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InAppStory content is created and reviewed by people who work closely with mobile app engagement, in-app communication, gamification, product strategy, content production, and platform development.
Our authors turn product knowledge, customer cases, market research, and hands-on campaign experience into practical articles for product, marketing, CRM, and growth teams.
This page introduces the people behind InAppStory content and explains their areas of expertise.
Vlad Lastovsky is the CEO of InAppStory and an expert in in-app communication, mobile app engagement, and interactive content for enterprise apps.
He has 13+ years of experience in content and in-app communication. At InAppStory, he has helped launch and scale in-app communication for brands such as Carrefour, Leroy Merlin, Papa Johns, OTP Bank, Careem, Deezer, Metro, and other leading companies.
Vlad regularly participates in international conferences and writes about visual engagement, gamification, mobile app communication, and how product and marketing teams can use in-app formats to influence user behavior.
Paul Murkin is the Chief Technical Officer at InAppStory. He leads the platform’s technical architecture and helps shape solutions that work for both business and engineering teams.
Paul has 15+ years of experience in software development and 10+ years of experience leading engineering teams. His expertise covers product architecture, SDK implementation, mobile and web integrations, infrastructure, scalability, and enterprise technical requirements.
At InAppStory, Paul contributes technical expertise to topics related to SDKs, platform integration, deployment options, performance, security, and the engineering side of in-app communication.
Karina Popova is an InAppStory author with 8+ years of experience working with digital products, customer communication, service processes, and business content across software, SaaS, mobile technology companies, aviation, and travel.
Her work focuses on explaining how brands can communicate with users more clearly inside digital products: through onboarding, stories, in-app messages, interactive content, gamification, and other app-based engagement formats.
Karina writes about mobile app engagement, in-app communication, and customer experience at InAppStory.
Sophie Kuzmina leads InAppStory’s Creative Studio, the team behind story concepts, visual content, game mechanics, and interactive campaign materials for clients.
She has 7+ years of experience creating texts, designs, and content for business apps, with a strong focus on in-app stories and gamification. Sophie built a team that delivers content for dozens of partners and led the creation of InAppStory’s Figma UI kits for stories and games.
Sophie contributes expertise to topics related to story content, creative production, gamification mechanics, interactive formats, and campaign ideas for mobile apps.
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