● Available for new projects
I help founders turn ideas into products people actually use.
I'm Pavel Lupu, a product designer working across strategy, UX and UI — from the first napkin sketch to launch day.
Trusted by teams in health, fintech, NGOs and e-commerce
Why work with me
Good design is a business decision.
I've worked in small and large teams across mental health, senior care, digital marketing, NGOs, fintech, risk tech and e-commerce. The common thread: turning fuzzy ideas into clear products that customers understand and businesses can grow.
18+
Years of design experience
50+
Projects delivered
500+
Minutes mentoring other designers
What I do
Three ways I can help you ship.
01
Product design
From a WhatsApp chat to complete UI/UX flows that cover every screen that matters.
- Discovery and user flows
- UX and UI for web and mobile
- Fully coded flows with a proper design system behind them
02
Website design & development
From napkin scribbles to a launched website that explains what you do and turns visitors into conversations.
- Structure and messaging
- Visual design
- Build, launch and handover
03
Brand & logo
A visual identity that fits who you are, starting from a short brand questionnaire.
- Brand direction
- Logo and variations
- Colours and typography
How we'll work
From first call to launch, without the guesswork.
A simple, transparent process, so you always know what's happening and what comes next.
Who is this for, and what do they struggle with today?
What does success look like six months after launch?
What's the one thing it absolutely has to do well?
From the blog
Notes on design, AI and building for the web.
My latest work
Building real products with AI
I don't just design with AI, I ship with it. From the first sketch to a live product, here's what that looks like in practice.
Case study · Sitefar
A WordPress dashboard I designed and built with AI
Elementor wanted me to pay for a multi-site dashboard, so I designed and built my own, with AI as my development partner. Two weeks from the first sketch to a live product.
Recommendations
Kind words from people I've worked with
Pavel took the time to really understand the industry, asking great questions, digging deep, and reframing problems in ways that consistently moved us forward. He made the whole collaboration feel easy and energising. … I’d work with Pavel again in a heartbeat.
Danielle Carvalho
Learning Designer, Oxford University Press
Worked on the same team
We met when we were in need for a Ui/Ux design for our mobile app, and he did a wonderful job. So much so that we decided to partner and he became our Product Manager. Soulver wouldn’t be the smart, user-experience-friendly and beautiful product it is now if Pavel wouldn’t have joined the team.
Alice Petrescu
Legal Counsel, Soulver team
Partner on Soulver
Attention to detail, creativity and vision in defining the flows, interfaces and UI details for a completely new and very complex product.
Marian Ghenescu
Project Director, Softrust Vision Analytics
Managed Pavel directly · translated from Romanian
From our first talk, I could tell he was a passionate, competent, and experienced UX designer. … I highly recommend him for his professionalism, active involvement, and passion for quality UX/UI design which goes beyond expectations.
Alex Fulop
Java Software Developer
Client
Pavel is clear, professional and knowledgeable. He is a great listener, able to understand the needs of a project and work independently to find solutions. … It was an absolute delight to work with Pavel.
Lauren Davidson
Client
Recommendation on LinkedIn
Pavel helped me with my brand design and with every aspect of my online business. He advised me to do things which I didn’t even know are possible! His knowledge is very updated, and his main goal is optimisation.
Igor Antoniuc
Music Coach and Artist Manager
Client · brand design
