“How do I explain what I do at a party? The short version is that I say I humanise technology.”
— Fred Beecher, The Nerdery
Hello there!
I'm Flora, a Berlin-based Product Designer with a foundation in Sales and Marketing. My career started in retail and telecommunications, where I spent years understanding how people think, decide, and connect. Little did I know, those insights were quietly shaping my design instincts long before I called it “Product Design.”
The turning point came while collaborating with product teams—I realized the part I loved most was improving user experiences. What had been a curiosity became my full-time passion, and I dove into Product Design, combining my understanding of people with a strategic eye for business impact.
Today, I help companies turn complex challenges into intuitive, meaningful experiences that delight users and drive real results. Outside of work, I explore storytelling through photography and video—another way I learn to see the world from different perspectives, which inspires everything I design.
Thank you for joining me on this exciting path. Feel free to explore my work and let's connect!
florarichardfrs@gmail.com
I bring structure to ambiguity, framing problems in ways that help teams move confidently and collaboratively.
FAQs
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My process is structured but flexible: I start with research and stakeholder alignment, then move into ideation and prototyping. Throughout, I involve relevant teams—PMs, developers, stakeholders—to ensure feasibility and shared understanding. Depending on time, scope, and resources, I adapt which steps to emphasize, while always staying grounded in user insight.
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For me, collaboration isn’t a one-off handoff—it’s an ongoing partnership with PMs, engineers, and stakeholders. I like to involve the team early through workshops, feedback sessions, and design reviews to really understand goals, constraints, and opportunities. I iterate based on real user insights, balancing feasibility and business priorities, while always keeping an eye on the long-term—making sure our solutions are scalable, maintainable, and consistent across platforms.
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I define success based on a combination of user impact and business outcomes. Before starting a design, I work with PMs and stakeholders to set clear goals and measurable KPIs, such as task completion, conversion rates, or error reduction. I then validate designs through usability testing, analytics, and qualitative feedback, iterating until we see improved outcomes. Success isn’t just shipping a feature; it’s solving the right problem and delivering measurable value.
Say hello!
What’s your next challenge? I’d love to hear about it. Let’s chat!
florarichardfrs@gmail.com