I'm a lead product designer based in London. I design consumer products that people use every day, making complex things feel simple across every platform.
A picture of two Fiuto runs on this portfolio. Four AI respondents read it and three of the four find the CV without help, then a usability expert reports that every section is one click from the bar. Twenty real people read the same page, and sixteen find it.
Run tests with AI respondents
Every section is one click from the bar. Nothing needs a hunt.
AI expert, usability
“Fiuto was built solo. I would ask how long it took.”
Granite, founder
“The CV was one click away. That is rarer than it should be.”
Quartz, recruiter
“I wanted to see what actually landed. The Samsung Food numbers answer that.”
Cobalt, head of product
“I went straight to the process. The boards explain it faster than copy.”
Basalt, design lead
3 of 4 found the CV without help. One went looking in the footer.
Run tests with real users
“Dark mode is in the bar. Small thing, I noticed.”
Rob, 45, indie builder
“I would book the call. The button was where I expected it.”
Tom, 41, founder
“Fiuto being designed and built solo is the headline for me.”
Mara, 34, product manager
“I skimmed the intro and went to the work. It held up.”
Kirill, 37, product manager
“The process section is the part I would show my team.”
Ines, 31, designer
16 of 20 found the CV without help. The other four asked for it on the call.
I’m currently building Fiuto.ai, an AI-powered user research tool I designed and built solo. Before that I was Product Design Lead at GitLaw, an AI-native legal platform, and spent 3 years as Lead Product Designer at Samsung Food, helping deliver AI-powered features, transforming design processes, and managing the design system.
My background is rooted in streaming and multi-platform design at DAZN, Discovery, and Massive Interactive, designing native experiences across mobile, web, smart TVs, and connected devices. I’ve also worked on consumer products at Nando’s, VAHA, and EE.
My process has always been a classic double diamond: a discovery phase where the team agrees on a direction, then iterative design until they sign off on a solution. User research runs through it, end to end.
AI hasn’t collapsed that shape, it’s stretched it. The divergent and convergent phases are still there, but the amplitude is far greater: AI covers ground orders of magnitude wider and faster than a team could on its own. What changes is where the humans sit. Researchers, designers and the product team move to direction, review and resolution: setting the questions, judging what comes back, deciding what to test and what gets tested and delivered.
01
Discovery
02
Design
Research
Review
Direction
Design
Review
Sign off
Ground the questions with the team, research the market, and agree the direction worth pursuing.
Design in rounds of team review and feedback, then test with real users and deliver.
User research runs through it, end to end
01Discovery
Discovery
The tech stack and roadmap set the constraints. I research the market around them: competitors, best practices, products built for our ICP. That gives me a handful of directions to put in front of the team, and we pick one to iterate on.
With AI
Most of that scanning now runs on agentic workflows: competitive landscape, user journeys and best practices. I synthesise the output into a direction I can defend. Desk research that took days takes hours, and covers far more ground than I could on my own.
Competitors
Adjacent sectors
User journeys
Best practice
Direction
Direction
Direction
Desk research
Team picks one
Not seenSeenKept
Days
Competitors
Adjacent sectors
User journeys
Best practice
Direction
Direction
Direction
Direction
Direction
Team picks one
Not seenSeenKept
Hours
01In practice
Discovery with coding agents
Case studies on desk research, planning, prototyping and release run with coding agents: one recorded session per workflow, and the decisions that stay with the team.
Once we’ve picked a direction, it goes into rounds of iteration with the team and stakeholders, each one narrowing the open questions until we agree on a solution we can test and deliver.
With AI
The AI coding tool takes on the designer’s function, partly or fully. I’m then the first stakeholder, but team reviews still decide what moves on to test and delivery.
Direction
Iteration 1
Iteration 2
Iteration 3
Test
Deliver
✓Who makesWho decides
VariantPickedNot picked
Weeks
Direction
Iteration 1
Iteration 2
Iteration 3
Iteration 4
Iteration 5
Iteration 6
Test
Deliver
✓Who makesWho decides
VariantPickedNot picked
Days
02In practice
Design with coding agents
Case studies on component and feature design inside the coding agent, from review to code, and where a designer still decides.
