Anina Lambrechts
Verified Expert in Design
Designer
Lima, Callao Region, Peru
Toptal member since October 19, 2022
Anina is a UX strategist and complex problem solver with more than a decade of experience in design and technology. She works with startups and large companies to identify, validate, and align business and user goals to build impactful product experiences. While she teaches junior and transitioning designers, she educates herself in behavioral design to help businesses make products that matter.
Experience
- User Conversion - 10 years
- UX Analysis - 8 years
- UX Design - 8 years
- Usability Testing - 8 years
- UX Strategy - 8 years
- User Psychology - 8 years
- UX Leadership - 6 years
- Behavioral Design - 5 years
Portfolio
Onboarding for a Mobile Device Management Platform
Work Experience
Senior Product Designer
Sayari Labs Inc.
- Researched and applied human behavioral principles to AI product decisions, specifically around trust calibration, cognitive friction, and incremental automation. Worked at the intersection of how humans make decisions alongside AI.
- Synthesized user research and stakeholder needs into clear experience priorities, guiding product teams on usability and adoption.
- Delivered high-impact workflows that reduced user friction in risk investigation and improved decision-making speed.
Product Design Strategist | Founder
Ten Slash One
- Developed the strategy and aligned business and user decisions to inform solutions.
- Worked with clients across startups and larger businesses in different industries, including digital health, SaaS, fintech, eCommerce, and edtech.
- Implemented UX design, user research, behavioral frameworks, design thinking methodologies, usability studies, and UI designs.
- Collaborated with various stakeholders and facilitated workshops to identify problems and requirements.
- Managed designers remotely and reviewed and guided conducting one-on-ones.
Service Designer
Yara
- Created a value proposition fit assessment on their legacy products and how to incorporate it into their current solutions.
- Conducted and collated insights from stakeholder interviews with business, agronomists, sales, and marketing teams.
- Presented and collaborated with the core delivery team to support the portfolio decision-making.
UX Strategist and Lead
Majid Al Futtaim
- Defined the self-service kiosk for users to purchase and print their tickets in the mall of Dubai.
- Scoped and defined requirements for sprint planning alongside the experience manager and UI designer.
- Conducted industry research to implement experiences ergonomically following accessibility principles and standards.
- Calculated the physical kiosk dimensions and anatomical biology to identify the comfortable touch areas to be implemented.
- Mapped out the information architecture (IA) and user flows to improve scalability.
- Designed wireframes and wire-flows to guide the UI implementation and testing.
UX Lead
Majid Al Futtaim
- Designed the web and portal experience for an award-winning indoor ski park in Dubai and Abu Dhabi.
- Built experiences for users enrolled in ski school, pre and post-online ticket purchasing, legal waiver, and account management.
- Gathered business, content, and product requirements to align business and user decisions.
- Created how might we (HMW), jobs to be done, and three user personas based on customer and marketing research data.
- Developed responsive wireframes for web and mobile experiences, closely collaborating with the UI and motion team.
- Led planning and strategy for the app onboarding team and guided the app team in delivering the entire experience.
UX Educator
UX Training
- Taught UX design, user research, and design thinking, equipping students with practical examples.
- Helped a product manager, transitioning designers, and junior designers navigate the field of UX.
- Prepared and created class material, assessments, and capstone projects.
- Evaluated virtual and written projects and assignments.
UX Consultant
Mobile Guardian
- Implemented strategies and principles to improve technical educational software for mobile device management used by international private and public schools.
- Collaborated with design, engineering, marketing, CEO, and head of product to equip the team with UX best practices.
- Gathered qualitative insights data from Hotjar and user surveys from existing and new users, which informed two user personas.
- Analyzed and evaluated the current product usability while identifying emotional behaviors, pain points, opportunities, and priorities.
- Designed wireframes and guided the UI designer to implement and develop the design system using tokens.
UI/UX Designer
Freelance Clients
- Worked with agencies on different projects, clients, and industries.
- Gathered requirements from clients and conducted kick-off meetings to scope projects.
- Delivered wireframes and UI designs for clients based on business requirements.
Education
Bachelor of Arts in Socio Informatics
University of Stellenbosch - Stellenbosch, South Africa
Certifications
Product Psychology
Growth Design
Growth Design
GrowthDesigners.co
Behavioral Analysis
Aim for Behavior
Behavioral Economics
Irrational Labs
Presenting Your Work with Impact
University of Leeds
Essential Skills for Your Career Development
University of Leeds
Collaborative Working in A Remote Team
University of Leeds
Designing UX with Willy Lai
UX Workshop
Skills
Tools
Confluence, Jira, Miro, Claude, Figma Make
Industry Expertise
Education Technology (Edtech)
Platforms
Figma
Other
UX Strategy, UX Design, Design Thinking, UX Analysis, User Research, Usability Testing, User Flows, User Surveys, User Interviews, Wireframing, Career Coaching, Remote Work, Remote Team Leadership, User Journeys, SaaS, UX Research, User Experience (UX), User Testing, Workshops, Agile, B2C, UX Audits, Product Design, Web UX, SaaS Design, User Behavior, Usability, User-centered Design (UCD), Cross-functional Collaboration, Journey Mapping, User Experience Design, Design Management, Design Leadership, Experience Design, People Management, User Conversion, Product Growth, Landing Page Design, User Psychology, UX Leadership, Behavioral Design, Remote Work Consulting, Presentations, User Requirements, Information Architecture (IA), UI Design, Heuristic Review, Heuristic Analysis, Flow Diagrams, Content Management Systems (CMS), System Process Mapping, B2B, Benchmarking, Surveys, UX Documentation, Dashboard Design, Edtech Design, Mobile App Design, Responsive Web Design (RWD), Web App Design, Web App UX, Mobile Design, Stakeholder Interviews, User Journey Maps, Low-fidelity Prototypes, Feature Analysis, Prototyping, AI Chatbots, AI-powered Product Design, Conversational AI, Artificial Intelligence (AI), Cross-functional Team Collaboration, High-fidelity Prototypes, Dashboards, AI Design, User Interface (UI), Conversational Design, Agentic AI, Design Principles, Accessibility, UX Wireflows, UX Wireframes, Web Dashboards, User Onboarding, Experience Maps, eCommerce UX, UX Flows, User Personas, Business Requirements, Jobs to be Done (JTBD), Complex Problem Solving, Web UI, Web App UI, Service Design, Customer Experience, Design Strategy, Value Proposition Design, Ideation Workshops, Value Proposition, Behavioral Science, Data Analysis, COM-B, TDF, Data Collection, Growth-driven Design (GDD), Activation, User Retention, Conversion, Claude Design, Claude Code, Qualitative Research, Psychology, Cognitive Bias, Nudge Theory, Stakeholder Management
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