Hello there, I'm
Ana Estrela.
I am designer and product leader, passionate about people and problem-solving.
hello@anaestrela.com
Hello there, I'm
Ana Estrela.
I am designer and product leader, passionate about people and problem-solving.
hello@anaestrela.com
Hello there, I'm
Ana Estrela.
I am designer and product leader, passionate about people and problem-solving.
hello@anaestrela.com
Selected works
Selected works
Selected works
Swell: Storefronts launch
Led product repositioning and brand refresh to shift Swell from developer-focused platform to merchant solution competing with Shopify. Directed design partnership with Jetskis, created positioning framework around migration ease and native features, and coordinated cross-functional launch strategy.
Click or Drag
Click or Drag
Click or Drag
Swell: Storefronts launch
Led product repositioning and brand refresh to shift Swell from developer-focused platform to merchant solution competing with Shopify. Directed design partnership with Jetskis, created positioning framework around migration ease and native features, and coordinated cross-functional launch strategy.
Tap or Drag
Tap or Drag
Tap or Drag
Swell: Storefronts launch
Led product repositioning and brand refresh to shift Swell from developer-focused platform to merchant solution competing with Shopify. Directed design partnership with Jetskis, created positioning framework around migration ease and native features, and coordinated cross-functional launch strategy.
Tap or Drag
Tap or Drag
Tap or Drag
Swell: Storefront editor and theme
Visual storefront editor and theme system enabling merchants to build customisable stores without code.
Role
:
Research & Strategy Lead and Information Architect UX / Product Designer Creative Director
Year
:
2023 - 2025
Click or Drag
Click or Drag
Click or Drag
Swell: Storefront editor and theme
Visual storefront editor and theme system enabling merchants to build customisable stores without code.
Role
:
Research & Strategy Lead and Information Architect UX / Product Designer Creative Director
Year
:
2023 - 2025
Tap or Drag
Tap or Drag
Tap or Drag
Swell: Storefront editor and theme
Visual storefront editor and theme system enabling merchants to build customisable stores without code.
Role
:
Research & Strategy Lead and Information Architect UX / Product Designer Creative Director
Year
:
2023 - 2025
Tap or Drag
Tap or Drag
Tap or Drag
Solvere (WIP)
Solvere Jewellery is defined by bold, sculptural forms that often feature sharp, architectural edges. Each piece is designed to stand out, but also deserves thoughtful care. Currently working on their ecommerce store and portfolio.
Click or Drag
Click or Drag
Click or Drag
Solvere (WIP)
Solvere Jewellery is defined by bold, sculptural forms that often feature sharp, architectural edges. Each piece is designed to stand out, but also deserves thoughtful care. Currently working on their ecommerce store and portfolio.
Tap or Drag
Tap or Drag
Tap or Drag
Solvere (WIP)
Solvere Jewellery is defined by bold, sculptural forms that often feature sharp, architectural edges. Each piece is designed to stand out, but also deserves thoughtful care. Currently working on their ecommerce store and portfolio.
Tap or Drag
Tap or Drag
Tap or Drag
The Good UI
The Good UI is a Figma-based design library built specifically for ecommerce. It provides designers and developers with a comprehensive set of components, layouts, and tokens — from product grids and carts to badges and borders — all optimised for clarity and scalability. We're building the system from the ground up, focusing on ecommerce-specific patterns, multi-brand theming, and ready-to-use assets that make creating storefronts faster and more consistent.
Click or Drag
Click or Drag
Click or Drag
The Good UI
The Good UI is a Figma-based design library built specifically for ecommerce. It provides designers and developers with a comprehensive set of components, layouts, and tokens — from product grids and carts to badges and borders — all optimised for clarity and scalability. We're building the system from the ground up, focusing on ecommerce-specific patterns, multi-brand theming, and ready-to-use assets that make creating storefronts faster and more consistent.
Tap or Drag
Tap or Drag
Tap or Drag
The Good UI
The Good UI is a Figma-based design library built specifically for ecommerce. It provides designers and developers with a comprehensive set of components, layouts, and tokens — from product grids and carts to badges and borders — all optimised for clarity and scalability. We're building the system from the ground up, focusing on ecommerce-specific patterns, multi-brand theming, and ready-to-use assets that make creating storefronts faster and more consistent.
Tap or Drag
Tap or Drag
Tap or Drag
About
About
About
Simplicity
Sustainability
Experimentation
Cross-functional thinking
These are my core values.
