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1. Services

Leading the entire product design process, from initial hypothesis to launch, and scaling through streamlined iteration cycles. Designing relevant digital products while providing fresh perspectives on established methods and solutions.

Product Design

I create highly functional and visually appealing digital products, taking them from concept to launch while ensuring scalability and market success. My approach focuses on designing intuitive user experiences and interfaces for both web and mobile applications, seamlessly blending design, technology, branding and art direction into one holistic process. Aligning user needs, business objectives and market demand with current trends to ensure impactful results. Developing scalable design systems to provide consistency and efficiency across products and platforms while streamlining the design process and development.

PROCESS INCLUDES

User, market, and brand research
Defining business and product goals
Ideation and concept development
Design strategy and design direction
Prototyping, testing and validation
Design documentation

CORE SKILLS

Research
Strategy
UX/UI Design
Prototyping
Design Systems

Brand Design

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I lead the overall aesthetic and functional direction of projects, ensuring a consistent design vision that aligns with the brand’s values. By guiding all visual elements and stylistic aspects, I ensure the design execution resonates with the target audience. My approach establishes design principles that support creativity while aligning with business objectives and desired outcomes. I create and refine ideas into detailed and actionable concepts that can be developed into final products, services, or creative works. Crafting distinct and memorable visual identity systems to turn initial ideas into well-defined applicable designs.

PROCESS INCLUDES

Brand, market, and user research
Industry benchmarking and trends
Ideation and concept development
Art direction and design principles
Visual language definition
Brand applications and guidelines

CORE SKILLS

Research
Strategy
Art Direction
Design Direction
Visual Identity

Design Consultancy

I provide expert guidance and strategic direction to address design challenges and opportunities. My approach ensures that design projects are innovative, effective, and aligned with business objectives. I evaluate existing products to identify areas for improvement, providing actionable recommendations to enhance design quality, user experience, and alignment with brand and business goals. By streamlining design processes and ensuring consistency, I help businesses achieve consistent and impactful design solutions.

PROCESS INCLUDES

Analysis and heuristic evaluation of product and design
Usability, consistency, and performance checks
Pain points based on user feedback
Competitive benchmarking
Brand and design system alignment
Recommendations for improvement report
Advice, mentorship, ongoing support and review

CORE SKILLS

Design Audit
Design Strategy
Design Advisory
Design Leadership

The price is tailored to each project and engagement, offering flexibility with an hourly/day rate or a flat fee option ☞ Get in touch and let's find the best fit for your needs and budget.

GET IN TOUCH

2. Background

Driven by leveraging design and direction skills to tackle challenges with a holistic iterative approach. Collaborating with businesses to envision, test, and validate their future potential. Born in Brazil, worked at the largest R&D center, moved to London → Helsinki.

EDUCATION

POSTGRADUATE DEGREE
GRAPHIC DESIGN

SPECIALISATION
ART DIRECTION & COPYWRITING

BACHELOR'S DEGREE
COMPUTER SYSTEM ANALYSIS

NOT-COMPLETED
COMPUTER ENGINEERING

DOWNLOAD CV

PORTFOLIO KEYNOTE

3. Experience

Collaborating with top talent on projects across the USA, UK, Europe, Brazil, Australia, India, and Japan. T-shaped designer with leadership experience in managing small design teams.

AGENCY

R/GA
HUGE
AKQA
B-REEL
METHOD
NEXUS STUDIOS
ALLOFUS
ELSEWHEN
W12 STUDIOS
PUBLICIS SAPIENT
CRITICAL MASS
DIGITAS
SYZYGY
SIILI SOLUTIONS

IN-HOUSE

FANATICS
FUTURELEARN
O2 PRIORITY
SAINSBURY'S
JIO PLATFORMS
THE TELEGRAPH
YOUSICIAN

BRANDS

TECHNOLOGY
BEKO
BT GROUP
BLACKBERRY
IQOS
JIO
O2 PRIORITY
SAMSUNG
SIEMENS
TIMKEN
VERIZON
YELL

BRANDS

MEDIA, ARTS & ENTERTAINMENT
BBC
FANATICS
NICKELODEON
POZITIF
THE TELEGRAPH
WARNER BROS.
WIZARDING WORLD

BRANDS

SPORTS
AMERICA'S CUP
FORMULA 1
MANCHESTER CITY F.C.
NIKE

BRANDS

EDUCATION
ESSEX SCHOOLS
FUTURELEARN
YOUSICIAN

FOOD & BEVERAGE
COCA-COLA
PIZZA EXPRESS
MCDONALD’S
THE FISHMONGERS' CO.

