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
Simplifying monitoring and troubleshooting this complex 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: | New things added: GPU monitoring for AI, Database visibility, Application correlation. |
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.
5. 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.