Keti Goginashvili
Lead Product Designer · 10+ years
Hey there! I’m Keti, a Lead Product Designer with 10+ years of experience across fintech, banking, SaaS and consumer products.
Much of my work sits where product complexity is highest: banking infrastructure, payments, treasury, digital assets and regulated workflows. I’ve built products from 0 → 1, scaled design systems and grown from hands-on design into product and design leadership.
TBC BANK
Selected work
COMMERCIAL BANKING · WEB
As founding product designer, I helped shape the product from its earliest stages, defining core experiences, UX patterns and the design system as the bank evolved.
Led design across accounts, payments, treasury, FX, investments and digital assets, working closely with product, engineering, compliance and operations to turn complex banking requirements into clear customer experiences.
COMMERCIAL BANKING · MOBILE
Led the product and design direction for Pave Bank’s mobile banking experience, working with the design team to bring the most important banking actions to mobile.
Defined the experience across secure access, accounts, balances, transactions and approvals, with a focus on fast, secure banking away from the desk.
WELLNESS · 0 → 1
As Founder & CEO, I took Atma from idea to product, defining the vision, strategy, brand and experience from the ground up.
Led the product end to end across UX, UI and content, built the team, and created a personalized wellness experience focused on lasting habits.
RETAIL BANKING · MOBILE
Contributed to the redesign and evolution of a large-scale retail mobile banking experience, improving key journeys and helping shape a design system used across banking products.
CONSUMER MOBILE
Led the end-to-end redesign of the iOS and Android experience, from research and journey mapping to new features, interaction design and a scalable design system.
PERSONAL FINANCE · FINTECH
Helped shape a smarter way to manage money, automating how users save, budget and move funds.
Designed and evolved the product as Flow grew, contributing during a period that led to $3.5M in funding.
FOODTECH · B2B
Designed a workplace lunch platform that helped companies organize team meals at scale.
Employees chose meals in advance, with group orders delivered directly to the workplace.
Experience
From agency and consumer products to international fintech and regulated banking, with increasing ownership across product strategy, systems and leadership.
2023 → NOW
SingaporeUKGeorgia
Pave Bank
Design Lead
Founding designer and design lead across commercial banking, treasury, payments, FX, investments, digital assets and design systems.
2022 → 2023
Global
Toptal
Senior Product Designer
International product work across fintech, SaaS, social and consumer technology, from discovery through delivery.
2022 → 2023
Saudi Arabia
Biblu Tech Holdings
Lead Product Designer
Mobile product redesign, information architecture, design system, marketplace, community, lending and an internal administrative platform.
2022
Los Angeles, USA
Beatmatch
Senior Product Designer
Complete iOS and Android redesign, research, user interviews, journey mapping, usability testing and a scalable light/dark design system.
2020 → 2022
Amsterdam, Holland
Flow Your Money
Senior Product Designer
Personal finance and automation, helping people manage, save and move money more intelligently.
2020 → 2021
Tbilisi, Georgia
TBC Bank
Senior UX Designer
Retail mobile banking, research, key customer journeys and large-scale design systems.
2017 → 2020
Tbilisi, Georgia
Redberry
Senior UX/UI Designer
Products across fintech, healthcare, government, real estate, food delivery, entertainment and automotive.
2016 → 2017
Tbilisi, Georgia
McCANN
UX/UI Designer
Worked in an international agency environment, designing digital experiences for a diverse range of clients and industries across multiple projects.
What I bring
A decade of hands-on product work, with increasing ownership across systems, strategy and teams.
I’ve often worked at the intersection of product, business and design, directly with founders and stakeholders, helping define what we build and then designing how it works.
Turning banking, payments, treasury, investments and digital assets into products that work for customers, business and regulatory needs.
Working across product, business and design, making decisions on flows, logic, priorities and how different parts of the product connect.
Leading the product design direction, building teams and creating the structure needed to scale.
Let’s talk
Music dating app
About project
The dating app that help music lovers find relationships by matching people with similar music tastes. beatmatch uses taste in music to match users and facilitate their first dates with concert ticket recommendations. beatmatch uses the power of music to create authentic connections, vibrant conversations, and better dates.
Problem
Traditional dating apps do not fascilitate meaningful conversations. People often do not start conversations, only 19% of matches lead to a first message and only 1.7 of dating apps matches lead to a first date. People regulary fail to turn conversations into real dates,
What i did
My main challenge was to redesign the whole interface by considering the latest design trends and mix it with the brand’s identity. Also, it was the highest priority to make user journeys as easy as possible.
