I’m Eloi, a remote freelance, AI-driven Strategic Product Design Lead with 15+ years of experience delivering measurable business impact across e-commerce, SaaS, fintech, healthcare, and enterprise products. I’m a data-driven problem solver working at the intersection of growth, CRO, systems thinking, and accessibility, designing end-to-end product experiences and experimentation frameworks that reduce friction, accelerate learning, and drive sustainable performance gains. I use AI as a leverage tool — automating workflows where it increases speed and quality, and applying model capabilities to enable personalisation. I partner remotely with European, UK, and US teams in lead, high-ownership engagements, where design is treated as a strategic driver, not a delivery function.…

Eloi Borrell Serrat

I’m Eloi, a remote freelance, AI-driven Strategic Product Design Lead with 15+ years of experience delivering measurable business impact across e-commerce, SaaS, fintech, healthcare, and enterprise products. I’m a data-driven problem solver working at the intersection of growth, CRO, systems thinking, and accessibility, designing end-to-end product experiences and experimentation frameworks that reduce friction, accelerate learning, and drive sustainable performance gains. I use AI as a leverage tool — automating workflows where it increases speed and quality, and applying model capabilities to enable personalisation. I partner remotely with European, UK, and US teams in lead, high-ownership engagements, where design is treated as a strategic driver, not a delivery function.…

Available to hire

I’m Eloi, a remote freelance, AI-driven Strategic Product Design Lead with 15+ years of experience delivering measurable business impact across e-commerce, SaaS, fintech, healthcare, and enterprise products.

I’m a data-driven problem solver working at the intersection of growth, CRO, systems thinking, and accessibility, designing end-to-end product experiences and experimentation frameworks that reduce friction, accelerate learning, and drive sustainable performance gains.

I use AI as a leverage tool — automating workflows where it increases speed and quality, and applying model capabilities to enable personalisation. I partner remotely with European, UK, and US teams in lead, high-ownership engagements, where design is treated as a strategic driver, not a delivery function.

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Language

English
Fluent
Spanish; Castilian
Fluent
Catalan; Valencian
Fluent

Work Experience

Lead Freelance Product Designer — Growth, CRO, AI-Driven Personalisation at Zalando
April 1, 2025 - January 1, 2026
Led Zalando's Landing Page Optimisation initiative for the Performance Marketing channel, applying an AI-driven product design approach to optimise PDP for SEA, SEO, and Meta traffic. Aimed to reduce bounce rates and increase CVR across PM traffic. Reactivated 3M customers and activated 3M new customers within an audience of 50M users. Reduced friction and improved landing experiences, laying the foundation for personalisation with model capabilities planned for 2026, contributing to multi-million-euro GMV growth.
Senior Freelance Product Designer — Growth, CRO at LYST
September 1, 2024 - December 1, 2024
Led Q3 growth initiatives with PM, starting with the retention funnel; boosted opt-ins for LYST memberships and drove sign-ups via wish-listing. Explored wish-listing as a growth channel for user acquisition, achieving measurable improvements in sign-up rates.
Freelance Product Designer — Growth, CRO at Quicken
April 1, 2024 - August 1, 2024
Defined UX for new products at Life Hub retention; shaped the new subscription model including cross-selling and upsell bundles; contributed to short-term CRO and mapped long-term CMS site structure and UX, considering new bundles offering.
Senior Freelance Product Designer — Growth, CRO at Condé Nast Traveller
June 1, 2022 - December 1, 2022
Led the Reader's Choice Awards landing page and venue product cards from UX strategy to delivery. Improved engagement and revenue metrics: Time Spent +47% YoY; RCA-related revenue increases; contributed to revenue growth and engagement.
Contract Freelance Product Designer at Applied Works
January 1, 2022 - June 1, 2022
Led the UX strategy and MVP scoping for new product features; defined long-term vision and validated continuous forecast concepts; improved visibility and understanding of main views, enabling data-driven decision making and UI skinning.

