2018 — 2023
My work as a content designer at Yandex.
A quick look at five years of building a neobank inside a tech company
2018 — 2023
My work as a content designer at Yandex.
A quick look at five years of building a neobank inside a tech company
2018 — 2023
My work as a content designer at Yandex.
A quick look at five years of building a neobank inside a tech company
2018 — 2023
My work as a content designer at Yandex.
A quick look at five years of building a neobank inside a tech company
CONTEXT
Yandex is a tech company in Eastern Europe. About 20 thousand people work there, building services for almost every part of daily life.
Neobank
I worked at Yandex Money — a neobank with 60 million users and a thousand employees.
Think of it as PayPal on steroids: an e-wallet with debit cards, cashback, and more.
Internet search
Calendar
Translator
Music streaming
Movies
Browser
Video meetings
Taxi
Carsharing
Self-driving cars
E-scooters
Food delivery
Marketplace
Travel planner
Auto classifieds
Maps
File storage
Weather forecast
AI assistant
Instant groceries
Real estate
Event tickets
Online education
Public transit
Fuel payment
Smart speakers
Parcel delivery
Web analytics
Ad network
Cloud platform
+ 50 more
CONTEXT
Yandex is a tech company in Eastern Europe. About 20 thousand people work there, building services for almost every part of daily life.
Neobank
I worked at Yandex Money — a neobank with 60 million users and a thousand employees.
Think of it as PayPal on steroids: an e-wallet with debit cards, cashback, and more.
Internet search
Calendar
Translator
Music streaming
Movies
Browser
Video meetings
Taxi
Carsharing
Self-driving cars
E-scooters
Food delivery
Marketplace
Travel planner
Auto classifieds
Maps
File storage
Weather forecast
AI assistant
Instant groceries
Real estate
Event tickets
Online education
Public transit
Fuel payment
Smart speakers
Parcel delivery
Web analytics
Ad network
Cloud platform
+ 50 more
CONTEXT
Yandex is a tech company in Eastern Europe. About 20 thousand people work there, building services for almost every part of daily life.
Neobank
I worked at Yandex Money — a neobank with 60 million users and a thousand employees.
Think of it as PayPal on steroids: an e-wallet with debit cards, cashback, and more.
Internet search
Calendar
Translator
Music streaming
Movies
Browser
Video meetings
Taxi
Carsharing
Self-driving cars
E-scooters
Food delivery
Marketplace
Travel planner
Auto classifieds
Maps
File storage
Weather forecast
AI assistant
Instant groceries
Real estate
Event tickets
Online education
Public transit
Fuel payment
Smart speakers
Parcel delivery
Web analytics
Ad network
Cloud platform
+ 50 more
CONTEXT
Yandex is a tech company in Eastern Europe. About 20 thousand people work there, building services for almost every part of daily life.
Neobank
I worked at Yandex Money — a neobank with 60 million users and a thousand employees.
Think of it as PayPal on steroids: an e-wallet with debit cards, cashback, and more.
Internet search
Calendar
Translator
Music streaming
Movies
Browser
Video meetings
Taxi
Carsharing
Self-driving cars
E-scooters
Food delivery
Marketplace
Travel planner
Auto classifieds
Maps
File storage
Weather forecast
AI assistant
Instant groceries
Real estate
Event tickets
Online education
Public transit
Fuel payment
Smart speakers
Parcel delivery
Web analytics
Ad network
Cloud platform
+ 50 more
THE WAY I WORKED
My role in a cross-functional team
Most of my work was logic and structure — making sure things made sense before we even started writing.
Product research
Ran my own small tests, like hallway testing. For bigger studies, I paired up with UX researchers.
Information architecture
Kept terminology consistent everywhere: the app, help pages, support messages, docs.
Interface design
Designed layouts, handled edge cases, turned errors into friendly messages, and set up text variables.
THE WAY I WORKED
My role in a cross-functional team
Most of my work was logic and structure — making sure things made sense before we even started writing.
Product research
Ran my own small tests, like hallway testing. For bigger studies, I paired up with UX researchers.
Information architecture
Kept terminology consistent everywhere: the app, help pages, support messages, docs.
Interface design
Designed layouts, handled edge cases, turned errors into friendly messages, and set up text variables.
THE WAY I WORKED
My role in a cross-functional team
Most of my work was logic and structure — making sure things made sense before we even started writing.
Product research
Ran my own small tests, like hallway testing. For bigger studies, I paired up with UX researchers.
Information architecture
Kept terminology consistent everywhere: the app, help pages, support messages, docs.
Interface design
Designed layouts, handled edge cases, turned errors into friendly messages, and set up text variables.
THE WAY I WORKED
My role in a cross-functional team
Most of my work was logic and structure — making sure things made sense before we even started writing.
Product research
Ran my own small tests, like hallway testing. For bigger studies, I paired up with UX researchers.
Information architecture
Kept terminology consistent everywhere: the app, help pages, support messages, docs.
