Liana Hoffmann
UX/Product Designer | Human-Centered Design & Digital Product Strategy
Digital products that don't confuse people — and teams that don't burn out shipping them.
Empathy · Embracing Ambiguity · Iteration & Testing · Collaboration
Empathy · Embracing Ambiguity · Iteration & Testing · Collaboration
I'm a UX/Product Designer who spent a decade running enterprise delivery — including a multi-year, €1.8M platform migration — before training formally in UX/UI through AllWomen's bootcamp. I design with research, wireframes, and testing, but I also know what it takes to actually ship: stakeholder buy-in, realistic timelines, and a team that can execute.
If you need someone who can sit in the ambiguity of an early-stage product and run the process that gets it out the door, that's the gap I fill.
Creation is my passion.
Design is how I stay curious.
Outside client work, I teach yoga, make art, and travel — and all of it feeds back into how I design: paying attention to what people actually need, not just what they ask for. That's the same instinct I bring to every project — understanding the real problem before proposing the fix.
My Career.
I leverage a decade of experience leading global teams to create design solutions where logic meets empathy. I don’t just build products; I build sustainable systems that align business goals with the people who use them. Multilingual, culturally adaptable, and driven by the belief that the best results come from seamless, cross-border collaboration.
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Specialized in a Human-Centered Approach to create intuitive, research-backed digital experiences. I manage the end-to-end design lifecycle, leveraging iterative testing and inclusive principles to transform complex problems into seamless, accessible interfaces. By combining data-driven wireframing with strategic design thinking, I bridge the gap between business objectives and user behavior.
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As the founder of Nambin Yoga, I design end-to-end user experiences by merging strategic branding and digital SEO with complex international event logistics. I translate community-focused vision into scalable business growth, delivering high-impact, human-centered journeys for both individual and corporate clients.
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I owned end-to-end onboarding for a B2B SaaS ESG and sustainability platform, guiding corporate clients from first discovery call through full product adoption. By running structured user interviews, designing tailored training programs, and continuously analyzing usage bottlenecks, I fed actionable insights back to product teams and drove measurable gains in retention and customer lifetime value.
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I led remote teams and managed end-to-end digital migrations using JIRA to ensure rigorous quality standards and deadlines. By streamlining back-office operations, overseeing content consistency, and providing strategic client consultancy, I optimized internal workflows and elevated the overall service experience.
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I specialized in health and life insurance, leveraging data management and legal consultation to enhance the client journey. By providing tailored advice and high-touch service, I significantly improved retention and delivered a more personalized user experience.
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I conducted targeted market research on life insurance pricing and products to optimize sales profitability and competitiveness. By supporting key account managers in strategic problem-solving, I strengthened business partner relations and streamlined B2B communication to drive better commercial outcomes.
My Work
Jamu — Brand identity for an offline-first clinical AI platform
Brand & UX Design · Client WorkBuilt a healthcare-grade identity for African clinicians, balancing institutional trust and bilingual usability across a logo system and app UI.
MAYU — Where yoga studios and yoga teachers can finally trust who they're hiring
UX Case Study · AllWomen Bootcamp CapstoneYoga hiring runs on word-of-mouth, so great teachers get missed and studios gamble on fit. I ran a full double-diamond process — from empathy interviews to a tested prototype — to design a B2B platform built on verified trust, not guesswork.
inLight Yoga — Fixing a broken studio website
UX/UI Redesign · Client WorkDiagnosed a cluttered, error-prone site and rebuilt it into a working, minimalist experience — UX, IA, and brand collateral included.
Publication
How to perform Team Culture in remote working companies?
Leading a global team at Syde taught me that culture isn't a perk you bolt on — it's a system you design. Here's what actually worked: replacing micromanagement with radical trust, and asynchronous habits that respect every time zone.
Frequently Asked Questions
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I am based on the beautiful south coast of Portugal, but I work 100% internationally. Having spent years leading remote global teams across different continents, I am highly experienced in collaborating across borders. No matter where your business is located, we can seamlessly partner together.
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Seamlessly! I am incredibly flexible and accustomed to working with clients in the US, UK, Europe, and beyond. We will establish a communication rhythm that works for both of us, using tools like Notion, Slack, and Zoom to keep our project moving forward without delays.
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It’s my secret superpower! Many designers only focus on how things look. Because I’ve managed a €1.8B migration project and run my own business, I look at your project through a commercial and strategic lens. I design digital experiences that don't just look beautiful, but actually solve complex business problems, streamline your workflows, and convert users.
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Every project is unique, but my approach always follows a proven framework:
Discovery & Strategy: Understanding your business goals, target audience, and project scope.
Research & Wireframing: Mapping out user journeys and creating low-fidelity blueprints.
UI & Prototyping: Bringing the vision to life with elegant visuals, colors, and interactive layouts.
Testing & Handoff: Refining the designs based on feedback and delivering clean, developer-ready assets.
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While my portfolio includes projects in wellness, lifestyle, and e-commerce (like Nambin Yoga and MAYU), my strategic UX background allows me to design for almost any industry. I love diving into complex B2B platforms, digital products, and community-driven platforms. If you have a unique vision, I have the tools to design it.
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Because every project varies in complexity, timelines and pricing are customized. A standard website redesign might take 4 to 6 weeks, while a complex digital product can take longer. After our initial discovery call, I’ll provide a clear, transparent proposal tailored to your specific timeline and budget.
Let’s Work Together
If you're interested in working together, please fill out the form with a few details about your project. I'll review your message and get back to you within 48 hours.