Education

Bachelor Degree in Design and Art direction at Elisava Barcelona School of Design and Engineering
September 13, 2004 - March 4, 2025

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Financial Services, Travel & Hospitality, Software & Internet, Healthcare, Professional Services
    LYST - Fashion e-commerce and retail
    From research, we knew that our value proposition was unclear to new customers. New customers didn’t understand what Lyst is until they tracked out. This created a barrier to purchasing and, therefore, signing up and returning to Lyst. Fixing this was fundamental if we wanted to grow membership and become profitable. My Impact • KR 1: By making the benefits of Lyst membership clearer to customers when they try to wishlist a product We have increased +5% in web member sign up rate . Current: 1.02% Target: 1.07% - This will drive member volume. • KR 2: By clarifying to customers the benefits they can get from LYST alerts and emails (A/B test), we aim to increase 2% in member 7 day retention rate. Current: 26.84% Target: 27.37% - This will drive active days per member. (This test is currently in progress.) Fintech. productdesign newproducts subscription model…
    Quicken - Fintech (SAAS)
    I led the user experience design for new products at Quicken, focusing on driving trial conversions for Lifehub (retention) and shaping the new subscription model, including cross-selling and upselling bundles (growth). Additionally, I contributed to short-term conversion rate optimisation (CRO) efforts and collaborated on mapping out the long-term CMS site structure and user experience, considering the new bundles offering. My Impact Lifehub landing page 30-day Trial at $3.99/month (Trial 4) emerged as the top performer:
 • Revenue: Highest at $243,000, showcasing superior monetisation. • Conversion Rate (CVR): Strong at 6.67%, driving meaningful customer retention. • Bounce Rate: Moderately low at 37.7%, reflecting effective landing page engagement. • Engagement: High at 62.3%, demonstrating strong audience interest and retention. 
 Short-term CRO Goal: FY24: 5.3%,Targeting a 6% CVR by the end of October 2024, with a long-term strategy in place to sustain and build upon this growth throughout 2025.…
    Condé Nast Traveler - Luxury Travel e-commerce
    I led the Reader's Choice Awards 2022 Epic bundle page and the Venue product cards from a UX strategy (tactic and strategic) and product design standpoint. I led the whole cycle from the discovery to the delivery phase to understand the users' motivations for this bundle page, enhancing user engagement, retention, and optimisation. My impact Overview of performance and learnings for the CNT RCAs Tentpole. Tuesday, 4 October - Tuesday, 18 October 2022 • Strong engagement across all RCA content with Time Spent +47% YoY • Driven heavily by traffic increase in Social +34% YoY and Email +67% YoY • Very positive Commission growth YoY, due in large part to Expedia, +166% Overall Commission Revenue at a value of $56,145 • New RCAs Landing Page provided +19% YoY UVs and +62% YoY Time Spent Landing page optimisation CRO…
    Priority Pass - Travel Services - Loyalty
    I led the UX strategy and the MVP (consolidation) of the Priority Pass app (iOS and Android). In addition, I Ied the user experience and user interface of different travel services, 3rd parties integration. I mentored 1 Junior product designer. My Impact • Registration Conversion Rate (CVR): Successfully implemented an A/B test, resulting in a noteworthy +3.5% boost in the Registration conversion rate. This indicates enhanced efficacy in both attracting and converting users during the sign-up process. • Login Sessions: Successfully increased login sessions by +30% through the implementation of an A/B test, demonstrating enhanced user engagement and interaction. • Explore Screen Traffic: Recorded a remarkable traffic surge of +150% in the explore screen, attributed to the introduction of new travel services such as Covid-19 and car trawler. This signifies heightened user interest and exploration in the newly added travel offerings. • Ready 2 Order feature: Significant achievement with over 250,000 orders processed using the Ready 2 Order, a digital food and drink ordering method.…
    Genesys - SAAS Cloud B2B
    Alongside the Design Lead and the Genesys Project Manager, We led the new concept validation, MVP, and long-term vision from scratch. My Impact Key business impacts include: • Long-term Forecaster, Scheduler and Capacity-Planning Infrastructure and functionality. MVP: • New Concept validated: Improved forecasting through the Continuous Forecast concept. • Enhanced visibility and understanding of the the main view, with the Continuous, and Published forecasts. • "What if" scenario creation and modifiable comparisons. • Main view improvements: rearrangement controls, chart visibility, and data visualization. • UI reskin of main components of the list and main view in line with the Spark Design System.…