Lead Product Designer with 16 years of experience across London, Dubai, Italy, and the US.

Currently, I am freelancing in London, working with agencies and client teams on digital products used by millions of people worldwide.
Clients and agencies include British Airways, Global Eagle, McLaren, NatWest, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyds, NS&I, MOMA, Savills, AVIS, STA jets, Fling and others.

I graduated from the European Institute of Design in 2008, specialising in Communication and Art Direction. I began my career as a Junior Art Director at MARVEL Italy, creating campaigns for a diverse range of clients, before moving into freelance art direction in Milan and building my own client base.

In 2012, I travelled to Silicon Valley to deepen my focus on digital product design, completing UI/UX courses with companies including Google and Microsoft Bing, as well as earning a certificate in Human-Computer Interaction from Stanford University.

I moved to London in 2013, working as a Senior Visual and Product Designer for major brands and organisations including McLaren, British Airways, MOMA, Lloyds Bank, Virgin Media, OP Bank, O2, and the Mayor of London.

In 2015, I joined HomeAway as Global Design Manager, initially building and leading a team of 12 designers in London alongside 7 designers across the US, Germany, Spain, and France. As the company and design organisation grew, my remit expanded to leading a multidisciplinary team of 55 designers and developers.

In 2024, I joined Feeld as Head of Product Design, leading the product design strategy for one of the world’s most distinctive social and dating platforms. I shaped the overall design vision, led and grew the design team, and worked closely with Product and Engineering to evolve the core experience. My work spanned new product features, discovery and matching, trust and safety, monetisation, and bringing Feeld’s brand more deeply into the product experience.

EXPERIENCE

2024 - Present.


HEAD/LEAD PRODUCT DESIGNER, FREELANCE.

AWARDS/CITATIONS: GOOGLE: BEST-PRACTICE CX IN SEARCH. (SAVILL’S) ECONSULTANCY: EXAMPLE OF DIGITAL EXCELLENCE. (SAVILLS)

  • Led and scaled multidisciplinary design teams while mentoring junior and senior talent.

  • Worked across fintech, e-commerce, B2B, B2C, and SaaS projects for clients including NatWest, British Airways, McLaren, NHS, T-Mobile, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd’s, NS&I, MOMA, Savills, AVIS, STA Jets, Fling, R/GA, Publicis Sapient, DesignStudio, The BIO Agency, AKQA, Hi Mum! Said Dad, and others

  • Led the design of complex digital products, including NHS workforce tools, British Airways’ booking platform, and Seat Unique’s website and iOS app redesign. For First Abu Dhabi Bank, designed a GTB dashboard to simplify reporting, support liquidity management, and help institutional clients make faster decisions.

2024 - Present

HEAD/LEAD PRODUCT DESIGNER, FREELANCE.

AWARDS/CITATIONS: GOOGLE: BEST-PRACTICE CX IN SEARCH. (SAVILL’S) ECONSULTANCY: EXAMPLE OF DIGITAL EXCELLENCE. (SAVILLS)

  • Led and scaled multidisciplinary design teams while mentoring junior and senior talent.

  • Worked across fintech, e-commerce, B2B, B2C, and SaaS projects for clients including NatWest, British Airways, McLaren, NHS, T-Mobile, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd’s, NS&I, MOMA, Savills, AVIS, STA Jets, Fling, R/GA, Publicis Sapient, DesignStudio, The BIO Agency, AKQA, Hi Mum! Said Dad, and others

  • Led the design of complex digital products, including NHS workforce tools, British Airways’ booking platform, and Seat Unique’s website and iOS app redesign. For First Abu Dhabi Bank, designed a GTB dashboard to simplify reporting, support liquidity management, and help institutional clients make faster decisions.

2024 - Present

HEAD/LEAD PRODUCT DESIGNER, FREELANCE.

AWARDS/CITATIONS:
GOOGLE: BEST-PRACTICE CX IN SEARCH. (SAVILL’S)
ECONSULTANCY: EXAMPLE OF DIGITAL EXCELLENCE. (SAVILL’S)

  • Led and scaled multidisciplinary design teams while mentoring junior and senior talent.

