Available for contract and permanent roles
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.
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.
iOS, Android, web, smart TV and connected devices
Process
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.
01Discovery
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.
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.
01In practice
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.
02Design
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.
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.
02In practice
Case studies on component and feature design inside the coding agent, from review to code, and where a designer still decides.
03User research
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.
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.
How fiuto.ai runs the loop, as shown on the site: build the study, run it with AI and real users, analyse what happened. Open fiuto.ai ↗
03In practice
Case studies on research that keeps pace with delivery and on QA run by agents, with the checks that still need a person.
Work
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 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.
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.
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, the recipe AI experience and the first health dashboard, taking each one from user research and data analysis through to shipped product.
Case study: Tailored plan →Case study: Swap meals →Case study: Planner improvements →Case study: Casual meal planner →Case study: Health dashboard →
Over a decade of contracting in lead and senior design roles, agency side and in-house.
Jan 2022 to Mar 2022
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
Lead Product Designer
Contributed to Community, Gamification, and Automation features for an innovative smart mirror fitness product. Created a new, scalable Design System.
Apr 2021 to Jun 2021
Lead Product Designer
Delivered a Next-Gen Sports App vision piece for Sportsnet (Rogers CA). Led a double-wave discovery and delivery process with active client involvement.
Mar 2021 to Apr 2021
Lead Experience Designer
Contributed to BT Global’s business-wide digital transformation initiative.
Jun 2020 to Mar 2021
Lead UX Designer
Enhanced customer onboarding using partner feedback and analytics (FullStory, Looker). Optimised assisted remote conversion journeys during lockdowns.
Feb 2019 to Apr 2020
Senior UX / Lead UX
Delivered UX for a Live and VOD streaming platform, creating comprehensive documentation for Authentication, Subscription, Self-Service, and Playback across all platforms worldwide.
Mar 2018 to Feb 2019
Senior UX/UI Designer
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.
Mar 2016 to Mar 2018
Senior Product Designer
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.
Mar 2015 to Mar 2016
Senior UX Designer
Part of the EE (T-Mobile/Orange UK) UX Team, working on self-service, future releases and e-commerce.
Sept 2014 to Mar 2015
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
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
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
Product design lead across research, design systems and handover, with coding agents in the loop. Contract, outside IR35, or a permanent lead role.