Lorenzo Princi
Software design leader—Product strategy and experience

—Product Designer @Redbelly Network
—Mentor @ADPList
—Ranter @Spowtr
—Poet/Interviewer @Caffeine & Concrete
—Blogger @Blurb Hack
—Pinhole cameraman @Instagram

Connect
—LinkedIn
—Twitter
Redbelly Network
2022 - Present
Cluey Learning
2019 - 2022
Fairfax Media
2017 - 2019
Elastic Grid
2012 - 2017
Westfield
2007 - 2012
Games Workshop
2005 - 2007

—Musing

Building a design function thumbnail
Nov 2022

Building a product design function
Mentoring pattern
Dec 2021

My mentoring journey, and 10 tips for emerging designers
Beyond use pattern
May 2021

What's in a name? Product Design goes beyond use
Principles pattern
Nov 2020

Making it yours | Defining product design experience principles
Bending pattern
May 2020

Unteaching: Bending best practices to a product context

—Work

Cluey Service Management

Design and rationale for creating a consistent customer experience across all channels, ensuring needs were being met while meeting business sustainability goals.
Cluey Learning service management initiative screen example

Cluey Learning Summer Initiative

Design and rationale for the customer experience across the long summer holidays between school years. Creating the right experience for customers during this time was vital to both Cluey's growth and sustainability.
Cluey Learning summer initiative mobile screen example

Cluey Bricks Design System

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

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 Homepage

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/The Age App

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.
SMH/The Age Subscription Fulfilment

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.
Elastic Grid

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.
Westfield.com.au

—Digital FX

The USS Enterprise
The USS Enterprise
The Sound of Machines
The Sound of Machines
Games Workshop
Games Workshop
The Tandaris Outbreak
The Tandaris Outbreak

—Photography

Diorama in Haw Par Villa
Haw Par Villa
2023
Mural in Malacca, Malaysia
Malacca
2022
Building in Chinatown, Singapore
Singapore
2022
People in Milan, Italy
Italy
2018
Street drummers in Manhatten
New York
2016
Big Issue salesman
Sydney
2014 - 2016
Alkatraz tour guide, San Francisco
San Francisco
2013
Market stall, Japan
Japan
2011
Newsagent stall, Italy
Italy
2010
Vespa
Pinhole
2014 - Present

—Print

Caffeine & Concrete

I interview inspiring people over coffee and wrap it all up in typography and concrete poetry.

Blurb Hack

Blurb Hack is dedicated to books, I use it to write reviews and accompany them with cover concepts I design.

Minimalist Italian Playing Cards

A minimalist set of 40 cards, inspired by Southern Italian style decks.
The Black Cloud cover design
Valancourt Book Covers
The Sound of Machines Book: Down In The Basement
Down In The Basement
Games Workshop Staff Handbook
Games Workshop Staff Handbook
White Dwarf Magazine
White Dwarf Magazine
LP logo