Based in Seattle, WA

Hello! I’m a
Principal Product


With a 20+ years experience in developing UX strategy, leading design teams, and crafting design for digital B2B and B2C products. Today, I lead the UX design for Amazon Elastic Kubernetes Service at Amazon Web Services. Founder of, and


Hey there 🤘

My name is Paul Capcan, and I’m originally from Moldova (Eastern Europe). Today, I live in the greater Seattle area with my beautiful wife, 3 kids, and 2 dogs. Together, we love to explore the Pacific Northwest and other parts of the world.

I’m a tech geek and I enjoy tinkering with new gadgets, playing PS5/XBOX/Nintendo, following sustainable EV and solar energy trends, and poking around with Midjourney, ChatGPT, and many other AI tools emerging today. Outside my work, I hit the gym and spend quality time with my family.

I’ve been obsessed with the product design industry since 2000 when people started creating websites using Macromedia Flash and HTML tables. Now, I passionately follow new trends and derive inspiration from the greatest leaders in the UX design community.

Oh, and a fun fact: I’m a former house DJ. I had produced and played electronic music in my previous life.


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Elastic Kubernetes Service

As Principal UX Designer for Elastic Kubernetes Service, I led an iterative design process, driving the design strategy and vision for the product through user research, prototyping, and testing. I facilitated cross-functional collaboration and aligned design with business goals, resulting in a 25% reduction in user error rates and a 30% increase in product adoption.

These outcomes were highly valued by the team and leadership, recognizing the effectiveness of a user-centered approach and the importance of a clear design vision in delivering successful products.

AWS re:Post

As a Lead UX Designer for, I established a user-centric design process that resulted in a successful platform. The innovative and intuitive design outcome led to a 40% increase in user engagement, a 25% decrease in user error rates, and a 20% increase in customer retention. The platform’s streamlined workflows, customizable dashboards, and real-time collaboration features received high praise from the community and positioned as a leading solution in the cloud industry.

AWS Workshop Studio

As Senior Lead Designer, I led the design of AWS Workshop Studio, a web-based platform for creating and managing virtual workshops. I conducted research, defined a roadmap, and developed user flows. Regular usability studies helped me gather feedback and make measurable improvements, resulting in high user satisfaction and engagement.

AWS Spectre

As a Senior Lead Designer, I led the ideation and design of AWS Spectre, a news platform for AWS users and cloud experts. Through discovery, I identified a need for a centralized platform that aggregated industry news, and designed a clickable prototype that was highly received by users and leadership. This prototype secured funding for the development team to bring the platform to life.

Genome POC

As Senior Lead Designer, I led the design of Genome, a learning platform for Solution Architects and cloud experts. I conducted user research and defined design goals, resulting in an innovative and engaging user experience. Regular user testing ensured that the platform met user needs, resulting in measurable outcomes such as increased user engagement and career growth. The success of the Genome platform as a proof of concept led to further investment in the development team and development of the platform.

AWS T&C Design System

As Lead Designer, I built a Design System for the AWS Training & Certification platform. I collaborated with designers and developers to define and build atomic components and styles, testing them with representative users to ensure they met their needs. The Design System was successfully adopted by our design teams, resulting in improved efficiency, consistency, and a more streamlined user experience for our customers. The positive impact of the Design System was evident in increased customer satisfaction and engagement.

AWS Learning Platform

As a Senior UX Lead, I improved the user experience of the AWS Training platform through a user-centric design process. To do this, I incorporated user research into the design iterations, gathering feedback from users throughout the design process.

By taking a user-first approach, I was able to identify pain points and areas for improvement in the platform, and develop solutions that addressed these needs. This led to a streamlined experience for the product that increased customer adoption and engagement.

The improvements made to the platform included intuitive navigation, personalized learning paths, and interactive learning modules, all designed to meet the needs of a diverse user base. As a result, the platform saw increased customer satisfaction and engagement, as well as improved retention rates.

MSPComplete Platform

MSPComplete provides a unified platform that enables managed service providers to deliver IT services more efficiently and effectively, with features that include automation, integration, and analytics. It offers a wide range of services to help MSPs manage their customers’ IT infrastructure and provide value-added services.

As a Senior UX Designer, I redesigned the cloud platform MSPComplete, collaborating with multi-disciplinary teams and driving the design through multiple iterations. Through user research and testing, I identified pain points and developed solutions that addressed user needs, resulting in a more intuitive and user-friendly platform. The redesign resulted in a significant improvement in CX metrics, with increased customer satisfaction and engagement.

Wattplan - Energy Consumption Planner

As the design lead for Wattplan, I oversaw the development of a SaaS app that helped customers plan and manage their energy consumption more efficiently through a user-centered design process and close collaboration with stakeholders. 

We developed an interaction design and information architecture that allowed users to easily view and analyze their energy consumption data, set goals for energy savings, and track progress over time. Through close collaboration with stakeholders and a commitment to user-centered design, we delivered an app that was highly effective in helping users achieve their energy-saving goals.

The resulting app provided a streamlined, intuitive user experience that helped users take control of their energy usage and reduce their carbon footprint.

UX Hints

UX Hints is a user experience design project focused on providing users with tips and tricks to improve their digital experiences. Through user research, I identified common pain points and developed a series of easy-to-implement solutions. The resulting product is a collection of concise and practical hints that help users improve the usability and accessibility of their digital products.

