Ana Encinas

Product Design Lead @ H&M

About

I design digital experiences that make complex systems feel simple and drive real commercial impact, working at the intersection of craft and strategy. Currently leading AI assistant shopping and omni-channel design at H&M.I have a background in business and experience designing end-to-end customer and internal platforms at scale, across returns, product discovery, checkout, delivery, loyalty and fulfilment.

Country

Sweden

City

Stockholm

Industry

Design

Skill

Human Centered AI Design, Collaborative Problem Solving, Personalization, Creativity and Innovation, Critical Thinking, Storytelling, Artificial Intelligence (AI), AI, Workshop Facilitation, Systems Thinking, Mobile Design, Collaboration Tools, User Experience Design (UED), Team Workshops, Web Content Accessibility Guidelines (WCAG), Responsive Web Design, User Flows, Prototyping, Adobe Illustrator, Adobe Photoshop

Experience

Product Design Lead

H&M

2026-1 - Present · 9 mos

Stockholm

→ AI assistant and omni-channel experiences

Senior Concept Experience Designer

H&M

2024-5 - 2026-1 · 1 yr 9 mos

Stockholm

→ Led and designed omni-channel initiatives across loyalty, fulfillment, checkout, and in-store experiences, collaborating closely with product, engineering, data, brand, and CX teams to define scalable, locally adapted solutions.

Key Product Designer - Global returns

H&M Group

2021-9 - 2024-5 · 2 yrs 9 mos

Stockholm

→ Designed global digital experiences H&M Group brands, rethinking returns, retail, navigation and customer service experiences.

Product Designer - Online Returns in store team

H&M Group

2021-7 - 2021-9 · 3 mos

Stockholm

UX/UI

2020-12 - 2021-7 · 8 mos

→ Designed a concept website for a local fashion brand, leading visual design and photography direction to express brand identity and support future e-commerce growth.

Innovation Department Intern

Consulate General of Mexico in Boston

2017-1 - 2017-7 · 7 mos

Boston, MA

Strategic development to Improve the entrepreneurship and innovation ecosystem.

Education

Stockholm University of the Arts

Entrepreneurship in the Arts and Culture

2025-1 - 2025-7 · 7 mos

Designlab

User Experience Design

2020-8 - 2021-1 · 6 mos

Completed over 440 hours of coursework in User Experience design process. Topics include: Design principles, Intro to UX Design, User Research & Strategy, Information Architecture, Interaction Design, User Interface Design, Iteration & Implementations.