About
I’m Florin, a senior UI/UX designer and product design consultant based in Brașov, working with teams worldwide. Since 2010 I’ve designed tax platforms for large corporations, AI telehealth tools, education products for low-bandwidth regions and logistics software used by the U.S. Army.
I work best on products that are complicated underneath: lots of data, strict rules, many kinds of users. My job is to make them feel simple, and to leave behind a design system that keeps them that way.
15+Years in product design
20–35%Higher user retention
Up to 50%Better conversion
25%Faster delivery
How I work
Problem first
Every project starts with the people using the product: how they work today and where it breaks down. From there I shape the flows, prototypes and a component system developers can build on.
- 01ResearchInterviews and workflow mapping to find what’s broken
- 02Flows and screensWireframes first, then polished web and mobile UI
- 03Prototype and testClickable prototypes in front of real users
- 04System and handoffComponents, tokens and docs developers can use
Experience
- PwCSenior UI/UX Designer, Product Design ConsultantTax management platform for large corporate clients2025–now
- CrowdboticsSenior UI/UX Designer, Product Manager15+ products across healthcare, fintech and education2021–2024
- FreelanceUI/UX Designer, Product Design Consultant30+ web and mobile platforms for startups and agencies2010–2025
- DirectableLead UI/UX DesignerFirst fully web-based digital signage platform in its niche2015–2017
- Pokie MagicUI/UX DesignerSlot machine interfaces for PC and casino terminals2015
- SodexoUI/UX DesignerLogistics management system used by the U.S. Army2010–2012
- FreelanceGraphic Designer, Web Designer, 3D ArtistWebsites, 3D visualisation and brand identity2005–2010
Skills
Tools
- Figma
- FigJam
- Framer
- Webflow
- Photoshop
- Illustrator
- InDesign
- After Effects
- Miro
AI and prototyping
- AI-assisted design
- Figma Make
- Dev Mode
- Cursor
- Claude
- ChatGPT
- Midjourney
- Design-to-code
UX
- User research
- Usability testing
- Wireframing
- Prototyping
- Interaction design
- Information architecture
- Accessibility (WCAG)
Design systems
- Component libraries
- Design tokens and variables
- Responsive UI
- Developer handoff
- Storybook
Research and analytics
- Hotjar
- Google Analytics
- A/B testing
- Conversion optimisation
Education
- BA in Banking and FinanceSpiru Haret University, Craiova2003–2007
- Technical Design and EngineeringMatei Basarab Technical High School, Craiova1999–2003
Let’s talk it through
hello@artifx.co