Service Design Lead in banking, telecom and energy, with a Product Design and Product Management background.
I turn ambiguity into clear product direction. Eighteen years in digital and product since 2008 at Orange, Vodafone, ING, E.ON and Raiffeisen, the last decade in service and experience design. I run discovery, map trends and constraints, frame the real problem behind the stated one, and facilitate collaboration across teams to move decisions forward faster.
Raiffeisen Bank. Service Design Lead. Set up the service design practice inside the bank: service blueprints, customer journeys, research-led redesigns of core banking flows, all held to the bank's unified design system.
fidelity-machine. Open-source design system fidelity tool (Apache-2.0). On brand. On system. On point. A design-system fidelity gate for AI-generated UI: lock the brand, generate through the mold, refuse anything off-system. Built from real production design-system work.
Design Thinking Society. The innovation consultancy I co-founded and ran for 7 years. I coached client teams through end-to-end innovation projects in more than 40 organisations (companies, NGOs, institutions), from discovery and synthesis to prototyping, usability testing and business-model validation. Now closed.
Community. Programs Manager at Product Makers Romania. Organizer of the UX Bucharest Meetup and of the Design Thinking Romania Meetup. Co-founder of the Romanian Association for User Experience (ARUX) and of Design Unfold. Co-host of the ProductTank Bucharest and ProductTank Brussels meetups. Co-organizer of the Design Thinking Forum. Startup mentor at Innovation Labs. Product Design Mentor for 9 years at The Informal School of IT.
| Area | What that means in practice |
|---|---|
| Service design | Service blueprints, customer journey mapping, ecosystem mapping, cross-channel experience design |
| Product discovery & strategy | Problem framing, product discovery, roadmap definition, prioritization, business-case modelling |
| Research | Structured user interviews, usability testing, qualitative synthesis into product decisions |
| Facilitation | Design sprints, FORTH innovation method, DesignShop / Accelerated Solutions Environment, participatory co-design, stakeholder alignment |
| Design systems & AI tooling | Design-token capture, component-fidelity gating, AI-assisted prototyping held to production design systems |
Working tools, not a portfolio: fidelity-machine is the main event, plus small utilities from real design-operations problems. Portfolio conversations happen directly; happy to walk through case studies.
Open to conversations about service design in regulated industries, design systems and research-led product work. Reach me on LinkedIn.