As the founder of, I created a comprehensive UX design glossary to help educate and inspire UX designers. The website provides clear definitions of key UX terms and concepts, along with real-world examples and case studies. This resource has become a go-to destination for designers looking to expand their knowledge and improve their skills, providing a valuable resource for the UX community. By curating a wealth of information and presenting it in an accessible format, has become an important contributor to the growth and development of the UX design field.

As the founder of, I created a curated collection of digital tools to help creators of all types streamline their workflow and improve their productivity. The website features a range of tools and resources, from design and development tools to content creation and project management. This resource provides a one-stop-shop for creators looking to discover new tools and expand their toolkit. By providing a carefully curated selection of resources, helps creators save time and effort while also ensuring they have the right tools to create their best work.

MSPComplete Design System

As a Senior UX Lead for the MSPComplete platform, I developed an atomic-based design system to ensure consistency and cohesiveness across the platform. I successfully communicated the design process to all stakeholders, ensuring their buy-in and engagement throughout the project. By addressing the core user needs through the new experience, the design system provided a more intuitive and efficient platform for users. The cohesive set of patterns and components has enabled the development team to more quickly and easily implement new features, resulting in improved user adoption and engagement.


As a UX designer for Usersnap, I redesigned the website to improve the user experience and increase conversion rates. Usersnap is a visual feedback and bug tracking tool for web development teams. The redesigned website improved the value proposition by highlighting key features and benefits, simplifying the sign-up process, and creating a more intuitive user flow. As a result, the website saw a significant increase in conversion rates and user engagement.

My Sneakers iOS App

As a Lead UX designer for the iOS app Sneakers, I designed a user-centric experience to cater to the needs of sneakerheads. Through a comprehensive user research process, I identified user pain points and addressed them with an intuitive and engaging user interface. The app saw measurable results in terms of user engagement and retention, with a high rate of user acquisition and retention. The platform successfully connected sneaker enthusiasts and buyers, resulting in a thriving marketplace for limited edition and hard-to-find sneakers.

Bugtrackers Website is a website that provides a comprehensive list of bug tracking tools for software development teams. As a UX designer and developer, I designed and built the website using a user-centric design process. Through research and user feedback, I identified the key features that developers look for in a bug tracking tool and designed an intuitive and easy-to-navigate interface that provides relevant information about each tool. The website has been well-received by the development community, resulting in increased traffic and user engagement.

Checktag Website

As the lead designer, I designed and built, a website that offers a Chrome extension for analyzing meta tags on web pages. I utilized a user-centric design process, which involved conducting user research, creating wireframes, designing high-fidelity mockups, and testing the website with real users. The result is a streamlined user experience that makes it easy for users to access the extension and quickly analyze meta tags on any web page. has received positive feedback from users, who appreciate the convenience and accuracy of the tool.

Trendlogic Website

TrendLogic design agency’s landing page uses a creative puzzle to engage users and increase conversion rates. I designed and developed a concept that incorporated a creative puzzle to engage users and showcase the agency’s design skills. The puzzle not only added an interactive element to the page but also served as a way to assess the user’s skills and qualifications for potential job opportunities at TrendLogic. The landing page successfully attracted new leads and increased brand awareness for the agency.

Lookshop E-commerce Theme

The Lookshop UI e-commerce theme delivers a modern and intuitive shopping experience, helping to increase sales and customer loyalty.

To design Lookshop, I conducted extensive user research and integrated best practices in UI/UX design, resulting in a theme that is both visually appealing and highly functional.

Mbox Infotainment App Concept

I conducted user research, ideated on solutions, and designed a concept for an email application to be used in a car infotainment system, taking into account the specific needs of drivers and their safety, and creating an inclusive design that met accessibility standards.

Classy E-Commerce Theme

The Classy e-commerce theme offers a contemporary and user-friendly online shopping experience, enhancing customer loyalty and boosting sales through its design. Through a meticulous process of research and incorporating best practices in UI/UX design, I developed the Classy theme to ensure its visual appeal and practicality for online stores.

Lexus Moldova Website

As a design lead, I oversaw the research, design, and development of the official Lexus website in Moldova, effectively communicating requirements and allocating resources to ensure timely delivery of the best user experience. The customer satisfaction and improved user engagement and conversion were achieved through a user-centric design approach, with a focus on accessibility and a seamless brand experience across all touchpoints. Our team’s efforts resulted in a website that not only met the client’s expectations but also exceeded them, generating positive feedback from both the client and their customers.

Toyota Moldova Website

As the UX design lead, I managed a team who conducted user research, designed, and developed the official website for Toyota in Moldova, effectively communicating requirements and allocating resources to deliver the best experience within the given timeline. Through a user-centric design approach, the website brought value to customers, resulting in improved engagement and conversion rates. Positive feedback from users and stakeholders demonstrated the successful outcome of the project.

Andy's Restaurants Chain Website

As the design lead for a website redesign for Andy’s chain of restaurants, I led a team that conducted extensive user research, resulting in a fresh and modern look and feel of the menu catalog, which significantly improved the ordering and delivery process. I creatively approached the design by focusing on the user experience and optimized the website’s responsiveness, accessibility, and usability. The result was a website that customers loved, and that helped increase sales and customer loyalty for the chain.