Lorenzo Princi
Software design leader—Product strategy and experience

—Head of Product Design at Cluey Learning
—Mentor on ADPList
—Ranter on Spowtr
—Poet and Interviewer at Caffeine & Concrete
—Blogger at Blurb Hack
—Pinhole cameraman on Instagram

Connect
—Twitter
—LinkedIn

Lorenzo pointing at some design stimulus

Cluey Learning
2019 - Present

Fairfax Media
2017 - 2019

Elastic Grid
2012 - 2017

Westfield
2007 - 2012

Games Workshop
2005 - 2007

—Musing

What's in a name? Product Design goes beyond use

Making it yours | Defining product design experience principles

Unteaching: Bending best practices to a product context

Self-disruption; innovation and staying true to a product context

Do ethics foster innovation?

—Work

Cluey Learning Website

Raising awareness of the features and benefits of Cluey's products by designing the best online conditions for product discovery and merchandising to increase customer self-enrolment.

Cluey Bricks Design System

Consistant, effiecient and effective design fragments which ensure Cluey's design principles are made manifest through experiences.

SMH Universal App

Enabled readers of The Sydney Morning Herald and The Age to receive and consume their daily news effectively. Designing for the SMH and Age Apps included strategy, research, design, testing, analysis and iterative improvement. As the Metro Apps Product Lead, I ensured we were working effectively to deliver an experience in accordance with our business goals, without compromising user needs. As a designer, I ensured the news reader was at the centre of the product experience while keeping business goals in mind.

SMH Subscriptions

Shaped and created new ways to deliver quality journalism across Fairfax Media Metro Masthead digital channels. Designing these experiences included researching the needs of engaged news readers and realising those needs through idiation, testing and iterative design. Working alongside Product Directors to devise the direction of Subscription strategies and redesigned the Metro Masthead Subscription user flows to decrease frictions through purchase funnel.

Elastic Grid

As the Product Owner of Elastic Grid and CX Team Lead, I oversaw the end-to-end customer experience. I managed the visual identity, marketing, UX/UI design of the platform, and support assets and initiatives. The role was critical for addressing the changing needs of channel marketers and their partners from 2012.

Westfield.com.au

Westfield is one of the largest shopping center developers in the world. As a designer for their online properties I worked on projects including; the design and launch of Westfield Online in 2010, The Westfield Group corporate site in 2008 and the 2009 re-launch of it's fashion site What's What. Merchandising and supporting the active online retailers was also a day to day responsibility which included site promos and electronic direct marketing.