  • Worked across fintech, e-commerce, B2B, B2C, and SaaS projects for clients including NatWest, British Airways, McLaren, NHS, T-Mobile, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd’s, NS&I, MOMA, Savills, AVIS, STA Jets, Fling, R/GA, Publicis Sapient, DesignStudio, The BIO Agency, AKQA, Hi Mum! Said Dad, and others

  • Led the design of complex digital products, including NHS workforce tools, British Airways’ booking platform, and Seat Unique’s website and iOS app redesign. For First Abu Dhabi Bank, designed a GTB dashboard to simplify reporting, support liquidity management, and help institutional clients make faster decisions.

LONDON
April 2024 to October 2024

HEAD OF PRODUCT DESIGN - FEELD

  • Led product design strategy and vision for Feeld, shaping an intuitive, inclusive experience aligned with its approach to connection and relationships

  • Managed the design team, working closely with product managers, engineers, and stakeholders to translate strategy into product experiences.

  • Designed new features to improve engagement and satisfaction, helping members connect and explore relationships.

  • Championed user-centred design across the company, bringing user needs into product decisions and design priorities.

LONDON
April 2024 to October 2024

HEAD OF PRODUCT DESIGN - FEELD

  • Led product design strategy and vision for Feeld, shaping an intuitive, inclusive experience aligned with its approach to - connection and relationships

  • Managed the design team, working closely with product managers, engineers, and stakeholders to translate strategy into product experiences.

  • Designed new features to improve engagement and satisfaction, helping members connect and explore relationships.

  • Championed user-centred design across the company, bringing user needs into product decisions and design priorities.

LONDON
October 2021 to April 2024.

HEAD OF DESIGN - LEAD PRODUCT DESIGNER

AWARDS: GOOGLE: BEST-PRACTICE CX IN SEARCH. (SAVILL’S) E-CONSULTANCY: EXAMPLE OF DIGITAL EXCELLENCE. (SAVILLS) GOOGLE: BEST-PRACTICE UI IN PRODUCT DESIGN (AIRTIME 3.0)

  • Led end-to-end product design across digital identity, travel, banking, and retail, including British Airways’ booking platform, a GTB dashboard for First Abu Dhabi Bank’s institutional clients, and fashion and home retail e-commerce experiences.

  • Partnered with leading brands and agencies across fintech, B2B, B2C, and SaaS, including NatWest, McLaren, NHS, Lloyd’s, NS&I, MOMA, Savills, R/GA, Publicis Sapient, DesignStudio, and AKQA.

LONDON
October 2021 to April 2024.

HEAD OF DESIGN - LEAD PRODUCT DESIGNER

WARDS:
GOOGLE: BEST-PRACTICE CX IN SEARCH. (SAVILL’S)
E-CONSULTANCY: EXAMPLE OF DIGITAL EXCELLENCE. (SAVILL’S)
GOOGLE: BEST-PRACTICE UI IN PRODUCT DESIGN (AIRTIME 3.0)

  • Led end-to-end product design across digital identity, travel, banking, and retail, including British Airways’ booking platform, a GTB dashboard for First Abu Dhabi Bank’s institutional clients, and fashion and home retail e-commerce experiences.

  • Partnered with leading brands and agencies across fintech, B2B, B2C, and SaaS, including NatWest, McLaren, NHS, Lloyd’s, NS&I, MOMA, Savills, R/GA, Publicis Sapient, DesignStudio, and AKQA.

DUBAI
March 2019 to September 2020

DESIGN LEAD, GENIEOLOGY

  • Led the design of multiple digital projects at Geniology, working with client teams to translate complex requirements into clear user journeys and interfaces across desktop and mobile.

  • Managed the design team and defined the portal’s visual language and interaction patterns.

DUBAI
March 2019 to September 2020

DESIGN LEAD, FREELANCE AT GENIEOLOGY

  • Led the design of a GTB portal for a major Middle Eastern bank, supporting business clients and multinational companies across desktop and mobile.

  • Managed the design team and defined the portal’s visual language and interaction patterns.

  • Created and maintained a UI design system and component library to support consistency across the platform.

