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Semrush App Center is a marketplace for 60+ marketing apps inside Semrush — serving B2C users, B2B partners, and internal teams.
I joined as the founding designer when the product was at concept stage. No architecture, no billing infrastructure, no partner onboarding, no documentation — and a 15**-year-old billing system** that was never designed for anything like this.
Role: Founding Product Designer → Lead Product Designer — Design Strategy, UX, Billing Architecture, Growth
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$4.8M ARR
In the first 2 years after launch
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2,200+
Active paying user in first two years
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$12M+
ARR today, 62% YoY
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$6M+
New revenue channel with a new subscription plan
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Semrush had a large user base but no way to offer third-party tools inside the product. Users wanted more functionality beyond core SEO, and the company saw an opportunity to diversify revenue by turning Semrush into an ecosystem — a curated marketplace where partners could publish apps, and users could discover and buy them without leaving Semrush.
I was responsible for designing this ecosystem end-to-end: from how users find and buy apps, to how partners build and submit them, to how the billing system handles monetization models it was never built for.