Serhii Cheporov
Serhii leads design at Goodface, working across digital products, websites, and brands. With more than 11 years in design, he has worked across UX/UI, visual identity, design systems, and motion — with a particular focus on products where the interface has to work as hard as the business behind it.A large part of his work happens before the final screens exist: making sense of product requirements, shaping UX decisions, and setting a visual direction that the team can carry through the product. Design systems are a big part of that work, especially when a product needs to grow without collecting a new set of design rules with every release.
Key role at Goodface FinTech Firm
Serhii leads multidisciplinary design teams across product, web, and branding projects. He reviews design work, mentors designers, and works closely with product and engineering teams to resolve design decisions before they become development problems.He stays hands-on throughout the process, from UX architecture and UI decisions to design systems and final reviews. His role is to keep the design coherent as the project moves between people, screens, and stages of delivery.
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Guides
FAQ
Questions to expert
What makes FinTech product design different?
A lot of decisions have consequences beyond the interface. Users need to understand what is happening with their money, what they are approving, and what happens next.
That puts more weight on clarity and consistency. A familiar interaction or a clear piece of information often matters more than adding another visual layer to the product.
When does a FinTech product need a design system?
Usually when the product has started making the same design decisions over and over again.
As teams grow, different parts of the product start developing their own patterns. Buttons behave differently, similar flows look unrelated, and every new feature requires another round of decisions that have already been made elsewhere.
A design system gives the team a shared structure to work from. It also makes it easier to see where the product genuinely needs a new solution and where an existing pattern already works.
What do you look at before redesigning an existing FinTech product?
I want to understand what already works before changing it. That means looking at the existing product, its main user flows, the design system, product requirements, and the technical constraints behind the interface. Sometimes the biggest problems are visible immediately. Sometimes they sit deeper in the way different parts of the product connect. A redesign should have a reason behind every major change.
How do you work with product managers and engineers during design?
The earlier, the better. Product decisions affect the interface, and technical decisions affect what the interface can become. When design, product, and engineering work separately for too long, those dependencies usually show up later as compromises.
I prefer discussing the difficult parts early, while there is still room to change the direction.
How do you balance consistency with the needs of a specific product flow?
Consistency gives users something familiar to rely on, but it shouldn't turn every screen into the same screen.
I start with the patterns that already work and look at what the particular flow requires. If it needs something different, there should be a clear reason for it. That keeps the system consistent without forcing every product problem into the same solution.
What do you enjoy most about working on FinTech products?
There is usually a real problem behind the screen. A payment flow, account setup, transaction history, or financial dashboard has a specific job to do, and people notice when that job becomes difficult. I like working through those details and finding a solution that feels obvious once you use it — even though getting there usually wasn't obvious at all.
