Hi, I'm Joana, and I love designing products that shape how people interact with the world.
My work spans member-facing and B2B products. I care most about the parts people actually touch: the flow, the interface, the moment something clicks. Research and systems thinking get me to the right problem, and then I stay with the details until the experience feels right in someone's hands. I can own projects end to end, and I do my best work alongside people from other disciplines.
Outside of work, I play boardgames, climb, watch movies, work out, and stay curious about picking up new skills.
What I believe
Products can expand human potential
The work I want to do makes people more connected to each other and more capable on their own. That is a high bar for a screen, and not every project will clear it, but I keep it in view as my north star.
Use curiosity as method
Staying curious about the world is how new ideas and connections surface. The most interesting solutions can be found at the edge of what we already know. Challenging your own assumptions and making the effort to understand different points of view is a strength.
Delight is part of the work
The small moments matter, so I pay attention and put care into them. That means both supporting those around you to do their best work and also building moments of delight in your software so that someone else remembers it and likes to use it. Time is precious and some things are worth the time they take, including figuring out exactly where AI fits into how I get that time back.
The room is smarter than any one person in it
Better products come out of rooms with a lot of different talented people in them, where we foster an environment where it's safe to disagree with each other. That means staying open to questions, to collaboration, and different perspectives.
What I work with
- Figma
- Claude Cowork
- UX/UI flows
- Product design
- Prototyping
- Interaction & motion
- Design systems
- User interviews
- A/B testing
- Design QA & specs
- Product strategy
- Backlog planning
- AI implementation
- User data
Where I have worked
I'm currently working as a full-time Product designer for NOCD and Rebound, part of Noto, where I've also stepped into product management for customer-facing features and shape how we incorporate AI. Before that I worked across consulting and in-house design roles spanning healthcare, energy and B2B.
Where I stand on AI
AI is part of every project I work on now. It changes how people reach a product and read its content, so search and AI discovery are part of the brief from the start. It’s also built into my own process. I can prototype realistic flows that are ready to test, which lets me go further into the details of interaction patterns. And it makes handoff stronger. With Claude connected to Figma, I can surface how our own patterns are used and build reusable components faster.