I am Andrei and…
…I navigated a game menu before I ever navigated a website. Got my first computer at 6, started writing Basic at 7, and the rest of childhood was a long argument with my parents about how much of it could be spent gaming. Turns out a lot of it. I was paying attention to the systems underneath the games without knowing I was doing it. That part never went away.
I spent the first 11 years of my career in advertising as an art director and creative director, the last seven on the product side. The handoff between the two wasn't a pivot. Around 2016 I realized I'd been doing UX all along (researching audiences, designing for someone other than myself, prototyping in Flash, sweating the details) without the label for it. The first time I built something meant to live longer than a monthly campaign was SETHER in 2018. That's when it became official.
Since then I've led design for fintech (LegalDocs / FinancialDocs), blockchain (SETHER, ETHAX), legal tech, retail, energy. My method is research-first and on a deadline: I'd rather sacrifice an evening to pull five user interviews out of friends-of-friends or competitor review sections than ship a flow built on what I assumed. I once buried a survey question inside a chocolate shop redesign just to test a hunch about gift-wrapping. It shipped as the feature the client said they wished they'd thought of years earlier.
The 11 advertising years are the part I think most product designers I've met haven't done. They show up in the work as branding instinct (every system gets treated like there's a brand book sitting behind it), filter-feedback reflexes from a thousand focus groups, and the habit of opening a stakeholder presentation with the emotional read before the spreadsheet.
I can lead and I can do the work. As Creative Director at V8 Interactive I built a department from two teams to five and ran a weekly ritual called Thursday Play that turned juniors into the senior creatives now leading work at Publicis. I still mentor, but I'd rather be hands-on than be the face of the department.
I publish #TipTrickTool on LinkedIn (pay-it-forward notes for designers at the start of their career or in the middle of the current AI-makes-everything-feel-uncertain moment).
I'm based in Bucharest, work remote or hybrid, and I'm looking for the kind of team where humor lands, communication actually happens, and the work matters enough to argue about. Creative tools and developer tools have my heart, but the bar isn't the industry. It's the team.
I spent the first 11 years of my career in advertising as an art director and creative director, the last seven on the product side. The handoff between the two wasn't a pivot. Around 2016 I realized I'd been doing UX all along (researching audiences, designing for someone other than myself, prototyping in Flash, sweating the details) without the label for it. The first time I built something meant to live longer than a monthly campaign was SETHER in 2018. That's when it became official.
Since then I've led design for fintech (LegalDocs / FinancialDocs), blockchain (SETHER, ETHAX), legal tech, retail, energy. My method is research-first and on a deadline: I'd rather sacrifice an evening to pull five user interviews out of friends-of-friends or competitor review sections than ship a flow built on what I assumed. I once buried a survey question inside a chocolate shop redesign just to test a hunch about gift-wrapping. It shipped as the feature the client said they wished they'd thought of years earlier.
The 11 advertising years are the part I think most product designers I've met haven't done. They show up in the work as branding instinct (every system gets treated like there's a brand book sitting behind it), filter-feedback reflexes from a thousand focus groups, and the habit of opening a stakeholder presentation with the emotional read before the spreadsheet.
I can lead and I can do the work. As Creative Director at V8 Interactive I built a department from two teams to five and ran a weekly ritual called Thursday Play that turned juniors into the senior creatives now leading work at Publicis. I still mentor, but I'd rather be hands-on than be the face of the department.
I publish #TipTrickTool on LinkedIn (pay-it-forward notes for designers at the start of their career or in the middle of the current AI-makes-everything-feel-uncertain moment).
I'm based in Bucharest, work remote or hybrid, and I'm looking for the kind of team where humor lands, communication actually happens, and the work matters enough to argue about. Creative tools and developer tools have my heart, but the bar isn't the industry. It's the team.
Let's work together
Open to Senior or Lead Product Designer roles (in-house or contract, remote or hybrid out of Bucharest).
I can lead a team or sit alongside one.
If you're building something that's complicated under the hood and has to feel simple on top, let's talk.
Start with "Hello there!".
