Helena Wininger-Barros

First designer on team; established UI kit, redesigned discovery/search/product pages, and built responsive design foundations—resulting in a 3x increase in Daily Active Users within days of launch.

Led end-to-end journey mapping for merchant personas, uncovering UX gaps and opportunities in onboarding, dashboard, and sales channels. Applied service blueprinting to identify operational inefficiencies and align design with business workflows. Designed critical desktop to touch points for Mac and Windows, reducing friction in product setup and improving discoverability. Partnered with product, engineering, and business stakeholders to deliver and implement UX improvements that streamlined navigation and boosted onboarding efficiency. Facilitated design critiques to raise design quality, cross-team alignment, and adoption of best practices.

Led checkout UX redesigns across Android and iOS platforms, driving a 20% uplift in conversion and improving registration/login rates. Owned and scaled the Android Design System with over 100 components, tripling design iteration speed and ensuring cross-platform consistency. Delivered high-fidelity responsive designs across Mac, Windows, iOS, and Android, balancing brand elevation with usability. Conducted usability testing, benchmarking, and research to convert insights into actionable design improvements. Redesigned homepage and search journeys, increasing feature adoption, engagement, and boosting visitor registration and login rates. Collaborated with PMs, researchers, engineers, and content designers in Agile teams; mentored junior designers and championed accessibility practices across the design system and QA processes. Delivered checkout optimizations achieving a 5.6% uplift in conversion, 3.4% improvement in checkout starts, and reduced UI post-release fixes by 30%.