I’m Dorian Tireli. 15+ years designing products inside fast-moving startups — not alongside them.
Founder-led. Senior-only execution. AI-native from day one.
Who I Am
Not an agency. Not a freelancer. Something sharper.
Poplab is me, Dorian — a product and UX design operator who has spent 15+ years embedded in SaaS companies, AI products, and early-stage startups across Europe and beyond. I don’t manage juniors or run client accounts. I work directly with founders on problems that actually matter: activation, conversion, retention, time-to-aha.
I’ve helped pre-seed founders build investor-grade products in under two weeks. I’ve helped Series A teams compress feature design cycles from 8 weeks to 5 days. I don’t sell hours, decks, or vibes — I sell validated output tied to metrics your board will recognize.
Why founders choose this over a traditional agency
- You talk directly to the person doing the work. No account managers, no junior handoffs, no context lost in translation. One senior designer, full accountability.
- AI-native execution. I use AI to compress research, iteration, and prototyping cycles so you get more signal faster with less spend — without sacrificing quality.
- Every decision is metric-driven. Activation. Retention. Conversion. Time-to-value. If a design choice doesn’t move one of those numbers, it doesn’t ship.
- Startup speed, not agency pace. High-velocity sprints. Weeks, not quarters. I work to your roadmap, not mine.
- Honest feedback. If your idea has a UX problem, I’ll tell you before engineering commits resources to it — not after.
One lead. Elastic capacity. No bloat.
You might wonder if one person is enough for your roadmap. Fair question.
I’m your strategic lead and primary designer on every engagement, start to finish. When a project needs more hands — dev, copy, brand, motion — I pull in a trusted network of specialists I’ve worked with before. No onboarding drag. No quality roulette. No inflated team you’re paying to manage.
You get single-owner accountability with the flexibility to scale. Nothing bloated, nothing brittle. Just the right people for the right problem, assembled fast.
This is a good fit if…
- You’re a pre-seed to Series A founder building an AI or SaaS product
- You need design that validates direction before engineering commits
- You’re tired of agencies that optimize for aesthetics instead of traction
- You want a partner who understands burn rate, product-market fit, and why your onboarding flow is costing you activation
- You value speed, directness, and honest feedback over endless options and design theater
This is not a fit if you’re looking for a large team, unlimited revisions, or someone who will tell you your idea is great without checking the data first.
Let’s talk about your product.
20 minutes. Free. No pitch deck. Just a direct conversation about where you’re stuck and whether Poplab is the right partner to get you unstuck.