10 years of writing, designing & crafting ideas.
I'm Iulia, product designer, writer, and professional overthinker.
10 years
of writing, designing & crafting ideas.
10 years
of writing, designing & crafting ideas.
I've spent the last 5 years in tech working for companies like Uber and WeTransfer, after another 5 in ad agencies like BBDO. Most recently, I designed a workflow tool for creative professionals.
I've spent the last 5 years in tech working for companies like Uber and WeTransfer, after another 5 in ad agencies like BBDO. Most recently, I designed a workflow tool for creative professionals.
I've spent the last 5 years in tech working for companies like Uber and WeTransfer, after another 5 in ad agencies like BBDO. Most recently, I designed a workflow tool for creative professionals.
Experience
WeTransfer
WeTransfer
Product designer II
Product designer II
2022-2024
2022-2024
Designed key features for Portals, a workflow tool for creatives.
Improved feedback speed and clarity with Asset Markup.
Led design for Free Tier, which boosted user visits hitting a whopping 3.4M in 90 days, with new users activating at a 5x rate. Redesigned Passphrase, a key feature to protect creatives’ work.
Planned, conducted and analyzed the first unmoderated user test in Portals’ history.
A few highlights include Asset Markup, Passphrase, Freemium Experience as well as envisioning the future of WeTransfer and Portals. During these projects I was involved in user research, user testing, workshops, brainstorms, UX and UI design, prototyping, animation, icon design, and (last but not least) UX writing.
WeTransfer
WeTransfer
Product Designer
Senior Content Designer ->
Product Designer
2020-2022
2020-2022
Blended my design and writing expertise to create the first UX writing guidelines at WeTransfer, which empowered product designers, product managers and engineers to write effective copy.
Designed Keyboard Shortcuts for Paste®, a slide-making tool, which sped up deck creation for power users.
Brought feedback features to Paste’s iOS companion app allowing users to leave comments on the go.
Envisioned ways to transform Paste’s iOS app into a remote that could control presentations.
During my transition, I blended design and writing to craft thoughtful experiences. Highlights include designing features for Paste® by WeTransfer and its iOS app, Paste Preview, and creating WeTransfer's first UX Content Guidelines. I also collaborated on marketing pages and product videos with a cross-functional team.
Uber
Uber
Copywriter
Copywriter
2018-2019
2018-2019
Creative master chef for Uber Eats. Delivered scalable content libraries for Uber Eats to be used across EMEA, from concept to execution. Helped couriers across EMEA set up their accounts effortlessly with a clear, step-by-step onboarding experience. Created data-driven campaigns for churned couriers to motivate them to come back to the app.
Creative master-chef for Uber Eats in EMEA. I was responsible for onboarding experiences for Uber Eats couriers, regional and local campaigns, scalable content libraries, data-driven campaigns, and new feature launches.
BBDO Worldwide
BBDO Worldwide
Copywriter
Copywriter
2015-2017
2015-2017
Created regional campaigns, experiences and frameworks for brands like Pepsi, Lays, S7 Airlines—from concept to execution.
Won several awards with 360 campaigns created for brands like S7 Airlines.
Collaborated with the US BBDO HQ to create campaigns for Pepsi and Lays that stood true to the European market while maintaining the brand’s core tone of voice and guidelines.
Developed campaigns for various Pepsico brands that spanned across more than 30 countries in the Eastern European Region. Collaborated with the US Pepsico team to build global communication frameworks. Created local campaigns for Pepsi and Lays.
BBDO Romania
BBDO Romania
Copywriter
Copywriter
2013-2015
2013-2015
Created local campaigns for various Romanian brands such as Pepsi, Lays, UNICEF Romania and more.
Created local campaigns for various Romanian brands such as Pepsi, Lays, UNICEF Romania and more.
