Ivan A Tolmachev · Product & UX Design Studio

Product & UX design that grows retention, loyalty, and revenue for fintech and SaaS.

15+ years designing products for Onfleet, Blue Origin, Ancestry, and Carta — now helping small businesses turn design into measurable growth.
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Finstar
2024-Present
Embedded UX into corporate strategy, accelerating time to product-market fit by 20% across the fintech portfolio.
Xenon Partners
2021-2024
Led product marketing across 12+ portfolio companies, lifting first-year MRR by 15% on average.
Blue Origin
2019-2021
Built the Blue Kit design system and a 5-year roadmap, saving $1.1M annually in front-end costs.
Ancestry
2018-2019
Designed Ancestry DNA to the #1 spot on Amazon and tripled holiday-week web traffic.
Onfleet
2015-2018
Scaled product design and premium features that fueled 15× valuation growth and a 35% NPS lift.
Rackspace
2012 - 2015
Redesigned Airbrake to cut churn 24% and drive 30% YoY revenue growth over three years.
User empathy drives product excellence
Bold ideas need evidence and adaptability
Scrappiness beats perfection in the face of constraints
Visual fidelity can be strategic
Field research is irreplaceable
Never delegate empathy
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Selected work

Two decades of product, experience, and brand design across fintech, SaaS, consumer, and aerospace. A few projects that moved real numbers — and a few that simply mattered.

Onfleet

Delivery logistics SaaS · Lead Product Designer · 2015–2018

Making a genuinely complex product feel simple and intuitive.

Last-mile delivery is operationally dense — dispatchers, drivers, and end customers all need different views of the same moving reality.

Designed and scaled the full product suite — driver app, dispatch dashboard, end-user tracking, and business analytics — and shipped premium add-ons from 0 to 1 that opened new revenue streams.

Outcome

Helped position Onfleet as the most user-friendly delivery platform on the market — fueling 15× valuation growth and a 35% lift in NPS.

“Ivan helped build Onfleet from the ground up, positioning Onfleet as the most user-friendly, well-designed delivery software on the market. He found ways to overcome the significant challenge of making a complex product seem simple and intuitive.”

Khaled Naim, CEO, Onfleet

Blue Origin

Aerospace · Senior Product Designer · 2019–2021

Bringing one design language to a sprawling engineering org.

More than 20 front-end developers were building in silos, each reinventing the same patterns across in-house tools.

Built the Blue Kit design system to unify those teams under one system, and redesigned Jules — an internal suite of ERPs and PLMs — for usability and satisfaction.

Outcome

Delivered a 5-year design-system roadmap projected to save roughly $1.1M annually in front-end costs.

Ancestry

Consumer genomics · Experience Designer · 2018–2019

Turning DNA science into a product people love to explore.

Ancestry needed a brand-new DNA Traits product and a Family Search experience that could attract a younger demographic.

Designed Ancestry DNA Traits from 0 to 1 and redesigned Family Search around a more modern, approachable experience.

Outcome

Drove Ancestry DNA to the #1 spot on Amazon and tripled holiday-week web traffic.

Airbrake @ Rackspace

Developer tools · Product Designer · 2012–2015

Design as a retention lever, not a coat of paint.

Airbrake's error-monitoring product was losing customers to confusion and friction in the core workflow.

Redesigned Airbrake end-to-end with a sharp focus on clarity, daily-use ergonomics, and the moments that made developers churn.

Outcome

Cut churn by 24% and, alongside leadership, drove 30% year-over-year revenue growth across three years.

Linggo

Ontario Autism Program · Experience Design · 2023

A megatool built to support children on the autism spectrum.

Families and care teams needed a single, calm, trustworthy tool to support children on the autism spectrum.

Led experience design for Linggo across the Ontario Autism Program — designing for accessibility, low cognitive load, and trust at every step.

Outcome

A mission-driven product that brings clinical rigor and human warmth into the same interface.

MetricFire

Monitoring SaaS · Product & Brand Design

A SaaS with an attitude.

Developer-infrastructure tools tend to look interchangeable — MetricFire wanted a product and brand with real personality.

Paired product design with a bold visual identity, giving a serious monitoring platform a voice that stood out without sacrificing clarity.

Outcome

A product and brand system that made a technical tool feel distinct, confident, and memorable.

Nova Finance

Fintech · 0-to-1 Product · South-East Asia

A new consumer fintech experience, from research to launch.

Building a financial product from scratch for the South-East Asian market meant designing for unfamiliar contexts and expectations.

Took Nova Finance from 0 to 1 — research, product strategy, and launch-ready UX shaped around the realities of the local market.

Outcome

A launch-ready consumer fintech product grounded in real field research, not assumptions.

Start with a focused engagement

Clear scope, fast turnaround, senior design from day one. Transparent starting prices — final scope shaped to your goals.

Logo Design – $2.3k
App Design – $13.8k
Brand Design – $5.0k
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Frequently asked questions

Quick answers on services, industries, pricing, and how we work.

What does Tolmachev Family do?

We're a product and UX design studio. We help small and growing businesses turn design into measurable outcomes — higher retention, satisfaction, loyalty, and revenue — across product UX, design systems, and brand.

Which industries do you focus on?

Primarily fintech and SaaS, with 15+ years of experience spanning consumer and aerospace as well — including Onfleet, Blue Origin, Ancestry, and Carta.

What is a UX audit and what do I get?

A focused review of your product's experience that pinpoints where users drop off, get confused, or churn — delivered as prioritized, actionable recommendations your team can ship right away.

What does a typical engagement cost?

Engagements start with transparent pricing — logo design from $2,300, brand design from $5,000, and full app design from $13,800 — with final scope shaped to your goals.

Who will I actually work with?

Ivan Tolmachev directly — a product designer with 15+ years scaling products at Onfleet, Blue Origin, Ancestry, and Carta. Senior design from day one, not a junior hand-off.

How do we get started?

Tell us about your project through the contact form, or book a 30-minute call. We'll scope a focused first engagement and move fast.

Let's talk about your project

Tell me what you're building, or grab a 30-minute slot directly on my calendar.

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Pick a time that works for you.

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