I made quality assurance process and reviewed existing product. Based on this i identify user pain points and business value opportunites, how it meets business, user experience and accessibility requirements.
Statistics: Tags distribution
Usability Heuristics: Rules distribution
Statistics: Severity
Onboarding
Profile
DIscover
Chat
Events
Observation
Minor
Moderate
Critical
Visibility of system status
Match between system and the real world
User control and freedom
Consistency and standards
Error prevention
Recognition rather than recall
Flexibility and efficiency of use
Aesthetic and minimalist design
Help users recognize, diagnose, and recover from errors
Help and documentation
01
02
03
🔎
Process
We did user interviews and usability testing. We interviewed 8 people. We wanted to measure our product’s user experience and usabillity.
💡
Goal
This goal was to test the usability of the actual experience. We wanted to evaluate feedback and made changes accordingly.
📢
Summary
The research study concluded that music lovers really like the concept of connecting through music and would definitely recommend the app .
,,
QUOTES
“ it’s a very good opportunity to get to know each other especially in the interest of music itself ”
I also made Flow map in order to cutting out main scenarios and ache cases
Than i made wireframes in order to prioritize content, information architecture, functionalities available, and intended behaviors.
Made design library, collection of reusable components, guided by clear standards, that can be assembled together to make scalable product.
Black
# 0B0B13
Dark purple
# 271845
Main purple
# 9168F6
Light purple
# F2EEFC
White
# FFFFFF
UI
Design elements
Corner radius 61% smoothing
🎧Emojis
Icons
beatmatch logo
Aa
Font
Sk- Modernist
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@#%^&*()<>?
Headline 1
Headline 2
Headline 3
Headline 4
Headline 5
Headline 6
Subtitle 1
Subtitle 2
Body 1
Onboarding process is really easy and straightforward, you can sync your music taste with spotify/apple music or do it manually.
music you stream
You play music from Spotify and Apple Music and beatmatch finds your perfect match. The more music you stream, the better your matches get. You can show off your personality by highlighting your favorite songs, artists, and albums and watch the DMs roll in.
favorite tunes
Share album releases, up-and-coming artists, and throwback jams to get to know each other. When it feels right, invite them to a show.
You can browse recommended concerts, music festivals, and parties based on what you like, discover who else wants to go, and get tickets!
This is landing page, where you can find overall information about this product, you can track events, read blogs etc.
TBC bank is one of the biggest financial organization in Georgia, (more than 700 000 user) app is created to make your life easier. Simply install the application, register with your personal ID, mobile phone number and you will be able to:
Duration: 1 sprint
Platform: IOS, Anroid
Product link
Manage Products
Make payments and money transfers
Customize your app
Get new products
Control your finances
Old
New
What problems did the users have?
Until now, you had to open a separate page filter in the existing design, which could not even meet the basic requirements of the user, because selecting several fields together doesn’t have result, the logic was wrong.
It was very confusing for the user when he does not get the information he wants on one page, there are a lot of inputs on one page, at the same time he has to click one more time and go to a separate page.
Users also didn’t have ,,reset” option and they didn’t have multiple choice.
It is also a great mental effort for the user to memorize the selected features and in case of editing he has to go to a separate page
Visibility of system status is Nilsson's first's and the minimum that must be observed, which our previous design could not meet.
What problems did i solve?
Now each feature has a suggestion so the user can easily filter the desired information with one click.
We tagged this on FairBase and in Dynamics we observed Date, what was their frequent behavior. For example, it turned out that from 0 to 100 GEL was frequent filter, we filtered the corresponding scale into more parts and offered ready-made suggestions
Also, sum hasn’t seen before if it was filtered by any specific location or aggression, i added it.
Accounts were categorized so that the user could find the desired account with one eye scan and not have to search and scroll,
Reduced number of clicks, visibility of system status- The user has a unified view of the selected features, what they have filtered. Account categorization, ready-made suggestions, reset, multple select.
Flow is your money on Autopilot. Automate saving, budgeting and investing so you can feel relaxed and confident about your money.
Product linkThe best Money Methods
collected for you
Transfer money between
real bank accounts
With Flow, you can distribute your money automatically across your expense, savings, and budget accounts, when and how you want, so that your money always ends up in the right place.
Flow goes further than a budget manager or expense tracker because the app not only gives you insight into your expenses, but also, by means of smart transfers, does something with those insights. This way, Flow has a direct impact on your spending pattern and your piggy bank. With Flow you can easily build up healthy money habits, on your way to a financially free future.
Automate saving, budgeting and investing so you can feel relaxed and confident about your money.
