- I am Sasha Tanase Senior Product Designer at SelfKey Foundation, former Head of Design at Alethio, the Ethereum Data Analytics Platform. I come from a background in Architecture and has applied my user-centric design passion to a career in advertising, working for companies such as DDB, McCann and Jung von Matt. My innovative advertising designs has won me multiple awards. Now I apply my understanding of consumer behaviour and architectural design to help create brilliant user experiences for Alethio, which is a ConsenSys spoke. Always with one eye on the end-user, I am dedicated to interrogating biases and using qualitative user research to inform my design decisions. I am never afraid of failing because as I say " failing is an evolutionary tool ".
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Improved the UX for SelfKey wallet targeting issues specific to blockchain - improved the onboarding and wallet recovery experience by adding the option of Seed Phrase and Private Key login
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Improved and helped user growth by turning the existent SelfKey Marketplace which was designed as a dependent wallet feature to an independent dApp that anyone can access.
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Worked closely with the R&D team and designed an in wallet staking feature as an extension of a governance token.
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Responsible for conducting User Research Interviews, in a quest of digging deeper both in the explorative phase and also in the generative phase, using both Qualitative and Quantitative methods.
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Organized Workshops in the early stages of Product Discovery and carried out different activites to help the Product Team to shape up future features and products.
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Worked on products like SelfKey Digital Identity Wallet, Selfkey Staking, SelfKey Marketplace, KeyFi DeFi Aggregator.
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Created a coherent and seamless experience for the main website's visitors, while giving a clear and simple journey to the potential clients of our company's tools.
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Designed the experience, architecture, and interaction for several of the company's tool flows and digital services.
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Responsible for user experience and user interface of the products from the incipient phase to the ready for launching phase.
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Responsible for conducting User Research Interviews, in a quest of digging deeper both in the explorative phase and also in the generative phase, using both Qualitative and Quantitative methods.
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Organized UX Workshops to align stakeholders and define problems to solve. Carried out UX activities to involve and engage a large number of players.
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Created wireframes, flowcharts, and lo-fi and hi-fi prototypes.
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Delivered high fidelity screens and specifications to the developers.
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Worked on products like Alethio Block Explorer, Alethio API, Alethio Monitoring (two versions), Alethio Design System and other functionalities of the Ethereum Data Analytics Platform.
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Responsible for creating seamless and frictionless experiences for webapps, websites and mobile apps for a very diverse range of domains like : health, baby care, petrol products ( b2b and b2c ), medical, horeca and news.
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Organized and facilitated focus groups seeking to create a communicationl bridge between the stakeholders and the users.
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Conducted deep-dive interviews to help finding well-hidden insights in the pursuit of building better suitable products for the users.
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Responsible for the products from the early stages - client debriefing - to the development of User Flows, User Personas, wireframes, prototyping.
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Produced High Fidelity screens and specifications for developers
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Supervised a team of two junior designers.
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Facilitated UX workshops for clients and for colleagues from ATL for a better understanding of the way digital products work
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I have worked from start to end products for brands like - Coca Cola, Gandul, Renault, Dacia, MedicHub, Aptamil, GSK, Rompetrol, Petrom, Doncafe, supervised and co-ordinated the launch of Doncafe's new product BEANZ in Romania.
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Responsible for entire McDonald's Romania entire digital presence.
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Worked to turn ideas into a real sticky digital product that users love.
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Made sure the visual result of the McDonald's an Pepsi projects are optimal, appealing and clients understand and use it often.
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Worked on brands like - Pepsi, Lay's, Playboy and McDonald's.
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Responsible for digital art direction, creative concepts, execution and creative retouching for digital advertising campaigns and also ATL & BTL campaigns.
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Woked on brands like - Coca Cola and Heinelen.
- You are not your user! UX crash course
- That never crossed my mind! How to spot and fix your cognitive biases.
- Get out of your bubble! Talk to your users. with Georgia Rakusen
- Monitoring on Ethereum - Showcase of Alethio Monitoring Tool
I love sci-fi books and dystopian and utopian novels and some of my favorite authors are Philip K. Dick, Isac Asimov, Ayn Rand and Cixin Liu I am fascinated by the Universe and its evolution and I am religiously following Hubble's reports and new photos.
I am a constantly trying to widen my views and improve my knowledge - I am terribly curious and I believe I am always on a race to find new intellectual stimuli. I admire Eric Weinstein and other scientists who can surpass their Course of Knowledge bias and work hard to make themselves understood by a very diverse public.
Master's degree in Architecture
- University of Architecture and Urbanism Ion Mincu - Bucharest
Bachelor's degree in Architecture
- University of Architecture and Urbanism Ion Mincu - Bucharest
Golden Drum 2016 Digital Websites & micro sites Silver Drum
Golden Drum 2016 Capture (use) of local spirit Capture (use) of local spirit Golden Drum
Effie 2017 - Media & Entertainment - GOLD Effie
Effie 2017 - Nominee for Grand Effie
AdStar 2017 - Gold for Diverse Insights
AdStar 2017 - Gold for Public Service Advertising
phone +40721538346
e-mail [email protected]