Role: UI/UX Designer
Timeframe: 2020–2021
Scope: Mobile app (iOS/Android) and responsive web platform
Cross-functional partners: Product Manager, Engineers, QA
iCall.ru is a mobile and web marketplace that connects clients with consultants across categories: language tutors, psychologists, lawyers, doctors, and more. The core challenge was trust and discovery at scale — helping someone find, evaluate, and book the right specialist in minutes, without needing a personal referral. As a main UI/UX Designer, I owned end-to-end UI/UX for the search, booking, and profile experience, working with engineering to ship a unified design system across mobile and web.
iCall's marketplace spans dozens of consultant categories — language tutors, psychologists, lawyers, doctors, and more — each with different search criteria that matter to users: specialty, availability, price range, and rating. That variability made a single search experience hard to design: a parent looking for a tutor and someone booking a lawyer have very different urgency, price sensitivity, and trust requirements, but needed to use the same interface. The core UX challenge was collapsing that variability into one search and booking flow that still felt simple and fast, regardless of what someone was looking for.
I have chosen the colour palette for the web and mobile apps so that it reflects the branding of the company. It's a palette consisting of pastel colours, with an accent of green which corresponds to the logo.
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Column grids are an indispensable tool for keeping complex layouts consistent. I built a 12-column system flexible enough to scale across mobile and web, supporting 1, 2, 3, 4, and 6-column groupings.
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I have chosen Montserrat as the main font as it is a modern web sans-serif typeface. A web typeface is important as it provides better legibility on digital screens, of various sizes. I tried to use it throughout the website and mobile apps, and just varying its weight and size.
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The logo consists of a sign and a text. The sign suggests the essence of the project — a yin and yang, a balance between seeking and knowing, teaching and learning: the user and the consultant.
The central functions of the app are: searching for consultants, booking consultations, making the calls. The onboarding flow helps in providing clear instructions on how these core user journeys work. The first impression is always very important.
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The signup flow captures a user's core intent — find a consultant or become one — and routes them accordingly, keeping the first interaction short and low-friction.
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Finding the right consultant is a complex process with many search criteria. The challenge was making that complexity feel simple and natural, so every widget follows the same design language and building blocks.
The calendar was one of the most important features, both on mobile and web. It's central to the booking process.
Users can see when the consultant is available, as well as directly choosing the right dates.
Users can choose one day or a few days in a row. Using this search users can find consultants in the most comfortable way.
The profile card is the primary decision-making moment for a client — it surfaces a consultant's specialty tags, rating, and reviews at a glance, since users decide whether to book based on this card alone.
User adoption: Reached approximately +200 users during the initial launch period.
Team collaboration: Worked directly with engineers and QA throughout development to validate user flows and catch usability issues before release.
Design system: Delivered a documented color, grid, and typography system used consistently across mobile and web. +20 components documented and developed.
