A2 logo markAlana Appel

Hello! I’m Alana, a Product Designer and Strategist.

I design complex B2B products that people actually enjoy using, across healthcare, insurtech, fintech, and enterprise SaaS. My background blends Fine Arts training with 15 years of design experience spanning startups and Fortune 500 companies, and my specialty is making dense, high-stakes workflows feel simple.

Lately, my focus has been AI product and strategy: shaping how AI-guided experiences explain themselves, earn trust, and fit into real workflows, from document intelligence for commercial lending to contract analysis platforms.

Companies I’ve worked with
L'Oréal
Unqork
Johnson & Johnson
Contentstack
Estée Lauder
Pontera
Unilever
Defender Safety
VMware
Foursquare
MongoDB
NICE CXone

Selected projects

Broker platform dashboard on a desktop monitor

Aligning Workflows with Brokers’ Mental Models

Redesigning quoting workflows for a health insurance platform

Aligning Workflows with Brokers’ Mental Models

Redesigning quoting workflows for a health insurance platform

Admin dashboard on an iMac beside a black chair

Creating Admin Tools for Better Team Oversight & Control

Role-based access control for a health insurance platform

Creating Admin Tools for Better Team Oversight & Control

Role-based access control for a health insurance platform

Foursquare product page glowing on a screen in a dark room

FOURSQUARE Web Revamp

Website and brand revamp

FOURSQUARE Web Revamp

Website and brand revamp

View all projects