Ugo Cireddu

Early-stage startup transitioning from a pure Sales-Led Growth model to a Product-Led Growth model. Built self-service checkout and onboarding flows to reduce the workload on sales and support teams and drive MRR growth. Revamped the design system, implemented design tokens, refactored components, and improved developer handoff processes. Provided supplementary web design work in Framer to help the brand and marketing teams ship a new version of the website.

End-to-end design of a new loyalty product for retailers Designed from scratch a loyalty product for retailers, enabling them to create, manage and operate loyalty programs. The goal was to deliver a solution that is easy to configure, scalable, and fully usable by non-technical marketing teams, while still providing the flexibility required by enterprise accounts. 📌 Context & challenges Loyalty programs are often complex to set up, fragmented across multiple tools, and difficult to maintain over time. Brevo aimed to: • Integrate a newly acquired product into the Brevo product ecosystem and design DNA • Reduce operational complexity for marketing teams • Provide a clear and consistent experience, from configuration to end-customer usage 🛠️ My role & contributions As a Senior Product Designer, I supported the product team throughout the entire design cycle: • Product discovery & framing • Identification of key scenarios (program creation, reward management, performance tracking) • UX design & product flows • Design of loyalty program creation journeys • Definition of UX patterns consistent with the Brevo ecosystem 📈 Product impact & business outcomes • €250k in direct ARR generated through the signing of major retail clients such as Feu Vert, Palais des Thés, and Kitsuné

Fransys is a cloud hosting platform based on Kubernetes, with the goal of simplifying the hosting of complex projects through an intuitive interface and transparent pricing. As a cofounder, I was involved in all phases of the product: user research, design, and sales. Did all the product discovery with potential customers to understand painpoints and decide on the right things to build. Designed the logo, defined the tone of voice and iterated on landing pages to get our first customers. Designed and prototyped all of the interface, interaction and components. Followed up on front end QA with our front end dev Created the presentations that got us into our incubator and defeded the project in front of the jury I sat on sales call. I recruited copywriters & webflow developers to speed up our website release. I am no longer involved in this project today, but it is still under active developmen feel free to try it at www.fransys.cloud.

Embedded in the Marketing platform team I worked on several projects spanning the whole scope of this core business unit. Example projects : 📌 Email editor redesign : I led the redesign of the editor with a focus on speed, flexibility and convenience. Reworked all the key parts of the interaction model and interface with • New settings pannels • New interactions for hover, selection, drag and drop, text input, delete • New template selection flow • Design system compliance As a result NPS improved significantly and adoption of the new editor went from 40% to 80% in the first 6 month eventually leading to the sunset of the legacy editor in the next year. 📌 Brand library : Customers had no easy way to stay consistent with their email designs. They relied on template duplication and manual update when the brand would update which let to inconsistencies and lower design quality for them. So I implemented a new feature to allow customers to create email designs with consistent fonts, colors and logos. Tested the designs on maze, shipped the feature to 10% of users and monitored prod for a few rounds of improvements before the full rollback. 📌 Unified campaigns setup : All the different marketing channels (email, sms, whatsapp etc) had bespoke setup flows that led to user confusion and increased dev time. They also ran on different front end tech which meant longer dev times. I led the effort to design a unified flow for campaigns that could solve this with a collection of modular steps that would be identical for all channels while still allowing the specificities of each. I also designed a unified list with all channels for campaigns to avoid having to juggle through tabs for multi channel campaigns 📌 Tags and folders : Customers had a hard time organizing campaigns and find old campaigns in an increasingly long list. We needed a way to organize these campaigns but the feedback customer posted was inconsistent. Some asked for tags and other for folders. We decided to conducted 20 interviews to study how they currently organized and how it would ideally work and came up with a multi step plan. 1) Add the folders first. These are easier to understand and could help collaboration with specific folders assigned to specific teams 2) Add the tag. We added the tags one year later for the more advanced use cases that required more than a simple hierarchical structure. 3) Allow for campaign filtering with all the attributes available (schedule, recipients, channel etc) I designed all 3 steps but only 2 are released as of now.

