiar to anyone who'd played a word game before, while still looking unmistakably like a Tinkoff product.

This wasn't a one-shot design — it went through a handful of MVP stages before becoming the stable, always-on feature it is today.

An early MVP shipped with a bare-bones grid and almost no reward framing, mainly to validate that people would play a word game inside a banking app at all — they did, daily, without much prompting. The next round of tests focused on the reward loop itself: how often a prize should appear, whether cashback framing beat flat discounts, and how much friction the "claim your prize" moment could take before drop-off crept in. A later stage tuned difficulty and pacing — attempt limits, hint visibility, and how aggressively the game nudged people back the next day. Each stage shipped to a slice of users, got read against retention and completion data, and fed directly into the next iteration before the game was rolled out fully.

Win streaks, stats and a running prize track give the daily habit somewhere to go — first guess unlocks a prize, then every five correct words after that.

A limited-time layer on top of the daily game — guessing words earned raffle tickets toward a New Year prize draw, with cash prizes for winners.

Each Tinkoff mini-game also got its own standalone teaser landing page to pull people in before they opened the app.

5bukv.tinkoff.ru

A true/false swipe format on a neon lime-and-violet grid — built to feel closer to a stack of cards than a form, with a clear right/wrong beat on every swipe.

Sign-up, registration, and the city map that drives the whole journey — reworked for a full-width desktop layout alongside the mobile flow.

Every city stop got its own mini-format — swipe cards, multi-select checklists, drag-to-reorder — all reading as one consistent quiz system rather than one-off screens.

A three-week timeline still started with a full low-fidelity flow — every screen and branch mapped before a single pixel got its final look.

Finishing the journey unlocks a promo code and a curated "ideal beauty bag" for the city you landed on — a concrete, shoppable payoff at the end of the quiz.

Instead of a multi-step form, Lili walks the user through the offer conversationally — surfacing the right product as a card, taking the credit limit as a simple slider, and letting them pick how the card looks at the end.

Sberkot took the avatar format onto Sber's learning platform as an embedded site widget — a friendlier front door than a static course page. Learners could ask it questions about the material or ask it to test their knowledge with a quick multiple-choice check.

A season-long campaign built around the World Cup: players climb a ranking (Ball Boy → Youth Player → …) by playing a daily football quiz and predicting match scores, spinning for smaller guaranteed prizes along the way, and banking tickets toward a grand-prize draw. The dark, neon-green look was built to feel like a stadium at night rather than a generic app skin.

A daily check-in loop for Ooredoo: keep a 7-day login streak alive, complete weekly missions, and bank chances at a grand draw. The detail I liked most — miss a day and a "Free Login Joker," earned from weekly missions, can protect your streak instead of resetting it, turning a punishing mechanic into a forgiving one.

Same daily-login backbone, reskinned for a co-branded Samsung promotion: log in daily to earn draw tickets and Nojoom loyalty points toward a phone giveaway — swapping only the brand, the prize and the visual language.