Why Work With Me?
I'm a Senior Product Designer and Design Strategist who delivers
world-class, measurable outcomes. My work includes achieving #1 ranking in Europe (ACI-ASQ 2024), 80% bounce rate reductions and SITA-certified systems serving 10M+ passengers annually.
• 13 years delivering strategic design across product, service, and brand
• World-class proof: #1 rankings, 80% conversion improvements, 10M+ users
• Full-cycle capability: Strategy → Design → Implementation → Measurable Impact
Why Work With Me?
I'm a Senior Product Designer and Design Strategist who delivers
world-class, measurable outcomes. My work includes achieving #1 ranking in Europe (ACI-ASQ 2024), 80% bounce rate reductions and SITA-certified systems serving 10M+ passengers annually.
• 13 years delivering strategic design across product, service, and brand
• World-class proof: #1 rankings, 80% conversion improvements, 10M+ users
• Full-cycle capability: Strategy → Design → Implementation → Measurable Impact
What I Bring
I design systems that deliver measurable outcomes across digital products, service design, and brand strategy. My work spans aviation, fintech, and enterprise environments - wherever clarity, compliance, and scale aren't optional.
Proven Impact at Scale
As Creative Lead at Sofia Airport, I've delivered systems serving 10 million passengers annually. My wayfinding redesign achieved #1 ranking in Europe (ACI-ASQ 2024) across three consecutive quarters, outperforming 350+ airports globally. My website redesign reduced bounce rates from 80% to under 18%. These aren't projections - they're results.
Measurable outcomes · Third-party validation · Scale
Strategic + Technical Depth
I bridge strategy and execution. I can lead stakeholder workshops to define requirements, architect information systems for regulatory compliance, design accessible interfaces meeting WCAG 2.1 AA standards, and oversee implementation to ensure quality. This end-to-end capability means projects don't lose clarity as they move from concept to production.
Full-cycle design · Regulatory compliance · Implementation oversight
Designed for Operational Reality
My work lives in environments where mistakes cost time, money, or trust. Airport wayfinding systems that guide stressed passengers pulling luggage. Real-time flight displays updating every 30 seconds. Operational tools used by staff under pressure. I design for speed, clarity, and resilience - not just aesthetics.
Measurable outcomes · Third-party validation · Scale
From constraints to scale
Every project is different, but my approach stays consistent: understand constraints, design the system logic, then build the interface that makes it clear.
1
Context & Constraints
I start by mapping the real operational constraints - regulatory requirements, technical limitations, user contexts, business rules. Understanding what can't change reveals what must be designed well.
2
System Architecture
Before pixels, I architect the information structure, user flows, decision points, and edge cases. The goal: a mental model that reduces cognitive load and prevents errors.
3
Interface Design
With the system logic clear, I design the UI - typography for distance reading, hierarchy for speed scanning, patterns for consistency, templates for scale. Every choice serves the system, not just aesthetics.
4
Implementation & Governance
I oversee implementation to ensure design intent survives production. Then I create governance systems—templates, component libraries, design rules—so teams can maintain consistency as the system grows.
5
Measurement & Iteration
Real projects need real metrics. I define success criteria upfront, measure outcomes post-launch, and iterate based on data—not assumptions.
How I Think About Design
PRINCIPLE 01
Clarity at Speed
Outcomes Over Deliverables
Passengers don't "browse" airport signs. Staff don't "explore" operational tools. Users scan, decide, and move. I design for glance comprehension, minimal hesitation, and clear next actions. The goal isn't a beautiful interface - it's fast, confident decisions.
PRINCIPLE 02
Systems, Not Screens
Architecture Before Aesthetics
A product isn't a collection of pages—it's logic, data, and workflows presented through UI. I design the system model first (information architecture, state management, decision flows), then express it visually. This ensures consistency across contexts and scalability over time.
PRINCIPLE 03
Governance Over Guesswork
Built to Scale
Templates, component libraries, and design rules prevent drift. When teams scale, content grows, and requirements change, governed systems stay coherent. I build frameworks that empower teams to execute consistently without redesigning from scratch every time.
TRACK RECORD
Measurable Outcomes
Selected projects showing measurable impact in regulated, high-stakes environments.
#1 in Europe
AIRPORT WAYFINDING
Sofia Airport achieved #1 ranking in Europe for passenger navigation (ACI-ASQ 2024) across three consecutive quarters - outperforming 350+ airports globally.
Implementation: April 2024
Result: Immediate ranking improvement
Scope: 200+ touchpoints, 2 terminals, bilingual
80% → <18%
BOUNCE RATE REDUCTION
Redesigned Sofia Airport website with task-first information architecture, reducing bounce rate from over 80% to under 18% while improving support friction on high-intent tasks.
Implementation: January 2025
Result: Sustained improvement
Scope: Full IA rebuild, content governance
10M
PASSENGERS SERVED ANUALLY
Designed SITA-certified FIDS serving 15 million passengers annually with clear hierarchy, accessibility compliance, and scalable templates.
Implementation: Q2 2026
Result: Clearer comprehension
Scope: Multi-screen, real-time data
EXPERIENCE
Experience & Credentials
13 years designing for aviation, fintech, and regulated operational systems.
Creative Lead, Sofia Airport
2022 – Present
Leading design strategy and execution across passenger experience, operational systems, and digital infrastructure for Bulgaria's largest airport. Responsible for wayfinding, FIDS, website, and internal training platforms.
• Terminal wayfinding (T1, T2, T3)
• Flight information displays (FIDS)
• Website and digital systems
• Staff training platform
Certifications & Training
SITA FIDS Product Designer
Certified for aviation operational systems design meeting international industry standards for airports and airlines.
View Certificate
Telerik Academy UX/UI (2024)
3-month intensive: User research, interaction design, information architecture, design systems, accessibility (WCAG), prototyping, usability testing.
View Certificate
Selected Work
Sofia Airport Wayfinding Redesign
A strategic wayfinding system built for Schengen compliance, accessibility, and measurable passenger outcomes.
View case study
Sofia Airport FIDS
Designed a readable FIDS UX/UI system for distance viewing and speed.
View case study
Sofia Airport Website
Rebuilt IA and task-first journeys. Unified templates for scalable updates.
View case study
FCZone Website
Built brand, IA, and calculators with real-world fee logic.
View case study
FCZone Custom CRM
Designed an automation-ready workflow that captures data once and stays traceable.
View case study
If your system is complex, your UX has to be simple
Tell me what you are building. I’ll map the fastest path to clarity and a system you can scale.
Strategic Product Design for high-stakes digital systems - UX/UI, IA & Webflow execution.
© Churkov, 2026