Adrian Iliescu
Past Clients
Ford
Unilever
Johnson & Johnson
Spotify
Philips
Lidl
doTerra
UX & Design Systems
User-centred design
Journey Mapping
UX research
Accessibility & Usability
Tokenised Design Systems
Documentation Frameworks
Delivery & Leadership
Cross-functional Collaboration
Agile Delivery
Sprint Facilitation
Estimation Frameworks
Workshops & Communication
Process Optimisation
Languages:
English – Advanced
French – Conversational
Romanian – Native
From early-stage startups to global enterprises, my career has been built on one principle: great design doesn’t just look good, it drives outcomes. With over 15+ years in the industry, I’ve led digital transformation efforts, built scalable systems, and shaped product experiences that convert, retain, and grow.
My toolkit spans UX strategy, interaction design, and systemised product thinking. I work confidently across the latest design tools, with a strong understanding of how design translates into scalable, developer-ready components. This technical fluency allows me to bridge the gap between design and engineering, ensuring every solution is crafted with feasibility, clarity, and impact in mind.
What started as a passion has become a career defined by intent and impact. I’ve worked across SaaS, eCommerce, Supply Chain, FaaS, and Fintech, helping launch MVPs, redesign enterprise platforms, and implement design systems that scale. Whether leading teams or collaborating hands-on, my role is to bring clarity to complex problems and deliver experiences that serve users and business alike.
I approach every challenge with curiosity, strategic focus, and a bias toward action. I believe user experience is a discipline of systems and empathy — and my best work happens when those two intersect.
When I’m not deep in product thinking, I’m staying sharp through writing, mentoring, and exploring emerging tools, trends, and technologies. I’m always open to meaningful collaborations — whether you’re scaling a product, building a team, or need clarity in chaos.
Let’s build something that matters.
Head of Systems
2023 - Present
Leading the unification and governance of WQA’s main enterprise clients multi-product design ecosystem. Spearheaded the consolidation of six UI kits into three scalable libraries across Ecommerce, Marketing, and Back Office platforms. Developed token-based workflows and cross-discipline documentation frameworks that align design, DevOps, and engineering teams. Championing DesignOps maturity, tooling integration, and zero-ambiguity systems thinking at scale.
VP of Design / Co-Founder
2020 - 2023
Co-founded and led product design for a fitness tech startup focused on streaming experiences for professionals. Defined the product vision, user model, and GTM strategy from scratch. Built the design system, onboarding architecture, and app UX from early-stage prototypes through to alpha launch. Blended brand, product, and growth into a cohesive experience, balancing agility with long-term scale.
User Experience Lead
2018 - 2022
Directed UX strategy for high-performing eCommerce experiences, including Shopify Plus builds for major DTC brands. Led a team of designers, product owners, and developers to deliver data-driven, mobile-optimized storefronts with measurable conversion improvements.Introduced UX research practices, wireframe systems, and component-first design processes across the agency.
Design Lead
2016 - 2018
Led creative and experience design for fashion, lifestyle, and beauty brands in a high-growth studio environment. Balanced art direction with product functionality across digital campaigns, sites, and early-stage product builds.Established reusable design patterns and cross-brand UI systems, laying groundwork for scaled delivery.
Sr. Product Consultant
2012 - Present
Partnered with startups and enterprises on product discovery, UX strategy, and system design. Embedded into cross-functional teams to lead strategic design initiatives, launch MVPs, refine customer journeys, and scale design operations.