SENIOR PRODUCT DESIGNER
WORK
Freelance
[Jan 2025 – Present]
UX audits and conversion improvements for websites, landing pages, and funnels
Wireframes + UX direction for template-based WordPress sites, collaborating with developers
token.com
[Mar 2022 – Nov 2024]
(Crypto social investment app – deposits/withdrawals, fiat → crypto exchange, KYC)
- Relaunched Discovery into a multi-format hub (trending views, video, comments, creator content), shifting behavior so users landed on Discovery first (vs wallet/balance)
- Redesigned onboarding + KYC (Sumsub): +30% completion and ~50% faster registration time-to-complete
- Led UX for core financial flows: deposit/withdrawal and fiat → crypto exchange
- Ran research to validate and iterate designs: moderated interviews + usability tests and unmoderated testing
- Worked across two squads with PM/engineering/QA/data; contributed to the design system and supported hiring
Tecknuovo
[Jun 2020 – Jul 2021]
Client: Virgin Media
- Worked in Sales 2 squad on acquisition journeys for broadband + add-ons (mobile, TV, landline)
- Designed modular, reusable journey steps/components so flows could be re-ordered and reused across channels and propositions
- Helped the team ship faster by building outside legacy constraints—enabling rapid iteration without dependency on the legacy platform
- Ran remote user testing and partnered daily with PM, delivery lead, engineering, and QA to iterate and deliver build-ready UX/UI
HSBC
[Aug 2019 – Jun 2020]
- Owned UX for Savings journeys (journey mapping → wireframes → prototypes) and delivered UI-ready handoff, defining edge cases and incorporating research insights
- Designed and delivered the Bounce Back Loan solution in 1–2 days, supporting urgent small-business needs during COVID-19
- Facilitated workshops and remote design sprints to align Product, Engineering, and Compliance on lean MVP decisions
- Supported junior designers across scrums with direction and critique, ensuring consistency across journeys and components
Barclays UK
[June 2018 – July 2019]
- Led end-to-end UX/UI across Home, Life, and Travel insurance, modernising legacy journeys in a regulated, risk-averse environment
- Defined and delivered UX strategy across products, aligning business goals with user needs
- Partnered with stakeholders across Product, Legal, and Compliance to drive design-led decisions at speed
- Collaborated with UX researchers to plan, run, and analyse usability testing, translating complex flows into clear, accessible interfaces
Mariofdez.com
[April 2017 – November 2017]
Website UX&D from scratch (wireframes, mockups and final specs for the DEV team). Liasing with different senior stakeholders for a variety of website projects.
Clients: Pebble Studios, Spinview UK and HearHere agency
Cube Online
[January 2018 – May 2018]
Working at Cube Online as a natural lead and brand guardian I work across all digital channels and platforms, doing all things UX&D from scratch (Product strategy, design thinking, wireframes, rapid testing, mockups and final specs for the DEV team).
As part of a small team, I got the experience of working within an agile environment where I can iterate easily and communicate within different departments in a lean way, where we can share and learn together.
Duties & tasks: Website design, UI & UX, Logo Design, Front-End Designer/Developer, SEO.
The Life Wall
[March 2016 – April 2017]
Working on the end to end UX/UI and Marketing process for Life Wall products. Using agile methodology across teams, wireframing and mocking up new concepts and user flows across platform (mobile first). Also providing all marketing purpose designs from Online campaigns, newsletters, print stuff and social media.
Duties & tasks: UI/UX, Concept & strategy, Print design, Branding, Photo-Videoshooting and video editing.
FOODit
[September 2015 – March 2016]
Design for print and web. Update styleguide for products such as CentralDish. Support Principal Designer, Product Manager and Front End Developers with their daily tasks and activities.
Duties & tasks: UI & UX Design, Image manipulation, Web design, Print design.
FOODit
[June 2014 – September 2015]
Looking after customers across all of their channels, ensuring the best customer experience and keeping their brand consistency in line with their business needs, being involved in every project as a designer, content editor and customer support.
Duties & tasks: Offline Marketing design, SEO, Brand communications materials, Social Media design, Photo-Videoshooting, UI/UX Design (Wireframes & layout design).
Mariofdez.com
[June 2013 – June 2014]
Designed and supported web built for individuals, small companies and startups.
Duties & tasks: Website design, UI & UX, Logo Design, Front-End Designer, SEO, Film maker and Video
AVMC Studios
[November 2012 – June 2013]
As part of a team of 5, pitched for a wide variety of projects from events, online campaigns, website and video.
Duties & tasks: Art working (Ps, Ai, In), Project management, Video
EDUCATION
UAL
[2009 – 2012]
CR COLLEGE
[2007 – 2009]
RED ACADEMY
[2017]
COURSERA
[2016]
Skills
- Product & UX Design: End-to-end UX, information architecture, user flows, journey mapping, interaction design, mobile-first UX (iOS), responsive web
- Discovery & Research: Moderated interviews, usability testing (moderated + unmoderated), synthesis, insight-to-decision outputs
- Onboarding & Trust: Onboarding/KYC optimisation, trust-building UX for financial flows
- Design Systems & Accessibility: Component libraries, consistency at scale, accessibility-aware design
- Collaboration & Delivery: Cross-functional collaboration (PM/Engineering/QA/Data), workshop facilitation, PRDs with PMs, async documentation, build-ready UI handoff