Product experience designer, built for brands that think in systems, not just screens.
10 years of design experience. 4+ years embedded in Shopify eCommerce. I work at the intersection of brand clarity, UX strategy, and AI-augmented workflows, helping brands that are serious about conversion get there faster.
Redesigning the purchase experience for a luxury brand, translating high-end positioning into visual trust signals and a hierarchy that converts without compromising the brand
Brand-led UX redesign for a performance e-bike company. Aligning product discovery with brand positioning in a category where trust is earned through clarity.
Solving complex seasonal catalog navigation through visual hierarchy and structural UX, making a wide assortment feel considered, not overwhelming.
Balancing performance storytelling with direct paths to purchase for one of the fastest-growing e-bike brands in the world.
Redesigning a technically dense product catalog into a navigable, decision-supporting experience for a specialized audience.
Reimagining user journeys for educators,a product design challenge where clarity, trust, and reduced friction matter more than decoration.
High-consideration purchase design: helping users build confidence through visual hierarchy, structured information, and product configurator UX.
High-consideration purchase design: helping users build confidence through visual hierarchy, structured information, and product configurator UX.
About
I'm Mirela — a senior UX/UI designer and creative lead with a decade of professional experience, including 4+ years embedded in high-performance ecommerce at a leading Shopify Platinum Partner.
My background is architectural by training, which means I think in systems before I think in screens. I approach design as a strategic discipline: understanding the business goal, the brand logic, and the user's mental model before touching a single frame.
I work independently at a senior level. That means I own the brief, make the calls, and deliver without needing layers of approval or hand-holding. I also know how to plug into cross-functional teams and move them forward, not slow them down.
My current practice is AI-augmented by design. I use AI tooling across ideation, UX auditing, copy direction, and visual production, not to replace thinking, but to compress the distance between problem and solution. The output is faster, sharper, and more considered.
My work spans ecommerce conversion, digital product design, brand systems, and complex information architecture. If you're building something that needs to be clear, credible, and usable at scalem - that's where I operate.
Services
UX & Product Design: End-to-end experience design for digital products and storefronts. From architecture and flows to high-fidelity UI, built to hand off and ship.
Experience Strategy: Translating business goals and brand positioning into design decisions. I work at the brief, not just the brief's output.
Conversion Design: Full-funnel redesigns grounded in user behavior, hierarchy, and brand trust - not just aesthetics.
Design Systems: Scalable component libraries built for real team use. Documented, structured, and actually maintainable.
Creative Direction & AI-Augmented Workflows — Senior creative lead for projects that need speed without sacrificing quality. AI-native process, human judgment at the wheel.
Experience
Senior Creative Lead — Praella LLC, Chicago, US · 2021–Present
Head of Creative — Festa Systems Ltd, Huddersfield, UK · 2020–2021
Independent Projects — Freelance Designer, Various · Ongoing
Architect — Entasis d.o.o., Zenica, Bosnia · 2009–2020
