# About Andy Lurs

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

Andy is an award-winning product designer, founder, and design leader with 18 years of experience turning complex ideas and systems into products that feel clear, elegant, and easy to trust.

## Designing complexity with elegance

Andy believes 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.

## Career

Andy's path into digital design began at [Creative Mints](https://creativemints.com/), where he worked with Mike on UI concepts and creative direction for apps and websites.

After two years at the studio, he co-founded [Inkration](https://inkration.com/), a game art and design company that created game visuals, interfaces, and interactive experiences for clients including Gameloft and Playtika.

Andy later co-founded [Selecto](https://selectoglobal.com/), a product design and development agency. Selecto has designed digital products directly for UAE government organizations and has extensive fintech experience. Its work includes Mamo, Hala, Redot, Papel, and other payment and financial products.

Mamo received an [Honorable Mention in Fast Company's Innovation by Design Awards](https://www.fastcompany.com/90772252/user-experience-innovation-by-design-2022) for User Experience.

Selecto also designed Vodacom TV for African markets. Before it was discontinued, the product reached more than five million users.

## Today

Andy leads design at [Tara](https://tara.com/), where the team is creating a non-custodial financial product with the clarity and confidence people expect from modern banking.

He also independently builds [Plastic](https://myplastic.app/), a product for vinyl and CD collectors that combines record recognition, collection management, and music discovery.

Tara won a [UX Design Award](https://ux-design-awards.com/winners/2026-2-tara-non-custodial-wallet-meets-banking-ux) in the Concept category in 2026. The official winner page credits designer Andrii Liashchuk (Andy Lurs), with design by the Tara team.

Tara also received a [Red Dot Award: Brands & Communication Design](https://andylurs.com/assets/tara-red-dot-licence-2026.pdf). Plastic received a [Red Dot Award: Brands & Communication Design](https://myplastic.app/label-licence-14-01388-2026BC.pdf) as well.

## Speaking and press

Andy has spoken at Product Design Sunday in Lviv and at Behance Portfolio Review events in Lviv and Dnipro. He also served as a reviewer at the Dnipro event organized by Tubik Studio.

His perspective on design was featured by Lviv IT Cluster in [The Big Design Theory](https://itcluster.lviv.ua/en/itid/the-big-design-theory/).

## Profiles

- [LinkedIn](https://www.linkedin.com/in/andylurs)
- [Threads](https://www.threads.com/@andylurs)