LONDON
April 2016 to March 2019

LEAD PRODUCT DESIGNER

  • Delivered product design across aviation, fintech, luxury, mobility, and enterprise software, partnering with agencies and client teams across Europe and the Middle East.

  • Designed a modular inflight operations platform adopted by 20+ international airlines, improving onboard passenger XP.

  • Refined the interface of a satellite control system for a global security firm, improving clarity and usability in complex operational environments.

  • Designed consumer platforms and internal dashboards for startups and scale-ups, including healthtech and edtech businesses, supporting feature validation and faster launches through focused 6–12 week engagements.

LONDON
April 2016 t0 March 2019

LEAD PRODUCT DESIGNER

  • Delivered product design across aviation, fintech, luxury, mobility, and enterprise software, partnering with agencies and client teams across Europe and the Middle East.

  • Designed a modular inflight operations platform adopted by 20+ international airlines, improving onboard passenger XP.

  • Refined the interface of a satellite control system for a global security firm, improving clarity and usability in complex operational environments.

  • Designed consumer platforms and internal dashboards for startups and scale-ups, including healthtech and edtech businesses, supporting feature validation and faster launches through focused 6–12 week engagements.

LONDON
Sept 2015

GLOBAL DESIGN MANAGER - HOMEAWAY

  • Led a global design team and helped unify the experience across HomeAway’s brands, establishing a consistent design language across its digital products.

  • Collaborated with product managers, engineers, and researchers to iterate on features based on user feedback and A/B testing.

  • Contributed to the evolution of the design system used across HomeAway’s global products and helped shape roadmap priorities through user insights and design thinking workshops.

LONDON
Sept 2015

GLOBAL DESIGN MANAGER - HOMEAWAY

  • Delivered product design across aviation, fintech, luxury, mobility, and enterprise software, partnering with agencies and client teams across Europe and the Middle East.

  • Collaborated with product managers, engineers, and researchers to iterate on features based on user feedback and A/B testing.

  • Contributed to the evolution of the design system used across HomeAway’s global products and helped shape roadmap priorities through user insights and design thinking workshops.

LONDON
Aug 2014 to Aug 2015

SENIOR PRODUCT DESIGNER - UNII

Senior Product Designer at Unii, a London based startup owner of the app FLING, an app that reached 4 million users in the first 6 months with over 2 billion messages sent and had a fantastic response from different investors; also designed the Unii app, a social student oriented app defined by Techcrunch the Twitter for students.

LONDON
Aug 2014 to Aug 2015

SENIOR PRODUCT DESIGNER - UNII

Senior Product Designer at Unii, a London based startup owner of the app FLING, an app that reached 4 million users in the first 6 months with over 2 billion messages sent and had a fantastic response from different investors; also designed the Unii app, a social student oriented app defined by Techcrunch the Twitter for students.

MILAN / LONDON
Mar 2012 to Aug 2014

Art Director JR

  • Art Director Junior at MARVEL Italy.

  • Senior product designer, freelanced for several agencies designing apps, websites and campaigns for international clients such as McLaren,Virgin Media, Lloyds Bank, O2, OP Bank, Fifa and more.

MILAN / LONDON
Mar 2012 to Aug 2014

SENIOR PRODUCT DESIGNER - UNII

  • Art Director Junior at MARVEL Italy.

  • Senior product designer, Freelancing for several agencies designing apps, websites and campaigns for international clients such as McLaren, CocaCola, Virgin Media, Lloyds Bank, O2, OP Bank, Mayor of London, Fifa and more.

If you like numbers

78

Clients worked with.

94

Total completed projects.

98%

Projects completed on time

95%

of projects completed within budget

16

years of experience

Lead Product Designer with 16 years of experience across London, Dubai, Italy, and the US.
Lead Product Designer with 16 years of experience across London, Dubai, Italy, and the US.
Lead Product Designer with 16 years of experience across London, Dubai, Italy, and the US.
Lead Product Designer with 16 years of experience across London, Dubai, Italy, and the US.

If you don't want to scroll all the way to the top,

Luca Artorelli

If you don't want to scroll all the way to the top,

Luca Artorelli

If you don't want to scroll all the way to the top,

Luca Artorelli