Available to hire
Product designer with 15+ years shipping growth and conversion-focused web and mobile experiences across healthcare, e-commerce, and fintech. Turns complex metrics and user needs into high-performing conversion flows, onboarding systems, and retention experiments.
I also build an ‘irina.love’ collection of AI-powered apps that explore technology, emotion, and delight—and work as a mixed-media collage artist. The common impulse is making things people genuinely love.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Work Experience
Senior Product Designer at Employee Health Benefits Provider (UK), London
April 1, 2026 - August 1, 2026Designed a multi-stage account creation flow with dual email verification (personal + employer), balancing healthcare compliance with low-friction onboarding. Defined modular onboarding logic across variable benefit package options, using conditional flows to surface relevant entities without cognitive overload. Created a personalized dashboard system with dynamic content states, surfacing relevant benefits and actions based on onboarding responses and employment package tier. Partnered with engineering to translate complex conditional logic into implementable interaction design patterns.
Senior Product Designer at Fertility UK (Employee Health Benefits Provider)
April 1, 2026 - August 31, 2026Designed a multi-stage account creation flow with dual email verification (personal + employer), balancing healthcare compliance with low-friction onboarding. Defined modular onboarding logic across variable benefit pack types, creating conditional flows that surfaced relevant entitlements without cognitive overload. Built a personalized dashboard system with dynamic content states to surface relevant benefits and actions based on onboarding responses and employment package tier. Partnered with engineering to translate complex conditional logic into implementable interaction design patterns.
Senior Product Designer at EHP (Employee Health Benefits Provider)
April 1, 2026 - August 31, 2026Designed a multi-stage account creation flow with dual email verification (personal + employer), balancing healthcare compliance with low-friction onboarding. Defined modular onboarding logic across variable benefit packages, using conditional flows that surfaced relevant entitlements without cognitive overload. Built a personalized dashboard system with dynamic content states showing relevant benefits and actions based on onboarding responses and employment package tiers. Partnered with engineering to translate complex conditional logic into implementable interaction design patterns.
Product Designer at Omaze UK (Conversion, Experimentation & Subscriptions), London
May 1, 2024 - March 1, 2026Designed experiment-driven, high-impact web and mobile experiences. Launched a new draw product, delivering +35% conversion uplift and £1.5m revenue impact (Dec 2025). Increased add-on attachment rate by 27% through improved placement, value framing, and UX clarity across e-commerce discovery, acquisition, and subscription flows. Reduced subscriber cancellations by 9.5% in three months via redesigned cancellation & retention flows. Partnered with CRO to design A/B and multivariate test variants, translating business goals and user needs into testable hypotheses, and shipped iterative improvements to PAYG and subscription funnels via agile experimentation cycles.
Product Designer at Omaze UK (Conversion, Experimentation & Subscriptions)
May 1, 2024 - March 31, 2026Designed experiment-driven, high-impact web and mobile experiences. Launched a new draw product, driving +35% conversion uplift and £1.5m revenue in December 2025. Increased add-on attachment rate by 27% through improved placement, value framing, and UX clarity across e-commerce discovery, acquisition, and subscription flows. Reduced subscriber cancellations by 9.5% in 3 months via redesigned cancellation-retention flows. Partnered with CRO to design A/B and multivariate test variants, translating business goals and user needs into testable hypotheses. Shipped iterative improvements to PAYG and subscription funnels using agile experimentation cycles.
Product Designer at Omzaze UK (Conversion, Experimentation & Subscriptions)
May 1, 2024 - March 31, 2026Designed experiment-driven, high-impact web and mobile experiences. Launched a new draw product that drove +35% conversion uplift and £1.5m revenue uplift in December 2025. Increased add-on attachment rate by 27% via improved placement, value framing, and UX clarity across e-commerce discovery, acquisition, and subscription flows. Reduced subscriber cancellations by 9.5% in 3 months via redesigned cancellation-retention flows. Partnered with CRO to design A/B and multivariate test variants, translating business goals and user needs into testable hypotheses. Shipped iterative improvements to PAYG and subscription funnels using agile experimentation cycles.
Product Designer & Web Flow Developer at Tapable (Web and Mobile Development Agency), Milton Keynes
October 1, 2020 - March 1, 2024Focused on designing and building mobile and web apps across finance, healthcare, and hardware-connected devices. Designed brand identity assets, high-resolution wireframes, interactive prototypes, and visual designs. Designed, built, shipped, and maintained web-flow websites and conversion-focused landing pages. Created animated icons and app assets using After Effects and Rive.
Product Designer & Web Flow Developer at Tappable (Web and Mobile Development Agency)
October 1, 2020 - March 31, 2024Focused on designing mobile and web apps. Designed end-to-end web and mobile apps across finance, health care, and hardwear-connected devices. Designed brand identity assets, high-res wireframes, interactive prototypes, and visual design. Designed, built, shipped, and maintained web flow websites and conversion-focused landing pages. Created animated icons and app assets (After Effects, Rive app).
Senior Digital & Motion Designer at Sodexo (Employee Benefits Provider), Milton Keynes
September 1, 2016 - October 1, 2020Created multiple digital design assets for B2B, B2C, incentive, and recognition platforms. Used UX and UI to improve digital platforms and apps. Partnered with account managers, clients, and development teams to align design decisions with client business goals. Presented design rationales and user research findings to senior stakeholders to secure buy-in for platform redesigns. Mentored junior designers and staff.
Senior Digital & Motion Designer at Sodexo (Employee Benefits Provider)
September 1, 2016 - October 31, 2020Created multiple digital design assets for B2B, B2C, incentive and recognition platforms. Used UX and UI to improve digital platforms and apps. Partnered with account managers, clients, and development teams to align design decisions with client business goals. Presented design rationale and user research findings to senior stakeholders to secure buy-in for platform redesigns. Mentored junior designers and staff.
Digital & Graphic Designer at DA PA (Digital, SEO & Conversion Agency), Northampton
January 1, 2015 - September 1, 2016Led web and graphic design for in-house digital projects. Built conversion-optimized landing pages and websites focused on lead generation and SEO performance. Created logos, branding, and printed assets for multiple clients.
Digital & Graphic Designer at DA PA (Digital, SEO & Conversion Agency)
January 1, 2015 - September 30, 2016Led web and graphic design for in-house digital projects. Built conversion-optimized landing pages and websites focused on lead generation and SEO performance. Created logos, branding, and printed assets for multiple clients.
Digital & Graphic Designer at DAP A (Digital, SEO & Conversion Agency)
January 1, 2015 - September 30, 2016Led web and graphic design for in-house digital projects. Built conversion-optimized landing pages and websites focused on lead generation and SEO performance. Created logos, branding, and printed assets for various clients.
Education
Bachelor of Arts (BA) - Photographic Arts at Westminster University, London
January 1, 2009 - January 1, 2012Bachelor of Science (BSc) - Communication, Advertising and PR at West University, Timisoara
January 1, 2005 - January 1, 2008Bachelor of Arts (BA) - Photographic Arts at Westminster University, London
January 1, 2009 - January 1, 2012Bachelor of Science (BSc) - Communication, Advertising and PR at West University, Timisoara
January 1, 2005 - January 1, 2008Bachelor of Arts (BA) - Photographic Arts at Westminster University, London
January 1, 2009 - January 1, 2012Bachelor of Science (BSc) - Communication, Advertising and PR at West University, Timisoara
January 1, 2005 - January 1, 2008Qualifications
Industry Experience
Healthcare, Retail, Financial Services, Software & Internet, Media & Entertainment
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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