Alexandra Gurita
Verified Expert in Design
Designer
Brussels, Belgium
Toptal member since October 5, 2020
Alexandra is an award-winning product designer with over 10 years of experience, specializing in user experience and product strategy. She worked with companies such as Google, Adidas, Amsterdam Municipality, and Erste Bank (BCR). Her expertise ranges from designing complex web products to developing UX strategies for products that require a touch of AI. Alexandra is an excellent communicator, making her very easy to work with.
Experience
- Prototyping - 10 years
- UX Design - 10 years
- Figma - 8 years
- Wireframing - 7 years
- AI Design - 6 years
- Product Design - 5 years
- Enterprise SaaS - 4 years
- UX Research - 3 years
Portfolio
Work Experience
Principal UX/Product Designer
UiPath
- Identified problems and improved the experience of the main flows in the leading platform of RPA management of automation and other AI-driven products.
- Implemented best practices in UI design, including consistent branding, responsive layouts, and effective use of color and typography.
- Enhanced user experience through data-driven insights: leveraged data analytics and user feedback to identify pain points in the user journey and optimize the user experience.
- Adapted the existing platform to the new design system guidelines.
- Designed and implemented a user-centered design process: ensuring that user needs and feedback were integrated into the product development lifecycle. This included conducting user research, creating user personas, and performing usability testing.
- Conducted user testing to improve the journey of potential clients to the company's RPA solutions.
- Developed user interfaces: intuitive, visually appealing, and easy to navigate, resulting in improved user satisfaction and reduced user friction.
- Used tools like heat maps, A/B testing, and user behavior analysis to make data-informed design decisions and continuously iterate on the product.
- Streamlined complex AI interactions: successfully designed and simplified complex AI interactions, making them more understandable and accessible to users with varying levels of technical expertise.
- Developed innovative solutions to present AI-generated insights and recommendations in a user-friendly manner, improving user engagement and adoption.
Senior UX/Product Designer | Workshop Facilitator
Innovating Society
- Facilitated creative development in technology companies using a methodology focused on research and prototyping.
- Assisted clients in discovering new opportunities for growth through a human-centered approach.
- Found the perfect product-market fit through user research and product validation.
- Facilitated workshops to help companies develop ideas to solve real user needs.
- Managed client relationships and expectations by providing solutions that benefit the client and their users. Clients included early-stage startups and established companies.
- Improved product accessibility and inclusivity: advocated for and implemented accessibility best practices to ensure that the product was usable by a diverse range of users, including those with disabilities.
- Conducted accessibility audits, adhered to WCAG guidelines, and incorporated assistive technologies to provide an inclusive experience.
- Conducted user research and usability testing: conducted user interviews, surveys, and usability tests to gain deep insights into user needs, behaviors, and pain points.
UX/Product Designer
TeleportHQ
- Delivered experiences from product strategies to interface improvements for an AI-integrated feature.
- Collaborated with the product manager and engineers to contribute to the design vision, product strategy, and features roadmap.
- Conducted user studies and focus groups for UX research to understand usability issues and fix them accordingly.
- Enhanced the experience and overall design of a digital product used by many users, including designers and developers.
- Prototyped rapidly in various fidelities to iterate ideas and validate them quickly for an MVP.
Product Designer
UNstudio
- Bridged the gap between product design and digital computation by developing multiple projects across domains such as healthcare, the future of workspace, or travel.
- Conducted multiple ideation group sessions or design thinking workshops.
- Researched activities, which included competitive/comparative analysis, user focus, user interviews, social media, and content analysis. Oversaw project management.
Freelance UX/Digital Designer
Zamira Agency
- Managed 20+ projects from start to end, working directly with the clients to develop an idea for a final product.
- Delivered multiple interactive prototypes for both web and mobile apps.
- Created various new (or improved) design systems for better accessibility and custom web components.
Digital Designer
Freelance
- Designed and led the process of creating digital products from idea to implementation for more than 10 projects.
- Developed a brand and style guide for each project.
- Led ideation workshops with clients to get from an idea to a brief.
Education
Elements of AI in Artificial intelligence
The University of Helsinki - Helsinki, Finland
Master's Degree in Digital Design
Amsterdam University - Amsterdam, Netherlands
Certifications
Human-centered Design
IDEO
Design Thinking Facilitation
Design Thinking Academy Amsterdam
Product Design: The Delft Approach
TU Delft
Skills
Tools
Zeplin, Adobe CC, Adobe Experience Design (XD), Sketch, Miro, Jira, AI Tools, Claude, Adobe
Platforms
Figma, WordPress, Messenger Bots, Mobile, iOS, Webflow
Industry Expertise
Education, Banking & Finance, Technology
Other
Product Design, Digital Product Design, Human-centered Design (HCD), Design Thinking, Product-market Fit, Wireframing, Web App Design, Prototyping, UI Design, UX Design, Platform Design, Web Design, User Flows, SaaS, Websites, Visual Design, User Experience (UX), Conceptual Design, Dashboards, SaaS Design, User Interface (UI), Responsive Web Design (RWD), UX Review, UX Workshops, B2B, User Journeys, Workshops, Design Workshops, Software Design, Software as a Service (SaaS), Agile, Design, High-fidelity Prototypes, UX Architecture, AI-assisted UX, Human-computer Interaction (HCI), UX Research, Interaction Design (IxD), Notion, Workshop Facilitation, System Design, Artificial Intelligence (AI), Design Systems, Fintech, Mobile Design, AI Design, Explainable Artificial Intelligence (XAI), Interviews, User Research, Design Sprints, Landing Page Optimization, Landing Page Design, Discovery Workshops, Stakeholder Interviews, Ideation Workshops, Design Leadership, Complex Application User Interfaces (UI), Enterprise SaaS, Customer Experience Management, Chrome Extensions, Brainstorming, Presentation Design, Strategy, Learning Management Systems (LMS), Web UI Design, App UI, Information Architecture (IA), Creative Direction, Iconography, Landing Pages, Mobile UI, iOS UI Design, Chatbot Conversation Design, Robotic Process Automation (RPA), Web UX, App UX, Innovation, Microinteractions, Educational Platform Design, Login Screens, Navigation, Web UX Design, Private Banking, Business, Business Model Canvas, Mobile App UI, Digital Innovation, Innovation Management, Bots, Sports Websites, Messenger, Facebook, Chatbots, Live Chat, Shopping, Online Shopping, Revenue Management, Task Flows, Webinars, Learning, Active Learning, Facilitation, Mobile UI Design, Developer Relations, Machine Learning, Drawing, Apps, Toys & Children's Products, Kids, Illustration, Videos, Framer, UX Prototyping
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