Hi there!

I'm Cătălin Șandru, Senior Product Designer with 15+ years scaling B2B platforms.

Catalin Sandru
Linkedin Download resume

Summary

Product designer specialising in complex B2B platforms, design systems, and cross-functional product strategy. I work across multiple teams to simplify complex workflows, improve adoption, and align product direction through design.

My focus is system-level impact — design systems that scale across organisations, product experiences that move measurable business outcomes, and bridging design, product, and engineering through implementation-aware design.

Experience

Pholio.cam Solo founder
Founder & Product Designer Mar 2026 – Present
  • Built and shipped an iOS product end-to-end — strategy, UX, UI, and implementation
  • Took the product from idea to TestFlight with no engineering handoff, using AI-assisted development
  • Run continuous user testing and iteration based on real user feedback
Visma AB Stockholm
Lead Product Designer Apr 2022 – Present
  • Lead design for a multi-market B2B procurement platform across the Nordics
  • Improved click-through by redesigning onboarding and activation flows
  • Built a design system used across 4 companies and 4 products
  • Created a Figma-to-npm pipeline for tokens and components used by engineering
  • Introduced AI design-system workflows for generating, structuring, and maintaining tokens and documentation
  • Partner with product and engineering leadership on roadmap and prioritisation
Product Designer Jul 2018 – Apr 2022
  • Designed and shipped the Seiva.se and Vinst.no B2B platforms
  • Led UX from discovery through delivery and iteration
  • Conducted usability testing and translated insights into product improvements
  • Contributed to the early design-system foundations
Docler Holding Luxembourg
UI/UX Designer Mar 2016 – Jul 2018

Designed interfaces and experiences for high-traffic digital platforms, improving usability and consistency while delivering rapid solutions in fast-paced environments.

Banca Comercială Carpatica Bucharest
Product Manager & UI/UX Designer 2010 – 2016
  • Designed the mobile banking app and core user flows
  • Managed the product roadmap for digital banking initiatives
  • Translated business and customer needs into product specifications across product, tech, and commercial teams

I help B2B teams simplify complexity and build products that drive adoption, retention, and growth.

Product Design

  • User Research & Testing
  • UX Architecture
  • Interaction Design
  • Prototyping
  • Design Systems
  • Design Tokens

Product Strategy

  • Product Discovery
  • Onboarding & Activation
  • Cross-functional Leadership
  • Stakeholder Alignment
  • Workshop Facilitation
  • AI-assisted Product Development