Loreley Merki Kroehling

Product Strategist

Workana

Jan 2025 - Nov 2025 (11 months)

Shaped product priorities in quarterly leadership meetings, defining KPIs and connecting design decisions to revenue and retention outcomes. - Led the UX strategy for repositioning Workana from freelance marketplace to remote work ecosystem. - Ran experimentation cycles and A/B testing using Hotjar, Amplitude, and Metabase, iterating on onboarding, checkout, and membership flows. - Designed an AI-powered feature that increased published projects by 33%, improving freelancer-client matching. - Worked directly with the founder to define the 2025 product roadmap, owning end-to-end product decisions: research, definition, prioritization, and design

Product Designer

Workana

Jan 2023 - Mar 2025 (2 years 3 months)

Built a new B2B SaaS product from zero, designing the complete user experience from research to shipped platform. - Designed the full platform experience for a B2B recruiting product that filled 400+ positions in 2024 and became a standalone business unit - Built and maintained a modular, token-based Design System ensuring consistency, scalability, and long-term product evolution. - Worked cross-functionally with engineering, business, marketing, and data to integrate the product into the broader Workana ecosystem

Lead Designer

Wisboo

Aug 2022 - Jan 2023 (6 months)

Built and scaled the design team from 0 to 6, establishing processes that elevated UX maturity across the organization. - Defined team structure, roles, and career paths across UX, UI, and UX Writing - Established shared design principles and cross-squad coordination practices ensuring consistency across the product experience - Worked with product and engineering leaders to embed design as a transversal discipline

Product Designer

Wisboo

Nov 2021 - Jan 2023 (1 year 3 months)

First designer hired. Led 0-to-1 product design to evolve the platform from single-product to multi-product ecosystem. - Designed and launched 2 products from scratch: one generating $90K+ in revenue and still active today - Led full product discovery: user interviews, usability testing, and data analysis to identify monetization opportunities and define new product lines - Worked directly with founders to define the product vision and roadmap, prioritizing initiatives based on business impact - Partnered with engineering to co-create feasible solutions within tight constraints

Tutor - UX/UI Design

Coderhouse

Aug 2021 - Dec 2021 (5 months)

- Supported UX/UI design students, providing guidance and feedback on their projects. - Assisted in reviewing assignments and reinforcing UX and product design fundamentals. - Helped students structure their work and improve the quality of their final projects.

Loreley Merki Kroehling

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