Research runs alongside the process: at each stage there are methods that can resolve the team’s doubts with real user feedback. Where there are none, established patterns can be enough.
With AI
User research shouldn’t be the blocker in an AI-accelerated workflow, but when everything else speeds up and research doesn’t, it can become one. I built fiuto.ai to solve that mismatch as a personal tool. I’ve since built it into a real product.
Ideas and conceptsContentDesign and prototypeBefore release
The brief
InterviewsWhat problem are we actually solving?
Concept testIs this worth building at all?
Card sortHow do people group this in their heads?
Tree testCan they find it where we put it?
Who takes part
Weeks
app.fiuto.aiNew study
New study
Tell us what you want to learn from your product.
NimbusFreelancers & solo foundersFintech SaaS
Expense-import setup drop-off↵Why freelancers skip receipt scanning after the first week↵First-invoice completion friction↵Trust signals on the bank-connection screen↵
Study built
Why freelancers skip receipt scanning after the first week
Nimbus · Fintech SaaS · Freelancers and solo founders
1Intake form · role and team size 2Five-second test · flash the receipts screen 3Live website · scan a receipt end to end 4Multiple choice · what stopped you 5Open text · what would bring you back
Launch study
Drafting your first study
This takes a few seconds.
✓Shaping your first study…
•••Turning context into blocks…
•Opening the builder…
My three most recent roles, each with one case study in depth. They show the process above applied to real products. Earlier roles follow in brief.
Fiuto.ai
Solo founder · Ongoing · AI user research
Fiuto.ai aims to be what I was looking for when searching for a modern research toolkit. It is a product I have designed and built solo out of a personal tool, with advanced insights and generous sharing capacity I could not find anywhere else.
Lead Designer · Apr 2025 → May 2026 · AI contract platform
GitLaw is an AI legal platform for founders and small businesses. Here I was Lead Product Designer, and built the design function from scratch. I owned the product surface end to end, from the AI chat and Contract Intelligence workspace through to the usability programme behind them.
Lead Designer · Apr 2022 → Mar 2025 · Recipe and meal planning app
Samsung Food is a recipe and meal planning app with a large daily audience. I was Lead Product Designer, working on the surfaces people open every day. I designed tailored meal plans, collections, Recipe AI and the first health dashboard, taking each one from user research and data analysis through to release.
Over a decade of contracting in lead and senior design roles, agency side and in-house.
Jan 2022 to Mar 2022
Nando's UK & IRE
Senior Product Designer
Enhanced the rewards experience for staff and customers, improving usability and engagement through discovery, field research, and iterative UX delivery.
Jun 2021 to Jan 2022
VAHA
Lead Product Designer
Contributed to Community, Gamification, and Automation features for an innovative smart mirror fitness product. Created a new, scalable Design System.
Delivered a Next-Gen Sports App vision piece for Sportsnet (Rogers CA). Led a double-wave discovery and delivery process with active client involvement.
Delivered UX for a Live and VOD streaming platform, creating comprehensive documentation for Authentication, Subscription, Self-Service, and Playback across all platforms worldwide.
Worked on OTT projects including the native redesign of a major US sports entertainment streaming service for iOS and Android, plus Live features for Massive’s AXIS platform.
Redesigned content navigation and discovery for DAZN across web, native apps, and connected devices. Raised app store ratings from 3 stars to 4+. Also white-labelled the product for a major American sports league on a worldwide scale.
Part of the EE (T-Mobile/Orange UK) UX Team, working on self-service, future releases and e-commerce.
Sept 2014 to Mar 2015
Cell48
Senior UX Designer
Sole UX designer on the team, working closely with strategy, design and third-party clients to create engaging experiences across platforms.
Apr 2012 to Sept 2014
Open Reply
Lead Designer
Led a team of designers and front-end developers producing mobile apps, mobile websites, and responsive websites for clients across media, automotive, and luxury brands.
Jan 2006 to Mar 2012
01tribe
UI Designer
One of Italy’s first mobile-focused digital agencies. Designed and developed FlashLite apps for Nokia, iOS apps, and front-end for mobile websites for Italian luxury and automotive brands.
Contact
Get in touch
Product design lead across research, design systems and handover, with coding agents in the loop.
Contract, outside IR35, or a permanent lead role.
