Ex-Head of Design at Netology
Seva Shaposhnikov
Based in Amsterdam, NL
Product Designer — currently at Miro
TL;DR
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I’m currently part of the Monetization team at Miro, where I help users discover the right paid features at the right time — and make upgrading feel smooth, clear, and genuinely valuable.
I’ve also worked closely with the Lifecycle team, shaping Miro’s email design system and running experiments across Activation and Engagement. Some of those email campaigns got industry recognition — including a Best Welcome Email award from Really Good Emails (2024) and 2nd place at the Unpacked Awards (2025) for Best Campaign Design. With SEO and Website CRO teams I worked on building strong SEO foundations for the website and increasing conversion rate.
Before Miro, I led product design at Netology, eventually becoming Head of Design. There, I helped grow and mentor the team and set the visual direction across product, marketing, and web. As a Product Designer, I was focused on critical Acquisition and Monetization touchpoints, such as Sign-up, Course purchasing, and Free course discoverability.
Alongside my product work, I’ve spent the last 7 years teaching design at Netology, GeekBrains, and Foxford, and mentoring edtech startups through Startup.EdMarket — helping founders identify growth opportunities.
I’ve also worked closely with the Lifecycle team, shaping Miro’s email design system and running experiments across Activation and Engagement. Some of those email campaigns got industry recognition — including a Best Welcome Email award from Really Good Emails (2024) and 2nd place at the Unpacked Awards (2025) for Best Campaign Design. With SEO and Website CRO teams I worked on building strong SEO foundations for the website and increasing conversion rate.
Before Miro, I led product design at Netology, eventually becoming Head of Design. There, I helped grow and mentor the team and set the visual direction across product, marketing, and web. As a Product Designer, I was focused on critical Acquisition and Monetization touchpoints, such as Sign-up, Course purchasing, and Free course discoverability.
Alongside my product work, I’ve spent the last 7 years teaching design at Netology, GeekBrains, and Foxford, and mentoring edtech startups through Startup.EdMarket — helping founders identify growth opportunities.
I'm a product designer with 8+ years of experience across edtech, B2C, and B2B SaaS. I help digital products grow through thoughtful UX, data-informed decisions, and fast-paced experimentation.
I see myself as a design generalist bringing together the learnings of graphic, web, and UX design to find the best solutions for Growth/Marketing problems. My background includes working on monetization, lifecycle journeys, design systems, SEO & CRO design, and team leadership.
I see myself as a design generalist bringing together the learnings of graphic, web, and UX design to find the best solutions for Growth/Marketing problems. My background includes working on monetization, lifecycle journeys, design systems, SEO & CRO design, and team leadership.
How to turn overlooked pages into growth drivers
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Many users find Miro via Google Search, landing on Template or Category pages. We set out to improve this crucial entry point by boosting SEO performance and increasing conversion rates down the funnel.
March 2017 — June 2020
Product designer → Head of Design
Netology
Grew from individual contributor to Head of Design at one of Russia’s leading EdTech companies, where I helped scale both the product and the brand.
✦ As a Product Designer, focused on key acquisition touchpoints, including the sign-up flow, course purchase journey, and free course discoverability.
✦ Closely collaborated with the Marketing team and became one of the founding members of Netology’s first Growth team.
✦ As Head of Design, shaped the visual and product direction across web, platform, and communications.
✦ Led a full company rebrand in collaboration with two external agencies and successfully implemented the new identity across all channels and departments.
✦ Hired, mentored, and supported a cross-functional team of product and marketing designers
✦ As a Product Designer, focused on key acquisition touchpoints, including the sign-up flow, course purchase journey, and free course discoverability.
✦ Closely collaborated with the Marketing team and became one of the founding members of Netology’s first Growth team.
✦ As Head of Design, shaped the visual and product direction across web, platform, and communications.
✦ Led a full company rebrand in collaboration with two external agencies and successfully implemented the new identity across all channels and departments.
✦ Hired, mentored, and supported a cross-functional team of product and marketing designers
January 2016 — March 2017
Visual Designer
Freelance design
Worked with a variety of small businesses and media projects in advertising, fashion, social media, web and print. This experience strengthened my communication skills and gave me a strong foundation in visual design craft, layout, and design-for-production.
2012 — 2017
Editor-in-Chief & Media Manager
Early career in media
Launched and managed local media projects, including an online news outlet and an in-flight magazine for Rusline Airlines.
Gained hands-on experience in content strategy, team leadership (up to 20 people), project management, and editorial production. This part of my career shaped my ability to tell stories, structure information, and communicate clearly — skills I still use in product design every day.
Gained hands-on experience in content strategy, team leadership (up to 20 people), project management, and editorial production. This part of my career shaped my ability to tell stories, structure information, and communicate clearly — skills I still use in product design every day.
July 2020 — present
Product Designer – Growth Team
Miro
Driving product growth at scale through UX improvements, experimentation, and cross-functional collaboration.
✦ Worked across Monetization, Lifecycle, and SEO/CRO teams on high-impact initiatives to improve acquisition, activation, and revenue.
✦ Improved discoverability of paid features and streamlined plan upgrade flows, contributing to monetization goals and reduced friction in the customer journey.
✦ Designed award-winning email campaigns — including Miro’s welcome email, which received Best Welcome Email by Really Good Emails (2024) and 2nd place in the Unpacked Awards (2025).
✦ Built and maintained Miro’s email design system to ensure visual consistency and speed up iteration across Lifecycle and Marketing teams.
✦ Led design for Activation and Engagement experiments in the email channel, partnering with Lifecycle PMs and analysts to identify high-leverage opportunities.
✦ Collaborated with SEO and CRO teams to redesign and A/B test key landing pages and conversion flows, resulting in measurable improvements in traffic and sign-ups.
✦ Worked across Monetization, Lifecycle, and SEO/CRO teams on high-impact initiatives to improve acquisition, activation, and revenue.
✦ Improved discoverability of paid features and streamlined plan upgrade flows, contributing to monetization goals and reduced friction in the customer journey.
✦ Designed award-winning email campaigns — including Miro’s welcome email, which received Best Welcome Email by Really Good Emails (2024) and 2nd place in the Unpacked Awards (2025).
✦ Built and maintained Miro’s email design system to ensure visual consistency and speed up iteration across Lifecycle and Marketing teams.
✦ Led design for Activation and Engagement experiments in the email channel, partnering with Lifecycle PMs and analysts to identify high-leverage opportunities.
✦ Collaborated with SEO and CRO teams to redesign and A/B test key landing pages and conversion flows, resulting in measurable improvements in traffic and sign-ups.
Work experience