Ciao, I'm Federico
I’m a UX/UI Designer based in Amsterdam with experience working in both global and independent agencies.
I worked on websites, mobile and desktop applications and online advertising.
Currently, I am designing useful and usable application for SaaS/Platform. I manage the whole UX process, working in a collaborative environment, collaborating with designer and developer team as well as consulting with clients.
Beyond design and technology, I’m also photography and music addicted!
Product Designer @ Sally
Amsterdam, Netherland | 2017 > Current Position
UX/UI Designer @ Eli5
Amsterdam, Netherland | 2016 > Current Position
UX/UI Designer Freelance
Digital Art Director - UX/UI Designer @ TBWA
Milan, Italy | 2012 > 2016
Graphic Designer Freelance
Milan, Italy | 2010 > 2012
Artistic Director / Project Manager @ Officine Festival
Palermo, Italy | 2008 > 2011
The process I use is a mix of Agile and Lean, with focus on team collaboration, test, and feedback. Designers, PM, and developers work alongside throughout the entire process. Is a quick and adaptive process that could be tailored to any projects.
The macro activities are discovery, strategy, ideation, and testing. All these activities are linked together but without a fixed order. The application of Agile methodology helps me and the team to ideate, design, and test every single solution.
My process depends on the project I'm working on. The common plan starts with a workshop with stakeholders in order to understand the business goals, followed by research to understand the users we are designing for. The result of workshop and research is a user flow and a sitemap, to define all the entry points and the process for every task. Once all the team agrees on the flow and sitemap, we can start with wireframes and prototype to test immediately if the flow works (sometimes I made some initial sketch during the first workshop with clients, making them feel an active part of the design process). Some of the tasks of the process are interviews and surveys, competitor analysis, analytics, personas, A/B testing, affinity maps, workflows, card sorting, wireframes, and prototypes.
Design deliverables: in order to have more consistency, and to help developer’s work, I always provide with a detailed UI Kit.
I’ve grown up surrounded by design. My grandfather and my mother are Architects. Architecture is fascinating for me because is not just about designing great places, but also thinking how people live and interact with them. That’s what brought me to become a Designer: to create beautiful products that enhance people’s lives.
That’s my motto, my way of thinking about products and communication. In every project I work in, I try to design something that people doesn’t have to learn to use. Something simple, something natural. Design is how it works and how it feels, not just how it looks. It is the overall experience.