Francesco S.

Amazon is a global technology and e‑commerce company focused on customer obsession, invention, and operational excellence. The company builds services and products across retail, cloud (AWS), devices (Alexa), advertising, and logistics with a mission to be Earth’s most customer‑centric company.

• Designed end‑to‑end merchant experiences for Buy with Prime, including Shopify integrations and unified onboarding flows to reduce friction and accelerate merchant activation.
• Led the in‑vehicle UX for Amazon’s Rivian Prime vans; launched on 1,000+ vehicles and delivered a context‑aware interface that improved driver safety and efficiency (design included in a granted USPTO patent).
• Directed the global redesign of the Amazon Advertising website — implemented a content‑first framework and CMS supporting multiple locales, driving +128% revenue and a 2.4% increase in advertiser registrations.
• Mentored and led a four‑designer pod to standardize patterns and raise quality across surfaces, improving cross‑surface consistency and delivery velocity.
• Partnered closely with product, engineering, analytics, brand, and marketing teams to iterate post‑launch, refine campaign setup flows, and measure impact against business KPIs.

Razorfish (SapientRazorfish) is a global digital agency specializing in experience design, product strategy, and digital transformation for consumer and enterprise brands.

• Led UX for the Carnival Cruises companion app, running onboard qualitative research to understand guest needs and pain points in the live environment.
• Managed client‑facing design collaboration, translating stakeholder goals into validated prototypes and prioritized feature recommendations.
• Partnered with product and engineering to execute rapid prototyping and usability testing, using findings to iterate flows and acceptance criteria.
• Delivered interaction designs and prototypes that improved onboard guest experiences and guided development handoffs.

Celebrity Cruises is a premium cruise line offering modern, upscale ships and curated vacation experiences to destinations worldwide.

• Owned website UX and direction for digital products; created personas, scenario maps, user flows, wireframes, and high‑fidelity prototypes (Axure, InVision, Webflow).
• Led A/B test ideation and execution across booking and checkout flows; optimized experiences that lifted conversion by up to 30% on key projects and reduced booking drop‑offs (reported 18% improvement on specific flows).
• Analyzed behavioral data (Monetate) and ran regular usability tests to identify friction and prioritize UX fixes that materially increased web revenue.
• Collaborated with marketing, analytics, front‑end developers, and external agencies to align design changes with business KPIs and establish site guidelines and best practices.

Secret Escapes is a members‑only travel and holiday deals platform that curates premium hotel and vacation offers at discounted prices.

• Oversaw visual design, UX, and front‑end development of the website as part of an agile web team, driving design decisions through rapid iteration and experimentation.
• Worked as an early design hire to shape product experience and deliver responsive, conversion‑focused interfaces using modern front‑end techniques.
• Collaborated closely with engineering to implement designs and to evaluate emerging web technologies for performance and UX gains.

Freelance and agency work delivering graphic, visual and web design across a range of clients and industries.

• Delivered branding, visual identity, and website design for clients including Gucci, Segno, Nice Images, and Petchey Travel Group.
• Owned end‑to‑end creative execution from concept through production: layouts, art direction, digital assets, and site builds.
• Built strong foundations in visual design and information architecture, working with agencies and stakeholders to meet brand standards and deadlines.