Digital wallet m10
Head of design
2022–2025Achievements
- — Built and led a design org of 16: product designers, UX researchers, graphic designers and UX writer.
- — Bridged product, brand, and content design teams: built shared processes, consistent UX and positioning across all touchpoints.
- — Led rebranding for both company products.
- — Helped grow m10 from launch to 700K monthly active users in 18 months, making it Azerbaijan’s third most popular financial app by MAU.
Measurable results
- — Shaped the bill payment experience, contributing to 37% more bill payments, 7% higher activation, and 12% more highly engaged users.
- — Refreshed the brand’s visual language, improving advertising effectiveness by 22%.
- — Led cross-functional growth initiatives that doubled user activation from 22% to 48%.
- — Initiated a program to fix recurring customer problems. In three months, support requests fell 43% and activation rose 17%.
Mentions
- Best New E-Wallet Payment Platform — Azerbaijan 2024Global Business Outlook
- Digital Transformation of Payment Services Azerbaijan 2024Pan Finance
- Excellence in Digital PaymentsFIBA 2025
Design strategy
Simplicity as a solution
How we turned resource scarcity into a strategy that helped us build a market-recognised application.
soon
Behance case
Card that gives you nothing but fun
No cashback. No big rewards. Just convenience and a little fun.
soon
Brand
A unified product brand
Visual Brand Refresh and the Creation of a Unified Product Brand System.
soon
Design management
Customer-critical projects
How I Secured Dedicated Engineering Resources for Customer-Critical Projects — and Cut Call Center Contacts by 46%.
soon