Design as leverage
Great design leadership creates the conditions for teams to make better product decisions repeatedly, not only prettier screens once.
Stuttgart, Germany
Alex Gurgulescu
Design leader for SaaS, IoT and AI-native product systems. I design the conditions for teams, products and now AI-assisted workflows to move useful ideas into the world.
Product clarity
Design leadership for complex product systems
I work where strategy, research, design systems and AI-assisted delivery meet, helping teams make clearer decisions and ship products that stay useful beyond the first release.
Agentic workflows
AI-assisted research, critique, prototyping and delivery can become part of the design operating system when used with clear judgment.
Human-centered systems
The point is still to solve real human problems. The tools change; the responsibility to make products understandable, useful and humane does not.
Case studies
Selected work across SaaS, IoT and enterprise platforms
A curated set of product and service design engagements, showing how research, systems thinking and delivery discipline shaped real outcomes.
Case study
Smart - Ready To
A connected-car app that improved the urban driver experience around parking, charging, car location and theft recovery.
- Client
- Daimler Mobility Services
- Role
- UX Consultant & Lead Designer
Case study
BSH - bInforming
A native iPad app for BSH field technicians, helping them support repair visits with product information, spare-part context and on-site sales guidance.
- Client
- BSH Group
- Role
- UX Consultant & Lead Designer
Portfolio archive
IBM iX portfolio summary
A broader portfolio summary with selected IBM iX consulting engagements across product strategy, UX design and service design.
- Client
- IBM iX
- Role
- UX Consultant