Interface design
Designed layouts, handled edge cases, turned errors into friendly messages, and set up text variables.
THE WAY I WORKED
Regular scope of work
I juggled four teams at once. We were always shipping something new or improving current products. My job was to check that the product speaks clearly and simply everywhere, way beyond the interface.
structure, text
and support scripts
push-notifications
with our lawyers
typography, variables, etc.
with UX researcher
THE WAY I WORKED
Regular scope of work
I juggled four teams at once. We were always shipping something new or improving current products. My job was to check that the product speaks clearly and simply everywhere, way beyond the interface.
structure, text
and support scripts
Non-marketing emails,
sms, pushes
with our lawyers
typography, variables, etc.
with UX researcher
THE WAY I WORKED
Regular scope of work
I juggled four teams at once. We were always shipping something new or improving current products. My job was to check that the product speaks clearly and simply everywhere, way beyond the interface.
structure, text
and support scripts
push-notifications
with our lawyers
typography, variables, etc.
with UX researcher
THE WAY I WORKED
Regular scope of work
I juggled four teams at once. We were always shipping something new or improving current products. My job was to check that the product speaks clearly and simply everywhere, way beyond the interface.
structure, text
and support scripts
push-notifications
with our lawyers
typography, variables, etc.
with UX researcher
Leading
content design
team
For the last two years, I led the content design team on top of my regular product work.
I hired designers, created guides, and built bridges between PR, marketing, support, and legal teams.
For the last two years, I led the content design team on top of my regular product work.
I hired designers, created guides, and built bridges between PR, marketing, support, and legal teams.
Speaking human
I stick to words people actually use in real life, avoiding abstract terms so users can easily picture what I mean.
CHALLENGE
The team wanted to use a term loyalty program. But it sounded too corporate. Users don't care about being loyal — they care about getting money back.
ACTION
I convinced stakeholders to just call it cashback. I showed drafts of banners, navigation, and help articles — leaving no doubt that the new term increased clarity.
RESULT
It worked. Navigation got simpler, copy got shorter, and users didn't have to guess what we were actually offering.
Loyalty program
Join loyalty program
Cashback
Turn on cashback
Speaking human
I kept the language consistent across the product, chose words people actually use, and avoided abstract terms so users could easily picture exactly what I meant.
CHALLENGE
The team wanted to use a term loyalty program. But it sounded too corporate. Users don't care about being loyal — they care about getting money back.
ACTION
I convinced stakeholders to just call it cashback. I showed drafts of banners, navigation, and help articles — leaving no doubt that the new term increased clarity.
RESULT
It worked. Navigation got simpler, copy got shorter, and users didn't have to guess what we were actually offering.
Loyalty program
Join loyalty program
Cashback
Turn on cashback
Speaking human
I stick to words people actually use in real life, avoiding abstract terms so users can easily picture what I mean.
CHALLENGE
The team wanted to use a term loyalty program. But it sounded too corporate. Users don't care about being loyal — they care about getting money back.
ACTION
I convinced stakeholders to just call it cashback. I showed drafts of banners, navigation, and help articles — leaving no doubt that the new term increased clarity.
RESULT
It worked. Navigation got simpler, copy got shorter, and users didn't have to guess what we were actually offering.
Loyalty program
Join loyalty program
Cashback
Turn on cashback
Speaking human
I stick to words people actually use in real life, avoiding abstract terms so users can easily picture what I mean.
CHALLENGE
The team wanted to use a term loyalty program. But it sounded too corporate. Users don't care about being loyal — they care about getting money back.
ACTION
I convinced stakeholders to just call it cashback. I showed drafts of banners, navigation, and help articles — leaving no doubt that the new term increased clarity.
RESULT
It worked. Navigation got simpler, copy got shorter, and users didn't have to guess what we were actually offering.
Loyalty program
Join loyalty program
Cashback
Turn on cashback
Balancing jargon and simplicity
I worked in B2B too as the only content designer at a neobank for small businesses.
CHALLENGE
The app had to work for both beginners and experts. I had to explain terms clearly, but every extra explanation made the interface feel heavier.
ACTION
I used a test account to run transfers, sat with our team accountant to break down the logic, and monitored support tickets to catch any confusion.
RESULT
It made an interface visually more appealing, making daily user action simplier and explaining edge cases better.
Balancing jargon and simplicity
I worked in B2B too as the only content designer at a neobank for small businesses.
CHALLENGE
The app had to work for both beginners and experts. I had to explain terms clearly, but every extra explanation made the interface feel heavier.
ACTION
I used a test account to run transfers, sat with our team accountant to break down the logic, and monitored support tickets to catch any confusion.
RESULT
It made an interface visually more appealing, making daily user action simplier and explaining edge cases better.
Balancing jargon and simplicity
I worked in B2B too as the only content designer at a neobank for small businesses.
CHALLENGE
The app had to work for both beginners and experts. I had to explain terms clearly, but every extra explanation made the interface feel heavier.
ACTION
I used a test account to run transfers, sat with our team accountant to break down the logic, and monitored support tickets to catch any confusion.
