Hi, I’m Flora👋
Product Designer
(UX, UI)
I turn complex systems into clear, trustworthy tools for expert users — helping organizations make better decisions at scale.
Selected works
BAT Agrar GmbH
Designing a scalable pricing system for 1,000+ professional users, supporting 500k+ complex calculations within weeks of launch.
While leading the end-to-end redesign of BAT Agrar’s proprietary pricing platform, I worked with dense business rules, edge cases, and high-stakes calculations. Using systems thinking and close collaboration with product and engineering, I transformed a fragmented, slow tool into a clear, scalable decision-support system that accelerated workflows, increased adoption, and delivered measurable business impact.
Client under NDA
Simplifying workforce planning and labor constraints through a scalable, test-ready product experience.
As the lead UX designer, I translated insights from stakeholder workshops into a functional proof of concept for staffing teams operating under complex labor rules and operational constraints. The experience streamlined workforce planning workflows, enabled early validation with real users, aligned cross-functional stakeholders, and laid the foundation for a scalable product used by multiple roles.
Client under NDA
Increasing trust and adoption in an online doctor service for e-prescriptions.
As an external UX Designer, I supported research-driven design through workshops, usability testing, and iterative prototyping to uncover why users overlooked the service. I designed clear, guided flows and a dedicated landing experience that improved visibility, reduced uncertainty, and helped users confidently complete high-intent tasks.
Kind words
“She was responsible for improving the UX practice within the team where she demonstrated excellent organizational and management skills.”
-Cosmin Costean, Head of Product (TUI Spain)
“Flora is an excellent teammate. She listens to suggestions and pays close attention to detail. Also analyses problems in depth to find the best solution. She shares her knowledge and I have learned a lot from her.”
-Ana del Cerro Ruiz, UX/UI Product Designer (TUI Spain)
“Eye for detail, collaborative attitude, and ability to take ownership of tasks helped our team move faster and with more confidence. We truly appreciated her professionalism, creativity, and positive energy,”
-Team Lead UX (leading European Online Pharmaceutical Retailer)
About me
“What problem are we solving, and for whom?”
I design products for complex, real-world environments where decisions matter and users operate under real constraints. I start by clearly defining the problem, who experiences it, and why it matters — before moving into solutions.
I work primarily on complex systems used by expert users — such as planners, operators, and internal teams — where dense data, business rules, and edge cases are part of everyday work. By combining product design, systems thinking, and strategic evaluation, I turn complexity into clear, trustworthy tools that support confident decision-making.
In practice, this means partnering closely with product and engineering to challenge assumptions, validate solutions early, and ship experiences that scale — creating real value for users and measurable impact for the business.
Say hello!
What’s your next challenge? I’d love to hear about it. Let’s chat!
florarichardfrs@gmail.com