Adela LIa MURESAN
Lead Product Designer, B2B AI & Complex Systems, Research & Experimentation
Awarded product design lead with a foundation in mathematics and computer science — I learned to think in systems before I learned to think in experiences. Twenty years later, I still work at the intersection of both.
I've been designing at the human-AI interface since before it had that name — from adaptive machine translation systems at SDL, to ML-powered insurance pricing at AKUR8. My work sits at the intersection of human behavior, technical complexity, and business outcomes.
At AKUR8, my work spans a portfolio of ML-powered B2B SaaS products used by actuaries, underwriters, and IT teams worldwide. Most recently, I led a team of 4 designers over 18 months to redesign Rate — a core ML-powered pricing product — improving usability and significantly accelerating the rating process for actuaries.
Previously at Intuit, I led product discovery and cross-functional experimentation — building a research culture that scaled across 12 teams in six countries, won three international awards, and was featured by Airtable as a case study in global design operations. The result: time from customer insight to product decision reduced to days, and to customer benefit in weeks.
Through Echelle Design, I translate these practices into workshops and courses for designers and PMs — including programs previously delivered at Gobelins, l'école de l'image.
She connects the dots between business metrics and customer insights.
"Adela continually inspired the team to dig deeper on customer problems and experiment their way to success. She brings the whole team — marketing, sales, customer success — along on the journey, connecting business metrics to customer insights. As an example, she led cross-functional workshops that mapped the entire customer journey and drove significant product improvements to QuickBooks retention." — Karolin Mulhaupt, Cross-Country Researcher, Wolters Kulver
"Adela continually inspired the team to dig deeper on customer problems and experiment their way to success. She brings the whole team — marketing, sales, customer success — along on the journey, connecting business metrics to customer insights. As an example, she led cross-functional workshops that mapped the entire customer journey and drove significant product improvements to QuickBooks retention." — Karolin Mulhaupt, Cross-Country Researcher, Wolters Kulver
Goes beyond UI/UX into business acumen — always anchored to product and business goals.
"Adela's design leadership goes beyond UI/UX into business acumen, placing customers at the centre while staying anchored to product and business goals. Deep customer empathy, analytical mind, insights distilled from real interactions." — Juan Coello, Founder, Salsa.dev
"Adela's design leadership goes beyond UI/UX into business acumen, placing customers at the centre while staying anchored to product and business goals. Deep customer empathy, analytical mind, insights distilled from real interactions." — Juan Coello, Founder, Salsa.dev
Played a major role in connecting cross-functional teams.
"Adela builds products grounded in customer empathy and shapes processes through service design. She connected cross-functional teams and challenged everyone to think analytically when facing business problems." — Jesse Bray, Principal Product Designer, Intuit
"Adela builds products grounded in customer empathy and shapes processes through service design. She connected cross-functional teams and challenged everyone to think analytically when facing business problems." — Jesse Bray, Principal Product Designer, Intuit
Inspired the whole team to gain customer empathy and run fast experiments.
"Adela used her intense customer focus and design thinking capabilities to inspire the broader team to think creatively and run fast experiments. A significant talent with strong leadership presence and customer focus." — Jeff Zias, Grassroots Innovation, Intuit
"Adela used her intense customer focus and design thinking capabilities to inspire the broader team to think creatively and run fast experiments. A significant talent with strong leadership presence and customer focus." — Jeff Zias, Grassroots Innovation, Intuit
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