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I am a User Experience Manager at HSBC. My job is to help teams use design thinking to unlock innovation capabilities and deliver commercially successful products and services.

My journey in design thinking started nearly a decade ago when I decided to take concrete steps to understand how to deliver maximum value to consumers. Since then, I have worked for large corporations and start-ups in Romania, Singapore and Hong Kong. I have been exposed to a wide diversity of roles, personalities and cultural backgrounds. This experience has had a vast impact on who I am today.

I am very passionate about what I do, and I take a great deal of joy and pride in guiding others to make a lasting impact.

  • HSBC logo

    Mar 2017 - Present

  • User Experience Manager

    Jul 2018 - Present | Hong Kong

    / Lead and design large consultancy based engagements for internal clients across markets and disciplines
    / Co-create and facilitate design sprints to achieve business objectives
    / Design customer propositions based on customer desirability, technical feasibility, and commercial viability
    / Coach on Design Thinking methodologies

  • Vice President, Digital Experience

    Mar 2017 - Jul 2018 | Singapore

    / Set up and lead the digital experience team to shape and transform HSBC’s digital products.
    / Define the end-to-end experience and lead projects to deliver incremental revenue and usage.
    / Coach teams on best practices for research, design, testing, analytics and optimisation.
    / Facilitate engagements across teams and disciplines.
    / Manage local design agencies and lead research campaigns.


  • Christopher Guy
    Senior User Experience Designer

    Jul 2016 - Feb 2017 | Christopher Guy | Singapore

  • / Hands-on design for a new product for the US market
    / Build information architecture, wireframes and interactive prototypes
    / Run qualitative customer research

  • ING
    User Experience Architect

    Apr 2016 - Jul 2016 | ING Bank | Romania

  • / Hands-on design for the internet banking platform
    / Gather the business requirements
    / Build the information architecture, wireframes and prototypes for mobile and desktop

  • Simpology
    User Experience Designer

    Aug 2015 - Apr 2016 | Simpology | Romania

  • / Hands-on design for the website and mortgage lodging platform
    / Gather the business requirements
    / Build the wireframes, prototypes and style guides for desktop
    / Run the qualitative interviews

  • Raiffeisen
    Raiffeisen Bank

    Sep 2008 - Jul 2015

  • User Experience Analyst

    Jul 2012 - Jul 2015 | Romania

    / Gather business and user requirements
    / Define wireframes and interactive prototypes and functional specifications
    / Coordinate formative and summative usability testing

  • Various roles in front office sales and back office support

    Sep 2008 - Jun 2012 | Romania

    / Handle customer financial transactions like deposits, withdrawals, transfers, money orders
    / Application support for the Internet Banking platform
    / Define, test and implement business requirements for the internet banking platform

  • Design Thinking

    I use Design Thinking to help unlock innovation capabilities.

  • Innovation

    I take a systematic approach to innovation and creativity.

  • Facilitation

    I design and facilitate workshops or large transformation initiatives.

  • Stakeholder management

    I enjoy managing and influencing in complex environments.

  • Prototyping

    I prototype and design digital products and services.

  • Coaching

    I can instruct or train others to make a lasting impact.

  • Sketch
  • Adobe Creative Cloud
  • InVision

  • cua-logo
    Certified UX Practitioner

    Human Factors International

  • 250px-Logo_ASE_Bucharest
    Master's Degree in Business and Commerce

    Bucharest Academy of Economic Studies

  • 250px-Logo_ASE_Bucharest
    Bachelor's Degree in Finance and Banking

    Bucharest Academy of Economic Studies