DESIGN PRAXIS EST.
MMXIV
Alex Dobroiu - Lead Product Designer
Make complex
Make complex
Make complex
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Leading complex, large-scale applications and enterprise design systems. Expert at turning user research and ML-driven insights into intuitive, high-impact consumer facing and enterprise solutions.
Leading complex, large-scale applications and enterprise design systems. Expert at turning user research and ML-driven insights into intuitive, high-impact consumer facing and enterprise solutions.
Leading complex, large-scale applications and enterprise design systems. Expert at turning user research and ML-driven insights into intuitive, high-impact consumer facing and enterprise solutions.
ALEX DOBROIU
ALEX DOBROIU
LEAD PRODUCT DESIGNER
SR. PRODUCT DESIGNER
ALEX DOBROIU
ALEX DOBROIU
LEAD PRODUCT DESIGNER
SR. PRODUCT DESIGNER
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Featured work
Featured work
A selection of my most passionately crafted work
Featured work
A selection of my most passionately crafted work
LA MER
LA MER
LA MER
ADVISORY CLOUD
ADVISORY CLOUD
ADVISORY CLOUD
PINPOINT WORKS
PINPOINT WORKS
PINPOINT WORKS
Experience
A selection of my previous companies and clients I had the privilege to work with
Experience
A selection of my previous companies and
clients I had the privilege to work with
Experience
A selection of my previous companies and clients I had the privilege to work with
Estée Lauder Companies
Led the strategy and design for the most used Estée Lauder’s platform for in-store management and work-list facilitation. Reported user error decreased by 70% and task completion rate increased by 50%.
Led the end-to-end product design for a personalized in-store solution for flagship La Mer stores, featuring a ML-powered skin diagnosis model that contributed to 15% increase in AOV.
Part of the team that designed Estée Lauder’s VMA app—an AI/AR, voice-guided makeup assistant for blind/low-vision users. Innovation award-winning (Fast Company '23).
Co-led the design and launch of the first global Estée Lauder Design System, unifying 25+ brand lines. Co-led the 2024 Bucharest UX/UI internship program.
2022 - Present
PinPoint Works
Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
SaaS work-list platform restructure - redesigned a full suite of wireframes, high-fidelity prototypes, and design specifications for web, iOS and Android that led to a 40% reduction in user-reported errors and a 50% increase in task completion speed post-launch. In total, the acquisition rate raised with 35% after the redesign, increasing the ARR to more the $1M.
Developed and maintained a component-based design library, ensuring visual and interactive consistency across the web and mobile platforms and increasing design iteration speed by 50%.
Conducted comprehensive user research with 100+ users through interviews and surveys, identifying key pain points that informed a complete redesign of the core project management workflow.
2020 - 2022
ROQ.tech
Architected and implemented a comprehensive UI component library using TailwindCSS, enabling startup clients toaccelerate their SaaS product development by an estimated 40%.
Designed user-centric interfaces using the newly created design system for 5+ B2B SaaS clients, translating complexbusiness requirements into scalable product solutions. Increased productivity from design to development by 50%.Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
2018 - 2020
Upwork Freelancer (top 1% rated)
UX Strategy & Research – Led user research, persona development, and usability testing, ensuring designs were data-riven 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 platforms.
Responsive & Cross-Platform Design – Ensured seamless user experiences across desktop, tablet, and mobile.
2014 - 2018
Design Showcased
Estée Lauder Companies
Create dynamic Framer designs with easy animations.
Led the strategy and design for the most used Estée Lauder’s platform for in-store management and work-list facilitation (On the Move) that’s used daily by more than 30,000 users. Responsible for the redesign and new features design for Admin Dashboard, Web app, iOS mobile and iPad as well as Android platforms. Managed to decrease the reported user error by 70% and increase the task completion rate by 50%. Also, the user satisfaction almost doubled since the lunch of the redesigned version.
Led the end-to-end product design for a personalized in-store tablet solution for flagship La Mer stores, featuring an ML-powered skin diagnosis model that contributed to a projected 15% increase in average order value.
Part of the team that designer Estée Lauder’s VMA (Voice Makeup Assistant) app—an AI/AR, voice-guided makeup assistant for blind/low-vision users. Drove strategy and shipped for both iOS & Android, ran 10+ Voice UI & conversational research sessions. Innovation award-winning (Fast Company '23).
Co-led the design and launch of the first global Estée Lauder Design System, unifying 25+ brand lines. Co-founded ELC Design CoP (from 0 to 200+ global members) and co-led the 2024 Bucharest UX/UI internship program end-to-end (screening, interviewing and mentoring).
2022 - Present
Scroll Effects
PinPoint Works
Enhance user experience with scroll-triggered animations.
Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
SaaS work-list platform restructure - redesigned a full suite of wireframes, high-fidelity prototypes, and design specifications for web, iOS and Android that led to a 40% reduction in user-reported errors and a 50% increase in task completion speed post-launch. In total, the acquisition rate raised with 35% after the redesign, increasing the ARR to more the $1M.
Developed and maintained a component-based design library, ensuring visual and interactive consistency across the web and mobile platforms and increasing design iteration speed by 50%.
