Meet Alex

I'm a UX Principal with over 20 years of experience across design, product strategy, and technology. My background spans from frontend and backend development to leading UX for enterprise platforms across industries like retail, logistics, and professional services.

I help product teams and founders turn complexity into clarity — through strategy-led UX, lean research, and collaborative workshops that accelerate alignment and impact.

What I Believe

• UX is strategy, not just UI — Great products emerge from clarity, shared goals, and validating the right things early.
• Design is a team sport — Collaboration and facilitation are just as important as pixels.
• Every product is a system — From workflows to analytics, everything contributes to experience.

What I Do

I work with startups, scale-ups, and enterprise teams to:

• Facilitate product discovery and alignment workshops
• Conduct UX audits to uncover usability and growth opportunities
• Design, prototype, and test new ideas
• Help teams scale their UX practices and decision-making

Background Highlights

• Led UX for enterprise supply chain tools across 30+ countries
• Proposed twice for Product Manager roles due to strategic contribution
• Passionate about analytics, behavioral data, and design that drives outcomes
• Experience with GA4, GTM, CRO, accessibility, and design systems
• Based in Romania, working globally

Let’s connect

Want to talk product, research, or design strategy?
Book a free discovery call or reach out via email.