Flow adds smart capabilities on top of your bank accounts. Connect your banks to Flow and get complete control over your money.
Flow automatically moves your money across all your budgets, savings and investments, based on triggers you set up in the app.
Set up unlimited Flows and move your money, when it matters without any work.
Salary splitter is one of our money method, to set this method you need different jars, you can set triggers and flow automatically moves your money across all your accounts. Also you can choose how much go where, which account.
That was Flow: your money, on autopilot.
Pave Bank · Mobile Banking · 0 → 1
Pave Bank Mobile brings essential commercial banking capabilities beyond the desktop, giving users real-time account visibility, secure access and the ability to act on time-sensitive approvals.
As Lead Product Designer, I led the product design direction and guided the team in shaping the mobile experience, defining key workflows, interactions and security requirements in close collaboration with product and engineering.
Role
Lead Product Designer · Design Leadership
Scope
0 → 1 · iOS & Android
Focus
Product Strategy · UX Direction · Design Oversight
The approach
Rather than replicating the full Web Banking platform, we focused on four essential needs:
Check
Balances and accounts
Understand
Account details and transactions
Act
Review and approve requests
Access
Secure sign-in and trusted devices
01 · Onboarding & sign-in
We simplified the entry experience while maintaining the security requirements of commercial banking.
From onboarding and sign-in to biometric authentication, each step helps users access their banking securely, without unnecessary interruptions.
Key experiences
02 · Accounts & activity
A focused mobile overview gives users quick access to balances, fiat and digital asset accounts, transaction history and essential banking details.
Instead of navigating complex desktop workflows, users can find the information they need in just a few steps.
Key experiences
03 · Payment & request approvals
Commercial banking often requires multiple people to review and authorize financial operations.
We brought approvals to mobile, enabling authorized users to review transaction details, approve or reject requests and respond to pending actions without returning to Web Banking.
Different request types follow a consistent approval experience, balancing efficiency with security.
The approval journey
Step 01
Pending request
Pending approvals
Step 02
Review details
Transaction and request details
Step 03
Verify identity
Biometric authorization
Step 04
Approve or reject
Approve and reject actions
Step 05
Confirmation
Approval status and confirmation
Key experiences
04 · Trusted device management
We introduced trusted-device management to connect secure authentication with everyday banking approvals.
Users can register a trusted phone, authorize sensitive actions with biometrics and securely migrate to a new device when needed.
The challenge was balancing strong security requirements with an experience that remains simple and predictable.
Key experiences
05 · The bigger picture
Web Banking supports complex financial operations, treasury management and deeper workflows.
Mobile extends that experience with immediate account access, secure authentication and time-sensitive approvals.
Together, they create a connected commercial banking experience that supports users both at their desks and on the move.
Product direction
Prioritized high-value mobile workflows over replicating desktop functionality.
Security & usability
Connected authentication, trusted devices and approvals into a consistent experience.
Design leadership
Led product design direction and cross-functional collaboration from initial concept through delivery.
Thanks for exploring
my work!
Pave Bank · 2023 → Present · Lead Product Designer
I joined Pave as one of its first 10 team members and became the primary designer responsible for shaping a highly complex commercial banking platform that brings fiat and digital assets into one regulated experience, spanning accounts, payments, FX, treasury, digital asset management and institutional operations.
Role
Lead Product Designer · Product Ownership
Joined as one of the first 10 people on the founding team
Scope
Built from the ground up · Web & Mobile
From early foundations to a full commercial banking platform
Product
Multi-Asset Commercial Banking Platform
Profitable within its first year
Team
Founders · Stakeholders · Compliance · Engineering
Grown from 10 to 100+ people since I joined
01 / Overview
I joined Pave as one of the first 10 people on the founding team, while both the company and the product were still taking shape. Since then the team has grown past 100 people and the bank reached profitability within its first year. As the primary product designer, I was responsible for defining a large part of the customer-facing bank from zero, across product structure, workflows, interaction patterns, visual direction and system foundations.
Because there was no mature product layer to inherit, my work often started before design. I worked directly with founders and stakeholders to understand commercial banking processes, regulatory requirements and operational constraints, then helped turn those into product logic and end-to-end customer journeys.
That meant designing one of the most complex types of software: a commercial bank that brings traditional banking, digital assets, FX, payments, treasury and institutional workflows into one interface.
$44M+
Total funding after the 2025 round, including $39M+ raised in that round.
10 → 100+
Joined as one of the first 10 on the founding team; the team has since grown past 100.
Year 1
Profitable within its first year: a profit in 7 of the first 9 months.
