About Alexandru
🤝 For the past 4 years I've been empowering product teams in improving B2C & B2B SaaS products in e-commerce, aviation and digital reality. With a diverse background in Product Design and Architecture, I solve user problems and craft intuitive, accessible, and data informed digital experiences. I embrace simplicity in design, turning complex challenges into seamless solutions from concept to launch.
English
Native or bilingual
Spanish
Conversational
Can work on-site
Barcelona (up to 20km)
Experience
- Orange Cap StudioCo-Founder/Product DesignerDIGITAL AND ITJuly 2025 - Today (11 months)Barcelona, SpainOrange Cap Studio is a human-centred product and AI design studio.• We help businesses design, launch and grow digital products that are simple, human and accessible.• MVP & product design• Branding and visual identity that reflects your vision• Web & app design that’s intuitive, accessible and human-focused
- BuyapowaProduct DesignerE-COMMERCEFebruary 2023 - February 2024 (1 year)London, United KingdomBuyapowa is B2B2C SaaS reward marketing platform allowing brands such as HSBC, Vodafone or Red Bull to build and manage their referral, affiliate, and incentive marketing programs.• Identified and resolved pain points in campaign creation and publication to improve user experience, including simplifying copy and content. This achieved a 35% reduction in usability support tickets, saving £1.3k a month in labour costs.• Crafted a reward payout dashboard, providing users with in-depth analytics on campaign performance over time. Visibility of this performance enabled customers to better manage their campaigns, increasing 30 day retention and ARR by £60k.• Rebuilt the reward fulfilment experience, surfacing tracking of reward redemption to customers. Self serving this allowed independent investigations of user queries, decreasing support tickets by 20%.• Led the evolution of an in-house design system to implement UI & UX best practices, consistent branding, responsive layouts and WCAG 2.0 AA compliance with shared components.• Utilised storytelling to build buy-in with stakeholders navigating trade offs between feature enhancements and feasibility, collaborating to understand key priorities and maintain alignment.• Enhanced campaign functionality to support multiple use cases through API integrations, expanding the reward offering for customers. This enabled over 2,500 reward types for new campaign creation.• Refined user-centered research processes, including introducing Maze usability testing for faster insight. Utilised rapid prototyping in Figma to validate designs, and get feedback on engineering feasibility.• Facilitated design thinking workshops, user journey mapping and concept sketching. Leveraged agile methodologies and collaborated with cross functional teams. Demonstrated pragmatism and flexibility throughout ideation process
- Bliss AirwaysProduct DesignerTRAVEL AND TOURISMDecember 2021 - January 2023 (1 year and 1 month)London, UKFreelance at an Airline booking provider, web experiences, B2C.• Conducted competitive benchmarking, surveys and user interviews to understand needs and pain points in flight booking experiences. Iterations included the elimination of third-party intermediaries and reduced steps to book. This ensured clarity and accessibility, increasing conversion of task completion by 30%.• Carried out UX research, identifying the importance of brand & identify recognition on customer trust. Analysed quantitative data to support data driven design, and recommended ordering of flight search results which reduce time on task by 17% and improved user satisfaction.
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Education
- AI for Designers , Human Computer InteractionThe Interaction Design Foundation2025AI for Designers , Human Computer Interaction
- Professional Diploma in UX Design, Web Page, Digital/Multimedia and Information Resources DesignUX Design Institute2021Professional Diploma in UX Design, Web Page, Digital/Multimedia and Information Resources Design