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Hi, I’m Alexandru Mihail Dobroiu, a Senior Product Designer with 10 years of experience shaping complex, large-scale applications, SaaS products, and enterprise design systems. I turn user research and ML-driven insights into intuitive, high-impact consumer-facing and enterprise solutions, always balancing user needs with business goals. Currently at Estée Lauder Companies in Bucharest, I’ve led the strategy and design for the On the Move platform used by tens of thousands of store staff, helped design in-store tablet experiences with ML-powered skin diagnostics, and co-launched a global Estée Lauder Design System across 25+ brands. I’m passionate about building scalable systems and empowering teams to ship better products faster.…Hi, I’m Alexandru Mihail Dobroiu, a Senior Product Designer with 10 years of experience shaping complex, large-scale applications, SaaS products, and enterprise design systems. I turn user research and ML-driven insights into intuitive, high-impact consumer-facing and enterprise solutions, always balancing user needs with business goals. Currently at Estée Lauder Companies in Bucharest, I’ve led the strategy and design for the On the Move platform used by tens of thousands of store staff, helped design in-store tablet experiences with ML-powered skin diagnostics, and co-launched a global Estée Lauder Design System across 25+ brands. I’m passionate about building scalable systems and empowering teams to ship better products faster.

Alexandru Mihail Dobroiu

Product Designer, Designer, UX Designer, +2

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Hi, I’m Alexandru Mihail Dobroiu, a Senior Product Designer with 10 years of experience shaping complex, large-scale applications, SaaS products, and enterprise design systems. I turn user research and ML-driven insights into intuitive, high-impact consumer-facing and enterprise solutions, always balancing user needs with business goals. Currently at Estée Lauder Companies in Bucharest, I’ve led the strategy and design for the On the Move platform used by tens of thousands of store staff, helped design in-store tablet experiences with ML-powered skin diagnostics, and co-launched a global Estée Lauder Design System across 25+ brands. I’m passionate about building scalable systems and empowering teams to ship better products faster.…Hi, I’m Alexandru Mihail Dobroiu, a Senior Product Designer with 10 years of experience shaping complex, large-scale applications, SaaS products, and enterprise design systems. I turn user research and ML-driven insights into intuitive, high-impact consumer-facing and enterprise solutions, always balancing user needs with business goals. Currently at Estée Lauder Companies in Bucharest, I’ve led the strategy and design for the On the Move platform used by tens of thousands of store staff, helped design in-store tablet experiences with ML-powered skin diagnostics, and co-launched a global Estée Lauder Design System across 25+ brands. I’m passionate about building scalable systems and empowering teams to ship better products faster.

Available to hire

Hi, I’m Alexandru Mihail Dobroiu, a Senior Product Designer with 10 years of experience shaping complex, large-scale applications, SaaS products, and enterprise design systems. I turn user research and ML-driven insights into intuitive, high-impact consumer-facing and enterprise solutions, always balancing user needs with business goals.

Currently at Estée Lauder Companies in Bucharest, I’ve led the strategy and design for the On the Move platform used by tens of thousands of store staff, helped design in-store tablet experiences with ML-powered skin diagnostics, and co-launched a global Estée Lauder Design System across 25+ brands. I’m passionate about building scalable systems and empowering teams to ship better products faster.

Skills

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Expert

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Intermediate

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Intermediate

Work Experience

Senior Product Designer at The Estée Lauder Companies

August 1, 2022 - Present

Led the strategy and design for Estée Lauder’s most-used platform for in-store management and work-list facilitation (On the Move), used daily by 30,000+ users. Redesign and feature improvements for Admin Dashboard, Web app, iOS, iPad, and Android platforms resulted in a 70% reduction in reported user errors, a 50% increase in task completion, and nearly doubling user satisfaction since launch. Also led end-to-end design for a personalized in-store tablet solution for flagship La Mer stores with an ML-powered skin diagnosis model projected to boost average order value by ~15%. Key contributions include helping launch Estée Lauder’s first global Design System across 25+ brands and co-leading the ELC Design CoP and Bucharest UX/UI internship program.