300+
Institutional and business clients, with 2,000+ users on the platform.
2023
When I joined
One of the first 10 on the founding team
2026
What it became
A 100+ person team running a profitable, multi-product commercial bank
From foundation to scale
During this period the product expanded into deposit accounts, broad payment coverage, FX, digital asset management, instant settlement, treasury and institutional financial products while the company grew to roughly 200 clients and reached profitability within its first year of operation.
02 / My role
I was not working from finished product requirements handed to design. In many cases, I was helping define the product itself, working with founders, business stakeholders, compliance and engineering to decide how complex banking processes should translate into a digital experience.
I owned the design direction across the platform, from information architecture and interaction models to the design system and final UI. I also stayed closely involved through implementation, edge cases, QA and iteration.
Turning business models, financial processes and stakeholder goals into product structure, workflows and priorities.
Owning UX quality, interaction patterns, information architecture, visual direction and design-system consistency.
Working directly with engineering through technical constraints, build reviews, QA and final product refinement.
Working across founders, business stakeholders, compliance and engineering to align complex requirements, resolve trade-offs and move product decisions forward.
03 / Selected product systems
This case study is structured by product systems rather than individual screens, because the design challenge was always bigger than a single flow.
ACCOUNT INFRASTRUCTURE
Designing a scalable account structure for businesses operating across 20+ fiat currencies.
Pave supports accounts across more than 20 fiat currencies. The challenge was to create an account structure that could scale from a company holding a few currencies to an institution managing multiple teams, entities and treasury purposes, without making the experience feel complicated.
Instead of treating every balance as a separate standalone account, I designed a clear hierarchy between currency accounts and subaccounts. Each supported currency can act as a primary account, while customers can create as many subaccounts as they need underneath it to organize and separate funds.
DIGITAL ASSET BANKING
Bringing digital asset operations into the same banking experience as fiat.
I designed the digital asset experience to let businesses manage crypto alongside their traditional banking accounts, without forcing them into a separate product or workflow. Customers can hold supported assets across multiple blockchain networks, create dedicated accounts for different operational purposes, and move between fiat and digital assets from the same platform.
A key challenge was balancing flexibility with the security requirements of institutional digital asset transfers. I designed a whitelisting flow that allows customers to register and verify external wallet addresses before they can be used for transfers, clearly surfacing the asset, network, wallet details and approval status.
The result is a scalable account structure that supports treasury, settlement and operational use cases while keeping asset ownership, network selection and destination addresses clear throughout the experience.
PAYMENT NETWORK
Creating a private payment network that makes moving money between Pave Bank customers as simple as sending it to a username.
I designed the PaveNet experience around a unique username linked to each legal entity. Instead of exchanging IBANs, bank details or wallet addresses, businesses can set up a PaveNet username, connect with other Pave Bank counterparties and send fiat or digital assets directly using a simple @username.
Behind each username, businesses can configure the accounts and wallets used for different assets, while keeping the complexity hidden from the person making the payment. This creates a faster, simpler way for companies already within the Pave network to transact with trusted counterparties.
PaveNet is designed to grow beyond payments into a broader private financial network, enabling businesses to discover and connect with counterparties and supporting experiences such as instant settlement and atomic swaps between fiat and digital assets.
INVESTMENTS
I designed Pave’s investment experience to give businesses access to short-term products such as U.S. Treasury Bills and Money Market Funds directly within the platform.
The experience simplifies the journey from comparing yield, maturity and investment terms to investing and tracking active positions, giving treasury teams a clear view of both their operational cash and investments in one place.
REPORTING & OPERATIONS
Bringing complex financial activity into one searchable, exportable view.
I designed a unified transaction experience that gives businesses a complete view of their activity across fiat accounts and digital assets. Customers can search and filter transactions by account, currency, digital asset, transfer type, status and date, then open individual transactions to see their full details and lifecycle.
For reporting and reconciliation, I designed flexible statement exports that allow customers to generate statements across multiple accounts and assets at once, choose the required period and format, and download the data they need without working through each account individually.
The goal was to make high-volume financial activity easier to investigate, reconcile and report, while keeping everything accessible from a single place.
PAYMENTS
Bringing multiple payment rails into one consistent transfer experience.
I designed Pave’s payments experience to support a wide range of domestic, international and internal transfers, including SWIFT, SEPA, RTGS, PaveNet, bulk payments, transfers between own accounts and digital asset transfers.
Despite different requirements, settlement methods and recipient details across each rail, the goal was to create a consistent experience that helps businesses choose the right transfer method and move funds without having to understand the underlying banking infrastructure.
