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About me

I have an extensive background in tech startups and products, owning the end-to-end process from research, UX to UI. I also have a background in development which gives me a better understanding of how platforms are built from a tech perspective.

I have experience working with tech companies and startups that range from SaaS, legal sector to healthcare, ecommerce and music tech, helping them to scale and bring their product to life. Experienced with breaking down tough UX problems and technical constraints, I focus on delivering business value by reaching a consensus with product managers and developers to create seamless experiences that are in line with business objectives.

Previously I have been working with companies such as Houst (formerly Airsorted), Allplants, Radley Yeldar, Farfetch, JAAK, Zero-1 and Fitch. My responsibilities involved owning the end-to-end product design process, starting from discovery, user-testing and identifying user pain-points, understanding the product's market, designing, prototyping and testing the appropiate user experience to fleshing out the user interface for their products and contributing to existing design systems, improving them or setting them up.

I've been Juro's product designer, an end-to-end contract workflow platform, designed for the modern business. They help legal teams at fast growing businesses make contracts faster, smarter and more human. Juro's AI-enabled product offers contract creation, negotiation, e-signing and analytics tools, saving businesses up to 75% of time spent on contracts.

I've been an EF7 cohort member of Entrepreneur First, an incubator that specialises in supporting people to build technically defensible companies from scratch. Companies founded on the programme solve hard problems using commercialised applications of unique and cutting-edge technology. You can read more about my tech background in EF's interview and WIRED's article.

Previously I’ve been making things happen at Kalo, a startup which manages the relationships between vendors, freelancers and businesses who find themselves relying on an external workforce by making the process more transactional and fluid.

I also have two Bachelor Degrees in Computer Science and Graphic Design, which acted as a foundation to complement an abstract, creative thought process with tech-oriented skills, gaining the necessary framework and skills to be able to have a birds-eye view on what makes a good tech product, from a usability and technical point of view, as well as visually.

Contact details


You can find me on linkedin, angellist and twitter or email me at alinacolceag@gmail.com

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