For over 15 years I’ve led teams and product initiatives from vision to launch across businesses large and small in a range of industries.
Whether it was Table-Top miniature gaming, Retail, B2B marketing, Media, Education or Decentralised Finance, I have designed product experiences with passion, effectiveness and efficiency.
I'm a Product and Design Leader passionate about building products that address people's needs, and help businesses meet their objectives. I achieve outcomes through collaborative cycles of research, ideation, refinement, considered delivery and optimisation.
I believe Product Designers must be immersed in the service from a customer’s perspective. They blend different skills and ways of thinking to understand why a product exists, how it is discovered, purchased, used and advocated for.
A selection from the many roles I've played across the strategy, design, delivery and iteration from Westfield's ecommerce experience, Elastic Grid's marketing platform, Cluey's eLearning service, The Sydney Morning Herald mobile app, and Redbelly's blockchain infrastructure.
Design Systems I have created to ensure products and services adhere to brand needs, and experience principles, constistently.
My on-going hobby projects which allow me to build and flex creative muscle outside of my 9 to 5.
Macro-photography of miniatures and bringing them to life.
Travel has made photography a hobby of mine.
Graphic design and print remain passions of mine, so here's a sample of work from a past life.
Lorenzo Princi
Software design leader—
Product strategy and experience
