Case in progress.
I'm still finishing this page right now: writing the copy, tidying up the screenshots and pulling the press together. Check back a little later, or take a look at the finished cases nearby.
MTS B2C products
Art Director B2C · 2017 — 2021
Four years at MTS, from product designer to Art Director of the B2C ecosystem. By the end the track held 16 teams, 12 design leads, and 60+ designers. I was there for — and helped shape — part of the design strategy in the years when MTS was turning from a telecom operator into a digital ecosystem. Key products: Cashback, Premium, Stroki, Smart University, Smart Med, Second Memory.
MTS Cashback
8.8 million users. Transactions grew 10x. This was the key ecosystem-monetization product: a cashback program wired into every service. Without it, the rest of the ecosystem's products would have felt a lot more alone.
MTS Premium & Stroki
MTS Premium: 2.9 million users, subscriptions up 2x. MTS Stroki (a streaming service): 1.5 million users, 2.5x growth. Together these two products shaped the ecosystem's subscription model — before them it was more of a slide than a reality.
Smart products and Second Memory
Smart University: 0.5 million users, 70% engagement. Smart Med: 4 million users, 300% growth. MTS Second Memory: 1M+ users, a 4.7/5 rating, 70K+ MAU. The smart-product line spanned very different verticals: education, health, cloud storage. And that was deliberate: a telecom subscriber needs reasons to stay.
Scale and growth
This was my own path from product designer to Art Director of the B2C ecosystem. By the end I ran 16 teams through 12 design leads, with 60+ designers in the track. I wasn't the sole architect of the strategy, but I had a hand in shaping it for every B2C product in the ecosystem. Some of the bets I saw very differently by the end, and I left knowing I'd do a lot of it differently.