Daniel Mitev is a UX strategist, product designer, and founder of TrueForm.
For the past 16+ years, he has been helping teams make better product decisions. Sometimes that means strategy. Sometimes systems. Sometimes fixing the thing everyone has been politely avoiding.
His work sits around UX, product thinking, brand, design systems, and AI-driven workflows. The common thread is simple: make products clearer, smarter, and more useful.
He holds a PhD in UX from the Technical University of Sofia, which is useful for sounding credible on stage and slightly inconvenient when someone asks for a “quick opinion.”
Today, Daniel works with startups and scaling companies on the parts of design that happen before the nice screens. The problem framing. The product logic. The system behind the interface. The decisions that make everything else either easier or painfully expensive.
He also mentors designers, speaks at events, and writes about the changing role of design in an AI-shaped product world.
Main topics:
- UX strategy
- Product thinking
- AI-driven design
- Design systems
- Creative direction
- Decision quality
His current obsession: what happens to designers when execution gets easier, but taste, judgment, and clear thinking become harder to fake.