Hi, I’m Flora👋
Product Designer
(UX, UI)
I turn complex challenges into simple, intuitive experiences that empower people and drive business outcomes.
Selected works
BAT Agrar GmbH
While leading the end-to-end redesign of BAT Agrar’s proprietary pricing platform, I applied system thinking and product strategy, to transform a slow, fragmented tool into a scalable, high-adoption system that accelerated workflows and drove measurable business impact.
Streamlining pricing workflows for 1,000+ users, enabling 50k+ calculations in weeks after launch.
Client under NDA
Simplifying workforce management for staffing teams through a scalable, test-ready product experience.
As the lead UX designer, I translated insights gathered during stakeholder workshops into a functional proof of concept that streamlined complex labor workflows for staffing agencies and temporary workers. The prototype enabled early validation, improved stakeholder alignment, and established a strong foundation for scalable product development.
Client under NDA
Making the Online Doctor Service more visible, trustworthy, and easy to use for getting e-prescriptions.
As an external UX Designer, I supported research-driven design using workshops, user testing, and iterative prototyping to uncover why customers overlooked the ODS, then created clear, guided flows and a dedicated landing page to increase awareness, reduce confusion, and align stakeholders on user-centered solutions.
Kind words
“She was responsible for improving the UX practice within the team where she demonstrated excellent organizational and management skills.”
-Cosmin Costean, Head of Product (TUI Spain)
“Flora is an excellent teammate. She listens to suggestions and pays close attention to detail.
Also analyses problems in depth to find the best solution. She shares her knowledge and I have learned a lot from her.”
-Ana del Cerro Ruiz, UX/UI Product Designer (TUI Spain)
“Eye for detail, collaborative attitude, and ability to take ownership of tasks helped our team move faster and with more confidence. We truly appreciated her professionalism, creativity, and positive energy,”
-Team Lead UX (leading European Online Pharmaceutical Retailer)
About me
“What problem are we solving, and for whom?”
Every company, big or small, has ideas for new products or features. But here’s the catch: most product ideas never succeed because teams don’t rigorously evaluate them before investing time, money, and resources.
That’s where I come in. I combine product design, market thinking, and strategic evaluation to ensure ideas aren’t just “cool”—they solve real problems, for the right people, in ways that can scale.
In short: I approach product opportunities like a designer, strategist, and market analyst rolled into one, turning assumptions into actionable insights. The result? Products and features that create real value for users and real impact for your business.
Say hello!
What’s your next challenge? I’d love to hear about it. Let’s chat!
florarichardfrs@gmail.com