Andra Cimpan

Product & UX Designer

Amplifying great ideas by bringing digital products to life

Get to know me

About Me

Hi! I‘m a Product & UX Designer with experience conceptualizing, crafting digital products, and helping businesses expand their capacity for impact. I am very much a big-picture thinker with a high interest in product strategy, facilitation, and prototyping, enjoying working on products end to end, from ideation all the way to development. I'm passionate about improving the lives of others through design and am constantly looking to learn new things every day.

Some Cool Experience

5 years of experience

  • UX Designer

    at Ericsson
    Jan 2019 - Jun 2020
  • Dec 2020 - Present

    Product Designer

    at Capbase
  • UX Researcher

    at Paladin Cyber
    Oct 2019 - Nov 2020
  • Feb 2018 - May 2018

    UX Analyst

    at Vipera PLC
  • UI Engineer

    at 3Pillar Global
    Jul 2017 - Sep 2017
  • Jan 2015 - Sep 2017


    at Digital Kids
  • Front-end Developer

    at Telenav
    May 2016 - May 2017
Some Cool Education

My Education

Babes-Bolyai University

Computer Science

Universidad Politécnica de Madrid

Human-Computer Interaction & Design

Aalto University

Human-Computer Interaction & Design

EIT Digital Master School

Innovation & Entrepreneurship
Some Cool Skills

Skills & abilities

UX Research

Plan and conduct qualitative and quantitative user research and transform findings into insightful information

User-Centered Design

Design solutions from user perspective by understanding their needs, motivations and pain points

Value Proposition Design

Define the promise of value of a brand, product or service and ensure the fit between the business and the market


Create digital concepts from low to high fidelity designs

User testing

Conducting usability testing sessions in order to identify the changes required to improve user satisfaction and performance
Some Cool Certifications

Check out my certifications



Enterprise Design Thinking


Team Essentials for AI

Enterprise Design Thinking


Product Led Growth


Have Questions?

Get in touch with me by email, phone or find me online using one of the platforms mentioned below.

Find me on the web

Applying Design System in Cybersecurity Dashboard Development

What is the role of a dashboard for the cybersecurity professionals and how can a design system approach support the development of the dashboard?

This project is my master’s thesis of which the primary outcome consists of a user-centred methodology for the extraction of expert knowledge and its conversion into requirements. The proposed solution constitutes a baseline approach towards identifying the needs of professionals from a domain in which the access to the users is limited.

The thesis’s initial efforts were aiming to identify, understand and analyse the users, their needs and the environment in which they operate. The qualitative data is obtained by firstly performing a literature review on the state of the art. In its second phase, which had the purpose of validating and enriching the gathered information, consists of multiple interviews with experts from Security Operation Centres.

After the requirements have been collected, a first proposal of dashboard design is realised by utilising the Design System. In order to validate, test and obtain feedback on the first iteration of the design, a cognitive walkthrough and a usability test were performed with experts.


  • Related research study; Understand the industry
  • Analyse requirements
  • User research, Individual interviews
  • Persona creation
  • Evaluating existing dashboard
  • Low fidelity prototype
  • High fidelity prototype
  • Cognitive walkthrough and usability testing
  • Proposal of improvements


How can you engage students in class with new technologies?

In the HCI project in a team of three our task was to design and test a system of our choice including two iterations with paper prototype and a high fidelity clickable prototype. Since we know the problem of being easily distracted in class from our own experience, we decided to create MIU – My Interactive University. The goal is to make the interaction between university professors and students and their university life easier, considering the in class-situation, for example with interactive quizzes using the students’ phones as well as the administration part like grading, course and learning management. Apart from that the idea is also to provide useful information of the happenings and orientation on campus.

This project covered the complete process of User Centered Design with the first step of user research and the analysis of their needs, context of use and typical tasks. After crafting paper prototypes, we tested them in an usability test measuring different metrcis such as successful completion, task completion time, errors and questionnaires like the System Usability Scale (SUS). The outcome of the first iteration test then was included in the development of a high fidelity HTML Website that was again tested with users.