FX & DIGITAL ASSETS
Connecting fiat and digital asset exchange in one unified experience.
I designed Pave’s exchange experience to let businesses move seamlessly between fiat currencies and digital assets from the same platform. Customers can exchange between their currency accounts, buy or sell supported digital assets, and use linked wallets as part of their digital asset operations.
The experience also supports minting and acquiring digital assets, bringing together flows that would typically require separate banking, exchange and wallet products. The challenge was to make these different transaction types feel consistent while clearly communicating rates, source and destination accounts, settlement and approval states.
IDENTITY & ACCESS
Making secure access to a commercial banking platform feel simple from the very first interaction.
I designed the authentication experience across account creation, sign in and password recovery, balancing the security requirements of a regulated financial product with a clear and lightweight user journey.
The experience guides users through identity and contact details, country and phone verification, authentication and account recovery, using consistent patterns and progressive steps to reduce friction while keeping access secure.
DESIGN SYSTEM
Creating a shared foundation for a complex and continuously evolving banking product.
As Pave grew across web and mobile, the product needed a consistent foundation that could support new features without redesigning patterns from scratch. The design system brings together reusable components, interaction patterns, states and guidelines across the platform.
Built to handle the complexity of financial products, dense data, forms, approvals, transactions, permissions and multiple asset types, the system helps keep experiences consistent while making it faster for design and engineering to build and scale new functionality.
2023 → TODAY
Over three years, Pave evolved into a connected commercial banking platform spanning fiat accounts, payments, FX, digital assets, investments, reporting and mobile, supported by a design system built to scale with the product.
0 → 1
Built from the ground up
From early foundations to a growing commercial banking product.
Web + Mobile
Connected experiences
Core workflows designed across desktop and mobile
Fiat + DA
One banking experience
Traditional banking and digital assets brought into one platform.
1 System
Designed to scale
A shared component and interaction foundation for product and engineering.
Thanks for exploring
my work!
The Problem
People today are overwhelmed. Stress, anxiety, irritability, emotional overload, sleep issues.
Most people don’t know how to regulate their nervous system.
My role
Atma started as my own idea, bringing different wellness practices into one thoughtful, personalized experience.
As Founder and CEO, I defined the vision and strategy, built the team, created the brand and led the product design end to end.
I shaped every part of the experience, turning the initial idea into a real product.
Inside Atma
Activate your body’s natural calming system through conscious breathing
Clear mental fog, regain clarity, and boost attention, one breath at a time
Feel more energized by improving oxygen flow throughout your body
Breath awareness supports emotional regulation and inner calm.
Strengthen your lungs and enhance oxygen intake
Conscious breathing promotes relaxation and supports restful sleep
The Experience
Atma starts with the person, not the practice. Users choose how they feel or what they need, then discover experiences designed for that moment. From breathwork and meditation to sound, movement and relaxation, everything is brought together in one simple, personalized journey.
The Product
Atma combines guided breathwork, meditation, sleep experiences, soundscapes, affirmations and daily practices in one place. Users can choose what they need in the moment, get personalized sessions, schedule routines and track their progress over time. The experience is available in 7 languages, making everyday wellness simple to access and easier to turn into a habit.
Users complete a short animated breathing challenge to establish their initial breathing score. Combined with their goals and needs, Atma generates a personalized plan designed to improve their score over time.
Personalized experience
The home experience turns onboarding insights into a personalized daily space. Users see their breathing score, recommended practices based on their goals, and quick access to breathwork, sounds, meditation and sleep content. As they continue using Atma, recommendations and progress evolve with them.
Users complete a short animated breathing challenge to establish their initial breathing score. Combined with their goals and needs, Atma generates a personalized plan designed to improve their score over time.
A sound for every state
Personalized sounds to help you focus, relax, and sleep better. Each collection is created to calm your mind, improve focus, and keep your energy steady throughout the day.
Progress & Habits
Atma helps users turn individual sessions into a consistent practice by tracking their breathing score, completed sessions and time spent practicing. Progress becomes visible over time, giving users a reason to return, stay consistent and improve.
Building a habit
Users can schedule practices, create recurring routines and set reminders that make it easier to stay consistent. By turning individual sessions into a regular practice, Atma helps wellness become a habit over time.
From personalized breathwork and sound to daily habits and guided practices, Atma brings everyday wellbeing into one connected experience.
The Outcome
Atma started as my own idea and grew into a complete wellness product that I built from the ground up. As Founder & CEO, I defined the vision and product strategy, built and led the team, shaped the brand, and designed the product end to end, from the first user journeys to the final mobile experience.
