About

Designing complexity with elegance

Andy Lurs is the professional name I use as Andrii Liashchuk. Some awards and official product records therefore appear under Andrii Liashchuk or both names.

I believe elegance is not decoration. It comes from understanding a complicated system deeply enough to make it feel simple. In fintech, that means creating clarity and confidence around decisions involving identity, security and money. In consumer products, it means removing friction while preserving personality and depth.

From visual craft to products at scale

My path into digital design began at Creative Mints, where I worked with Mike on UI concepts and creative direction for apps and websites. His mentorship sharpened my eye for composition, visual storytelling and detail. It taught me that polish is not simply a final layer; it is part of how a product communicates.

After two years at the studio, I co-founded Inkration, a game art and design company. We created game visuals, interfaces and interactive experiences for clients including Gameloft, Playtika and other international game companies.

Working in games shaped how I think about interaction, feedback, motion and engagement. Those principles still influence how I approach digital products today: functional experiences should also feel responsive, memorable and alive.

I later co-founded Selecto, a product design and development agency. At Selecto, we have designed digital products directly for UAE government organizations and developed extensive expertise in fintech.

Our work includes Mamo, Hala, Redot and Papel, alongside other recognized payment and financial products across the region. Mamo received an Honorable Mention in Fast Company’s Innovation by Design Awards for User Experience.

We also designed Vodacom TV for African markets, a large-scale entertainment product combining streaming, video, social interaction and community features. Before it was discontinued, the product reached more than five million users.

Selecto has been recognized by Clutch among leading global UI/UX agencies multiple years in a row. As a co-founder and design leader, I helped shape the studio’s approach to turning difficult business and technical challenges into focused product experiences.

Today

Today, I lead design at Tara, where we are creating a non-custodial financial product with the clarity and confidence people expect from modern banking.

I also independently build Plastic, a product for vinyl and CD collectors that combines record recognition, collection management and music discovery.

Tara won a UX Design Award in the Concept category in 2026. The official winner page credits me as Andrii Liashchuk (Andy Lurs), with design by the Tara team.

Tara also received a Red Dot Award: Brands & Communication Design. Plastic received a Red Dot Award: Brands & Communication Design as well.

Although fintech and record collecting may appear very different, the design challenge is similar: understand a complex world, identify what matters, and make it feel natural.

Sharing the work

I have spoken at Product Design Sunday in Lviv, on a program that included a designer from Fjord Berlin, and at Behance Portfolio Review events in Lviv and Dnipro.

I also served as a reviewer at the Dnipro event organized by Tubik Studio. My perspective on design was featured by Lviv IT Cluster in the interview The Big Design Theory.

How can we make something complex feel clear, confident and elegant?