Lead Product Designer
I simplify complexity
for people.
In the age of AI, human understanding matters more than ever.
I design products for moments where complexity becomes overwhelming - and clarity matters most. From AI systems to operational platforms, I create experiences that make powerful technology feel understandable, usable, and human.
02 / Selected Work
01
Omniva · AI Infrastructure
Joined before there was a product. Introduced the research practice, design rituals, and product trio that didn't exist - and used it to reshape how engineers experience the platform.
02
VMware · Enterprise
CSAs and CSEs were losing days to an approval process that lived entirely outside their tool. Designed Fast Track - a built-in workflow that brought the whole process in, and cut the back-and-forth.
03
Documaster · SaaS
Documents arrive from everywhere - email, uploads, internal systems. Designed a retrieval system that automatically classifies what comes in and routes only uncertain cases to human review.
Coming Soon
04
Building this portfolio
Figma, Claude, VS Code - and a lot of iteration. How I designed and built this portfolio using AI as a real workflow partner, not a shortcut.
03 / How I Work
01 /
Find the real problem first.
Not every brief is wrong - but enough are. Before anything takes shape, I make sure the team is solving the real problem: clearly defined, genuinely understood, and agreed on across PM, Engineering, and Design. A well-built wrong solution is harder to kill than a bad one.
02 /
Complexity lives in the connections.
The hard problems rarely live in one screen - they live in what depends on what. Before I touch any interface, I map the system: the dependencies, the edge cases, the things that break somewhere else when you fix something here. That's not caution. That's how you know which part of the problem is yours to solve.
03 /
Design for the person, not the flow.
A system can be logically correct and still fail - because people don't follow the system's logic, they follow their own. I stay close to real users long enough to understand where the friction actually lives, not where it's supposed to be. The workflow on paper and the workflow in practice are rarely the same.
04 / About
Desi Lazova
Lead Product Designer
Sofia, Bulgaria
Simplifying complexity for people - in the age of AI.
Started as a graphic designer - studios, agencies, freelance, corporate identities, visual systems across different industries and constraints. That foundation still shows up in everything I do: a strong visual language and a real eye for aesthetics aren't extras in product design. They're how you earn trust from users who have to live inside your decisions every day.
What pulled me toward product design was the question underneath the interface - how does this system actually work, why does it break, and what do the people using it really need. Over the last ten years I've built products from zero, evaluated complex existing systems, and created design systems from scratch. Different contexts, different industries - the same core interest: taking complexity and translating it into workflows where users can act with confidence.
What I'm looking for now: remote-first, professional users, systems complex enough that design decisions actually matter. Less about the title, more about being trusted with the hard problems.
Experience
9+
years in product design
Background in graphic & web design
Location
Sofia, Bulgaria
Remote · EU timezone
Looking for
Senior IC · Lead · Consulting
Remote-first · complex systems · real ownership
05 / Articles
04 May 2026 · Article
Why enterprise products fail their users
The problem isn't complexity - it's complexity that was never designed for.
Coming soon
[In progress_]AI can critique. It can't yet refine.
The structural paradox of AI design tools that accurately identify problems but fail to hold that understanding during fixes.
Coming soon
[In progress_]What "building from zero" actually means
No playbook, no precedent, no prior tooling. What founding designer experience actually looks like under delivery pressure.
06 / Contact
Let's work
together.
I'm open to senior IC roles, Lead positions, and consulting engagements. If you're building something hard, let's talk.
CV - Desi Lazova