
Hi, I'm Ljupco Sulev.
Designing the future of intelligent experiences
Nice to meet you!
I am a Senior Product Designer (Ex-AWS) with 10+ years of experience designing complex enterprise products across cloud, healthcare, fintech, and emerging technologies.I specialize in simplifying high-stakes systems, aligning business and customer needs, and helping teams move from ideas to measurable outcomes.My approach combines design and systems thinking, product strategy, and modern AI-enabled workflows to build scalable experiences that customers trust.

Case studies
Selected case studies highlighting strategy, systems thinking, and measurable outcomes.
Amazon EKS observability product
Simplify monitoring and troubleshooting complex Amazon EKS cloud infrastructure.Outcomes: Acquired 4,500+ customers, 65% new external accounts, 440% revenue increase.

Cancer analytics platform
Consolidate siloed cancer research patient data, for oncologists.Outcomes: 2x more patient journeys, Attracted a new consortium, Expanded the database.

Extensive pricing team design research
Research a critical siloed and manual pricing system for a major U.S. distributor.Outcomes: Delivered 3 core solutions, Proposed 5 ROI paths, Achieved perfect NPS10.

Learn more about me
I am a Senior Product Designer (Ex-AWS) with 10+ years of experience designing complex enterprise products across cloud, healthcare, fintech, and emerging technologies.I specialize in simplifying high-stakes systems, aligning business and customer needs, and helping teams move from ideas to measurable outcomes.My approach combines design and systems thinking, product strategy, and modern AI-enabled workflows to build scalable experiences that customers trust.

What I bring
Product Ownership
Leading complex products from discovery to delivery, aligning customer needs with measurable business growth and millions in ARR.
Outcome-Driven Execution
Using rapid experimentation, customer signals, and systems thinking to focus teams on the highest-impact opportunities.
AI & Product Strategy
Helping teams integrate AI intentionally, balancing customer value, operational efficiency, and long-term product strategy.
Trusted Leadership
Build safe, accountable teams where clarity, integrity, and 'Earning Trust' are the foundation for scaling impact and navigating ambiguity.
Recognition

Awards and certification
- Best Mentor Award, SoftServe
- Test Pilot Award, SoftServe
- Global Service Jam certification
- AWS HIPAA compliance certificate
- AWS CloudWatch Role Model recognition

Public speaker
Speaker at AWS, Austin Design Week, IxDA, WIAD at New Bulgarian University, SoftServe Design Week, UXellent, and XR conferences across Europe & the US.
Experience

Senior product designer
Amazon Web Services
Dublin, Ireland
(3 yrs 4 mos)
Recommendation letter available.

Senior experience designer
SoftServe
Sofia, Bulgaria
(4 yrs)

Mid product designer
Software Group
Sofia, Bulgaria
(1 yr)

Earlier design experience
Notable mentions: Insynctive Inc, F-stop Gear, Makinvest Ltd.
(3 yrs 7 mos)
Amazon EKS container insights
Simplify monitoring and troubleshooting the complex EKS cloud infrastructure.
Overview: The project is about Amazon EKS, a managed service for running containerized applications. These applications require enhanced observability to collect and analyse telemetry to enable teams to quickly troubleshoot and resolve issues.
Challenge: Monitoring this infrastructure was very complex due to difficult onboarding, confusing navigation and resource naming, scattered metrics and more, contributing to longer mean time to detection and resolution of issues.

Goal: Create a fully managed monitoring service that works out-of-the-box with one click onboarding, provides visibility and simplifies monitoring, isolating, and diagnosing issues, effectively reducing the time to detection and resolution.
My role and responsibilities: I was the design owner responsible for the full end-to-end strategy and design. I did an extensive research and worked with key stakeholders to align the product vision with GMs/VPs for the current launch and future roadmap.
✅ Product completed
Full public launch at Amazon re:Invent. It is operational and used by hundreds of thousands of users today.
Approach and what I did
Approach: Design thinking.
| What I did | |
|---|---|
| Kick off: | Planning and strategy, Project setup |
| Research: | Qualitative and Quantitative |
| Interpret: | Affinity mapping, Personas, Key findings |
| Ideate: | User flows and stories, Wireframes, Customer validation, MOSCOW |
| Prototype: | High-Fi prototype, Accessibility review, Design critique (external), |
| Implement: | Dev. support, Fit and Finish, Beta testing, Launch at Amazon re:Invent ‘23 |
| Evolve: | GPU monitoring for AI, Database visibility, Application correlation. |
- More activities and details for each activity available in my full portfolio.-

