A DESIGN LABORATORY
We design digital products and brands
We design products.
We craft brands.
We tell stories.
DESIGNER AT POIESIS LAB
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xExchange — Redesigning the most used product of MultiversX
ROLE PRODUCT DESIGNER
PLATFORM WEB
TYPE 1 → N
As a Product Designer at MultiversX Labs, I redesigned the xExchange experience under Radu Ceuca's supervision. Our analysis of over 1,500 survey responses found that solving all problems required a complete redesign.
We launched xExchange v3 after nine months, featuring a new design that simplifies user flows. We've reduced the time to main actions from over 10 minutes to about 20 seconds, and users can now complete actions in 1 click instead of more than 10.
Enhanced the mobile experience after questioning 1,500 people
The mobile experience was broken, with users losing tens of minutes due to poor usability. I gathered over 1,500 responses from our community and proposed a full redesign. After 2 months, I designed a new experience for the portfolio page, reducing the time required to complete the previous tasks to a few seconds.
Designed a modular component to fix the fragmented experience
The experience of sending funds from other networks was fragmented across many applications. I proposed a modular component that integrates all of them. After 1 month, the component was integrated into multiple applications, enabling seamless fund transfers from other networks, digital currency purchases, and deposits.
Improving the usage of key features by over 22%
Clicking through an app for minutes to find the feature you need, but couldn't find it? It can be frustrating. I proposed a novel solution for web3 applications at the time: a search component with shortcuts to all features. This module enhances discoverability, allowing users to navigate seamlessly across screens with a single click or keyboard shortcut.
Eclipse and Axis — A story that embeds the unity of family
ROLE CONCEPT DESIGNER
PLATFORM PHYSICAL
TYPE CONCEPT
This project explored how digital storytelling and physical craftsmanship can merge into a meaningful product experience. I contributed to the conceptual design and experience narrative, focusing on symbolism, form, and emotional value rather than mass production. The rings were designed by the Contemporia team.
The concept
We usually listen to stories that others tell. Friends, authors, marketers, religions, brands, everyone wants to hook our attention with a story. We are more inclined to buy things, spend money, and believe in something if we hear a story that resonates with us.
Given the power of narratives, why not create a story for my family? A story that would bind my partner and me for the rest of our lives. A story embedded in the engagement ring that acts as a daily reminder, everywhere we are.
The process
The diamond is held in three points, symbolizing the Holy Trinity, which is the anchor of our characters and values. Positioned between two rings, it represents the significant growth opportunities that arise during our low moments and the positive experiences we encounter during our highs.
Seen from a lateral perspective, the rings resemble a house, reminding us that wherever we go together, we are at home.
The result
The three jewels were masterfully designed by the Contemporia team, and now act as a daily reminder of our commitment and values.
xFabric — Designing a web3 OS ahead of it's time
ROLE CONCEPT & PRODUCT DESIGNER
PLATFORM WEB
TYPE 0 → 1
As a Product Designer at MultiversX Labs, I designed the concept of xFabric, an operating system ahead of its time. It was a collaborative experiment designed with Radu Ceuca and Mihai Evoiu.
MANAGE MEMBERSHIP TIERS
MANAGE DIGITAL GOODS COLLECTIONS
MANAGE APPS YOU NEED TO RUN YOUR BUSINESS
ROATA — Designing a new economy for local communities
ROLE PRODUCT & BRAND DESIGNER
PLATFORM MOBILE
FROM 0 → 1
Roata started as a vision to reconnect people with local makers and small producers. I translated this vision into a mobile application and brand, owning both the UX strategy and the visual identity. I defined the application's information architecture and brand language.
The name
Collaboration, trade, and the love for Romanian goods and services are the heart of the concept. Roata means a new economy. A place where people meet and buy or trade their goods and services.
The concept
The logo is the visual representation of the new economy of those small communities. A visual representation that connects everyone in a circular economy, where people collaborate and trade their goods or services.
The application
The place where craftsmen, artisans, designers, and people who look for those kinds of products didn't exist. Roata has resolved this issue and now serves over 10,000 Romanians who produce something or search for local goods.
DORALY — Designing e-commerce for Romanian merchants
ROLE FOUNDING PRODUCT DESIGNER
PLATFORM WEB & MOBILE
TYPE 0 → N
I joined Doraly early and helped define the product experience from the ground up. I led end-to-end design across web and mobile, from discovery and UX architecture to UI, and a scalable design system. I built a component library to support multiple apps and rapid iteration for both designers and developers. I collaborated closely with engineering to balance business goals, performance, and feasibility.
The problem
After 30 years of renting spaces to over 10,000 merchants, Doraly decided to create its e-commerce. Their primary goal was to enable merchants to sell products online.
We had two major challenges. First, we faced a logistical challenge of delivering packages to customers from multiple hubs across Romania. Second, the company's business model relied on reducing prices as product quantities increased, thereby complicating the user experience.
Visual and design system
As with any new business, Doraly aimed to build the "Amazon of Romania" without any online presence before. After a few weeks of discovery sessions, we had a product strategy. All teams, including logistics, customer support, finance, and marketing, participated in discovery sessions, interviews, and UX audits.
The design system, visual language, and application ecosystem have been built from scratch, resulting in over 200 reusable components used by developers across three apps.
Outcome
In the first three years, the marketplace sold products to over 100,000 customers, generating over $5M in revenue. During this period, I tested multiple versions for sign-in, product page, cart page, and checkout.
I used analytics tools and user research to improve the user experience. I increased the conversion rate by 25%, decreased the abandoned cart rate by 40%, and increased user retention by 20%.
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