Dias Tuleubay

Design-systemizing and DesignOps-ing
BIG and small

Germany, remote, relocation Open to offers
  • Design System & DesignOps Lead at Bank CenterCredit
    I lead and scale the design system behind every digital product of the bank — business, retail and internal — several brands and subsidiaries included. It runs on Flutter, mPaaS, Swift, Kotlin, React and Angular and serves dozens of product teams and designers and hundreds of developers, from junior to lead
    I lead a team of 4 designers and 6 developers. I rebuilt how the system runs so it no longer depends on individual people: onboarding, the contribution process and documentation work without a gatekeeper. I aligned everyone's expectations in shared processes, so designers, developers and product teams work by the same rules. I brought design and development together and keep Figma and code in sync. I built tools that make the state of the system transparent, so anyone can see where it breaks. Constant feedback changed how teams see us: product designers trust the design system, and developers work with us as equals
    Feb 2026 – Present
  • Staff Designer at Bank CenterCredit
    I extended the system to every platform of the bank: one library and one set of tokens for Flutter, mPaaS, Swift, Kotlin, React and Angular. I rebuilt the token architecture on semantics, so a rebrand or a new brand theme is a token swap, not a redesign. I made knowledge about the system shared: a knowledge base, a contributor guide and simplified docs that people open every day. I automated the routine that used to depend on manual review: Figma plugins now check copy and system coverage in mockups
    Mar 2025 – Feb 2026
  • Design System Owner at Home Credit Bank
    I owned the design system of the mobile app at the only European bank in Kazakhstan: retail banking on Flutter, shared by every product team in the app, with dedicated light and dark modes for premium clients
    I led a cross-functional team of designers, a Flutter developer and QA. I made the state of the system measurable with a health score and adoption rate, so decisions were made on numbers, not opinions: health grew from 0.6 to 0.8 in Figma and 0.9 in code. I set up the contribution model and changelog, ran the first full accessibility audit, launched an update channel and laid the groundwork for a showcase app. The QR payments redesign with the Payments team won the bank's Project of the Year
    Feb 2024 – Mar 2025
  • Senior Product Designer at Home Credit Bank
    I built a web design system from scratch for the corporate site and internal products, on an atomic approach. On top of it I built a modular page builder, so marketing shipped new pages without a designer. Four months later this work got me the design system owner role
    Oct 2023 – Feb 2024
  • Product Designer at Documentolog
    Documentolog is the document management SaaS that holds a monopoly in Kazakhstan: B2B and B2C services, corporate and product sites. The whole company had a design team of two
    I created the company's first design system and rebuilt the design process around it. I owned two major products end to end, from usability testing, personas and user flows to release. I mentored a junior designer
    May 2022 – Oct 2023
  • UX/UI Designer · Freelance
    End-to-end web products for clients: user research and interviews, competitor analysis, style guides and responsive interfaces
    Apr 2021 – May 2022
Design Systems
Design Tokens WCAG / Accessibility Localisation Documentation Adoption Analytics Tech Debt
Management
Strategy Roadmap Governance Stakeholder Management Cross-functional Teams Mentorship Hiring Design Evangelism
DesignOps
Automation Onboarding Community Knowledge Ops Crisis Response
Code
Figma Plugin API Figma REST API Flutter React Angular Mobile (iOS / Android) Python Git
AI
Claude API Claude Code Cursor Figma MCP Vibe Coding LLM LLM Context Prompt Engineering Computer Vision
Tools
Figma FigJam Notion Obsidian Jira Miro Telegram

Design System as a Product

Product teams are my users, and adoption has to be earned, not mandated. I run the system like a product: research their pain, make the right way the easiest one, and let them grow the system with me

Connect, Don't Dictate

A design system works when designers, developers and product people trust each other, not when they follow rules. I create the places where they meet: open reviews, a shared channel, one vocabulary for components. The system becomes a common language between teams, not a rulebook

Fix the System, Not the Symptom

When the same mistake keeps happening, the cause is in the process, not in people. I find that cause and automate the manual part, so the team's time goes to decisions instead of routine checks

Measure What Matters

I tie design system quality to what the business feels: how fast teams ship and how consistent the product is. Decisions follow the data, even when it proves me wrong

