I build high-performing teams, define product strategy, and lead design-led transformation from vision through to launch. Outcome-focused and customer-driven, I take an end-to-end service design approach to craft experiences that meet user needs while supporting business objectives.
I have 15+ years of experience delivering impactful digital products across retail, media, education, B2B marketing, and decentralised finance.
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 spanning 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
