I’m Sasha Pleshco

founder of it depends, a product design studio

I work out what’s worth building before anyone builds it

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product teams I’ve worked with

the work behind those logos

adidas · 2020–23 · B2B e-commerce

they asked for a modern shop, buyers wanted familiar

€380M → ~€1B

B2B revenue

Read case study

Salesmsg · 2026 · B2B SaaS

the journey everyone owned a piece of, and nobody had seen whole

Read case study

Quanos · 2024 · B2B SaaS

they asked for a tablet app. users needed a mobile too

Read case study

Ipsos · 2025–26 · market research

the slowest part of the process was the process itself

Read case study
more case studies

what I do

first find out, then design it properly

Discovery

You’re about to build something big and half the room is guessing.

  1. find out: your users, your data, your teams
  2. join it up into one picture
  3. go / no-go on what to build

Skipping it doesn’t save time.It moves the cost
to after launch.

Embedded design

You know what to build and need a senior designer inside the team.

  1. try options
  2. test with users
  3. ship and measure

Test, learn, repeat.Nothing ships untested.

None of this is set in stone: how much research and testing you need depends on your team. And the team keeps the habits after I leave: process, design ops and mentoring along the way.

see how I work
Sasha Pleshco, founder of it depends

who’s behind it

a product designer who asks why first

Sasha Pleshco. 9 years a product designer, and I still ask why before I open Figma.

  • based in Chișinău, working with teams across the EU, the UK and the US
  • designed with teams at adidas, Ipsos, Quanos, Salesmsg, Globant, Pentalog
  • community builder at UX Coffee (opens in a new tab), a design community · speaker, mentor, teacher
LinkedIn (opens in a new tab)

what it depends on

  1. on what it really costs to build the wrong thing
  2. on what your users actually do, not what they say they do
  3. on the data you already have, but haven’t joined into one picture
  4. on whether you need more screens, or just someone to ask why

what people say

Mario Nawrath · VP Development, InfoTwin · client
“Thanks to him, we were able to start our development at very short notice.”
Roman Gluck · Senior Product Manager, Globant · same team
“[…] invests a lot of hard work and thought in the research and analysis process […] which always resulted in better and faster results in the later stages”
Elisa Riteau · UX Strategist / Digital Lead · managed Sasha
“one of the most gifted Lead Product Designers I had the chance to work with […] he always makes sure to combine user/customers needs and business goals”
Milena Costa · Senior Director, Product & Digital Transformation · managed Sasha
“He has been the best Lead […] Designer I’ve worked with.”
Paul McDuffee Nevin · Lead UX/UI Designer, Askia – Ipsos · managed Sasha
“His experience, his ability to compromise and willingness to contribute made him a joy to collaborate with […]”
More on LinkedIn (opens in a new tab)

not for

probably not a fit if…

  • you need a Figma operator, with no questions asked
  • you’d like me to read your mind instead of talking to your users
  • every decision needs five sign‑offs
  • speed is the only metric

get in touch

tell me what you’re building

A 60-minute call, no pitch deck. You tell me the problem, I tell you what I’d look at first.

book a call (opens in a new tab)send an email

replies within one working day, from Chișinău