Oana Demian

• Led design strategy through two major product pivots, from low-traction B2C learning app to a high-performing AI upskilling platform adopted by leading organizations •Built and continuously evolved the design system, adapting it through each product shift to maintain coherence, accelerate iteration, and support new AI-driven interactions. • Played a critical role in driving the pivot by synthesizing research, data, and feedback into actionable insights that shaped design decisions and product direction. Partnered with the CPO and CTO to align strategy, prioritize features, and execute the transition effectively.

• Conducted a full audit of Coinhouse’s visual assets, identifying 40% of UI inconsistencies and establishing a roadmap for a scalable design system • Developed a strategic roadmap aiming to reduce development cycles by 20% and ensure alignment with business growth objectives • Supported the initial implementation phase, streamlined core design workflows, increasing design efficiency by 30%

• Conducted an extensive audit through research, interviews, and analysis of multiple projects and brand guidelines, uncovering critical inconsistencies across the organization • Delivered a strategic roadmap to address fragmentation, improve coordination, and reduce unnecessary development costs. • Created a toolkit with branding principles and guidelines tailored for CNP’s assurance partner network ensuring 100% compliance with accessibility standards

•Grew the design team from 0 to 5, actively contributing to hiring, mentoring, and guiding designers through a complex corporate environment with multiple stakeholders and governance layers. • Set up and developed Loanscape’s design system in collaboration with Crédit Agricole’s marketing department, partner programs, and the Digital Factory, a system that became a standard for the bank’s internal digital products. • Scaled delivery in a fragmented, siloed environment by using design as a tool for alignment, closely collaborating with product owners, métiers, and engineering to ensure clear priorities and and continuous collaboration .

- Developed and managed a global community of Romanian entrepreneur expanding in 8 major cities across Europe and the USA - Expanded the NGO’s partner network to include major corporations and academic institutions, increasing the organization’s reach and sponsorships

Young Transatlantic Innovation Leaders Initiative is a U.S. Department of State-sponsored fellowship administered by the German Marshall Fund of the United States focussed on developing entrepreneurial skills and enhancing economic opportunities for young professionals from throughout Europe.

• Designed a platform based on a 3D solution for interior decoration, reducing the average project completion time • Optimized user experience, resulting in a 15% increase in customer satisfaction scores within three months of the platform’s launch

• Led UX research & strategy for a complex onboarding and user discovery funnel, improving conversion rates by 18% • Redesigned interfaces for a portfolio of tax optimization products to improve usability and conversion, resulting in a 20% increase in user retention

Delivered design solutions for a diverse range of clients. Worked on short term projects that ranged from website redesigns to mobile app development, consistently meeting client deadlines and specifications.

Skills: Design Thinking · User Interface Design · Product Design · Design Research