¡Hola! my name is Andrea

Design and Product leader helping organisations navigate complexity through design, research, and strategy, turning ambiguity into aligned decisions, scalable systems, and experiences people trust and enjoy using.

Close-up of a woman smiling, showing her teeth, with dark hair and earrings.
A woman with dark curly hair, makeup, and a green knit hat smiling and looking to the side outdoors with a body of water and people in the background.

Across 15+ years in B2C, B2B, and internal products, I’ve led multidisciplinary teams, scaled design and research practices, and driven product transformation. My work focuses on connecting customer insight with business strategy, creating clarity across teams, and making complex experiences feel intuitive without oversimplifying them. Outside work, I’m an occasional crocheter, foodie and karaoke enthusiast.

Research

✳︎

Strategy

✳︎

Design

✳︎

Research ✳︎ Strategy ✳︎ Design ✳︎

Head of Product Design
& Research

Lingoda, 2023 – Current

Built and grew an integrated Product Design and UX Research function, embedding insights into decision-making across B2C and B2B products at Lingoda Series C EdTech scale-up serving 55,000+ learners annually across B2C and B2B Health.

  • Scaled and matured the Product Design and UX Research organisation up to 11 direct reports, spanning mid-level to principal roles, strengthening craft, delivery, and strategic impact

  • Led the end-to-end redesign of the healthcare Learning Portal, transforming a fragmented platform into a structured, intuitive experience that improved satisfaction, increased first-time pass rates, reduced course duration, and contributed to ~€60K OPEX savings by 2027

  • Led the development of AI-powered learning features (Lingobites, Flashcards, AI chatbot), increasing engagement and improving Month-to-month retention from 72% → 82%

  • Launched an AI pronunciation trainer, reaching 50% student adoption and increasing Trial to Order from 38% → 61%

  • Led the end-to-end redesign of the mobile app, improving ratings from 2.5 → 4.2 (+68%) (App Store) and 1.9 → 3.7 (+91%) (Google Play), increasing engagement (engaged learners 7.1% → 8.3%, +17%)

  • Delivered an AI-powered exam preparation tool (avatar-based simulations), improving readiness, confidence, and overall customer experience for our Healthcare vertical

  • Launched AI-driven operational tools and dashboards, reducing manual work and saving 220+ hours/month, enabling more proactive account management and contributing to a 57% YoY operational efficiency improvement

  • Led rollout of the Intelligent Classroom, improving core product experience and stability, increasing tech reliability from 97% to 99%, and student and teacher ratings to 92%

Design & UXR Manager

Marley Spoon, 2020 – 2023

Led the end-to-end transformation of the design function at Marley Spoon, a global meal-kit company (550,000+ customers, 7 countries), rebuilding the organisation from a fragmented, platform-siloed team into a research-led, outcome-driven design practice.

  • Scaled the design team from 2 to 5 designers and established a UX research function (2 hires)

  • Restructured 6 product tribes around business metrics (CAC, basket size, retention, CSAT), replacing a platform-based silo structure

  • Introduced a 4-level design career framework used for hiring, performance reviews, and team development

  • Delivered a premium recipe model that drove a 3.2% increase in basket size and 8.3% premium attach rate

  • Redesigned the checkout flow, achieving a 9.5% market attachment rate, 55% market exploration rate, and lifting app ratings from 2.8 → 4.6 (EU) and 2.9 → 4.8 (US)

  • Reduced weekly skip rate by 3.6% through menu layout and personalisation improvements

  • Built the UX research practice from zero — formalised tooling, recruitment, and methodology, reducing participant recruitment turnaround by 70%

Friday Insurance, 2018 – 2019

Senior Design Lead

Led end-to-end product design for key initiatives at Friday Insurance, a Berlin-based InsurTech startup, including the rapid launch of a household insurance product and the redesign of core sales funnels, while helping scale the design and research team.

  • Improved gross conversion from 8% → 10%

  • Reduced drop-off by 8% across the funnel

  • Achieved 18% adoption of new product features

  • Designed funnel improvements reaching ~2M users at entry point

  • Contributed to growth to 15,000+ customers within first 9 months

  • Optimised for a mobile-first audience (50%+ sign-ups via mobile/tablet)

  • Designed and launched a new household insurance product in <3 months

Design Team Lead

Quandoo, 2016 – 2018

Led design initiatives across B2C and B2B at Quandoo, one of the fastest-growing global restaurant reservation platforms, serving millions of diners across 17,000+ restaurants, driving improvements in customer journeys, restaurant onboarding, and sales platform experience.

  • Scaled the design team from 1 to 5 designers, supporting growing product and marketing needs

  • Led end-to-end marketing campaigns, partnering with cross-functional teams to improve performance

  • Collaborated with the B2B sales team to optimise landing pages, onboarding, and communication, improving acquisition and activation

  • Contributed to the B2C brand redesign, ensuring consistency across product and marketing

  • Increased email open rates (~9%) and click-through rates (+12%) by redesigning communication and transactional emails

  • Improved campaign CTR by 8.7% by optimising journeys from email to landing pages

  • Designed and improved customer journeys across email, app, and web to drive conversion and retention

Download CV