From Strategy to Systems: Designing Products That Scale

I create user experiences that bridge the gap between brand promises and user needs. The goal is simple: untangle complex journeys into experiences people actually want to use, and let the growth numbers speak for themselves.

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Hey, I’m Federico.

I’m a UX/UI Designer focused on building scalable systems that drive measurable business impact.

With over a decade of experience across eCommerce, subscription, and DTC brands, I specialize in UX architecture, design systems, and conversion optimization. I operate at the intersection of user needs, business strategy, and technical feasibility, translating complex problems into structured, elegant solutions that perform.

I care about rigor, clarity, and outcomes. I design for systems, not screens.

Selected Works 2024—2026

Designing Logic-Driven Experiences & Systems.

01 / DESIGN SYSTEMS & ARCHITECTURE

Forge: Rebuilding a Scalable Commerce Design System.

A scalable design system architecture built to unify and stabilize Harry’s multi-brand commerce platform. Forge established a modular component foundation that enabled consistent product experiences across responsive digital surfaces.

+21% CVR lift on key commerce surfaces

$4M+ Incremental Revenue Impact

80+ Features Shipped / Year

Unified Multi-Brand Architecture

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02 / ECOMMERCE & DESIGN SYSTEMS

Harry’s — A Modular Homepage Architecture.

Rearchitected the Harry's homepage using the Forge design system, transforming a static digital storefront into a highly scalable, logic-driven merchandising ecosystem.

+6.95% Relative CVR Lift

+$400K TTM Incremental Revenue

+15.4% Email Capture Increase

Zero Dev Refactors Post-QA

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03 / SUBSCRIPTION & GROWTH

Flamingo — Increasing AOV and Conversion Through Routine-Based Product Discovery.

Led the UX merchandising strategy for the PDP, shifting user behavior from single-item purchases to multi-product routines to systematically scale Average Order Value (AOV).

+11.7% Conversion Rate Lift

+14.2% Revenue Per Visitor

+2.2% Average Order Value Lift

MVP Zero-Refactor Shipping

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04 / OMNICHANNEL & RETAIL TOOLS

Samsung — Architecting the Virtual Kitchen Consultant.

Designed a high-fidelity interactive tool for B2C users to configure complex appliance bundles in a 3D-adjacent web environment.

+15% Store Foot Traffic Lift

-25% Return Rate Reduction

Zero Post-Dev Redesigns

Global Scalable Architecture

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MORE PROJECTS

            $4M+
            Incremental Revenue Impact
            Driven by CRO-focused UX improvements across Harry's & Flamingo
          

            +22%
            Homepage Conversion Lift
            Achieved through structural redesign and hero module optimization
          

            60%
            Build Time Reduction
            Enabled by Forge: the system powering global experience delivery
          

            +21.8%
            Trial Flow Optimization
            Significant lift in checkout CVR via aggressive A/B testing
          

            $4M+
            Incremental Revenue Impact
            Driven by CRO-focused UX improvements across Harry's & Flamingo
          

            +22%
            Homepage Conversion Lift
            Achieved through structural redesign and hero module optimization
          

            60%
            Build Time Reduction
            Enabled by Forge: the system powering global experience delivery
          

            +21.8%
            Trial Flow Optimization
            Significant lift in checkout CVR via aggressive A/B testing
          

Business Impact & Performance Scale

Every architectural decision is rooted in business logic, aimed at increasing conversion, reducing friction, and unlocking incremental revenue.

Let’s scale together!

Tell me more about your project.

Drop me a message at:

desanctis.federico@gmail.com

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