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The Story

Root Vision is currently a one-person studio, built, designed, and managed by me, Alexandra Anitului. Every project you see here is crafted with full involvement, from research and strategy to design execution and delivery.

 

I started Root Vision because I believe that every great solution begins by understanding the root of the problem.

Root Vision stands for depth, curiosity, and precision. Instead of focusing only on how things look, I study the systems, behaviors, and emotions that shape how people interact with products and brands

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The name also honors the beauty and strength of roots, unseen yet essential, complex yet perfectly balanced. Like the roots of a tree, they represent the invisible work that sustains growth and transformation.

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Professional History

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Tripaneer — UI/UX Designer | Nov 2022 – Present 
My role: UX and product design for travel platforms.
Key takeaway: Deepened expertise in large-scale UX systems and user-centered design strategy

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Athletic Sport Center — UI/UX Designer | Nov 2022 – Oct 2025
My role: Full visual and UX design for a fitness platform and brand identity.
Key takeaway: Refined rapid design iteration and stakeholder communication skills.

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GMA — UI/UX Designer | Jun 2023 – Present (Project-based)

My role: UX, UI, and visual strategy consulting.
Key takeaway: Built scalable design systems and optimized user experience for gym operations.

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Halcyon Mobile — UX Designer | Jul 2022 – Sep 2022
My role: UX research and design for mobile applications.
Key takeaway: Strengthened high-standard UX process and collaboration with international clients.

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SYKES — User Experience, Graphic  Designer | Mar 2020 – Sep 2022
My role: UX and visual content design for Huawei’s global support platform.
Key takeaway: Gained strong understanding of localization and accessibility in UX design.

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Butterfly-Effected GmbH — Graphic Designer | Jan 2020 – Mar 2020
My role: Created original UI themes for Samsung devices.
Key takeaway: Learned creative precision and cross-functional collaboration.

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Graphic Desam — Graphic Designer, Team Lead | Mar 2017 – Sep 2019
My role: Vector design and team workflow coordination.
Key takeaway: Developed leadership, structure, and process management in design environments.

Credentials

UX Foundations: Accessibility — Nathanael Bibby, Bibby Media Group (Remote)
November 2024
Certificate ID: AaHa2K8u7uEvaFBxSgrVZCozGPp8
Specialized course emphasizing inclusive and accessible digital design.

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The Informal School of IT — UX Design Certification
Cluj-Napoca, Romania | November 2019
Certificate ID: 00259585
Formal UX training focused on research, usability, and design strategy.

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Ștefan cel Mare University — Communication and Public Relations
Suceava, Romania | 2013 – 2016
Developed analytical and communication skills essential for user-centered design.

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Ciprian Porumbescu Art School — Fine Arts Studies
Suceava, Romania | 2009 – 2013
Foundation in artistic principles, composition, and creative visual thinking.

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Core Values

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Depth Over Surface
Root Vision looks beyond surface-level aesthetics to identify the underlying cause of each challenge. I focus on understanding systems, behaviors, and motivations before creating solutions.

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Function Before Form
Design should function well before it looks appealing. I focus on clarity, usability, and purpose, rather than following short-lived visual trends.

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Insight-Driven Decisions
I support every design decision with data, research, and clear results that match both business and user goals.

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Human-Centered Simplicity
I create intuitive, elegant interfaces that make complex systems effortless to use.

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Inclusive by Design
I make accessibility a core principle, building for everyone, across devices, abilities, and contexts.

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Integrity in Collaboration
I believe in transparent communication, honest feedback, and shared ownership of results — the foundation for lasting and mutually beneficial partnerships.

  • Root is a one-person UX/UI practice built around a simple principle: every product problem has a root cause. The work focuses on identifying those causes with precision and designing solutions that improve clarity, performance, and outcomes. Root is research-driven, detail-oriented, and structured to deliver clean, intentional design that supports business goals.

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    Here, I design user interfaces and create user experiences for websites, mobile apps, and complex technical dashboards where precision, structure, and usability matter. 

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    I also provide UX Audits — a structured, analytical review that identifies friction points, accessibility issues, navigation problems, and conversion barriers. The outcome is a clear report explaining what’s holding your product back and exactly how to fix it.

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  • 1. A focused strategy phase
    A short video call to understand the product, the business constraints, KPIs, and bottlenecks. Direct, efficient, and business-oriented.

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    2. A precise proposal + a mutually beneficial contract
    You receive a clear scope, timeline, responsibilities, and deliverables.
    If needed, we craft a contract together — one that protects both parties, defines expectations, and ensures the collaboration remains predictable and fair.

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    3. An improvement plan backed by evidence
    Every recommendation is grounded in analytics, UX principles, user behavior, and product goals. Nothing arbitrary. Everything justified.

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    4. High-quality interface design
    You get clean layouts, strong hierarchy, frictionless navigation, and clarity-driven UX patterns tailored to your users and your industry.

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    5. Iterations that refine, not derail
    Revisions follow a structured logic. Each round cuts noise and increases usability, accessibility, and conversion performance.

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    6. Delivery and long-term support
    Final assets, documentation, and implementation support so the product works exactly as intended.

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    Collaboration outcomes focus on measurable impact:
    – Higher sales
    – Increased product visibility
    – Reduced user friction
    – Stronger conversion flows
    – Improved accessibility
    – Lower bounce rates
    – Clear, user-friendly UI
    – Consistency that strengthens brand trust

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    A collaboration with Root Vision is straightforward, strategic, and built to serve both the user and the business — with a contract that protects and empowers both sides.

  • No fixed prices live on the website for a reason: the cost varies significantly depending on factors that can shift from project to project, such as:

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    • project size and complexity

    • number of screens, flows, and states

    • business requirements and research depth

    • need for testing or designing systems

    • deadlines and delivery speed

    • collaboration format (async, meetings, workshops)

    • type of NDA required

    • whether the project needs ongoing support or a one-off delivery

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    A precise quote can only be given after understanding scope, goals, constraints, and timelines.

  • Root has legal counsel available to draft, adjust, or review an NDA so it fits the exact requirements of the collaboration — scope, confidentiality level, timelines, ownership rights, and any additional clauses you may need.

FAQ

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