Helping teams build digital products
I deliver simple and efficient digital experiences using user centered design tools and techniques
With years of experience gained both in agencies and industry environment, I have worked with small and medium customers to large global brands and companies.
Focusing on discovery and testing, I conceptualise, prototype and validate assumptions that balance business objectives and user outcomes.
Having enjoyed years in software development I communicate effectively with developers, meeting their needs and identifying opportunistic approaches to delivery
Focusing on discovery and testing, I conceptualise, prototype and validate assumptions that balance business objectives and user outcomes.
Having enjoyed years in software development I communicate effectively with developers, meeting their needs and identifying opportunistic approaches to delivery
A multi-disciplinary background
Interaction Design
Since creating my first website back in 1996, I have been witness to the evolution of the internet. This experience has provided me with a strong grounding in the fundamentals of interaction design, and my knowledge about usability comes from many years of collaboration with other UX leaders and professionals.
User Research
From the very beginning of my professional life, I have relied upon conversations with users, though at the time I didn’t understand what user-centered design was. I have done extensive primary research, including field ethnography, street-intercept research, and co-design sessions.
Visual Design
Even prior to the advent of the web, I worked at two design agencies where I was honing my skills of visual design, Gestalt, and typography for many years. No matter what trends came and went, I never stopped improving those disciplines.
Lean UX, Agile, SAFe
Beautiful products reflect their beauty from within. But besides discovery and quality workmanship, the process should also be efficient and sustainable. I have been involved in creating the processes by which design teams within an enterprise work under the SAFe approach, from portfolio layer down to execution.
Digital Marketing
In the course of my professional experience, I have always been involved in strategy as well as in creating content for my digital marketing campaigns. I know what it means to properly analyse and optimise a funnel, what multivariate testing is and how to design creative that not only achieves but exceeds expectations.
Web Development
There was a part of my career where I would turnkey entire websites by myself. I did front end development, back end development, database architecture, hosting, and configuration for the websites. This practical knowledge will make me well-qualified to conduct productive discussions with the development team.
Artificial Intelligence
AI is around us and to some extent it is here to stay. I am actively exploring tools and methods of using AI in the creative process. Ultimately the goal is to deliver positive experiences by improving team understanding and removing friction from the user experience.
Guiding Principles
People first
Empathy, kindness, and trust come first for me. Caring about people is not my strategy – it’s a prerequisite. I try my best to be open-minded and trusting, humble and supportive to those who work alongside me.
Make the work matter
Great teams do their best work when they understand why it matters. I aim to connect day to day decisions to the bigger picture, whether that is the user need, the product vision, or the business goal. When people can see that link, they bring more than skill. They bring energy, ownership and belief.
Challenge the familiar
I am comfortable questioning the default and pushing past inherited ways of working. Not to create disruption for its own sake, but to help teams reframe problems, explore new options, and move from “we can’t” to “how might we?”. The best progress often starts with a better question.
Better beats perfect
I care deeply about quality, but I do not believe perfection should slow down progress. I would rather help a team make meaningful improvements, learn quickly, and keep moving than wait for an ideal version that never arrives. Better for users, better for the team, better for the business.
Honest, with care
I believe in being clear, direct and open. Good feedback helps teams grow, make faster decisions, and build trust. But candour works best when it comes with empathy. You can be honest without being harsh, and that balance matters.
Tools
Perpllexity
Excel
UserZoom
Powerpoint
Sketch
Lovable
Miro
Hotjar
User Testing
Cursor
Axure
Optimal Workshop
Chat GPT
Claude
Figma
Analytics
Who I work with
I supported SMEs to large Fortune 500 organisations
What others say
Dan England
Business Analyst at Vodafone
I had the pleasure of working with Andy on a couple of projects and I can confidently say he is an exceptional UI/UX designer. His ability to put the customer first is evident in every design he creates, ensuring a seamless and intuitive user experience. Andy's skills with Figma are excellent, allowing him to bring ideas to life with precision and creativity. He is also adept at stakeholder management, effectively communicating and collaborating with various teams to achieve project goals....
Rafael Garcia
Software Engineer and Data Scientist
I've been working for two years with Andy. He has proven his skills for understanding customer needs and translating them to technical language and UX designs. It's been a pleasure to work with him, he is always open for discussion and refinement, both with the development team, management or customers.
Aneef Kandukuri
IT Consultant
I had the pleasure of working with Andy, and I can confidently say that he is an exceptional UI/UX professional. His deep understanding of customer needs reflects in the intuitive and user-friendly designs he creates. Beyond his technical expertise, he has outstanding leadership skills—guiding the team with a perfect balance of vision and collaboration. One of his standout qualities is his ability to bridge the gap between design and development. The dev team always appreciated how approachable he was, actively...
Petr Baron
IOT - Connected Cars (B2C, B2B, International) at Vodafone
I had the pleasure of working with Andy, who led the UX design for our B2B and B2C Portals for the Internet in the Car solution. As UX Lead, he combined strategic thinking with hands-on design, maintaining a strong focus on customer experience and creating intuitive, user-friendly UI with simplicity at their core. Andy’s collaborative approach and ability to simplify complexity made a huge impact.
Héctor López Luis
Solutions Architect at Vodafone
I had the pleasure of working with Andy at Vodafone, and I can say that he is an exceptional UX professional. His ability to understand user needs and translate them into intuitive and engaging designs is truly impressive. Andy consistently delivers high-quality work, demonstrating a keen eye for detail and a deep understanding of user experience principles. One of the projects we collaborated on, Andy played a pivotal role in enhancing the user interface and overall user experience. His innovative...
Ciprian Marin
Global Product Manager at _VOIS
I am very happy to recommend Alexandru for his contributions to our team. Alexandru has a knack for designing user experience (UX) flows that truly capture the insights of both our customers and internal users. He has a remarkable ability to understand and address the business needs of customers from various verticals, making his work invaluable. What sets Alexandru apart is his future-proof approach to UX solutions. He always proposes multiple versions for the screens he designs, showcasing his creativity...
Craig Martin
IoT Platform Global Expansion Product Owner
I have had the pleasure of working with Andy over the last 4 years at Vodafone, and I have always been impressed by his passion and creative instinct, in UX and UI design. Andy has a valuable blend of creativity and technical expertise which, I think, sets him apart from a lot of other designers. His ability to understand user needs and translate them into immersive, appealing designs is exemplary. Andy has a keen eye for detail and a deep...
Markus Muenkler
IoT Program Manager
Andy has been brain, heart and soul of Vodafone's IoT UX practice. I came to appreciate his wealth of experience and expertise in UX design, testing and implementation and I could always build on his ability and drive to deliver top class service experiences to our customers.
Curro Torres Fernández
Certified Scrum Master
It was a pleasure collaborating with Andy. While his background was in UX Design, he embraced the role of Product Owner within one of our Scrum teams, demonstrating a remarkable adaptability. He quickly became interested in key Agile concepts, such as User Story Mapping (reading and appying Jeff Patton book), showing a genuine commitment to continuous improvement. Andy had a great balance between being assertive and friendly, ensuring clear requirements communication and helping me to foster a positive team dynamic....
Marco de Gier
Senior Product Manager IoT cellular and Satellite connectivity
I can only highly recommend Andy. I worked several years with Andy, he is an excellent UX designer who really makes the effort to thoroughly understand the use case in order to come up with the best design. He is also a very nice colleague to work with as part of the cross-functional team.