I'm the best
Everyday actions, reframed as reasons to feel proud.
You did more than you think
I wanted to help people recognise the value in everyday actions. For Yandex Browser, that became two connected experiences: 16 personal achievements based on browsing interests, and an AI editor that reframed ordinary activities as small victories.
Recognition inside the product
I developed the concept, user flow and copy, including the achievement system in Russian and English. The achievements experience recorded 22.2 million visits and 323,000 useful actions in the project review.
An idea tested with people
With a psychologist, we staged a filmed experiment with ten participants, looking for moments of recognition in their own stories. I wrote the scripts and shaped the campaign across the product, film and outdoor advertising. The separate “I’m the best” campaign recorded 38.2 million visits and one million requests to the Neural Editor.