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. Owned the brand end-to-end across digital and physical surfaces, including membership cards, stickers, and event materials. 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.