Conducted comprehensive user research with 100+ users through interviews and surveys, identifying key pain points that informed a complete redesign of the core project management workflow.
2020 - 2022
ROQ.tech
ROQ.tech
Realize web development ideas without coding.
Architected and implemented a comprehensive UI component library using TailwindCSS, enabling startup clients toaccelerate their SaaS product development by an estimated 40%.
Designed user-centric interfaces using the newly created design system for 5+ B2B SaaS clients, translating complexbusiness requirements into scalable product solutions. Increased productivity from design to development by 50%.Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
2018 - 2020
Animated Web Journey
Upwork Freelancer (top 1% rated)
Dive into captivating scroll animations without code.
UX Strategy & Research – Led user research, persona development, and usability testing, ensuring designs were data-riven 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 platforms.
Responsive & Cross-Platform Design – Ensured seamless user experiences across desktop, tablet, and mobile.
2014 - 2018
Estée Lauder Companies
Led the strategy and design for the most used Estée Lauder’s platform for in-store management and work-list facilitation (On the Move) that’s used daily by more than 30,000 users. Responsible for the redesign and new features design for Admin Dashboard, Web app, iOS mobile and iPad as well as Android platforms. Managed to decrease the reported user error by 70% and increase the task completion rate by 50%. Also, the user satisfaction almost doubled since the lunch of the redesigned version.
Led the end-to-end product design for a personalized in-store tablet solution for flagship La Mer stores, featuring an ML-powered skin diagnosis model that contributed to a projected 15% increase in average order value.
Part of the team that designer Estée Lauder’s VMA (Voice Makeup Assistant) app—an AI/AR, voice-guided makeup assistant for blind/low-vision users. Drove strategy and shipped for both iOS & Android, ran 10+ Voice UI & conversational research sessions. Innovation award-winning (Fast Company '23).
Co-led the design and launch of the first global Estée Lauder Design System, unifying 25+ brand lines.
Co-founded ELC Design CoP (from 0 to 200+ global members) and co-led the 2024 Bucharest UX/UI internship program end-to-end (screening, interviewing and mentoring).
2022 - Present
PinPoint Works
Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
SaaS work-list platform restructure - redesigned a full suite of wireframes, high-fidelity prototypes, and design specifications for web, iOS and Android that led to a 40% reduction in user-reported errors and a 50% increase in task completion speed post-launch. In total, the acquisition rate raised with 35% after the redesign, increasing the ARR to more the $1M.
Developed and maintained a component-based design library, ensuring visual and interactive consistency across the web and mobile platforms and increasing design iteration speed by 50%.
Conducted comprehensive user research with 100+ users through interviews and surveys, identifying key pain points that informed a complete redesign of the core project management workflow.
2020 - 2022
ROQ.tech
Architected and implemented a comprehensive UI component library using TailwindCSS, enabling startup clients toaccelerate their SaaS product development by an estimated 40%.
Designed user-centric interfaces using the newly created design system for 5+ B2B SaaS clients, translating complexbusiness requirements into scalable product solutions. Increased productivity from design to development by 50%.Contributed to PinPoint Works being bought by Voly, one of the biggest names in the industry.
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 - 2018
Creative Vision
Creative Vision
Design Excellence
Design Excellence
Visual Impact
Visual Impact
User Interface
User Interface
Visual Innovation
Visual Innovation
Aesthetic Harmony
Aesthetic Harmony
Modern Aesthetics
Modern Aesthetics
Design Precision
Design Precision
Web Aesthetics
Web Aesthetics
Inspired Design
Inspired Design
Functional Artistry
Functional Artistry
Pixel Perfection
Pixel Perfection
Visual Dynamics
Visual Dynamics
Design Genius
Design Genius
Creative Interface
Creative Interface
Aesthetic Mastery
Aesthetic Mastery
Layout Craft
Layout Craft
Style Architect
Style Architect
Creative Vision
Creative Vision
Creative Vision
Creative Vision
Design Excellence
Design Excellence
Design Excellence
Design Excellence
Visual Impact
Visual Impact
Visual Impact
Visual Impact
Crystal interfaces
Crystal interfaces
Crystal interfaces
Crystal interfaces
Visual Innovation
Visual Innovation
Visual Innovation
Visual Innovation
Decisions, not pixels
Decisions, not pixels
Decisions, not pixels
Decisions, not pixels
Modern Aesthetics
Modern Aesthetics
Modern Aesthetics
Modern Aesthetics
Design Precision
Design Precision
Design Precision
Design Precision
Crafted velocity
Crafted velocity
Crafted velocity
Crafted velocity
Credible patterns
Credible patterns
Credible patterns
Credible patterns
Enterprise clarity
Enterprise clarity
Enterprise clarity
Enterprise clarity
Access for all
Access for all
Access for all
Access for all
Visual Dynamics
Visual Dynamics
Visual Dynamics
Visual Dynamics
Explainable AI
Explainable AI
Explainable AI
Explainable AI
Creative Interface
Creative Interface
Creative Interface
Creative Interface
Aesthetic Mastery
Aesthetic Mastery
Aesthetic Mastery
Aesthetic Mastery
Utility with taste
Utility with taste
Utility with taste
Utility with taste
Style Architect
Style Architect
Style Architect
Style Architect