I'm someone that believes that good design should reduce complexity, not add to it. Whether I'm building a platform, leading a team, or creating a design system, I'm always looking for ways to make powerful tools feel simple and intuitive.
Sustainability and longevity really matter to me, I want to design systems that have a great foundation and can evolve and adapt rather than need constant rebuilding. The best solutions are the ones that last and grow with people's needs.
I value experimentation and craft equally. I like to explore different approaches before settling on an answer, because the obvious solution isn't always the right one. But once I've found the direction, I care deeply about the details—the interaction patterns, the edge cases, the way something feels to use every day.
Cross-functional thinking has shaped how I work. Spending six years at a startup moving between design, product management, and leadership taught me that the best solutions come from understanding multiple perspectives. I don't see rigid boundaries between disciplines—I see opportunities to connect ideas in ways that create better outcomes.
I'm currently based in Australia, working in my spare time on building new tools and apps. When not designing, I like making things like sewing, furniture, fermentation, and cooking.
Next big project: aquaponics.
Simplicity
Sustainability
Experimentation
Cross-functional thinking
These are my core values.
I'm someone that believes that good design should reduce complexity, not add to it. Whether I'm building a platform, leading a team, or creating a design system, I'm always looking for ways to make powerful tools feel simple and intuitive.
Sustainability and longevity really matter to me, I want to design systems that have a great foundation and can evolve and adapt rather than need constant rebuilding. The best solutions are the ones that last and grow with people's needs.
I value experimentation and craft equally. I like to explore different approaches before settling on an answer, because the obvious solution isn't always the right one. But once I've found the direction, I care deeply about the details—the interaction patterns, the edge cases, the way something feels to use every day.
Cross-functional thinking has shaped how I work. Spending six years at a startup moving between design, product management, and leadership taught me that the best solutions come from understanding multiple perspectives. I don't see rigid boundaries between disciplines—I see opportunities to connect ideas in ways that create better outcomes.
I'm currently based in Australia, working in my spare time on building new tools and apps. When not designing, I like making things like sewing, furniture, fermentation, and cooking.
Next big project: aquaponics.
Simplicity
Sustainability
Experimentation
Cross-functional thinking
These are my core values.
I'm someone that believes that good design should reduce complexity, not add to it. Whether I'm building a platform, leading a team, or creating a design system, I'm always looking for ways to make powerful tools feel simple and intuitive.
Sustainability and longevity really matter to me, I want to design systems that have a great foundation and can evolve and adapt rather than need constant rebuilding. The best solutions are the ones that last and grow with people's needs.
I value experimentation and craft equally. I like to explore different approaches before settling on an answer, because the obvious solution isn't always the right one. But once I've found the direction, I care deeply about the details—the interaction patterns, the edge cases, the way something feels to use every day.
Cross-functional thinking has shaped how I work. Spending six years at a startup moving between design, product management, and leadership taught me that the best solutions come from understanding multiple perspectives. I don't see rigid boundaries between disciplines—I see opportunities to connect ideas in ways that create better outcomes.
I'm currently based in Australia, working in my spare time on building new tools and apps. When not designing, I like making things like sewing, furniture, fermentation, and cooking.
Next big project: aquaponics.
Experience
Experience
Experience
Swell Commerce
Director of Product and Marketing
2023 - Now, Remote
Swell is a headless ecommerce platform that provides developers and merchants with flexible APIs and tools to build custom online stores. Designed as an alternative to rigid solutions like Shopify, Swell enables greater customisation and control while maintaining ease of use for non-technical users.
As the Lead Product Designer and Product manager, I shaped the product vision and led development of key offerings including the Storefront Editor (Proxima) and Sunrise theme. I collaborated closely with engineering teams to define features, structure design systems, and create detailed UI specs and component libraries. On the product management side, I defined roadmaps, prioritised features, and ensured usability across the platform while bridging the gap between technical capabilities and user needs.
As Director of Product and Marketing, I expanded into go-to-market strategy, managing positioning and launch campaigns for Swell's new offerings. This included the prep for a Product Hunt launch, email marketing flows, website redesigns, and content creation targeting SMBs and partners. I contributed directly as both product and marketing designer, ensuring consistency between what we built and how we communicated its value to market.