  • Design DNA Conference ↗
    Poland · Online · November 2025
    Scalability, efficiency, and inclusivity in design systems — no theory, just real challenges and how we solved them. Shared the stage with Emma Carter, Marcin Śpiewak, Shuaiqi Sun, Laura Fehre and speakers from leading product companies worldwide
  • Demo Day — BCC
    Almaty, Kazakhstan · November 2025
    AI isn't a trend — it's an OpEx reduction strategy. Presented Vitruvium and Sözjan: two in-house tools that shipped, got adopted, and changed how the team works
  • Design Meetup 20 — Product Masters × BCC ↗
    Almaty, Kazakhstan · March 2026
    How AI helps optimize and simplify design work. Walked through real automation wins — from 2h reviews cut to 12 min to Figma plugins that became mandatory team tools
  • Kolesa Design Meetup ↗
    Almaty, Kazakhstan · July 2026
    Invited speaker on building Sözjan, my first Figma plugin — told as "how I did it" against "how it should have been done," step by step. Audience was designers mostly new to AI, so every part of it had to survive without jargon
  • Centra ↗
    Almaty, Kazakhstan · September 2026
    "DesignOps and neural networks" — a 35-minute talk at the design meetup BCC runs for the Kazakh design community. Not what the tools are, but what they grew into: Sözjan into Tıljan, and the Vitruvium checker into a portfolio-wide adoption dashboard. Including the parts that broke. Shared the stage with Bogdan Artemenko (inDrive) and Sergey Mekryukov (Alfa Bank), whose panel closed the day alongside the product design directors of BCC and Kolesa

Ten recommendations on LinkedIn — from the directors who managed me, the designers and developers who reported to me, and the teams next to mine

  • He actively explores AI tools and plugins to optimize workflows and continuously studies modern technologies such as Vercel to stay ahead of industry trends. He’s the kind of leader who not only elevates the product but also pushes the entire team forward
    Miras Ramazanov
    Senior Flutter Developer · March 2026
  • Dias is the rare type of leader who doesn’t just manage processes — he constantly seeks ways to automate and elevate them. His recent work on implementing AI-driven tools for UX Writers and developing a custom Figma plugin has fundamentally transformed our workflow, eliminating hours of tedious manual data entry
    Victor Krivenkiy
    Senior Design Director · March 2026
  • Dias has a unique ability to break down complex problems and make them simple, while his proactive approach leads him to write clear guides and consistently find ways to improve our work
    Dina Kabdoldina
    Design System Designer · June 2025
  • He’s the kind of person who helps the team work better and smarter, showing initiative and responsibility in every task he undertakes
    Olga Tsoy
    Head of Design · May 2025
  • One of the key areas we worked on was enhancing the dark theme across the entire application, and we successfully created and refactored a large number of new and existing components and tokens. His leadership and expertise in this area were invaluable
    Polina Gorkovenko
    Senior Product Designer · March 2025
  • He structured the backlog, maximized designer-developer collaboration, and reduced technical debt tremendously. With his solutions, the design system was scalable, accessible, and of actual use to the team
    Ramziddin Toshmukhamedov
    Senior Flutter Developer · February 2025
  • Thanks to his expertise, we saw improved consistency, faster design-to-development handoffs, and overall smoother collaboration across teams
    Alena Kozlovskaya
    Senior Product Designer · December 2024
  • Thanks to his efforts, the design system has become more user-friendly, and its implementation has accelerated product time-to-market
    Sanzhan Zhaksylyk
    Senior UX/UI Designer · December 2024
  • His systematic approach to thinking and problem-solving brings invaluable clarity and direction to projects
    Aidyn Beisembin
    Senior Product Designer · October 2024
  • As the Product Owner of the design system, Dias led the optimization of the system, making it more streamlined and accessible for designers and developers. His leadership ensured seamless collaboration across teams
    Dmitry Mikhailov
    Head of UX AI · October 2024
  • Training Assistant

    Injury kept me off boxing. Built a computer vision trainer on MediaPipe and Python: tracks body keypoints, counts reps, manages rest, coaches out loud. The goal — remove every reason to skip a session

    PythonMediaPipeComputer Vision
  • Investment Dashboard

    Built a Python script that pulls market metrics via API and syncs broker data — stores history, explains each indicator, tells me when to act. Next: an LLM layer

    PythonAPIAutomationLLM
  • Renovation Second Brain

    Loaded Obsidian with everything about my apartment — electrical, plumbing, ergonomics, renovation mistakes. Now I discuss every decision with Claude instead of guessing

    ObsidianClaudePrompt Engineering
Boxing

I box — when the shoulder cooperates. Hit the gym, watch football, say yes to most active plans. I think better after training. That's the real reason

DJ

I mix in my spare time — not at clubs, for myself. Building a set feels satisfying the same way building a system does: structure, flow, no dead air. Yusuke Yukimatsu is the ceiling I'm reaching for

Guitar

No singing — genuinely no ear for it. But I've got Sadness and Sorrow, the Godfather theme, and enough others to fill a quiet evening

Games

Currently: The Count of Monte Cristo and Cyberpunk's Phantom Liberty. Board games that punish bad decisions — Pandemic, Munchkin. Films where the visual language carries half the story: Ghost in the Shell, Spider-Verse, Son of the White Mare

Your design system needs​ fewer meetings and more tooling? Let's talk

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