I turn user emotion into product impact.
I lead UX across a portfolio of B2B marketing-automation products. After 14+ years in digital product, what drives me isn't the surface of the work. It's how the experience makes people feel. That shift is where loyalty, adoption and growth come from.
Cases where design moved the numbers.
Each project pairs a real user problem with a measurable outcome, the way I believe UX should be judged.
Thinking out loud about UX.
I write about emotional design, strategy and the craft of leading UX. A selection from my Medium.
Design as a strategic lever, not a service function.
I'm Andrea Maillard, Product Design & Experience Lead at Positive, where I shape the experience across a portfolio of marketing-automation products and lead the Product Design team, reporting to the Group CPO.
My work sits at the intersection of UX strategy, behavioral science and AI. I help product and leadership teams translate emotional insight into clear direction: vision, OKRs, roadmaps, and the cross-functional alignment that turns design from a service function into a strategic lever.
A lot of what I do is translation: between design and product, between research and the C-suite, between user emotion and business outcomes. I've been integrating AI into UX for over a year, partnering with Tech and CS to ship features that feel useful rather than gimmicky. Previously UX Strategist at InstaMotion and Senior UX Designer at rapidmail.
English & Spanish native · German professional · Based in Germany
From pixels to product direction.
Leading UX isn't just reviewing screens. It's setting direction, building alignment, and growing the people who do the work.
Vision & strategy
I set the UX direction for a portfolio of products, tie it to OKRs and roadmaps, and report to the Group CPO, with the ambition of making us a European leader in SaaS.
Growing the team
I lead and enable the Product Design team: reviewing work, unblocking decisions, and raising the craft bar while keeping the design system coherent.
Evidence over opinion
Research, behavioral science and testing sit at the center of how I work. I'd rather ship a validated decision than win an argument.
Building something users should love?
Always happy to talk UX leadership, emotion-driven design in B2B, or how to bring AI into a product without losing the user.