I’m Biunca,
a product design leader who believes
in staying curious, paying it forward,
and creating with purpose.

How I can help

I provide design expertise grounded in over 13 years of in-house design experience, working with early-stage startups to scale-ups and corporate.

Now, as a consultant, I’m here to help businesses worldwide. My approach is simple: no design jargon, just clear, actionable strategies that make sense to you and your team. I listen deeply, communicate clearly, and focus on outcomes that resonate with your audience and drive impact.

  • 1. Design strategy
    Collaborate on a design roadmap that bridges your business goals with user needs. Whether scaling strategically or refining your vision, I’ll guide you through clear, measurable steps.

    • Client focus: Ideal for businesses aiming to align design and strategy for growth.

    • Deliverables: Presentation decks (vision, design strategy, fundraising), roadmap plans, and actionable milestones (OKRs, metrics for success).

    2. AI enablement
    For businesses looking to stay ahead, bring AI into your business in a way that actually works for you—not the other way around. I help teams cut through the hype and implement practical, tailored solutions that make an impact where it matters most.

    • Client focus: For teams curious about AI but unsure where to start, or businesses looking to create bespoke tools like knowledge hubs, onboarding/offboarding systems, or streamlined operational guidance.

    • Deliverables: Thoughtful AI strategies tailored to your goals, roadmaps for implementation without the overwhelm, custom GPT design and training, and smart integrations with your existing tools and workflows.

    3. Design operations
    From addressing inefficiencies to navigating growth challenges, I create tailored systems that empower your team to thrive.

    • Client focus: For teams tackling operational inefficiencies or scaling pains.

    • Deliverables: Workflow audits, tool recommendations, and scalable processes, including org structures, design levelling definitions, 1:1 templates, and team-building frameworks.

    4. Product (UI/UX) design
    Flexible, hands-on support to craft engaging designs that drive user satisfaction and retention. Beyond design execution, I help your team define problem scopes and measure the impact of solutions by working with in-house data teams to assess feature releases.

    • Client focus: For businesses seeking user experiences that solve real problems for your audience.

    • Deliverables: Comprehensive design systems, user story mapping, wireframes, prototypes, high-fidelity designs, and metrics-driven frameworks to measure impact.

    5. Branding & brand strategy
    Build a brand that stands out with a cohesive visual identity and strategic messaging framework. From startups to established businesses, I help define and communicate your brand’s purpose effectively.

    • Client focus: Ideal for businesses launching or refreshing their brand.

    • Deliverables: Corporate identity assets, brand systems and guidelines, and strategic messaging tailored to your audience.

  • Having worked at every stage of growth, I understand how to balance ambitious long-term goals with practical, budget-conscious solutions for the present.

    • Global experience: Years of international collaboration give me a unique perspective.

    • Practical solutions: I help you focus on what’s possible now while planning for the future.

    • Jargon-free design: I break down complex concepts so you feel empowered, not overwhelmed.

    • Startup mindset: Flexible and collaborative, I’m used to stepping outside the “designer” box to help wherever I’m needed.

My story

Over the past 13 years, I’ve built brands and scalable design solutions across fintech, fashion, and e-commerce in Australian and European markets. Starting with THE ICONIC, I was part of the founding team that launched one of Australia’s largest online fashion retailers. At OptioPay, I shaped an innovative payout platform that added value for businesses and customers alike. Later, at H&M, I led product design for a sustainable fashion marketplace, merging commerce and responsibility. Most recently, I led the product design team at Moonfare, the premier digital platform for private equity investing, democratising access to elite investment strategies, with over €3 billion in assets under management.

Born and raised in Sydney, Australia, I grew up with a deep appreciation for creativity and hard work, influenced by my father’s career as a creative/art director. A one-way ticket to Berlin at 24 turned into a decade-long journey of growth, collaboration, and cultural immersion that shaped my design philosophy and my never-ending pursuit of learning.

Beyond work, I’m dedicated to paying it forward—through mentoring, sharing knowledge, and exploring creative outlets like writing on Medium and producing my podcast, ChatGPT & Me: A Love Story, on Spotify. These projects reflect my passion for navigating personal growth, technology, and creativity while empowering others to thrive.

If you’d like to connect or collaborate, I’d love to hear from you!

Career highlights

  • Product Design Manager at Moonfare
    JAN 2021 - NOV 2024 • BERLIN, GERMANY

    • Led a diverse team of 7 designers, driving innovation and cross-functional collaboration.

    • Oversaw the iOS app launch for retail private equity investing, launched within 9 months.

    • Directed the platform’s rebranding in 2022, elevating its visual identity and user perception.

    • Spearheaded the launch of the Secondary Market feature, enabling early liquidity options and driving key revenue.

    • Navigated complex, regulated financial systems through systems thinking and strategic alignment.

    • Provided sole design support for 6 R&D teams before transitioning into a management role to scale team impact.

  • MAY 2019 - DEC 2020 • BERLIN, GERMANY

    • Led UI/UX design for ITSAPARK, a sustainable fashion and lifestyle marketplace.

    • Developed a comprehensive design system, managed user testing, wireframes, and feature development.

    • Collaborated with agencies including AKQA and A Color Bright to deliver exceptional digital experiences.

    • Helped integrate ITSAPARK's sustainable initiatives into H&M's main brand, extending its impact.

    • ITSAPARK was closed in 2022 as H&M integrated sustainable initiatives into the main brand to expand impact

  • JUL 2014 - APR 2019 • BERLIN, GERMANY

    • Founding designer, building the design team and defining strategies across product and brand.

    • Created and maintained OptioPay’s brand identity, driving engagement across all platforms.

    • Introduced new design tools and led culture-building initiatives.

    • Shaped an innovative payout platform that empowered businesses and users through flexibility and value.

    • OptioPay rebranded as Clink and filed for bankruptcy in 2024 due to market and funding challenges

  • SEP 2011 - MAY 2014 • SYDNEY, AUSTRALIA

    • Founding team member, instrumental in launching Australia’s leading online fashion retailer.

    • Developed the original brand identity and led campaigns for Fashion Week and seasonal launches.

    • Partnered with major Australian publications to elevate the brand through impactful print and digital design.