Swell Commerce
Head of Product, Storefronts
2021 - 2023, Remote
Built and led the Storefronts product team during Swell's growth from Seed to Series A. Started working hands-on across strategy, design, and specs, then scaled up by hiring and managing a team of 3 product managers, 3 designers, and 4 engineers.
Responsible for the vision and execution of Swell's merchant-facing storefront experiences — from themes and the editor to checkout flows and customer portals. Balanced strategic decisions (what to build, for whom) with hands-on contributions to design, theme settings, and UI components. Managed both platform-wide product development and custom client work, navigating legacy infrastructure and shifting resources while keeping the team aligned on delivering intuitive, flexible solutions for merchants.
Swell Commerce
Product Designer → Product Manager and Marketing
2019 - 2021, Remote
Joined Swell as the second hire and was one of the key members behind the company's first official launch in 2019. Started as a product designer, expanding into product management while also leading marketing strategy and brand positioning as the company scaled.
Contributed to Swell's seed raise, helping establish the foundation that enabled the company's growth. Wore multiple hats across product design, development, go-to-market execution, and growth initiatives — the reality of early-stage startup life. This foundational period established the groundwork for later leadership roles, learning to move fluidly between design execution, product strategy, and market positioning.
Accounts manager, UX researcher
2019, Melbourne / Remote
BFF (Best Friends Forever) is a branding, design, and innovation practice based in Melbourne, with 20+ years of experience working across strategy and design.
Managed client accounts while contributing to design and strategy work across various projects. Handled account management and client experience, conducted UX research and business strategy, and supported UI design. The role provided early exposure to balancing client needs with design execution in a studio environment.
Hessel Group
Marketing Manager & Designer
2018, Adelaide
Hessel Group is a South Australian care and support services provider offering in-home care, NDIS disability support, allied health services, and childcare, serving families across South Australia for over 25 years.
Led the marketing department and managed a team of 3 (two designers and a social media manager). Responsible for marketing strategy while working hands-on as graphic and web designer across multiple business units. Oversaw brand positioning, digital marketing, and visual communications for the organization's diverse service offerings.
Web Designer and Developer
2017, Melbourne
Focused primarily on website development for hospitality clients including MaDE establishment and Gami Chicken and Beer. Built and maintained websites while providing support across UX research, design, and account management as needed.
Swell Commerce
Director of Product and Marketing
2023 - Now, Remote
Swell is a headless ecommerce platform that provides developers and merchants with flexible APIs and tools to build custom online stores. Designed as an alternative to rigid solutions like Shopify, Swell enables greater customisation and control while maintaining ease of use for non-technical users.
As the Lead Product Designer and Product manager, I shaped the product vision and led development of key offerings including the Storefront Editor (Proxima) and Sunrise theme. I collaborated closely with engineering teams to define features, structure design systems, and create detailed UI specs and component libraries. On the product management side, I defined roadmaps, prioritised features, and ensured usability across the platform while bridging the gap between technical capabilities and user needs.
As Director of Product and Marketing, I expanded into go-to-market strategy, managing positioning and launch campaigns for Swell's new offerings. This included the prep for a Product Hunt launch, email marketing flows, website redesigns, and content creation targeting SMBs and partners. I contributed directly as both product and marketing designer, ensuring consistency between what we built and how we communicated its value to market.
Swell Commerce
Head of Product, Storefronts
2021 - 2023, Remote
Built and led the Storefronts product team during Swell's growth from Seed to Series A. Started working hands-on across strategy, design, and specs, then scaled up by hiring and managing a team of 3 product managers, 3 designers, and 4 engineers.
Responsible for the vision and execution of Swell's merchant-facing storefront experiences — from themes and the editor to checkout flows and customer portals. Balanced strategic decisions (what to build, for whom) with hands-on contributions to design, theme settings, and UI components. Managed both platform-wide product development and custom client work, navigating legacy infrastructure and shifting resources while keeping the team aligned on delivering intuitive, flexible solutions for merchants.
Swell Commerce
Product Designer → Product Manager and Marketing
2019 - 2021, Remote
Joined Swell as the second hire and was one of the key members behind the company's first official launch in 2019. Started as a product designer, expanding into product management while also leading marketing strategy and brand positioning as the company scaled.
Contributed to Swell's seed raise, helping establish the foundation that enabled the company's growth. Wore multiple hats across product design, development, go-to-market execution, and growth initiatives — the reality of early-stage startup life. This foundational period established the groundwork for later leadership roles, learning to move fluidly between design execution, product strategy, and market positioning.
