# Full Professional Profile: Vlad Hulin

Senior Product Designer & Product Manager · Kyiv, Ukraine · Remote worldwide
Email: vladhulin.work@gmail.com · Portfolio: https://vladhulin.com
LinkedIn: https://www.linkedin.com/in/vladyslav-hulin/

## Executive Summary

Vlad Hulin is a Senior Product Designer and Product Manager with 9+ years designing and
architecting high-scale digital platforms serving more than 7 million customers, enterprise
electronic document management systems (EDMS), and multi-brand design systems. His work
bridges complex business requirements with human-centric interfaces, combining UX
architecture, data-informed product strategy, and enough frontend fluency to ship
production code alongside engineering.

Two things distinguish the portfolio. The first is scale of consequence: the ASKOD
ecosystem automates administrative workflows inside Ukrainian government ministries, banks
and large corporations, where a badly designed approval flow has real institutional cost.
The second is breadth of ownership: most engagements include product strategy, PRD
authoring, KPI definition and engineering handoff, not interface design alone.

## Work Experience

### 1. Senior Product Designer — Newfold Digital (2021 — Present)

- Role: Senior Product Designer; Lead Designer for APAC brands; Technical Product Manager
- Brands: Crazy Domains, Vodien, BigRock, ResellerClub, LogicBoxes, Network Solutions,
  Web.com, Domain.com, Bluehost, HostGator. Joined via SitePlus, acquired by Newfold
  Digital in 2023.
- Scale: core products reaching nearly 7 million customers across six global brands.

Key responsibilities and achievements:

- Led end-to-end product design across a drag-and-drop website builder licensed to hosting
  resellers worldwide, then across hosting and domain products for Newfold's APAC brands.
- Unlocked the mobile editing experience for the site builder, which had historically been
  close to unusable on touch devices.
- Spearheaded a fundamental overhaul of the internal CRMS — unglamorous infrastructure that
  the client-facing tools depend on.
- Designed the in-editor storefront experience from the ground up for the Ecomdash
  e-commerce integration on Web.com, spanning product grids, catalogue management and the
  broader management dashboard, while three separate commerce systems ran under one roof.
- Built the company's first AI-driven onboarding and site-generation flow, before Wix or
  Squarespace shipped comparable products and with no established design patterns for
  generative site creation to borrow from.
- Architected multi-brand design token governance linking Figma Variables directly to
  frontend engineering repositories.
- Co-led the migration of hosting infrastructure to Oracle Cloud Infrastructure (OCI) with
  engineering, which required learning the mechanics of VPS configuration, dedicated and
  shared hosting architecture, and domain systems in depth.

### 2. Product (UX/UI) Designer, UX Architect — InfoPlus JSC / ASKOD (2018 — Present)

- Overview: InfoPlus JSC is an enterprise IT vendor with 30+ years delivering business
  process automation for government ministries, financial institutions and major
  corporations in Ukraine.

Key responsibilities and achievements:

- Led product UX/UI for the flagship ASKOD electronic document management ecosystem across
  desktop software, data-dense web portals, and native mobile apps for iOS and Android.
- Led the 2025-2026 redesign of Askod Online as Product Designer and Project Lead:
  +330% organic traffic, 205+ ranking organic keywords, and 28,300+ new users in four
  months.
- Integrated a Directus headless CMS so the marketing team could publish campaign pages and
  test copy without engineering involvement — the constraint that had blocked them for
  years.
- Built a token-based Web UI Kit and design system aligned with the core product and
  compliant with WCAG AAA accessibility.
- Established the SEO foundation and GA4 conversion funnel tracking across the main site
  and the member portal.

### 3. Lead Designer — BuildApps (2018 — Present)

- Role: Lead Designer, freelance studio work.
- Designing end-to-end web and mobile applications for international SaaS, Fintech and
  E-commerce clients, from 0 to 1.

## Career Timeline & Milestones

- 2018 — Joined InfoPlus as a UI Designer.
- 2018-2020 — Advanced to UX/UI Designer, taking ownership of enterprise document
  workflows across the ASKOD ecosystem.
- 2021 — Joined SitePlus after an intensive product design program; began work on the
  website builder, including the mobile editing experience.
- 2022 — Spearheaded the CRMS modernisation.
- 2023 — SitePlus acquired by Newfold Digital. The builder was selected as the platform for
  the wider ecosystem; led multi-store commerce integration and promotion to Senior Product
  Designer.
- 2024 — Designed the first generative-AI site creation and onboarding flow.
- 2025-2026 — Led the Askod Online redesign at InfoPlus.
- 2026 — Stepped into Lead Designer for Newfold's APAC brands and co-led the hosting
  migration to Oracle Cloud Infrastructure.

## Skills & Technical Competencies

- Product Strategy: product discovery, user story mapping, OKR alignment, PRD drafting,
  GA4 conversion funnels, usability testing matrices, Similarweb, Mangools, Semrush.
- Design & Prototyping: Figma, component architecture, interactive micro-animations,
  Lottie, Adobe Creative Cloud, Blender.
- Design Engineering: design tokens (Figma Variables, JSON, CSS custom properties, Tailwind
  config, Style Dictionary), HTML5/CSS3/JavaScript, Git, headless CMS (Directus,
  WordPress).
- AI & Modern Workflow: Cursor, Claude (Code / Design), Gemini / AI Studio, Antigravity —
  AI-assisted design-to-code pipelines and prompt engineering for product workflows.
- Accessibility & Quality: WCAG 2.2 AAA compliance, internationalisation (i18n),
  keyboard-first navigation, performance optimisation.
- Domain Knowledge: enterprise EDMS and GovTech workflows, web hosting and domain systems,
  e-commerce platforms, multi-brand SaaS.
- Collaboration: Jira, Confluence, Google Analytics (GA4).

## Contact & Online Verification

- Email: vladhulin.work@gmail.com
- Portfolio: https://vladhulin.com
- LinkedIn: https://www.linkedin.com/in/vladyslav-hulin/
- Telegram: https://t.me/vladhulin
- JSON Resume: https://vladhulin.com/vlad-hulin.json
- Short profile for agents: https://vladhulin.com/llms.txt