TSB Bank | London

Responsible for delivering service excellence across TSB’s digital products and services, I spearheaded the conceptualisation and end-to-end implementation of pivotal self-servicing capability in the mobile app and web catering to retail customers across all business lines,

I designed and developed a scalable self-service feature in TSB’s mobile app, integrating CMS functionality, live chat, and SSO. On top of reduced calls, boosting engagement, sales and customer satisfaction. The new feature uses an innovative API that enables instant content updates in the native app outside of a mobile release and at no extra cost and has become a key design pattern being scaled across multiple other in-app features.

I played a pivotal role in translating the new Customer Duty FCA regulation into a standardised comprehension testing framework with design guardrails. I trained and coached the design team into adopting the framework ensuring overarching responsibility for upholding TSB’s regulatory standards.

Avon | London

Led the revamp of Avon’s B2C digital platform, live in 24+ countries, enhancing the user interface and optimizing team management features. This improved usability, boosted productivity and supported global business growth while increasing user satisfaction.

I was also responsible for translating the brand redesign to digital. I used this project as a vehicle to secure buy-in from businesses for migration from Sketch to Figma and setting up Avons’s first design system. I carried out the work with the help of a third-party design agency that helped audit all our digital services and take stock of all components. This allowed us to reduce inconsistencies across platforms and create a long-term plan to evolve the design system, streamlining workflow and enhancing collaboration across teams.

After 3 years in Hong Kong I relocated back to London and took a short break travelling through Europe and America.

Duting this time I did a number of freelance projects and a personal project.

AXA Insurance | Hong Kong

I was responsible with defining and building the-end to-end user experience for Axa’s Health Insurance native app and web portal. This involved everything from concept to post go live optimisation: Analysing data and user behaviour to identify friction point and opportunities for improvement, designing and testing new features to drive app adoption and reducing operational costs and producing the hifi design specs ready for implementation

In parallel, I played a key role in facilitating multiple design thinking workshops with senior and C-level stakeholders, ensuring alignment, securing buy-in for design initiatives and advocating for design excellence as the foundation for building competitive products. These efforts catalysed a significant shift in our product development process, resulting in the exponential growth of the design team and the adoption of a robust user-centric development process.

Resource Decor | Hong Kong

Poplar Harca | London

Poplar Harca | London

London Metropolitan University | London

UX Certified | Norman Nielson Group  (UXC1021760 – March 2019 – )
2007 — Present | Multiple design & coding professional courses
2011— 2012 | Digital Media MA @ London Metropolitan University | London
2008 — 2009 | Public Image Campaigns MS @ Transilvania University | Romania
2003 — 2007 | BS Sociology and Research @Transilvania University | Romania