Websites that makethe decision obvious.
Conversion-focused websites and product interfaces,
built for clarity and trust.
What I do.
Four connected disciplines, built around one goal: clearer experiences people can trust, use and act on.
CRO Web Design
Conversion-focused websites with clear structure, sharper messaging and journeys designed to turn more attention into meaningful action.
→UX / UI Design
Thoughtful flows and polished interfaces for complex products, shaped in Figma and built for real users, real teams and real constraints.
→Product Design
From early concepts to tested prototypes and final UI, I turn rough ideas into clear, useful products people can understand without effort.
→Mobile & App Design
Intuitive mobile experiences with clear hierarchy, familiar patterns and the right level of detail for every screen, state and tap.
→Building got cheap.
Thinking didn't.
Development used to be the bottleneck. Now it's the cheapest part of shipping, and that changes where the money should go.
Every project used to carry the same three costs: design it, build it, then run and market it. Development was the expensive middle. Months of engineering, and the reason most good ideas never shipped at all.
AI collapsed that middle: work that took a quarter now takes days, and the budget trapped there is free. When anyone can build anything, the advantage belongs to whoever knows what is worth building, and noise is won with clarity, not code.
That's where the money goes now. And that's the part I work on.
Three roughly equal costs, with development eating the middle of every budget.
Work shaped
around real goals.
Web, product and mobile work shaped around real goals, with clarity, usability and conversion in mind.
Designer, with a
bias toward clarity.
I'm an Expert-Vetted designer focused on CRO websites, UX/UI and digital products. Over the past 17+ years, I've worked on 270+ projects, including 153 through Upwork. Along the way, I learned that good design starts with clarity, not decoration.
I like turning complicated ideas into simple experiences that feel natural to use and practical to build. Every decision needs a reason, and every detail should earn its place.
success
Kind words,
from real clients.
A selection of verified feedback from clients I've worked with across conversion websites, product design and mobile experiences.
Serge is hands down one of the best freelancers I've worked with on Upwork. His design expertise is immediately clear, and he has an impressive ability to understand and translate project goals into high-end, conversion-focused designs. From the start, his communication was exceptional. He's perfectly fluent, highly professional, and always prompt. He took the time to grasp our brand's style and aesthetic, then delivered spot-on results that exceeded expectations.
We've worked on about 5-6 different projects with Serge now and each one was completed within the agreed budget and timelines. More importantly, the quality of work delivered was exceptional, regardless of how tight the timelines were. In the era of AI-automated work or cheap boilerplate design, it's hard to find reliable designers like Serge who can add their own unique creativity to the brief while always delivering on or before deadlines.
Serge has been our go-to designer at Couple for several years, and I can't recommend him highly enough. He designed our entire website, desktop and mobile apps, our social media graphics, our digital display ads, and even the outdoor campaign we ran in the New York City subway. There isn't a piece of design work we haven't trusted him with. He's fast, efficient, and quick to adopt the latest tools, including AI, to deliver top-quality work even faster, without compromising on the final result.
Working with Serge on our winery website was a smooth experience from start to finish. He has a strong understanding of how to translate our brand identity into a clean, modern, and visually compelling site. Throughout the process, he was responsive, collaborative, and thoughtful, offering creative solutions to fit our needs. We increased the scope of the work, adding more pages, because we trusted the work Serge was doing and knew it would pay off.
We brought Serge in to redesign our dashboard and got back far more than a visual refresh. He took the time to understand how our accountants actually work day to day, then restructured the flow around it. Support questions about onboarding dropped noticeably within a few weeks of launch. He also documented every component so our developers could extend the system without guessing, and stayed responsive long after the files were handed over. One of the best decisions we made this year.
Serge rebuilt our website around one clear action and the difference in enquiry quality was obvious almost immediately. He pushed back on a couple of things we were attached to and explained why with reasoning rather than opinion, and we're glad he did. Communication was straightforward throughout, deadlines were never a concern, and he cared as much about what happened after launch as the design itself. We've already lined up the next project with him.
Before we
get started.
The practical questions clients usually ask before the first call: timelines, budgets and how the work actually runs.
Send me a message telling me what you need and where things feel stuck. I'll reply to schedule a call, and we'll use that time to go through your goals, look at what is working and identify the biggest opportunities. No commitment, no pressure. You'll leave the call with a clearer picture whether or not we end up working together.
Most projects run between two and ten weeks. A focused landing page sits at the shorter end; a multi-page website or a product interface with several flows sits at the longer end. Once I understand the scope I'll give you a realistic timeline up front, and you'll get progress updates throughout rather than waiting until the end to see anything.
A custom landing page starts at $1,400, a custom multi-page website at $4,000, and a custom mobile app at $3,200. Where a project lands above those figures depends on the number of pages or flows, how much of the content and structure needs rethinking, and whether you need the build as well as the design. You'll always get a fixed quote before anything begins.
Both. For most of my career I worked as a dedicated designer and handed files to a development team. That has changed: I'm currently studying computer science and, with AI tooling now doing the heavy lifting on implementation, I can take a project all the way from the first wireframe to a live, working site. If you have developers, I'll hand over a clean, well-documented design. If you don't, you don't need to find any.
Yes, and I've done it dozens of times. I'm used to fitting into an existing workflow rather than asking everyone to change theirs: working in your tools, joining your calls, and sharing progress as it happens so nothing lands as a surprise. Clients tell me the easiest part of working together is the communication: straightforward, responsive, and professional without being stiff.
Then we start by finding out what it is costing you. I can run an audit that identifies where visitors drop off and what to fix first, rebuild the site from the ground up if the structure is holding you back, or keep your existing branding and redesign the experience around it for more clarity and a more polished presence. Which route makes sense usually becomes obvious within the first call.
Let's design somethingbuilt to perform.
Have a website, product or app that needs clearer thinking?
Tell me what you're building, where it feels stuck and what success looks like.