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Van Serna

@van_s

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Senior Product Designer | 180% Avg Metric Lift | $2.8M+ Revenue Impact | B2B • UX • AI • CRO • SaaS

Netherlands

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What I'm looking for

I seek a role that values creativity and data-driven design, offering growth opportunities.

Results-driven Senior Product Designer who turns empathy and behavioral psychology into measurable engagement and revenue. Delivered 180% average metric lift across conversion, retention, AOV, and LTV in AI-native, SaaS, and premium e-com products — generating $2.8M+ impact.

Key wins:

Empaithy AI (mental-health companion) → +44 NPS (top 1%), 4.5★ from 5,000+ users, retention lifted 28% → 35% (M1 to M3) through validating emotional flows and daily reflection habits.
Pumble (SaaS communication) → 10,000+ active users in 3 months, 35% Month-3 retention (above benchmarks), 25% free-to-paid conversion via intuitive onboarding and cross-platform ubiquity.
Premium e-com redesigns (Amada & Incred Pets) → +26% AOV / +66% LTV through strategic cross-selling and seamless omnichannel experiences.

Expert in Figma, design systems, rapid iteration, user research, and making complex flows feel effortless and sticky. Passionate about habit formation, gamification, and AI-native UX that keeps users coming back.

Fully remote (EU Based), Open to contractor/full-time roles.

Portfolio: van-uxdesign.com Let’s build experiences people can’t quit

Experience

Work history, roles, and key accomplishments

Current

Product Designer

Current

Pumble

Jun 2023 - Present (2 years 7 months)

Led market analysis and feature prioritization to enable 10,000+ active users in 3 months, increased Month-3 retention to 35% and drove a 25% free-to-paid conversion while improving ratings to 4.5–4.7★ and NPS by +50.

User Research Retention Conversion Rate Optimization Figma Webflow A B Testing Analytics

Current

Product & Web Designer

Current

Wind-UX

Mar 2023 - Present (2 years 10 months)

Managed full-cycle e-commerce projects and rapid design/development (24+ projects in 52 days), designed an AI wellness product that achieved +44 NPS, 4.5★ from 5,000+ users and lifted M1→M3 retention 28%→35%.

Figma Webflow User Testing Product Strategy Design Systems UX Design Web Design

Product Designer

Dubai Airport

Jul 2023 - Oct 2023 (3 months)

As a product designer, I developed the design system for Dubai Airport, focusing on prototype development, user research, and collaboration to enhance user experience.

Product Design Prototyping User Research Design Systems Collaboration UX Design Figma Adobe XD Zeplin

Web Builder and Sales Funnel Designer

Flows & Funnels

Jan 2023 - Oct 2023 (9 months)

Developed a web builder and sales funnel for an e-commerce website focused on protein supplements, enhancing online sales through effective design.

Web Development User Experience HTML CSS Prototyping User Testing

Web Designer/UX Designer

Self Employed

Jan 2023 - Jul 2023 (6 months)

Specialized in crafting effective user flows and funnels to drive conversions for educational websites and small businesses, enhancing user engagement and sales.

Web Design UX Design User Flows Educational Websites Webflow HTML CSS

UI/UX Designer

Synergy Studio

Jun 2019 - Dec 2022 (3 years 6 months)

Led website and app redesigns that improved lead generation by 21% and improved CIBC app usability by 44% through usability testing, A/B testing, and user research; launched Flowwow achieving a 52% NPS.

Usability Testing A B Testing User Research Figma Sketch Miro

Consumer Behavioral Analyst

Demografy

Feb 2020 - Nov 2022 (2 years 9 months)

Analyzed consumer behavior for FMCG brands, providing actionable insights that led to a 33% increase in conversion rates through data-driven recommendations.

Data Analysis Marketing Strategy Conversion Rate Optimization Predictive Analytics Data Visualization consumer behavior

Consumer Analyst

Ample Insight

Jul 2016 - Nov 2019 (3 years 4 months)

Drove consumer insights across FMCG and e-commerce using data visualization and consumer psychology, improving analysis fidelity by 25% and increasing customer satisfaction by 15% via VOC initiatives.