Hi, I’m Flora👋
Product Designer
I design complex systems that work in reality — research-led, AI-assisted execution, and build around how people actually work.
What I bring
Alignment before design
Framing problems early, surfacing risks and assumptions, and aligning cross-functional teams before execution to improve product outcomes.
Judgment, not just taste
Using research and evidence to make decisions that reduce friction, prioritize what matters, and improve product direction.
Multiplier, not just an executor
Strengthening team performance through mentorship, design critique, and process improvements that raise the quality of decisions beyond individual contributions.
Selected works
BAT Agrar GmbH
Agricultural Enterprise Pricing Platform
A legacy system handling impressively large number of daily price requests, outpaced by the scale and complexity of modern agricultural markets. I led the full redesign over 12 months, across every user role, from discovery to delivery.
€32.3M approved order value post launch
50,000+ price requests in the first two weeks
1,000+ digital contracts within 60 days.
Lead Product Designer · 12 months · 2024–2025
B2B Enterprise Workforce Management SaaS
Workforce Management Platform (Rapid Proof of Concept)
No brief, no dedicated research, just a Miro board of technical complexity and three weeks to deliver. I mapped the system logic, aligned the team around a shared model, and delivered a trade-show-ready PoC that changed the client's perception of what was possible.
Product Designer · 3 weeks · 2025
B2C Solar Panels Provider
CRO & UX: Lead Generation Funnel
A solar panels company losing ground in a tougher market needed a lead generation funnel that converted better and delivered higher quality leads to their sales team. I ran a design sprint to frame the problem, then worked across the entire funnel — from the lead generation form to the pages designed to bring people to it.
External UX Designer · 3 months · 2023
B2C Online Pharmacy & E-Prescription Platform
Healthcare Workflow: E-Prescription & Multi-Step Processes
Users couldn't find, understand, or trust an existing e-prescription service. Eight user sessions. One observation that reframed the entire redesign. The result has been live since 2022.
External UX Designer · 3 months · 2022
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)
Let’s work together
Working on something complex? I'm currently open to product design roles in Berlin and remotely.