Deny Shepovalov
Deny Shepovalov

Design Director & Founder
14 years in product design

About me

I’m Deny Shepovalov, a Design Director with 14 years of experience building and scaling digital products. I launched Craftwork and grew it to 350,000 users, and built products like Storytale.io, Blank Design System, and Startup Website Builder. I work at the intersection of systematic design, cross-functional team leadership, and business metrics. My background spans B2C, SaaS, and marketplace models, with a focus on conversion, retention, and user engagement. Now I’m looking for a Head of Design or Design Director role where I can shape product vision, build a design team, and drive measurable business outcomes.

Dribbble LinkedIn @hellodeny denis@craftwork.design

Selected projects

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Craftwork

Craftwork

Design resource marketplace with 2,700+ premium assets for designers and developers. From illustrations and UI kits to Framer templates and fonts — with a Figma plugin and MCP server built to integrate into any creative workflow.

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Storytale

Storytale

Illustration asset platform with 6,000+ high-quality 3D, vector, and mockup graphics for startups and design teams. Built inside Craftwork as a standalone product — with subscription access, lifetime downloads, and a curated library updated weekly.

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Shots

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Professional experience

Nov 2015 — Present

Founder, Design Director

  • Scaled the platform to 350,000 users and shipped over 100 commercial products.
  • Designed and implemented a commission-based monetization system for authors, turning a boutique product shop into a full-featured marketplace.
  • Created Blank — a design system for Figma, Webflow, and Framer that became one of Craftwork's best-selling products.
  • Built and led a distributed team of 15+ people across design, development, illustration, and content.
  • Defined the product strategy around Pro Access, lead magnets, and tripwires to drive growth.
  • Set up a content marketing engine across Dribbble, Instagram, and Telegram that became a reliable sales channel.
  • Ran UX research and A/B tests that improved conversion rates and user flow quality.
2019 — 2022 · Remote

Partner, Product Designer

  • Led product design and helped evolve the product into a scalable website-building platform.
  • Built the UX architecture and design system, cutting time between releases.
Oct 2014 — Nov 2015

Art Director, Product Designer, Partner

  • Defined design direction and quality standards across client and internal projects.
  • Led product work for clients including Cubebrush.co and Fruity Loops Mobile.
Mar 2014 — Oct 2014 · Remote

UI/UX Designer

  • Designed and shipped 10+ UI products for web and mobile.
  • Built interface systems and graphic components for mobile and web projects.
  • Created iOS-compliant UI kits, several of which became part of UI8's catalog.

Artua

Jun 2013 — Jan 2014

UI/UX Designer

  • Designed UI for apps including FL Studio Mobile, iOS games, and consumer applications.
  • Built high-fidelity interface components in a skeuomorphic visual style.
  • Contributed to full visual systems and production-ready UI assets.

Instilinks

Jul 2012 — Jun 2013

UI/UX Designer

  • Helped define product concept, visual direction, and UX structure.
  • Built early prototypes and interface systems from scratch.
  • Contributed to shaping the product's foundational identity.

Skills

Team Leadership

Hiring, mentoring, building processes, growing specialists

Design & Prototyping

Figma, Framer, Photoshop, Illustrator, Recraft, Midjourney

Development & Automation

Cursor, Claude Code, Codex, ChatGPT, Telegram Bots

Marketing & Analytics

Google Analytics, PostHog, Ahrefs, Mailchimp, Paddle, Polar, Lemon Squeezy

Product & Management

Linear, Notion, Attio, Miro

Education

Specialist in Computer Science — EUFIMB (2003–2008)