Product Design Lead | Researcher

I’m Gabi — a Product Design Lead who thrives in fast-paced environments, using strong discovery to turn ambiguity into confident product decisions.

Results I'm proud of:

Product Design

For Fresho Australia, I joined an engineer-led team to rethink the design and experience of their AI-powered solution — OrderPilot. The solution has surpassed our sales targets and has been sold to 19% of our B2B clients within its first 12 months.
At iCare World, I was the solo designer working from discovery to conceptualisation to launch two healthcare solutions from scratch: iCare Altius and iCare Illume

Research

Established a strong research knowledge base for Envato's Author Space, including an author satisfaction survey that became one of our company-wide KRs.
Led the Author Experience Vision, and worked w/ leadership team to clarify priorities based on user needs & business goals

Management

Planned & scaled Envato's design team from 1 to 5 designers, and their career progression — having 2 of them recognised through promotions.
At both Envato and Fresho, I actively supported the Design Manager to create and establish the Design Skills Expectations framework and the Career Development Pathways.

AI driven design & vibe coding

I have been introduced to AI design back in 2016 when I created my first bot content manager. More recently, I have also created multiple functional apps with Claude/Figma Make & Replit, including a fully functional onboarding experience where users get to customise the look and feel of their own online stores (Fresho), removing manual brand configuration from the onboarding workflow. Learn more about this project here ↗

Product Design Lead

Fresho Australia

Food TechStart-upSaaSB2B Marketplace

Feb 2024 – Present

Designed an AI-assisted order entry experience improving speed and accuracy for food suppliers manually entering thousands of orders every week.
Order entry time dropped by 76% (from 140s to 33s), saving ~6h per 200 orders. Adopted by 19% of clients in year one, surpassing sales targets.
Created a fully functional AI onboarding experience connected with Supabase, enabling suppliers to customise their brand in a self-service workflow.
Worked closely with the sales team to create interactive AI prototypes to unlock business revenue and validate MVP concepts.

Product Design Consultant

iCare World

Health TechSaaS

2022 – 2024

Designed end-to-end software for AI-powered instant detection of early signs of eye-related abnormalities.
Designed software allowing eye practitioners to manage patient data from multiple hardware devices, bridging the gap across the clinic.
Supported the team in creating and implementing a design system across multiple products within the company.

Product Design Lead

Envato

CreativeSaaSB2B Marketplace

2017 – 2021

Headed the articulation of user needs to inform and influence group vision and strategy, working closely with senior leadership and stakeholders across the business.
Owned hiring and growing a UX team from the ground up, coaching team members on UX process, research practices, and cross-discipline collaboration.
Managed a team of four UX designers across four teams, guiding day-to-day activities, career progression, and team collaboration.
Performed research and UX design for Envato Elements during first year at Envato.

Senior UI/UX Designer

IBM Studios Dublin

EnterpriseHR

2014 – 2017

Led design of experiences using the IBM Design Thinking framework — user testing, personas, paper prototypes, storytelling, and pixel-perfect iterations.
Created my first AI-powered solution: a bot management software for HR teams.

Designer

Mega Corporate Systems

Enterprise

2011 – 2013

Responsible for supporting Engineering, Commercial and Events through: User Interface layouts & Service Design; Creating Sales and After Sales Campaign Experiences & Visual identity for events.
On my last year with Mega Sistemas, I was full time focused on Service Design and mainly responsible for designing a system to centralise multiple touch-points and systems with clients into one centralised CMS.

Marketing Analyst & Designer

Ateliê Workwears

Small Business

2009 – 2011

Managed eCommerce projects including software implementation and platform setup.
Handled sales management, customer relations, AdWords, and conversion tracking.

Web Designer Apprentice

Digital Altavix

Digital TechStart-up

2006 – 2011

Developed web design skills in CSS, HTML, and Flash/Dreamweaver/Fireworks. All history now!

20+ years and counting!