Anna Blukacz

Promoted internally to lead the design function, reporting to the CPO. A working lead - I still own the hardest surfaces myself, set the craft bar by shipping, then scale it through the team.

• Own the design direction for how products adapt across markets - defining what stays fixed (information architecture, brand, interaction patterns) and what must flex locally: language, care pathways, payment methods, and market-specific healthcare regulation.
• Led the strategic rebuild of the B2B offering into a self-serve platform (Soda) - partnering with C-level on positioning, brand, and go-to-market, launching in Singapore and adapting it for Malaysia. Built the front end personally with Plasmic and AI tooling and prototyped in code to test real interactions with real users - no agency - achieving ~80% cost savings vs. agency delivery and moving iteration from weeks to days.
• Initiated a recurring experience quality review with C-level executives and cross-functional stakeholders - using narrative walkthroughs of real user journeys rather than feature demos to build a shared, org-wide definition of design excellence across B2B and B2C lines.
• Introduced an AI-assisted design-in-code workflow that lets designers push interaction and visual changes directly to production - collapsing the design-to-production cycle, removing engineering dependency for UI iteration, and letting a lean team hold a high craft bar at speed.
• Put AI to work as team infrastructure rather than a talking point - an AI-powered research repository (Cursor, Apollo) that synthesises sales calls, customer threads, and prospect intelligence into a shared source of truth, and an automated n8n content pipeline that turns research and market signal into briefs on its own - connecting real customer conversations to product and marketing decisions in near real time.

• Delivered a 3-phase experience strategy that evolved Doctor Anywhere from a telehealth-first app into a healthcare platform - including a needs-based navigation model, rebuilt from how people describe symptoms rather than from internal service structure, which lifted App Store ratings from 3.7 to 4.9.
• Designed the handoffs between online and offline care - video consultation into physical clinic visits, in-person follow-up, and medication delivery - treating the journey as one continuous service rather than a set of disconnected digital products.
• Led the strategy to unify fragmented B2C and B2B experiences into a single platform - retiring a legacy insurance app, eliminating a recurring class of payment and coverage failures, and reducing support escalations.
• Grew a team of 9 designers through weekly critique, paired sessions, and explicit craft standards, and established the research operations behind them - usability testing cadence, design reviews, documentation - embedding user evidence into how the whole product organisation decides.

• Built Gravity from scratch - a multi-brand, cross-platform design system on a token-based architecture that lets one product express itself as many brands and market variants without forking the codebase. Cut white-label implementation from weeks to days, improved design efficiency ~30%, and was featured on the Figma website as a standout example of design system excellence.
• Encoded accessibility into the system rather than leaving it to review - contrast-tested colour tokens, minimum touch targets, and type scales built for elderly and low-digital-fluency patients, so every brand built on Gravity inherits the standard by default.
• Drove the first major patient-facing redesign and brand refresh - owning the end-to-end experience from discovery through interaction and visual execution to launch.

• Designed agent-side tooling for a two-sided marketplace operating across multiple Southeast Asian markets - working within a single product architecture that had to absorb different market maturity, pricing structures, and agent behaviours.
• Replaced a manual, account-manager-led renewal process with a self-serve platform - driving 93% self-serve adoption and a 13.4% early-bird conversion rate within 16 days of launch.
• Reframed the agent experience from passive analytics into a decision-support system - market benchmarks, ROI signals, and contextual guidance that helped agents commit spend with confidence, supporting retention and premium tool adoption.

• Designed 0→1 digital products end-to-end for telco and e-commerce clients - journeys, wireframes, prototypes, visual design, and design systems.

• Led design for major banking clients across four countries on three continents - taking a core product concept and making it work for genuinely different users, cultures, and regulatory regimes without losing coherence between them.
• Handled localization at the mechanics level, not just translation - language and content variants, currency and number formatting, date and name-format conventions, and the layout consequences of text expansion across locales.
• Led distributed, cross-cultural teams and facilitated design thinking workshops across time zones - building shared direction with local stakeholders who understood their market far better than any central team could.

• Progressed from designer to leading a team of 7 - delivering end-to-end redesigns and 0→1 product design for major banking clients, including a major digital banking platform redesign, iOS and Android style guides, and new products from discovery through launch.