Hey, I'm Irina - a multidisciplinary designer fascinated by complex problem-solving.
Welcome to my digital stories place.
When I joined Polaris, Yara’s internal platform for agronomic configuration, there was no design team—just a vision. Over time, I built and grew the team from the ground up, bringing together four talented designers. With this strong foundation, we took on one of our biggest challenges: a full two-year platform migration and redesign.
One of my proudest moments working in Atfarm, was redesigning the account setup, a critical step in the user journey. By applying behavioral design principles and fostering stronger collaboration with stakeholders, we transformed the experience—leading to a conversion jump from 40.2% to 76.0%.
I started in clinical psychology, drawn to understanding people and their behaviors. That led me to soft skills training, working with organizations like the Council of Europe, while also offering online therapy and coaching. Helping people grow and navigate challenges shaped how I approach design.
I transitioned to design because I felt I wanted to have a bigger canvas, a way to shape experiences that touch not just individuals, but entire communities.
Now, I still try to have an individual impact by coaching emerging leaders making the world a little bit more emotionally resilient. Shoot me a line if you'd like to connect.
One of the most exciting projects I helped shape was an LLM-powered application designed to support farmers in making smarter, data-driven decisions to reduce their carbon footprint. From defining the vision to driving the solution design, I worked to ensure that technology and sustainability came together in a way that truly empowered its users.
Whether it’s personal growth or shaping a 10-year product strategy, I thrive on helping teams and individuals find clarity and direction. Sometimes, that clarity comes from stepping away—like with UltreiaCamino, where hiking becomes a tool for reflection. Other times, it’s about structured guidance—like the management workshop I facilitated to align teams on using the N-Tester for smarter nitrogen measurement. Different paths, same goal: turning uncertainty into action.
Outside of work, I'm a houseplant mummy and nature lover
I have as a life goal to climb the Alps and the Pyrenees, and yearly aims to spend as much time as possible in nature.
I have a project close to my heart—a book titled "Religion of the People: Finding Meaning to Life Through Death." It’s a journey through portraits and personal stories, capturing how different people answer one profound question: "What is death for you?" Through these conversations, I hope to explore how we make sense of life by facing its most inevitable truth.