Me
Recruiters
Design directors
Engeneers
The honest version
Hello, I'm Daniel. I design digital products and the systems behind them — and I care as much about how they feel as about how they work.
21 years in digital product design for home and international clients across industries — currently available for the right team.
I take pride in my craft, build strong cross-functional partnerships, and design for what people remember afterwards
not(engineer) — but I build design systems documented well enough that handoff is boring.
Curiosity. Research. Hours. Sleep. No sleep. Cmd+Z. Coffee. Doubt. Questions. Analysis. A silly idea. A good idea. Discussions. Clarity.
Not necessarily in that order.
Me
Recruiters
Design directors
Engeneers
The honest version
Hello, I’m Daniel. I design digital products and the systems behind them — and I care as much about how they feel as about how they work.
21 years in digital product design for home and international clients across industries — currently available for the right team.
I take pride in my craft, build strong cross-functional partnerships, and design for what people remember afterwards
not(engineer) — but I build design systems documented well enough that handoff is boring.
Curiosity. Research. Hours. Sleep. No sleep. Cmd+Z. Coffee.Doubt. Questions. Analysis. A silly idea. A good idea. Discussions. Clarity.
Not necessarily in that order.
Me
Recruiters
Design directors
Engeneers
The honest version
Hello, I’m Daniel. I design digital products and the systems behind them — and I care as much about how they feel as about how they work.
21 years in digital product design for home and international clients across industries — currently available for the right team.
I take pride in my craft, build strong cross-functional partnerships, and design for what people remember afterwards
not(engineer) — but I build design systems documented well enough that handoff is boring.
Curiosity. Research. Hours. Sleep. No sleep. Cmd+Z. Coffee. Doubt. Questions. Analysis. A silly idea. A good idea. Discussions. Clarity.
Not necessarily in that order.
The work I do
The work
I do
The work I do
Brands I worked for across industries and borders
Brands I worked for across industries and borders
Brands I worked for across industries and borders
A1
Airtracks
Almentor
AUBG
BNP Baribas
BTV Group
Chaos
Disney
Econt
Chaos
Disney
Econt
Happy
Kooth
NLA
TaxiMe
SOpharmacy
Ucha.se
Uniqa
UNICEF
Vercida
SOpharmacy
TaxiMe
Ucha.se
Uniqa
UNICEF
Vercida
Background
Background
Background
Despark
Despark
Senior Product Designer
Senior Product Designer
Senior Product Designer
2015 - 2026 Sofia, Bulgaria
2015 - 2026 Sofia, Bulgaria
Eleven years designing complex products in education, entertainment and insurance for international clients. I owned UX and UI end to end: research and information architecture at the start, design systems and interface through the build, and the arguments in between — with clients, product owners and engineers — that decide which version actually ships. Several engagements ran three years or more, long enough for consistency to become a discipline rather than an intention.
Melon
Melon
Senior Graphic Designer
Senior Graphic Designer
Senior Graphic Designer
2005 - 2015 Sofia, Bulgaria
2005 - 2015 Sofia, Bulgaria
I started here straight out of design school in Madrid, when websites were still posters that happened to be online. Ten years later they were responsive, apps had arrived, and the job had been redefined twice. I learned the craft, then learned to keep it useful as the ground kept moving — which turned out to be the more valuable skill.
Approach
Approach
Approach
People return to a product for how it treated them while it worked: friction they never noticed, and the small sense that someone thought about them. Everything I design is built around that exchange — clear enough to move through without thinking, and human enough that thinking about it feels good.
People return to a product for how it treated them while it worked: friction they never noticed, and the small sense that someone thought about them. Everything I design is built around that exchange — clear enough to move through without thinking, and human enough that thinking about it feels good.
People return to a product for how it treated them while it worked: friction they never noticed, and the small sense that someone thought about them. Everything I design is built around that exchange — clear enough to move through without thinking, and human enough that thinking about it feels good.
Product Design
Product Design
Product Design
I start with the path, not the surface. What people can follow, then what makes them want to — because the second has nothing to hold onto without the first. Get the order right and most design problems never show up.
I start with the path, not the surface. What people can follow, then what makes them want to — because the second has nothing to hold onto without the first. Get the order right and most design problems never show up.
User + UX Research
Research tells me what people actually do, which is rarely what anyone predicted — including them. I look for the moments of friction, because those are specific enough to act on. Market research does the same job one level up: it tells me which conventions people actually rely on and which ones everyone copies out of habit.
Research tells me what people actually do, which is rarely what anyone predicted — including them. I look for the moments of friction, because those are specific enough to act on. Market research does the same job one level up: it tells me which conventions people actually rely on and which ones everyone copies out of habit.
Wireframing + Prototyping
I test the shape before the surface. Low fidelity first, because it's easier to change a structure than to defend one — so the expensive decisions get made while they're still cheap.
I test the shape before the surface. Low fidelity first, because it's easier to change a structure than to defend one — so the expensive decisions get made while they're still cheap.
Information Visualization + UX
Good visual work answers a question people never ask out loud: what am I looking at, and does it matter. Data or interface, the job is the same — make the structure readable, and make it worth reading. One without the other is either decoration or a spreadsheet.
Good visual work answers a question people never ask out loud: what am I looking at, and does it matter. Data or interface, the job is the same — make the structure readable, and make it worth reading. One without the other is either decoration or a spreadsheet.
UI + Interaction Design
An interface is a conversation held in gestures. Timing carries part of it, feedback another — and the rest is confidence: a clear first step, a visible result, and the freedom to change your mind without cost. Those are the details people never mention and always feel.
