I didn't come into
design through visuals.
I came through decisions.
I'm Dennis Svechnikovs, a Principal Product Designer and independent consultant based in Riga, Latvia. I work at the intersection of product, regulation, and business reality. Most of my work sits in fintech, B2B SaaS and complex systems — where design decisions carry operational, financial, or regulatory consequences.
Early in my career, I realised that most interface problems are not UI problems. They are clarity problems. Priority problems. Ownership problems. Formatting inconsistencies. Regulatory blind spots. Misaligned incentives between product and business. So I moved closer to the source.
Today, I operate at principal level: defining product structure, resolving trade-offs, shaping MVP scope, aligning design systems with compliance, and translating ambiguity into executable decisions. I work comfortably with founders, product leads, and engineering teams — not as a decorator, but as a thinking partner.
At the same time, I stay hands-on. I design flows. I audit conversion leaks. I write UX copy. I build structured PRDs. I care about micro-decisions because they compound.
If you've reached this page, you likely don't need persuasion. You need confirmation that the person shaping your product understands consequences, not just screens. That's how I work.
Product Thinking Comes First
Too often, designers jump straight into Figma to 'make things look nice.' Great product design starts earlier. It's about understanding business goals, user pain points, and the limits you're working with — from strict rules in Germany to user habits in the Baltics or the Middle East.
My process always begins with real scenarios. Who uses the product? Where do they get stuck? What job are they trying to do? A quick talk with support teams can give more insight than hours of competitor research.
Context Is Everything
I've worked on SaaS platforms in Tallinn and fintech onboarding in the UAE. Every region, every audience, every market stage needs its own approach. What feels like great UX in Northern Europe can fail in Italy or the Gulf — from color choices to layout.
PRACTICAL_EXAMPLE
When localizing a design system, I never assume Western layouts will work for right-to-left languages. Even icons, tone of voice, and form length need review. I always bring in at least one native reviewer for each new market.
The Power of Design Systems — And When to Bend the Rules
Building scalable design systems is one of my biggest wins. But it's easy to get too strict. Real life always brings exceptions — custom dashboards for a big client, tax rules in Estonia, or something as simple as a different VAT format.
THE_RULE
Create a strong base, but explain why you allow exceptions. A design system that never changes becomes a blocker.
Clear Communication Beats Perfection
One hard lesson: even the best idea can fail if you can't explain it. Early in my career I drowned people in details. Now I aim for clear, short messages. Translate value into their language — revenue, risk, NPS.
HOW_I_IMPROVED
After every design review I write a five-sentence summary: what changed, why, and how it affects the KPIs. Feedback got faster, and approvals came sooner.
Culture of Iteration — But Know When to Stop
Perfectionism slows you down. I launch lean, iterate fast, and follow the numbers: heatmaps, sign-up drop-offs, A/B tests. These tools are core to the product, not just nice extras.
Embrace the Boring Work: Docs and Handover
The best products fail without good docs. Design is more than pixels: specs, handover notes, and follow-ups keep teams in sync. In global teams, clear docs save everyone from late-night guessing games.
Flexibility Across Time Zones
Working with clients from Vancouver to Dubai taught me to respect time zones. I keep a ±4-hour window for live calls; everything else runs async. This habit keeps projects moving without burnout.
Ready to optimize
your product?
I build strategic partnerships that accelerate product success. Let's discuss how I can help your team.