User research

Key findings

User Flows

Continuous design alignment

Customer validation

Wireframing
Solution and key decisions
Solution: Created a unified, out-of-the-box observability experience that simplifies container monitoring and helps customers quickly focus on what matters most.
Key decisions:
1. Introduced a honeycomb resource view to help customers identify issues faster and more accurately.2. Added application correlation insights so customers can quickly understand which services are impacted by infrastructure issues.3. Included a kube-state summary widget to give customers an at-a-glance view of workload health and status.4. Added resource and alarm lists to support customers who prefer a familiar, operationally efficient monitoring experience.Simplified navigation between resource pages with a clear top-to-bottom structure, reducing friction and improving usability.

Outcomes and impact
4,500+ new customers
Within 6 months of launching at re:Invent 2023.
440% revenue increase
Huge win for revenue in the first two years.
65% external accounts
65% of the total registration were new external acc.
Most profitable
Product was recognised as the most profitable observability product that year.
Cancer analytics platform for CTCA
Turning fragmented cancer data into life-changing insights
Context: This project is about developing a single, secure platform that consolidates siloed cancer patient research data, utilizing interactive dashboards and patient journeys to provide oncologists, clinicians, and pharma researchers with rich datasets necessary for optimizing cancer treatments.
Challenge: The primary challenge was siloed patient data, which prevented oncologists from gaining a unified, longitudinal view of the cancer journey. I needed to build a new platform to enable oncologists and pharma users to easily gain valuable insights and optimize cancer treatments.
Goal: Launch an innovative, intuitive data visualization platform using existing datasets for revenue generation, and develop an interactive web portal to acquire new consortium fellows for data enrichment.
My role and responsibilities: Leveraging Design Thinking, I owned and led the strategy and design of the new analytics platform, successfully unifying siloed patient records into interactive patient journeys. I drove discovery activities and solution design. HIPAA Certified.
✅ Product completed
Fully launched and live. Public access is not available due to the sensitive nature of the project.
Approach and what I did
Approach: Design thinking.
| What I did | |
|---|---|
| Kick off: | Standard |
| Research: | Qualitative user interviews |
| Interpret: | User Personas, Empathy Maps, User Ecosystem, Research Insights |
| Ideate: | Workshop, Problem Statements, Wireframes, Dot Voting, Service Blueprint |
| Prototype: | User Flows, Mood Board, UI Style Guides, Interactive Prototype, Branding Directions |
| Implement: | Design Handoff, User Acceptance Testing, Proposing improvements |
| Evolve: | Final Report, Success Metrics, Design Wins |
- More activities and details for each activity available in my full portfolio.-

User research

Personas

Empathy and ecosystem

Flows

Service blueprint

UAT testing and improvements
Solution and key decisions
Solution: The key customer insight leading to this solution was the overwhelming need for simplicity and clarity. My deep analysis of user interview data confirmed that these attributes were the most critical priority for the oncologists as they are my primary focus persona.
Key decisions:
1. To securely onboard more consortium fellows and support richer patient data, I built an advanced scalable user management and privilege system.2. I designed a clear, distraction-free interface that helped oncologists focus on critical data before moving into advanced features.3.To keep complex data intuitive and clinically valuable, I optimized the interactive dashboards for speed and usability, adding one-click saving and easy cancer-type switching.

Outcomes and impact
2X Patient journeys
Expanded from 50K to 100K recorded journeys.
+1 Consortium Fellow
Successfully onboarded a new industry partner—a major win for the platform and organisation.
Patient Database Growth
The new fellow contributed a significant infusion of patient data.
Collaboration continued
My collaboration with the client continued on a brand new analytics product.




