Alexandru Adam

Led design initiatives at 123FormBuilder, driving product enhancements that positively impacted thousands of users and enterprise clients within a continuous discovery framework.

• Drove design for over 10 key initiatives, significantly impacting thousands of monthly active customers and hundreds of enterprise clients by enhancing product-led, continuous discovery.
• Resolved critical usability issues and optimized core user flows, directly improving product adoption and feature value recognition through close collaboration with PMs, researchers, and engineers.
• Spearheaded end-to-end design processes, from problem framing and competitive research to iterative visual design and high-fidelity prototyping, ensuring user-centered solutions.
• Orchestrated and led comprehensive usability testing and discovery interviews, translating insights into actionable design improvements that enhanced user experience.

Collaborated within a two-person design team at Youni to shape product strategy and deliver new features, enhancing key user flows and mobile responsiveness.

• Contributed to product strategy and decision-making within a two-designer team, effectively communicating design rationale to business and marketing stakeholders.
• Conducted comprehensive usability tests, extracting key findings that led to significant improvements in pupil onboarding, personalized recommendations, and consultant communication flows.
• Designed and delivered new features, including flows, wireframes, and high-fidelity screens, ensuring platform responsiveness for mobile through agile collaboration with an in-house development team.

Led a redesign project for The Michelin Guide, focusing on enhancing user experience and accessibility for restaurant discovery and booking.

• Conducted comprehensive user research, including usability testing, quantitative surveys, persona development, and journey mapping, to extract actionable insights for redesign.
• Analyzed competitor platforms to identify best practices and inform feature and content improvements for the redesign initiative.
• Developed and implemented a new user flow that resolved critical usability and accessibility issues related to finding and booking desirable restaurants on the platform.

Developed an educational app concept for StudentSide, focusing on enhancing collaboration and remote learning for 5th-8th grade students and teachers.

• Executed in-depth interviews and desk research to identify digital tool opportunities for enhancing collaboration and socialization among gymnasium pupils beyond the classroom.
• Performed competitive analysis and developed detailed user personas and empathy maps to guide the strategic design of the educational application.
• Designed intuitive sitemaps and a streamlined onboarding flow tailored for 5th-8th grade student users, improving accessibility and engagement.