Accounts manager, UX researcher
2019, Melbourne / Remote
BFF (Best Friends Forever) is a branding, design, and innovation practice based in Melbourne, with 20+ years of experience working across strategy and design.
Managed client accounts while contributing to design and strategy work across various projects. Handled account management and client experience, conducted UX research and business strategy, and supported UI design. The role provided early exposure to balancing client needs with design execution in a studio environment.
Hessel Group
Marketing Manager & Designer
2018, Adelaide
Hessel Group is a South Australian care and support services provider offering in-home care, NDIS disability support, allied health services, and childcare, serving families across South Australia for over 25 years.
Led the marketing department and managed a team of 3 (two designers and a social media manager). Responsible for marketing strategy while working hands-on as graphic and web designer across multiple business units. Oversaw brand positioning, digital marketing, and visual communications for the organization's diverse service offerings.
Web Designer and Developer
2017, Melbourne
Focused primarily on website development for hospitality clients including MaDE establishment and Gami Chicken and Beer. Built and maintained websites while providing support across UX research, design, and account management as needed.
Swell Commerce
Director of Product and Marketing
2023 - Now, Remote
Swell is a headless ecommerce platform that provides developers and merchants with flexible APIs and tools to build custom online stores. Designed as an alternative to rigid solutions like Shopify, Swell enables greater customisation and control while maintaining ease of use for non-technical users.
As the Lead Product Designer and Product manager, I shaped the product vision and led development of key offerings including the Storefront Editor (Proxima) and Sunrise theme. I collaborated closely with engineering teams to define features, structure design systems, and create detailed UI specs and component libraries. On the product management side, I defined roadmaps, prioritised features, and ensured usability across the platform while bridging the gap between technical capabilities and user needs.
As Director of Product and Marketing, I expanded into go-to-market strategy, managing positioning and launch campaigns for Swell's new offerings. This included the prep for a Product Hunt launch, email marketing flows, website redesigns, and content creation targeting SMBs and partners. I contributed directly as both product and marketing designer, ensuring consistency between what we built and how we communicated its value to market.
Swell Commerce
Head of Product, Storefronts
2021 - 2023, Remote
Built and led the Storefronts product team during Swell's growth from Seed to Series A. Started working hands-on across strategy, design, and specs, then scaled up by hiring and managing a team of 3 product managers, 3 designers, and 4 engineers.
Responsible for the vision and execution of Swell's merchant-facing storefront experiences — from themes and the editor to checkout flows and customer portals. Balanced strategic decisions (what to build, for whom) with hands-on contributions to design, theme settings, and UI components. Managed both platform-wide product development and custom client work, navigating legacy infrastructure and shifting resources while keeping the team aligned on delivering intuitive, flexible solutions for merchants.
Swell Commerce
Product Designer → Product Manager and Marketing
2019 - 2021, Remote
Joined Swell as the second hire and was one of the key members behind the company's first official launch in 2019. Started as a product designer, expanding into product management while also leading marketing strategy and brand positioning as the company scaled.
Contributed to Swell's seed raise, helping establish the foundation that enabled the company's growth. Wore multiple hats across product design, development, go-to-market execution, and growth initiatives — the reality of early-stage startup life. This foundational period established the groundwork for later leadership roles, learning to move fluidly between design execution, product strategy, and market positioning.
Accounts manager, UX researcher
2019, Melbourne / Remote
BFF (Best Friends Forever) is a branding, design, and innovation practice based in Melbourne, with 20+ years of experience working across strategy and design.
Managed client accounts while contributing to design and strategy work across various projects. Handled account management and client experience, conducted UX research and business strategy, and supported UI design. The role provided early exposure to balancing client needs with design execution in a studio environment.
Hessel Group
Marketing Manager & Designer
2018, Adelaide
Hessel Group is a South Australian care and support services provider offering in-home care, NDIS disability support, allied health services, and childcare, serving families across South Australia for over 25 years.
Led the marketing department and managed a team of 3 (two designers and a social media manager). Responsible for marketing strategy while working hands-on as graphic and web designer across multiple business units. Oversaw brand positioning, digital marketing, and visual communications for the organization's diverse service offerings.
Web Designer and Developer
2017, Melbourne
Focused primarily on website development for hospitality clients including MaDE establishment and Gami Chicken and Beer. Built and maintained websites while providing support across UX research, design, and account management as needed.