[ Selected work ]
Real estate — Featured
A premium real-estate platform defined from the ground up. When the client seized a new opportunity and pivoted the product two weeks before launch, I re-anchored the whole thing around verified brokers — and still made the date.
Live · a trust-led product, built under pressure
E-commerce
Unvinpezi.ro
A curated wine shop with a premium membership model. I owned its UX for more than fifteen years, across three business-model shifts.
+44.4% conversion · paid campaigns sales doubled
Fintech
Salt
A Romanian challenger bank built to compete with Revolut. I created the onboarding flow for its freelancer vertical and the campaign landing concepts.
Onboarding is where a bank earns or loses trust
Media · Finance
Profit.ro
A business and financial news platform. I ran the UX research and design review, and oversaw implementation.
2× page impressions
Fintech
123credit
A loan-marketplace SaaS. I ran a heuristic evaluation and a pre-launch design review of the credit journey.
Three risks caught before launch — conversion, compliance, cost clarity
Media
News.ro
A national news wire. I ran the UX research and design review, and oversaw implementation.
+20% page impressions · breaking news became unmissable
Consumer finance
Cetelem
A consumer-finance lender. I built and ran usability tests on early prototypes of the new website.
Tested before the build, not after
E-commerce · Delivery
Tazz.ro
A food-delivery platform, later acquired. I led the redesign — from a heuristic evaluation through heavy stakeholder iteration to launch.
From local player to successful acquisition exit
Telecom
YOXO
A digital-native challenger telecom brand. I ran a heuristic evaluation of new-client onboarding and proposed fixes in wireframes.
Challenger-brand onboarding UX
Media · Local
Bucharest.ro
A curated local-discovery platform for the city. I took it from idea to launch: research, content strategy, IA, wireframes, design review, implementation, and SEO.
Organic traffic target hit in under six months
Mobility
UpPark
A parking product for drivers using public spaces. I created the wireframes and the design review.
Wireframing & product structure
[ Capabilities ]
The short version of a CV: what I do, and the real projects that show it.
Business translation
turning a founder’s vision into requirements a team can build
acasa.ro · 123credit · Tazz.ro · Bucharest.ro
UX and flow review
finding the friction in a journey and showing where and how to fix it
acasa.ro · Unvinpezi.ro · Salt · Profit.ro · 123credit · News.ro · Tazz.ro · YOXO · Bucharest.ro · UpPark
Discovery and research
finding what’s really going on before anyone designs or builds
acasa.ro · Salt · Profit.ro · 123credit · News.ro · Cetelem · YOXO · Bucharest.ro
Product strategy and prioritisation
deciding what to build, and in what order, against real business goals
acasa.ro · Unvinpezi.ro · Tazz.ro · Bucharest.ro · News.ro · Profit.ro
Stakeholder alignment
getting management, marketing, content and development pointed the same way
acasa.ro · Profit.ro · Tazz.ro · Unvinpezi.ro · News.ro
Wireframing and product structure
giving design and development a clear, buildable blueprint
acasa.ro · Unvinpezi.ro · Salt · 123credit · YOXO · Bucharest.ro · UpPark
Delivery coordination
steering the work from concept through launch without losing the thread
acasa.ro · Unvinpezi.ro · Profit.ro · News.ro · Tazz.ro
Market sensing
reading the commercial landscape so the product stays relevant
Tazz.ro · Bucharest.ro · YOXO · Orange.ro
Defect resolution
clearing usability problems that quietly cost trust and conversion
Unvinpezi.ro · Cetelem
Retention optimisation
keeping users coming back through feedback, segmentation and behaviour
Unvinpezi.ro