DESIGN PRAXIS EST.
MMXIV
Make complex
feel simple
Make complex
feel simple
Make complex
feel simple
ALEX DOBROIU
ALEX DOBROIU
SR. PRODUCT DESIGNER
SR. PRODUCT DESIGNER
ALEX DOBROIU
ALEX DOBROIU
SR. PRODUCT DESIGNER
SR. PRODUCT DESIGNER
ALEX DOBROIU
ALEX DOBROIU
SR. PRODUCT DESIGNER
SR. PRODUCT DESIGNER
ALEX DOBROIU
ALEX DOBROIU
SR. PRODUCT DESIGNER
SR. PRODUCT DESIGNER
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
NAMING
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
NAMING
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
DESIGN
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
PRODUCT
NAMING
STRATEGY
EXPERIENCE
RESEARCH
INTERACTION
LA MER
LA MER
VIRTUAL
VIRTUAL
SKIN
SKIN
ANALYSIS
ANALYSIS
Design Showcased
Design Showcased
Design Showcased
Create dynamic Framer designs with easy animations.
Create dynamic Framer designs with easy animations.
Create dynamic Framer designs with easy animations.
Scroll Effects
Scroll Effects
Scroll Effects
Enhance user experience with scroll-triggered animations.
Enhance user experience with scroll-triggered animations.
Enhance user experience with scroll-triggered animations.
No-Code Web Magic
No-Code Web Magic
No-Code Web Magic
Realize web development ideas without coding.
Realize web development ideas without coding.
Realize web development ideas without coding.
Animated Web Journey
Animated Web Journey
Animated Web Journey
Dive into captivating scroll animations without code.
Dive into captivating scroll animations without code.
Dive into captivating scroll animations without code.
Estée Lauder Companies
Co-led the development of Estée Lauder’s first-ever Digital Design System. Lead Designer for La Mer’s Personalized In-Store Solution. Designed La Mer’s AI-Powered Skin Diagnosis Solution. Led UX/UI efforts for Estée Lauder’s most widely used internal software, “On The Move”, a mission-critical operational tool used daily by over 50,000 employees. Co-founded the first Estée Lauder Design Community of Practice. Led the 2023 Estée Lauder Intern Program.
2022 - Present
PinPoint Works
As the Senior Lead UX/UI Designer at Pinpoint Works, I was responsible for shaping the user experience of a powerful work management platform. PinPoint Works was successfully acquired by the biggest financial yacht company, VOLY Group.
2020 - 2022
ROQ.tech
As the Senior Lead UX/UI Designer at ROQ.tech, I played a key role in shaping the user experience and design strategy for a cutting-edge platform, ensuring seamless interactions and a visually engaging interface. During my role as Lead Designer, ROQ got $10M in funding.
2018 - 2020
Upwork Freelancer (top 1% rated)
UX Strategy & Research – Led user research, persona development, and usability testing, ensuring designs were data-driven and user-centric. End-to-End Product Design – Designed intuitive, visually engaging web & mobile interfaces, optimizing user flows and interaction patterns. Design System Development – Built a scalable design system with reusable components, improving efficiency and consistency across the platform. Responsive & Cross-Platform Design – Ensured seamless user experiences across desktop, tablet, and mobile. 2014 - From time to time