Dario Codipietro

Lead Product Designer

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.

View CV ↗ LinkedIn ↗

Scroll

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.

Case studies

36 studies

Focus

Discipline

Complexity

Sector

Platform

Design process

I follow a double diamond process, with a discovery phase where the team agrees on a direction and a design phase of iterative refinement that ends on a solution the team signs off. User research runs through it end to end.

I use AI to speed up both phases, but I direct, review and decide at every step, so the work stays consistent and meets the standard I’d expect from any designer. Where AI falls short, I design the surfaces by hand.

My discovery starts from the product's tech stack and roadmap. Through team workshops and market research I narrow the options to a few distinct concepts, then test them with users for appetite and review them with the team until we agree on a direction.

I use coding agents to speed up desk research, such as mapping competitors, tracing user journeys and gathering best practice. I review what comes back, filter it and bring what holds up to the team.

Competitors
Adjacent sectors
User journeys
Best practice
Direction
Direction
Direction
Direction
Direction
Team picks one
Not seen Seen Kept
Hours

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.

View case studies →

Once we agree on a direction, I run rounds of expansive design iteration and user testing with the team, and refine it until it's ready to test live with users.

I now run part of the iteration inside coding agents, which lets me explore more options in each round. I direct and review every round, then take the work through user testing and team review until we agree on a solution for live testing and delivery.

Direction
Iteration 1
Iteration 2
Iteration 3
Iteration 4
Iteration 5
Iteration 6
Test
Deliver
✓ Who makes Who decides
Variant Picked Not picked
Days

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.

View case studies →

I run research alongside the whole process. At every stage there's a method that can settle the team's open questions with real user feedback. Where a question doesn't warrant a study, I lean on established patterns.

Once design and build speed up, research can become the bottleneck. I built fiuto.ai as a personal tool to keep studies at the same pace as design, and it has since grown into a real product.

app.fiuto.ai New study
Generate study

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 ↗

Research and QA with coding agents

Case studies on research that keeps pace with delivery and on QA run by agents, with the checks that still need a person.

View case studies →

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.

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.

The Fiuto studies list at two desktop widths and on a phone, each row with a sharing indicator beside the title: a padlock, a globe or the avatars of the people with access. The Fiuto studies list at two desktop widths and on a phone, each row with a sharing indicator beside the title: a padlock, a globe or the avatars of the people with access.

Case studies

All Fiuto case studies →Get fiuto ↗

GitLaw

Product Design Lead · Apr 2025 → May 2026 · AI contract platform

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.

Three Figma frames of the GitLaw settings memories screen, labelled list, grouped and cards, built by the agent from the library in one command.

Case studies

Samsung Food

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.

Four Samsung Food screens: a tailored plan, a day's meals, a profile with the weekly nutrition chart, and the nutrition goals sheet.

Case studies

All Samsung Food case studies →

Previous experience

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.

Mar 2021 to Apr 2021

BT

Lead Experience Designer

Contributed to BT Global’s business-wide digital transformation initiative.

Feb 2019 to 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

Mar 2018 to 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

Mar 2016 to 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

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.

Available
Now
Location
London, remote or hybrid, UK and EU
Right to work
UK settled status, EU citizen
  • RolesLead Product Designer, Principal Product Designer, Design Engineer
  • Experience10+ years
  • ScopeResearch, design systems, prototyping, handover, QA with agents
  • LanguagesEnglish, Italian, Spanish
  • Email[email protected]
  • LinkedInlinkedin.com/in/dariocodipietro

Professional profile

Copy into your coding agent

Skills

  • 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

Platforms

iOS, Android, responsive web, smart TV and connected devices

Sectors

  • AI products
  • B2B SaaS
  • Consumer apps
  • Streaming, media and sport
  • Health, wellness and food
  • Legal tech
  • Telecoms and utilities

Tools

  • Figma
  • FigJam
  • Figma Make
  • Claude Design
  • Framer
  • Axure RP
  • Storybook
  • Claude Code
  • Cursor
  • Codex
  • MCP
  • GitHub
  • Linear
  • Jira
  • Confluence
  • Notion
  • Miro
  • Prolific
  • Lyssna
  • Maze
  • PostHog
  • Amplitude

Send a message

Tell me about the role and when it starts, and I will reply by email.