An interface is a conversation held in gestures. Timing carries part of it, feedback another — and the rest is confidence: a clear first step, a visible result, and the freedom to change your mind without cost. Those are the details people never mention and always feel.
Design Systems
Design Systems
Design Systems
Design systems are more than components and tokens; they are shared frameworks that create consistency, support faster progress, and enable confident decision-making across products and platforms. Each system is shaped to feel purposeful, resilient, and ready to grow, balancing long-term strategic thinking with practical, hands-on execution.
Brand Unification & Digitalisation
A brand becomes digital when its decisions can survive contact with real interfaces — states, densities, dark backgrounds, small screens. I take what exists, find the parts that carry the character, and rebuild the rest as a system that holds up under those conditions. When there's nothing to start from, I build the identity and the system together, which is often the cleaner path.
A brand becomes digital when its decisions can survive contact with real interfaces — states, densities, dark backgrounds, small screens. I take what exists, find the parts that carry the character, and rebuild the rest as a system that holds up under those conditions. When there's nothing to start from, I build the identity and the system together, which is often the cleaner path.
Foundations & Components
I build from primitives upward — spacing, type, colour roles, elevation — and only then into components. The reason is practical: every decision made at the base level is a decision no one has to make again, and every component built without that base becomes its own small system that someone will have to maintain. So I treat every exception as a question about the foundation, not as a special case — which is what keeps a system one system, years in.
I build from primitives upward — spacing, type, colour roles, elevation — and only then into components. The reason is practical: every decision made at the base level is a decision no one has to make again, and every component built without that base becomes its own small system that someone will have to maintain. So I treat every exception as a question about the foundation, not as a special case — which is what keeps a system one system, years in.
Shared Language & Collaboration
The measure of good documentation is how few questions arrive after it. I define states, behaviour and constraints alongside the visual spec, and I write down why a rule exists, not just what it says — rules without reasons don't survive their first deadline.
The measure of good documentation is how few questions arrive after it. I define states, behaviour and constraints alongside the visual spec, and I write down why a rule exists, not just what it says — rules without reasons don't survive their first deadline.
Governance & Evolution
Ownership is what separates a living system from an archive. Someone has to decide what enters, what's deprecated, and what a request for a new component actually means — because most of them are existing components missing a state. I define that process alongside the system itself, so it doesn't depend on the person who built it staying.
Ownership is what separates a living system from an archive. Someone has to decide what enters, what's deprecated, and what a request for a new component actually means — because most of them are existing components missing a state. I define that process alongside the system itself, so it doesn't depend on the person who built it staying.
Books
Books
Books
The books* I keep returning to, because each one changed something about how I see the world and the profession.
The books* I keep returning to, because each one changed something about how I see the world and the profession.
*There are far more. If books are your thing too, let's talk.
Thinking, Fast and Slow
by Daniel Kahneman
Influence: The Psychology of Persuasion
by Robert B. Cialdini
Creativity, Inc.
by Ed Catmull
Alchemy
by Rory Sutherland
Grid Systems in Graphic Design
Josef Muller-Brockmann
Trademarks & Symbols of The World. Volume 1 & 2
Yasaburo Kuwayama
SYSTEMANTICS. The Systems Bible
by John Gall
Pre-Suasion
by Robert B. Cialdini
Zen and the Art of Motorcycle Maintenance
Robert Pirsig
Made to Stick
Chip Heath & Dan Heath
Black Box Thinking
Matthew Syed
The Paradox of Choice: Why More Is Less
Barry Schwartz
Blink
Malcolm Gladwell
The Art Of Dramatic Writing
Lajos Egri
The Hero and the Outlaw
Margaret Mark & Carol S. Pearson
Thinking, Fast and Slow
by Daniel Kahneman
Influence: The Psychology of Persuasion
by Robert B. Cialdini
Creativity, Inc.
by Ed Catmull
Alchemy
by Rory Sutherland
Grid Systems in Graphic Design
Josef Muller-Brockmann
Trademarks & Symbols of The World. Volume 1 & 2
Yasaburo Kuwayama
SYSTEMANTICS. The Systems Bible
by John Gall
Pre-Suasion
by Robert B. Cialdini
Zen and the Art of Motorcycle Maintenance
Robert Pirsig
Made to Stick
Chip Heath & Dan Heath
Black Box Thinking
Matthew Syed
The Paradox of Choice: Why More Is Less
Barry Schwartz
Blink
Malcolm Gladwell
The Art Of Dramatic Writing
Lajos Egri
The Hero and the Outlaw
Margaret Mark & Carol S. Pearson
Thinking, Fast and Slow
by Daniel Kahneman
Influence: The Psychology of Persuasion
by Robert B. Cialdini
Creativity, Inc.
by Ed Catmull
Alchemy
by Rory Sutherland
Grid Systems in Graphic Design
Josef Muller-Brockmann
Trademarks & Symbols of The World. Volume 1 & 2
Yasaburo Kuwayama
SYSTEMANTICS. The Systems Bible
by John Gall
Pre-Suasion
by Robert B. Cialdini
Zen and the Art of Motorcycle Maintenance
Robert Pirsig
Made to Stick
Chip Heath & Dan Heath
Black Box Thinking
Matthew Syed
The Paradox of Choice: Why More Is Less
Barry Schwartz
Blink
Malcolm Gladwell
The Art Of Dramatic Writing
Lajos Egri
The Hero and the Outlaw
Margaret Mark & Carol S. Pearson
Currently available to work.
Currently available to work.
© 2026 Design and code by Daniel Prashtilsky.