About me

Hi I'm Dimitri a.k.a. 'dhadji', I'm a London-based Senior Digital Product Designer, currently at MANUAL and a part-time Digital Product Design Instructor. I have over 5 years experience working on all kinds of exciting features, products and services for B2C startups and businesses in the tech sector.

Places I've worked
Senior Digital Product Designer - Service & Retention / Subscribe & Prescribe
2020 - present

For the last 2 years, I’ve been at MANUAL, a men’s health tech, working on all kinds of web app-based projects, ranging from retention initiatives to improving questionnaires to grow our customer base. Some of my wins being:

- We discovered that 40% of customers were cancelling their spray based hair loss treatments as it made their hair greasy. To tackle this, I revamped our switch plans feature to help customers easily switch from spray to oral treatments, ensuring they get results without greasy hair. Since its January 2023 launch, we’ve seen ~550 customers switch treatments MoM, with ~80% of customers switching to oral-based solutions. Additionally, we saw a +20% retention boost for M9, along with +15% for M6 and +9% for M3.

- Redesigned our cancellation flow for our hair loss category, resulting in a 6ppt reduction in our cancellation rate.

- We found customers that track their hair regrowth retain better. Using this insight, I improved the UX and UI of our hair tracking feature, allowing customers to more easily track and see results, resulting in a 4ppt improvement in hair tracking uploads.

Senior Digital Product Designer - Network Stack
2020 - 2022

During my time at GoHenry, I led the end-to-end design efforts for the Network and Payments stack. Our core focus being to ship features that leverage the child's wider network outside their direct family. Some of my wins included the following:

- ~60% of our UK teen customers were owed money by a friend on a monthly basis, and in 17% of these cases, teens admitted never getting their money back at all. This was partly down to the fact that GoHenry didn’t allow teen-to-teen payments at the time. To solve this, I designed a payments feature to allow teens to transact with one another. Increasing active teen users, and also serving as a growth lever to acquire new users through payment request links.

By the time I left GoHenry, the payments feature had recorded >100K active users, with 5% of that user base transacting at least once and 10% transacting with their parents, siblings, relatives and grandparents.

- Increased weekly sign-ups by 10x, by redesigning the relatives invite feature, allowing parents to invite their relatives to their family network in-app, as opposed to through GoHenry’s dedicated Web App.

Experience Haus
Part-Time Digital Product Design Instructor
2019 - present

My role as design instructor involves mentoring and teaching students Product Design processes and frameworks, as they work with real start-ups on a live brief over ten weeks.

Currently, I teach online, running workshops in Figma and Figjam with students worldwide. I treat every class/workshop like a product, trying new ways to make them as enjoyable and engaging as possible!

Freelance Contracter - 3 months

Atlas specialises in Commercial and Residential properties around London. While Commercial has been hugely prosperous, Residential has fallen by the wayside, resulting in most tenants being referred to the business by agents incurring a quarter-million pounds in referral fees just last year.

I led the design effort to modernise Atlas' lettings website. Improving it from a UX perspective and providing an entire UI refresh by introducing a coherent type family, a brighter colour palette, and building out a design system for them.

Digital Product Design - UX
2018 - 2020

Pigzbe was a London-based FinTech start-up aiming to make money management fun for kids age 6+ through the Pigzbe App and Piggy Wallet. During my time there, I worked with the rest of the design team to ideate, wireframe, animate, prototype, and user test.

My greatest strength was running the testing phase, liaising with target customers, conducting sessions in person or remotely and synthesising the findings into a report to highlight necessary design changes.

Primo Toys
Product & Interaction Designer
2016 - 2018

Primo Toys was the EdTech start-up behind the hit coding toy 'Cubetto', a successful educational coding toy that raised $1.6 million on Kickstarter in 2016.

I joined the team to help explore new product verticals playing a crucial part in defining the companies product strategy, 'Teaching Kids 21st Century Skills', resulting in an exciting product called 'Dotta'.

What I've earnt
British Bank Awards

GoHenry won the 'Best Children's Financial Provider' Award.

IxDA Award

Pigzbe won the 'Future Voice' Award.

Dice FM

Recognised by Dice FM for my personal UX case study 'Dice Invites'.

Mojo Nation

Selected as a Rising Star for Mojo Nation 100 (p.81).

Fast Company

Wrote an article on my graduate project 'Vi', a music toy for deaf children.

Things I've learnt
Design System Bootcamp - 5 weeks

I took part in the Memorisely's Design System Bootcamp to expand my knowledge on building and maintaining design systems, specifically focusing on setting foundations, building components and creating patterns.

Pablo Stanley Webflow Workshop
Webflow Workshop - 2 Days

I took part in a 2-part live Webflow workshop with the legend Pablo Stanley. There I expanded my knowledge on Webflow, learning to build responsive websites and developing a better understanding of how web development works, influencing how I approach and design my screens in Figma.

Experience Haus
Digital Product Design UX/UI - 10 Weeks

As part of my career pivot into Digital Product, I enrolled on the 10-week part-time product course. I learnt practical processes and frameworks to designing digital products; and applied those learnings to my client project, Nightingale, a wellbeing platform for secondary school students.

Throughout the 10-weeks, I helped Nightingale take their business idea from concept to MVP to present at investor pitches and take the idea forward.

University of Edinburgh
Product Design BA(hons)

Studied physical product design at the Edinburgh College of Art, graduating with a 2:1.

Central Saint Martins
3D Design Foundation Diploma

Studied 3D Design during my foundation at Saint Martins, completing with a Merit.

International School of Luxembourg
International Baccalaureate

Completed the International Baccalaureate Diploma at the International School of Luxembourg, graduating with 34 points.