  • Context of use analysis
  • Low fidelity prototype
  • User tests, Iteration I
  • High fidelity prototype
  • User tests, Iteration II

NEGATIVES – Dynamic contents web applications for contextual decision making

Negatives was the final project for my bachelor’s in computer science. The purpose of this thesis is to introduce the concept of dynamic content web-based applications for contextual decision making and to prove the utility of it. As such, I built an application that contains all the characteristics of it. I chose to develop an application that allows users to search for a photographer that suits their needs and corresponds to the desired criteria. There is an increasing need for this kind of service as there is an extraordinary request for professionally done photographs in all the areas of interest. Another target was to promote freelance photographers that want to find clients through this application.

The structure of the paper is the following:

Chapter 1 contains the definition of the dynamic content web-based applications for contextual decision making. It demonstrates that contextual decision making is about taking the wider view and then reaping the benefits based on the dynamic results that are provided by the application.

Chapter 2 displays the advantages of a decision-making web application with dynamic content, showcasing some examples that have proven to be of huge success. The presented existing applications are Amazon - one of the largest retail online store in the world, and Airbnb - an online marketplace that enables people to rent or lease lodging, houses or apartments.

Chapter 3 explains the design decision of the application and the technologies that were used. To create this application the client side was developed using JavaScript, the most used programming language to develop the front end of a web application, guided by the Backbone framework. For the backend, Python was chosen as the development language as it has been on the rise in the past few years, together with the Flask web framework.

Chapter 4 contains the application architecture, the motivation and presents the application usage. The user manual shows a general presentation of the website, containing a description on how it can be used together with some screenshots of it. Also, the future improvements are mentioned to show the next steps of the development path.


  • Define of the dynamic content web-based applications for contextual decision making
  • Analyze existing products
  • Wireframe and Design the final application
  • Implement Front-end
  • Implement Backend API
  • Test the application

FixIt – No uncompleted tasks

In Business Development, we learned essential techniques, methods and requirements for starting a business, such as elevator pitch, a sound customer definition, a balanced team with differential contribution and how important real numbers are for any verification. This class had a practical part in which we applied everything to our own business idea.

Knowing that skill shortage is a big problem in the construction industry and how word of mouth is still the most used means to connect the client with the specialist, my team and I had the idea of a smart, relevant platform that would solve this issue.

FixIt is a two-sided marketplace that connects people who need help with a network of pre-approved and background checked individuals, which have the time and skills needed to complete the listed task. Hailed as godsend to people with more money than time, it allows people to outsource small jobs and tasks to others in their neighbourhood. FixIt aims to help people take back their lives, be their own boss, help others out and make some money in the process.

Value Proposition

  • Saves time
  • Easy to get help
  • Specialists with a clean background
  • Insurance for the specialists
  • Cash free payment
  • Local jobs in and around the neighborhood
  • No schedule job, work at your own convenient time
  • Instant money- wages immediately after the task
  • Better return on reputation as the level increases


  • Business Model Canvas
  • Competitor Analysis
  • SWOT Analysis
  • PEST Analysis
  • Customer Journey

ioToys – A smart toy for parental benefits

How can parents benefit from their children's toy?

The summer school around IoT Platforms for Industry 4.0 was part of my two years Master’s Degree. Together with my team of six people, we had to redefine the “Smart toy” prototype and business model of the case that was given to us. After we did some market research and found out more of the existing competitors, we came up with the solution for the problems of the working parents who, because of lack of time, miss important information about their children’s behavior during the day. We use technology to bring the parents closer, in a digital manner, to their children so that they could be a part in their kids’ growing up phase.

ioToys provides an integrated solution in the form of a smart toy which helps the parents keep a tab on their kids’ moods and emotions throughout the day, track the environmental conditions their kids are in; it also helps the manufacturers assess their products qualitatively as well as quantitatively, at the same time being a loving friend to the children.

Besides the working prototype, we provide technology to be used in the toys to collect and send data to the parents. They are able to check real time information and analytics in their mobile application. As a bonus for the manufacturers, they have a platform where they can study relevant data analytics, which is capable of transforming their business for the better.

To summarize, ioToys is about making toys ‘smarter’. We, as a part of ioToys team, intend to solve the problems working parents face for their children. We use technology to bring the parents closer to their children so that they could be a part of their lives.


  • Study the problem and the current solution
  • Market research and competition analysis
  • Develop a working improved prototype
  • Develop the mobile application for parents and manufacturers
  • Prepare launching strategy