Andrii Soboliev

I owned the 0→1 design of Circle's Website Builder. Circle was strong at community, but the entire acquisition journey lived outside the platform. I saw that gap, validated it through research, and built the solution from scratch. The Website Builder helped shift Circle into a more complete ecosystem where acquisition and engagement live in one place, not stitched together across external tools. See more

Communities were losing members because engagement wasn't reinforced. People were contributing, but there was no system to recognize it or encourage them to keep going. Creators had no built-in way to turn activity into momentum. I understood the real problem: it wasn't about adding points. It was about making contribution feel visible and meaningful. I researched the space, mapped what competitors got wrong, and built Circle's gamification system from zero. Points, levels, leaderboards, and workflow-based rewards. Shipped in four months. See more

I owned the end-to-end design of Central Feed for Wix Groups. The product served millions of communities, but the core experience was fragmented. Members had no way to see what was happening across groups without clicking into each one. I partnered closely with product to define the problem, run research, and design a solution that balanced user needs, product strategy, and business goals. Central Feed launched as the new default layout and drove measurable improvements in engagement, member growth, and GPV. See more

I owned the redesign of Payment Forms for Wix Forms. The existing feature was barely functional — users could sell only one item at a time, with no calculations, no product options, and a setup flow so confusing it ranked among the top support issues. See more