Lorenzo Princi
Software design leader—Product strategy and experience

_ _E _x _p _e _r _i _e _n _c _e

2024 / Present
2022 / 24
2019 / 22
2017 / 19
2012 / 17
2007 / 12
2005 / 07

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.

p h i l o s o p h y

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.

- Musing

P o r t f o l i o

/ Product UX

I have played roles in the strategy, design, delivery and iteration for Westfield's ecommerce experience, Elastic Grid's channel marketing platform, Cluey's eLearning service, The Sydney Morning Herald and The Age mobile apps and Redbelly Network's blockchain infrastructure.

The following is a selection of digital product and service I've designed and/or managed.


Redbelly Network

Service Design

Coming soon...

Redbelly Network access dApp


Redbelly Network

Scale — Official Redbelly Wallet

Coming soon...

Scale (Redbelly Official Wallet) design mockup


Redbelly Network

Design Principles & System

Overview of the Redbelly Network operational design direction, principles, and Redbelly Blocks design system I developed to streamline product design ideation and delivery.

Redbelly Network repeater pattern


Cluey Learning

Service Management

Creating a consistent customer experience from Cluey families across all channels and touch-points to ensure customer needs were met while meeting business sustainability goals.

Cluey Learning service management initiative screen example


Cluey Learning

Summer Initiative

Customer experience design 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 Learning


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

Cluey Homepage


Cluey Learning

Cluey Bricks Design System

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

Cluey Bricks Design System Overview


Fairfax Media

SMH Universal App

Enabling readers of The Sydney Morning Herald and The Age to consume their daily news effectively. As the Metro Apps Product Lead, I ensured we were working to deliver an app experience in accordance with the insight of our research, reader needs and business goals.

SMH/The Age App


Fairfax Media

SMH Subscriptions

Redesign of the Metro Masthead subscription flow to align it with new brand direction, decrease friction and increase purchase.

SMH/The Age Subscription Fulfilment


Elastic Grid

Channel Marketing Platform

As the Manager of the Elastic Grid Product and CX Team I oversaw the end-to-end customer experience. This included visual identity, marketing, UX/UI design, and support assets to address the changing needs of channel marketers and their partners from 2012.

Elastic Grid




Westfield is one of the largest shopping center developers in the world, as a UX/UI designer across their online properties my work included the ambitious Westfield Online eCommernce retail aggregatition platform.


/ Digital FX

Macro-photography of miniatures and bringing them to life.

/ Photography

Travel has made photography a hobby of mine.

/ Print

Graphic design and print remain passions of mine, so here's a sample of work from a past life.

— Connect