RESULT
It made an interface visually more appealing, making daily user action simplier and explaining edge cases better.
Balancing jargon and simplicity
I worked in B2B too as the only content designer at a neobank for small businesses.
CHALLENGE
The app had to work for both beginners and experts. I had to explain terms clearly, but every extra explanation made the interface feel heavier.
ACTION
I used a test account to run transfers, sat with our team accountant to break down the logic, and monitored support tickets to catch any confusion.
RESULT
It made an interface visually more appealing, making daily user action simplier and explaining edge cases better.
Making info easy to scan
I make sure the titles and images tell the whole story. You can just scan the page and still know what to do.
EXAMPLE
We had a help article that nobody read. I restructured it so users can find the answer in seconds.
Product page. Made together with product designer Konstantin Nikiforov
EXAMPLE
Here I created an interface that shows cashback categories for the current month.
Product page. Made together with product designer Konstantin Nikiforov
Making info easy to scan
People don't read, they scan. I make sure the title and visuals tell the story together, so you can skip the fine print and still know exactly what’s happening.
EXAMPLE
We had a help article about points that nobody read. I built a page where the title sets the context and cards finish the sentence.
Product page. Made together with product designer Konstantin Nikiforov
EXAMPLE
Here I created an interface that shows cashback categories for the current month.
Product page. Made together with product designer Konstantin Nikiforov
Making info easy to scan
I make sure the titles and images tell the whole story. You can just scan the page and still know what to do.
EXAMPLE
We had a help article that nobody read. I restructured it so users can find the answer in seconds.
Product page. Made together with product designer Konstantin Nikiforov
EXAMPLE
Here I created an interface that shows cashback categories for the current month.
Product page. Made together with product designer Konstantin Nikiforov
Making info easy to scan
I make sure the titles and images tell the whole story. You can just scan the page and still know what to do.
EXAMPLE
We had a help article that nobody read. I restructured it so users can find the answer in seconds.
Product page. Made together with product designer Konstantin Nikiforov
EXAMPLE
Here I created an interface that shows cashback categories for the current month.
Product page. Made together with product designer Konstantin Nikiforov
Landing page. Made together with product designer Natasha
Landing page. Made together with product designer Natasha
Landing page. Made together with product designer Natasha
Landing page. Made together with product designer Natasha
I left Yandex in 2023. Since then, my skills have only grown
I left Yandex in 2023. Since then, my skills have only grown
I left Yandex in 2023. Since then, my skills have only grown
I left Yandex in 2023. Since then, my skills have only grown
Now I work beyond content design. I cover visuals, animation, and prototyping. I'm open to both content and product design roles — two worlds I'm equally happy in.
Now I work beyond content design. I cover visuals, animation, and prototyping. I'm open to both content and product design roles — two worlds I'm equally happy in.
Now I work beyond content design. I cover visuals, animation, and prototyping. I'm open to both content and product design roles — two worlds I'm equally happy in.
Now I work beyond content design. I cover visuals, animation, and prototyping. I'm open to both content and product design roles — two worlds I'm equally happy in.
Storytelling through interfaces
I bring structure, story, and a bit of charm to make navigation smooth
Prototyping
I use HTML + CSS, Framer, and Lovable
Product research
I validate ideas using JTBD and data
Enterprise experience
I know how to ship in large teams
Using AI
I do market research and visuals using AI
Product sense
I focus on revenue, retention, and hitting KPIs, while keeping the interface human-friendly
Storytelling through interfaces
I bring structure, story, and a bit of charm to make navigation smooth
Prototyping
I use HTML + CSS, Framer, and Lovable
Product research
I validate ideas using JTBD and data
Enterprise experience
I know how to ship in large teams
Using AI
I do market research and visuals using AI
Product sense
I focus on revenue, retention, and hitting KPIs, while keeping the interface human-friendly
Storytelling through interfaces
I bring structure, story, and a bit of charm to make navigation smooth
Prototyping
I use HTML + CSS, Framer, and Lovable
Product research
I validate ideas using JTBD and data
Enterprise experience
I know how to ship in large teams
Using AI
I do market research and visuals using AI
Product sense
I focus on revenue, retention, and hitting KPIs, while keeping the interface human-friendly
Storytelling through interfaces
I bring structure, story, and a bit of charm to make navigation smooth
Prototyping
I use HTML + CSS, Framer, and Lovable
Product research
I validate ideas using JTBD and data
Enterprise experience
I know how to ship in large teams
Using AI
I do market research and visuals using AI
Product sense
I focus on revenue, retention, and hitting KPIs, while keeping the interface human-friendly
DROP ME A LINE
2023 — 2026
Hugo Löfquist
Legal name: Evgenii Lefkvist
DROP ME A LINE
2023 — 2026
Hugo Löfquist
Legal name: Evgenii Lefkvist
DROP ME A LINE
2023 — 2026
Hugo Löfquist
Legal name: Evgenii Lefkvist