I led the loyalty and Plus subscription design direction at Yandex Market, launching several key products that transformed how users engage with rewards across the platform.

One major initiative was the cross-service Plus gamified tasks system, integrated seamlessly into multiple Yandex services including Market, Lavka, Go, Food, and others. My team and I designed the complete task behavior mechanics, built a universal widget system that works across any service, and reimagined how users interact with the Plus badge — making complex reward mechanics feel simple and rewarding.