UX Research on two projects 📌 Project 1 — Adoption of an internal tool to improve development quality TheFork platform teams had built an internal tool designed to help development teams improve the quality of their output (best practices, structured workflows, technical standards). Despite good product intentions, adoption remained low and the expected impact was not achieved. 🛠️ My role & UX research approach • Conducted qualitative interviews with engineering managers and developers across multiple tech teams • Identified key adoption blockers: • The tool was perceived as too restrictive for teams working on legacy technologies, preventing them from improving their scores and making them feel unfairly penalized • The imposed rules were easy to bypass, leading to unreliable metrics and distorted results ⸻ 📌 Project 2 — Accelerating adoption of TheFork Pay (QR code payment) TheFork Pay is a solution that allows restaurant customers to pay their bill via a QR code. Despite strong potential, product adoption remained relatively low, both on the restaurant side and the end-user side. 🛠️ My role & UX research approach • Conducted user interviews with: • Restaurant owners and staff (service management, operational constraints) • Customers (payment habits, trust, perception of QR code payments) 🔍 Key adoption barriers identified Restaurant side • Fear of losing control over the customer relationship • Concerns about commission costs • Unstable internet connections in some venues • Lack of POS integration, resulting in data loss Customer side • Perceived loss of human interaction • Limited familiarity with QR code usage • Assumption that the solution only works for reservations made through TheFork

Discovery - Setting up user research processes - Defining an prioritizing discovery topics - Conducting interviews with italian and french users Planning - Presenting user research findings and defining a roadmap for new features - Defining product features with product managers - Defining changes to data structures and classifications to better match user expectation Delivery - New features prototypes for mobile and desktop - Usability testing

Transitioning from a managed service model (clients make request to a project manager for tasks) to a self service SaaS model (client do everything by themselves in the Criteo web app). Criteo wishes to reduce it’s client’s dependency on technical staff for common tasks. Projects : Embeded in the product design team I worked on several projects aimed at increasing non technical users autonomy. 1) Help agency users setup and transfer advertisers account. - Analysed the current manual process to understand security and technical constraints - Designed the new flows using the design system - Made interview guides for PM’s to go talk to users - Developer handoff and follow up 2) Make the product catalog rules module easier to understand for non technical users. - Workshoped with the team to understand the technical solution used internally - Did several rounds of itteration on low fidelity wieframes to validate use cases and technical feasability - Prototyped the final version in figma - User tested the flows - Final handoff Environnement Agile, Full remote, International

Embedded in the team at talentsoft for more than a year I was tasked with 2 main projects. 1) Redesign of the applicant tracking system 2) Continually improving a new talent management and internal mobility software - survey and segmentation - 40 + interviews - 250 + users tests using maze - high definition prototype - design thinking workshops - follow up with scrum team for implementation - product strategy - roadmap prioritizing - Evangelizing UX processes As a senior member of the design team I also shared best practices, software know how, and user recruiting tips with the team. Helping out more junior members of the team when needed.

Worked on conversion rate optimisation for Toute La Franchise, the biggest website in france for connecting franchise owners with franchisees. - Guerrilla User Research (interviewed clients and users at the Franchise expo Salon in Paris) - Identified main flows and drop points in Google Analytics - User flows and Wireframing

For the agency's clients : Implemented UX methodologies on BtoB and BtoC products and services Spoke at internal and external events held by the agency Created and gave a course for principle (prototyping tool for mac)

As a consultant working for the internal UX service center, I was able to work on several projects for 2 BNPP entities in both paris and London (BNPP Securities Services and BNPP Corporate and investment banking) 1) Created a B2B applications to help improve customer relationships with institutional clients. 2) Ran workshops to define a solutions that would help developers from the IT department get setup faster. 3) Designed the UX team's website to promote UX services internally in BNP Paribas CIB For that I employed the whole stack of UX methodologies : - Workshops - User Interviews - Usability Testing - Flowcharts, sitemaps, service blueprints and experience maps - High definition prototyping - Design Sprint

Redesigned the multichannel service "Changer de Carte Grise avec La Poste" - Created all the flows for mobile, desktop and tablet - High fidelity prototypes with principle - Guerilla Usabiliy Testing - Creativity workshops

Redesigned the main parts of customer interaction management solution Diabolocom : - Unified UI with a style guide based on Atomic Design - Ran ideation workshops with the team (6to1) - Worked on information architecture (Card sorting workshop) - Created key flows for the main parts of the app (Admin back office, inbound calls, CRM intergrations, call interface) - High fidelity prototypes and micro interactions with Principle - Developers handoff with Zeplin

As a generalist designer I worked on a wide array of projects (logo design, web, print, UX) for a large variety of clients ranging from institutional clients (a city, a union, a political party), corporations (water services provider SPI environnement) and early stage startups (adsapp, la box culturelle)

Brought in to create a prototype for an event planning software and help on several webdesign projects.

In charge of redesigning the mobile version of Rue du Commerce - Competitive Analysis and Benchmark - Wireframing - Prototyping (adobe XD) - Guerilla usability testing

In charge of all thing product and branding. The product didn't work out because of a lack of user research, usability testing and developers in the team. This experience made me understand the hard way why UX is important.