Dario Codipietro
I'm a lead product designer based in London. I have 10+ years across UX, UI and research, and a deep background in consumer products and AI-native experiences.
In short
Over a decade of contracting in lead and senior design roles, agency side and in-house.
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- Product design, end to end
- UX and interaction design
- Visual design and motion
- Prototyping in Figma and code
- Design systems at scale
- User research and testing
- A/B testing and analytics
- Strategy and discovery
- AI product design
- Design to code, with agents
- Accessibility, WCAG 2.2 AA
- Leadership and mentoring
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- iOS
- Android
- Web apps
- Connected devices
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- AI products
- B2B SaaS
- Consumer apps
- Streaming, media and sport
- Health, wellness and food
- Legal tech
- Telecoms and utilities
- Startups
How I work
I start with a discovery phase, mapping the problem space with the team to agree on a direction, followed by rounds of iterative design refinement that end in a solution ready for delivery. User research runs through it end to end.
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I map the problem space using research
Starting from the product roadmap and tech stack, finding out what users are saying, and looking at how competitors and products in adjacent sectors handle similar problems. I synthesise this research into a set of threads to review in team workshops and on boards.
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I agree on a direction with the team
Running ideation workshops to turn that research into strategically valuable ideas, which are then concept tested with real users. The best concepts are reviewed with the team and move forward as the agreed direction into the iterative design stage.
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I iterate on user journeys and designs
Running multiple rounds of iterative design, each with several solution variants and daily cross-functional squad reviews, until they're ready for review with the wider team. Finally, I run usability tests with real users before moving designs into the build stage.
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I build components as in-repo stories
Once designs are signed off, I build product-ready components, shells and pages as stories in the front-end repository, using Storybook, Ladle or a custom story setup. These are then built into production code and live tested with users.
Cases
A few recent case studies, across consumer products and AI-native tools.
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Tailored meal plan
How I worked through the design process to move from an empty planner to a generated weekly plan.
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Share panel redesign
How I use a set of custom skills to redesign complex features inside the coding agent, without Figma.
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Figma to code
How I connected GitLaw's Figma library and code in both directions, with Storybook as the source of truth.
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Recipe AI
How I started integrating generative AI into native, user facing app features.
Career
I've worked across broadcast and streaming, telecoms, automotive, fashion, food, fitness and legal tech. I've done that at agencies, in-house and at startups, including my own.
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Jun 2026, ongoing
Fiuto.ai
Founder & Product Designer
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.
Case studies
- Shareable insights How I take a research finding to a feature on staging.
- Study sharing design How I ground a new feature in the code, the roadmap and the market before designing it.
- Weekly competitive research How I turn a competitive finding into new projects on the roadmap in one session.
- Onboarding prototype How I prototype a whole user journey in the product's own components.
- Visual QA with agents How I review a delivered feature with ten agents testing it in real browsers.
- Admin components redesign How I design and build shared admin components in one coding session, with no Figma handoff.
- Study sharing handoff How I turn an approved mockup into real components, with states, mobile and both themes.
- Study sharing build How I run planning, implementation and checks as one pipeline, and settle the decisions the agent hands back.
- Study sharing release How I take a feature from staging to production.
- Share panel redesign How I use a set of custom skills to redesign complex features inside the coding agent, without Figma.
- Onboarding build review How I review a built onboarding flow against its prototype and send each fix back.
- Illustrations and animation How I place illustration and animation on a working screen in minutes, by asking the coding agent.
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Apr 2025 → May 2026
GitLaw
Product Design Lead
GitLaw is an AI legal platform for founders and small businesses. Here I was Product Design Lead, 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.
Case studies
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Apr 2022 → Mar 2025
Samsung Food
Lead Product Designer
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.
Case studies
- Tailored meal plan How I worked through the design process to move from an empty planner to a generated weekly plan.
- Recipe AI How I started integrating generative AI into native, user facing app features.
- Health dashboard How I designed Samsung Food's first health dashboard, with progress against the goals users set.
- Casual meal planner How I designed a to-do list mode in the planner for users who plan casually.
- Ingredient substitutions How I designed ingredient swaps that let users adapt any recipe to their diet.
- Health goals How I designed meal recommendations and a planner around users' own calorie and macro targets.
- Meal swaps How I took a meal swap from Beta feedback to release through thirteen sprints of scope negotiation with engineering.
- Planner improvements How I took five planner briefs from hypothesis to handover under one mission.
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Jan 2022 → 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.
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Jun 2021 → 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.
Case studies
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Apr 2021 → Jun 2021
Deltatre
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.
Case studies
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Mar 2021 → Apr 2021
BT
Lead Experience Designer
Contributed to BT Global’s business-wide digital transformation initiative.
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Jun 2020 → Mar 2021
Utility Warehouse
Lead UX Designer
Enhanced customer onboarding using partner feedback and analytics (FullStory, Looker). Optimised assisted remote conversion journeys during lockdowns.
Case studies
- Partner app onboarding How I designed onboarding for new partners in a six-week Shape Up cycle, to reduce first-year drop-off.
- Join funnel How I redesigned Utility Warehouse's sign-up steps to make a multi-service bundle easier to join.
- Remote appointments How I redesigned Utility Warehouse's remote appointment when lockdown made it essential.
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Feb 2019 → Apr 2020
Discovery Inc
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.
Case studies
- Access and entitlements How I redesigned sign-up for users who could not tell a free account from a subscription.
- Self-service account How I designed a self-service account area for Discovery's streaming products.
- Native playback How I specified playback for every Discovery streaming app, embedded in the platform's tech team.
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Mar 2018 → Feb 2019
Massive Interactive
Senior UX and 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.
Case studies
- WWE Network native apps How I owned the UX of WWE Network's iPhone, iPad and Android apps on Massive's AXIS platform.
- BritBox acquisition and account How I designed BritBox's first UK sign-up and account journeys in two sprints.
- Univision sports streaming How I designed the UX of a direct-to-consumer football service for Univision on web, apps and Chromecast.
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Mar 2016 → Mar 2018
DAZN Group
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 designed a white label of the product for a major American sports league, and handed it over before the deal fell through.
Case studies
- Navigation redesign How I redesigned navigation and tiles to give DAZN users quick access to content.
- NFL Game Pass white label How I designed a white-label NFL Game Pass to test DAZN's product as a service for sports leagues.
- Offline downloads How I designed downloads for watching catch-up sport offline in DAZN's iOS and Android apps.
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Mar 2015 → Mar 2016
EE
Senior UX Designer
Part of the EE (T-Mobile/Orange UK) UX Team, working on self-service, future releases and e-commerce.
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Sept 2014 → 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.
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Apr 2012 → 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.
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Jan 2006 → 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.
Designing with AI
I use AI across all stages: I direct, review and decide at every step. Where AI falls short, I design the surface by hand.