Rafa Serrano

Amsterdam-based | Product Designer.

I help complex product organisations deliver consistent, quality work through research, systems, and collaboration.

Rafa

Serrano

Amsterdam-based | Product Designer.

I help complex product organisations deliver consistent, quality work through research, systems, and collaboration.

Enabling Dynamic Pricing
Building trust through accurate volume estimation

Enabling Dynamic Pricing
Building trust through accurate volume estimation

Problem

Moving companies didn't trust our volume estimates; they couldn't tell a small job from a big one. Without that trust, dynamic pricing wasn't possible.

Role

Lead product designer

Contribution

Product strategy & Vision

Year

2025

89%

of homeowners provide the item list required for reliable quoting, significantly boosting moving companies’ confidence. Target (70%)

80%+

of leads now contain the level of detail required for movers to estimate volume and pricing reliably, Target (80%)

Unlocking Growth
Onboarding process as key driver for growth

Unlocking Growth
Onboarding process as key driver for growth

Problem

Settly’s onboarding was fragmented, creating inconsistent experiences for companies, relocating talent, and hosts, blocking the business capacity to scale.

Role

Lead product designer

Contribution

Product strategy & Vision

Year

2024

Hi Ela, Segundo’s process is almost done! 🐶🦴

Thanks, Hanako!

Sure thing, happy to help!

Hi Ela, Segundo’s process is almost done! 🐶🦴

Thanks, Hanako!

Sure thing, happy to help!

Companies dashboard view

Track relocation processes and launch new cases for skilled workers.

Host dashboard view

Balance relocations and plan smarter hiring strategies.

User satisfaction score across, all three client groups!

4.9 nps

4.9 nps

27%

Increase in monthly immigration cases handled, shifting onboarding from a bottleneck to a growth engine.

51%

Reduced the average case duration (from 3.5 months) through clearer communication, streamlined tasks, and standardised workflows.

Reduced the average case duration through clearer communication, streamlined tasks, and standardised workflows.

Democratizing Engagement

Setting a new standard for user engagement and revenue growth

Democratizing Engagement

Setting a new standard for user engagement and revenue growth

Democratizing Engagement

Setting a new standard for user engagement and
revenue growth

Problem

Prepaid users couldn't buy offers, blocking marketplace engagement and revenue growth.

Role

Lead Researcher

Contribution

Research leadership & UI design

Year

2020

+3%

+3%

Active app engagement

surpassing the 13% target and turning the app into a high-traffic commercial channel.

Problem

Problem

Problem

Prepaid users couldn't buy offers, blocking marketplace engagement and revenue growth.

Prepaid users couldn't buy offers, blocking marketplace engagement and revenue growth.

Prepaid users couldn't buy offers, blocking marketplace engagement and revenue growth.

Role

Role

Role

Lead Researcher

Lead Researcher

Lead Researcher

Contribution

Contribution

Contribution

Research leadership & UI design.

Research leadership & UI design.

Research leadership & UI design.

Year

Year

Year

2020

2020

2020

+3%

+3%

Active app engagement

surpassing the 13% target and turning the app into a high-traffic commercial channel.

+3%

+3%

Active app engagement

surpassing the 13% target and turning the app into a high-traffic commercial channel.

+3%

+3%

Active app engagement

surpassing the 13% target and turning the app into a high-traffic commercial channel.

17%

17%

Increase in revenue generated by expanding access to offers and subscriptions across prepaid and postpaid users.

4.4 nps

User satisfaction score after democratizing the offer.