Passionate and pragmatic. 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.
15+ years 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.
Recent achievements include leading customer experience initiatives at Cluey Learning, driving growth while reducing operating costs, and leading service design at Redbelly Network, supporting the launch of blockchain infrastructure enabling $73B in tokenised real-world assets.
Review product case studies and creative workA 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
