Igor Ushakov

LinkedIn: https://www.linkedin.com/in/igor-ushakoff/

Igor Ushakov co-founded Decker and leads its strategic and operational development. He sets the direction of the product line, owns partner relations, and works with restaurant groups, retail chains and multi-location operators on solutions for multi-location networks and how their screen networks should be structured.

Most of his working time goes to customers rather than to the platform. He studies how operators actually update prices, menus, promotions, wayfinding and internal messaging across locations, and turns those observations into platform requirements. The operating model changes by sector — a hospital waiting area, a school corridor, a hotel lobby, a bank branch, a supermarket aisle and a drive-thru lane all publish different content on different cycles — while the control loop underneath stays the same. The link between an operational problem in a venue and a feature on the roadmap is the part of the company he owns directly.

That link is not abstract. A regional manager who cannot confirm a promotion ran in all forty stores, an operator whose prices reach the screens two days after they change in the POS, a franchise group where head office and a location disagree about who may edit a menu — each of those conversations ends in a specification.

Igor also owns the commercial model. Decker licenses per screen rather than per location or per user, a decision that came from watching operators pay for seats they never filled.

In expert content he covers digital transformation in restaurant, retail, grocery, hospitality, healthcare, education, transport and workplace operations, the economics of running screens across many locations, platform selection for multi-site networks, and the operational effect of automating content updates against a data source.

Igor studied economics, business management, and entrepreneurship. His academic background included marketing, financial analysis, project management, corporate development strategy, and consumer behaviour. He also developed additional expertise in product management, customer development, B2B sales, and user scenario analysis.

That background shapes the questions he asks about any feature: how much manual work it removes, how quickly information reaches a location, and whether the result is measurable on the operator’s side.

It is also why he treats digital signage as an operational instrument rather than a display technology. A screen that shows the right price is not a design outcome; it is a process that used to require someone driving between venues with a USB stick.

Igor has more than 7 years of experience developing technology products for business, with a focus on retail and restaurant operations, workplace communications, and teams spread across sites. His experience includes launching B2B products, analysing customer needs, testing hypotheses against real deployments, building sales, and developing partner channels.

Before Decker he worked on solutions for retail and restaurant brands, which is where the founding observation came from: the screens in those venues were already digital, but the workflow behind them was not.

At Decker he works directly with operators during rollout, determining how a screen network should be structured, which processes are worth automating, and what result the operator should be able to measure afterwards. The sequence he follows is documented in how a rollout runs end to end. Customers he has worked with include Crave Cafe, Burger Shop in Downtown Los Angeles, and Patty Boys — all three run menu and promotion content on Decker today, and all three describe the change in their own words on this site.

Editorial role

Igor’s experience helps the Decker editorial team prepare materials grounded in real operator scenarios rather than in feature lists. He participates in expert review of articles about implementation strategy, return on investment, scaling screen networks across locations, and choosing a platform for a multi-site business.

His review covers the operational and commercial side of those materials: whether the scenario described matches how a venue works, and whether the stated result is something an operator can measure.