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.
Career
Recent projects.
- Fiuto.aiSolo founder · Ongoing · AI user research
- GitLawLead 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.
- Samsung FoodLead Designer · Apr 2022 → Mar 2025 · Recipe and meal planning app
Samsung Food is a recipe and meal planning app used by millions of people worldwide. I was Lead Product Designer, working on the surfaces people open every day. I designed tailored meal plans, collections and the recipe AI experience, taking each one from user research and data analysis through to shipped product.
Previous experience
Over a decade of contracting in lead and senior design roles, agency side and in-house.
- Jan2022 - Mar2022Nando's UK & IRESenior Product Designer
Enhanced the rewards experience for staff and customers, improving usability and engagement through discovery, field research, and iterative UX delivery.
- Jun2021 - Jan2022VAHALead Product Designer
Contributed to Community, Gamification, and Automation features for an innovative smart mirror fitness product. Created a new, scalable Design System.
- Apr2021 - Jun2021DeltatreLead 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.
- Mar2021 - Apr2021BTLead Experience Designer
Contributed to BT Global’s business-wide digital transformation initiative.
- Jun2020 - Mar2021Utility WarehouseLead UX Designer
Enhanced customer onboarding using partner feedback and analytics (FullStory, Looker). Optimised assisted remote conversion journeys during lockdowns.
- Feb2019 - Apr2020Discovery IncSenior 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.
- Mar2018 - Feb2019Massive InteractiveSenior 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.
- Mar2016 - Mar2018DAZN GroupSenior 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.
- Mar2015 - Mar2016EESenior UX Designer
Part of the EE (T-Mobile/Orange UK) UX Team, working on self-service, future releases and e-commerce.
- Sep2014 - Mar2015Cell48Senior UX Designer
Sole UX designer on the team, working closely with strategy, design and third-party clients to create engaging experiences across platforms.
- Apr2012 - Sep2014Open ReplyLead 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.
- Jan2006 - Mar201201tribeUI 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.