AI-native Support · T‑Bank
From strategy to a new direction. How AI is changing support and the way we design it
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Andrei Sitih
Product Design Lead • Customer Experience • AI in Support
Product Design Lead at T‑Bank. I own design for customer support, including its AI flows, and the wider customer experience in the mobile bank.
I lead the team and make the final design calls. For new areas of work, I shape the target experience and hire the designers who will build on it.
Work experience
Lead Product Designer II @T‑Bank
Lead Product Designer @T‑Bank
Product Designer @T‑Bank
Product Designer @Domclick, Sber
Product Designer @Biglion
Support Center · T‑Bank
From a chat inside a messenger to a product of its own. How support got its own place in the app
View caseLocation sharing
The customer shows where they are, right in the chat with a bank representative. Finding them got three times faster.
Voice messages
You can speak to support instead of typing — whenever that is faster or easier.
Call Assistant
Setup moved out of the chat into its own section of the app, making the Call Assistant noticeably easier to turn on and configure.
About me
I lead a team of eight product designers covering customer support and end-to-end customer experience across products. I joined T‑Bank as a product designer and stepped into the lead role in March 2024.
I set the design direction and stay accountable for the final design call, while designers own the day-to-day decisions in their own products. Outside design, I represent the design position and negotiate the trade-offs with product, engineering, research and the business.
When the direction is not yet settled or behavior needs testing in use, I take the task on myself — from framing the problem and the concept to an interactive prototype. Most recently I built an AI support experience in Xcode with Codex: its streaming and voice behavior cannot be judged from static screens.
Beyond my own team, I own the whiteboard stage of design hiring and interview candidates from interns to leads. I have hired three design leads and a principal into the department, and I take part in designer promotion reviews.
Product Design Conference (RU)
A talk on how product designers affect the business beyond aesthetics: through research, key metrics, design evaluation and criteria for success.
Watch the talk
What separates a mid-level designer from a senior (RU)
How autonomy, scope of thinking and impact on the product define a designer's level.
Read the article