Available for new opportunities

Hi, I'm AdrianProduct DesignerDesign Systems & Design Engineering

20+ years designing and building digital products, from UI/UX all the way to production with AI.

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↓Explore
20+
Years in Digital
8+
Years at NWS Studio
Featured Work

One product.
Global scale.

For the past eight years, my main focus has been NWS Studio, the flagship creative platform at Newsroom AI, where I shaped the UI/UX, the design system and the feature design, then took the work to production for global publishers and brands.

UI/UX & Lead UI Engineer8 yearsEnterprise SaaS
NWS Studio
studio.nws.ai
  • Designed and implemented the UI across the platform, from the editor to dashboards and reporting.
  • Designed the WYSIWYG editor powering story and ad creation.
  • Designed a dataset-driven creative system generating hundreds of ad variations in one pass.

Typography, color, icons, buttons, forms and components, shared across every Newsroom product.

Primary Focus
UI/UXInteraction DesignProduct & feature design
Brands that used the platform

(each logo links to a live example)

Current Role
UI/UX & Product DesignerJul 2026 to PresentMobile App
Endor
endor.global · under NDA, product screens not shown
  • Designing the mobile app for an AI-driven well-being product, with heart rate tracking, emotional check-ins and AI coaching. The mobile experience is my main focus, redesigning existing flows and designing new sections end to end.
  • Leading the product design system, with layered tokens, components and an AI-native Figma-to-code workflow.
  • Directing AI-assisted research and defining the personas the team designs against.
  • Taking the designs to production directly, so the design stays intact.
Stack
FigmaFigma MCPClaude CodeGitHubLinear
Side projects

Recent work

Things I design and ship on the side, from proofs of concept to full products, taken all the way to production.

Side projectJun 2026 to Present
mySpoils
myspoils.app
  • A personal scrapbook for life experiences (movies, books, concerts, places), logged manually and organized by category or timeline. Public profiles at custom URLs.
  • Owned end to end, from the specs and the data model to the interface.
Live design systemmyspoils.app/design-system

Semantic tokens, light and dark themes, and contrast measured live in the browser.

Stack
Product designNext.jsTypeScriptAI-assisted dev
Collection
Open live site
Side projectJun 2026 to Present
Purrr
purrr.ro
  • A cat adoption marketplace for Romania. Users list cats for adoption or post adoption requests, with automatic matching and an internal messaging system.
  • Designed and built solo, including the admin side.
Stack
Product designNext.jsTypeScriptSEO
Homepage
Open live site
Side projectMar 2026 to Present
Cadu
cadu.app
  • WhatsApp-native website builder. Businesses describe themselves in chat and Cadu generates and manages their site. No login, no dashboard, no technical knowledge needed.
  • The naming, logo, visual guidelines, landing page and copy are mine, and so is the marketing material, from the ads to the video reels.
Stack
BrandUI designCopywritingMotion
Hero
Open live site
Side projectApr 2026 to Present
Boardly
boardly.games
  • A turn-based board game platform, chess first, with lobbies, rankings and friend lists.
  • Designed and built solo, from the board itself to the multi-game dashboard.
Stack
Product designNext.jsTypeScript
Login
Open live site
Side projectMar 2026 to Present
RiveAds Studio
riveads.webz.ro
  • Animated display ads generated from a written brief and rendered with Rive.
  • Designed and built solo. Experimental MVP, in active development.
Stack
UI designMotionRiveAI-assisted dev
Waitlist
Open live site
Background

The advertising years

Years in online advertising, making graphics, animations and rich media for agencies and brands. That grounding in visual craft and tight constraints still shapes how I design products.

Online Advertising Campaigns
Display, landing pages and interactive formats for local and international brands, across several agencies.
Rich Media & Interactive Ads
Formats that had to be inventive inside tight technical limits and render the same everywhere.
HTML/CSS & Graphics
Frontend and graphic design across many clients, the hands-on foundation for everything after.
Toolkit

Craft & Capabilities

Two decades in digital, the last ten in UI/UX, with the engineering to ship what I design.

Design+
Design SystemsUI DesignInteraction DesignUX ResearchPersonasPrototyping
FigmaFigma MCPFramerClaude CodeCursorLinear
Figma-to-codeDesign-to-productionAI-assisted research
HTML & CSSTypeScriptReactNext.jsTailwind CSS
Git workflowsBuild pipelinesAWS deployment
Rich media formatsDisplay advertisingInteractive campaignsCreative asset production
Current Focus

How I work now

I design in Figma, keep tokens and components as the source of truth, and take the work to production myself.

AI-native Design WorkflowCore
Figma, Claude Code and Cursor in one loop, with no handoff step.
Design to ProductionCore
I ship the interfaces I design, which keeps the design honest.
Research & PersonasActive
AI-assisted research, turned into personas a team can build against.
Interaction & MotionActive
From the easing curve to the production implementation.
About

Beyond the screen

Adrian Puescu

Outside of work I explore ideas through books, audiobooks and documentaries, discover new music, and stay active with running and regular workouts. I have a soft spot for sci-fi, history, and live music. Originally from Romania, now based in Spain.

GoodreadsMusicRunning
Let's Talk

Got a project in mind?

web@webz.ro

Available for Product Designer and Design Engineer roles, in any team that cares about craft. Open to full-time opportunities in Spain or remote, within the EU.

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