I'm Gisella. Founding & lead product designer, fifteen-ish years of turning messy human intent into things that actually ship. AI, B2B, B2C, VoD, STB... and all the acronyms out there. Allergic to PowerPoint.
01 / EXPERIENCE
A curated highlight reel. Ask for the full one.
Designing across EV driver apps and ops platforms. Squeezing software and hardware into the same conversation.
Defined a creative AI agent behaviour for brand/marketing agencies. Focused on AI conversations, patterns and evals.
Translating messy user input into structured product specs with AI. When ChatGPT just started and the world still didn't know how to use beyond a chatbot.
Built the design org from 1 to 25. Led 3 SaaS products. One of my favourite products, CRI Cyber Risk Insights Platform, named market leader by Forrester Wave. Not bad!
Creating EFSET, the first ever online standardised English test. 3M users in year one. Incredible opportunity to experience and grow a product beyond the initial western vision.
02 / BEYOND WORK
Things made on my own time, with no committee.
Droplet2026
Memory, behaviour change, and an honest mirror. Droplet captures the small daily signals you generate — and turns them into performance insight without making you fill in another form.
GlueCharm2024
AI agents that listened to humans and gave product teams back a brief they could actually ship.
Field notesOngoing
Ideas, half-thoughts, and the occasional small tool I made for myself on a Sunday. Updated when something is worth saying. Usually on AI.
03 / THOUGHTS
Occasional, opinionated, never sponsored.