PORTFOLIO
These are a testament to my passion and strong entrepreneurial drive. I strive not to be limited to a single role and to seek the balance between: the needs of the user, the requirements of the business, and the realities of the market.
Process & Method
01. Strategy & the 0→1 Process
• Double Diamond: separating the problem space from the solution space;
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• Assumption Testing (RAT): identifying and testing the "riskiest assumption" (desirability, viability, feasibility) before any high-fidelity work;​
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• Design Sprints: used to align stakeholders and for validating concepts in a compressed timeframe;
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• Lean UX: prioritising outcomes over deliverables and using "build-measure-learn" to minimise waste;
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• Forensic UX: employed to evaluate competitors and audit existing processes, a vital component of my relentless research methods;
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• The Cupcake MVP: delivering a small (yet complete) delightful experience to test value and function;​​
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02. Design Justification
• NNG Heuristics: focusing on visibility of system status, error prevention, and user control (e.g the "Undo" button);​
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• Gestalt Principles: used in UI design to organise complex data without adding visual noise;​
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• Cognitive Load: applying progressive disclosure (showing info only when needed) to maintain focus in complex workflows;
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03. Business Impact & Metrics
• HEART Framework: using Happiness (satisfaction), Engagement (usage), Adoption (purchases), Retention (churn), and Task Success (efficiency) to measure UX health;​
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• North Star Metric: identifying the one key action that represents core product value (e.g., "Files Found" for Showpad);
**I have created a document that is best suited for professionals interested in deep-diving into my method & origin.
This is a documentation that showcases my process and learning from a pre-AI & pre-Figma era (2013-2019).
Expertise & Drive
Beyond punctual UX, I enhance innovation through appropriate stakeholder alignment and internal procedural improvements (UX Ops). I make a seat at the table, no matter the role, and ensure the necessary expertise is delivered to drive tangible results. For this to be effective, gaining operational knowledge and product clarity are my number one priorities for the first 30 days.
Product-Market Fit
Excellence
Data-driven Ideation & Validation
Documentation & Procedural Improvements
Product Consultancy
An examination of the UX & Product Consultancy offered, focused on: documentation, process, and results.
MetaBeta
Context
Metabeta, a service that facilitated an ecosystem for investments in startups, hired me as Product Consultant. This assignment entailed a flow revision from the perspectives of the startup founder & investor. The main barrier was the market relevance of the provided service as compared to prospective competitors, given the complexity of the investment process.
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Outcome
The outcome of my validation analysis resulted in the organisational decision to close down the company due to its inability to compete within the market.
stiri bazate
Context
stiribazate, a news outlet dedicated to emerging journalistic voices, reached out to their community of followers for assistance in creating their own website (being an Instagram-only outlet). I stepped in as a Strategic UX Lead to consult on this project.
Outcome
I have leaned on product research and on crafting the strategy they needed for this service, focusing on Growth Design principles. I mentored junior designers, eager to affirm themselves with a real project, stepping in only when necessary to unblock them and ensuring they are supported in this endeavour.
strazi pentru oameni
Context
I joined "strazi pentru oameni" (an NGO focused on accessible cities for people) as an Advisory Board Member to redraw their entire digital presence. In a field as rigid as urban planning, the design concept features rigid rectangles that are invaded by playful art & chalk-like children's drawings on asphalt, meant to shatter this hypothesis and inspire people to have more of a direct impact on their cities.
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Outcome
This intervention went beyond the wrapper, resolving outstanding issues such as adequate donation portals, handling onboarding, showcasing activity reporting, and tracking visitor interest.
Projects & Businesses
Examining two 0 →1 projects: • a B2B travel service; • a G2C AI-driven city-hall app;
Corporate Work
Two corporate cases for: • a data-heavy set of financial analyst tools; • a sales enablement SaaS platform;