HEALTHCARE
AMPLIFON
JOHNSON & JOHNSON
NHS

AUTOMOTIVE
MAZDA
MITSUBISHI MOTORS

ENVIRONMENTAL
GREENPEACE

FINTECH
COMPARE THE MARKET
HALIFAX
HSBC
LLOYDS BANK
RBS

TRAVEL & TRANSPORTATION
BRITISH AIRLINES
ETIHAD AIRWAYS
RS CONNECT
VIRGIN ATLANTIC

RETAIL & E-COMMERCE
MAMAS & PAPAS
SAINSBURY’S
TESCO

FASHION
ARMANI

4. Process

Each design challenge is unique and requires a flexible, creative, and iterative approach. Using a continuous cyclical method we can frame the problem, find clarity, and explore potential solutions. Breaking the process into two stages sets a structured and effective design workflow.

Discovery + Ideation

The process of discovery frames the discussion guided by informed and validated decisions. Through extensive research and exploration, we uncover insights that drive aesthetic appeal and functional excellence. Is this right for the user, brand, service, product, or business? Does it align with the desired concept? Is it both applicable and feasible? And ultimately, does it feel right?

UNDERSTAND

What is the problem
Why is this a problem
Why is this important
Who are you solving for
What are the pain points
What are the constraints
Success criteria
Brand values
Value proposition
Business opportunities
Winning strategies

RESEARCH

Brand research
Market research
User research
User interviews
User archetypes
Empathy map
Business goals
Product proposition
Product goals
Product metrics
Insights

EXPLORE

Brainstorming ideas
Inspiration references
Industry trends
Creating moodboards
Prototyping ideas
User journey mapping
Information architecture
Design strategy
Design concept
Design direction
Defining scope

↳ ITERATE TO SIMPLIFY THE IDEA

Production + Execution

It’s a continuous and holistic mindset to identify problems and generate innovative ideas, shaping both brand and user experience through strategic product design and design direction. This process adds tangible business value, unlocks new growth opportunities, and cultivates brand loyalty.

DESIGN

Experience mapping
User stories
Use cases
User flows
Design principles
Prioritisation
Wireframing
Designing
Prototyping
Testing
Validating

IMPLEMENT

Design specification
Design handoff
Build implementation
Product testing
Product validation
Quality assurance

DELIVER

Product shipping
Maintenance & support
Product growth
Post-launch

↳ ITERATE TO OPTIMISE THE SOLUTION

Work Principles

A small set of guidelines that helps set the direction for good design work. These principles serve as a framework for behaviour, attitudes, and actions in different situations.

✺ Design is in everything

From the simplest task or problem to the most complex challenge to solve, everything is designed. As Paul Rand expressed, “To design is much more than simply to assemble, to order, or even to edit, it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry”.

⌘ Always start with why

Why is this a problem? Why is this problem important to solve? Why does this matter? Understanding the underlying purpose is essential for good design. Starting with the why, followed by the how and what, helps us find the true essence of our work, guiding us towards a purposeful and impactful direction.

✦ Good enough is not enough

Craft is important and requires art and design direction. The good enough is not good, make it great. A brilliant idea poorly executed is doomed from the start. If your team says "I like it, but I probably wouldn't use or pay for it", then it's likely that others won't either. Invest in the refinement of craft and experience, for it's through attention to detail and quality that the work transcends the ordinary and becomes remarkable.

❖ Great design takes time

It involves an iterative process of trial and error, thoughtful exploration, and gradually refining the idea until it reaches its full potential. By taking the right time, we can develop effective strategic solutions that are more meaningful, impactful, and enduring. Complexity is the enemy of execution, rushing through design only leads to superficial outcomes while investing time allows us to distill complexity into clarity.

⎈ Lead with applicable ideas

It has to work not only for the users but also for the business and be applicable. An innovative concept that fails to resonate or be implemented is futile. If the business struggles to understand the idea behind the solution and apply it, they will not use it. Prioritize ideas that seamlessly blend innovation with practicality, aligning them to both users' needs and the strategic direction of the business.

☻ Trust with transparency

Transparency is essential to building trust. Effective leadership and collaboration happen with open communication and mutual trust. In this environment, ideas are nurtured and empowered by trust in their potential and the individuals behind them. Good ideas die because someone doesn’t have trust, while an atmosphere of honesty and openness contributes to innovation and success. And remember to always have fun during the work.

LDN → HEL

HELLO@SAMUELVIANI.COM

Craft in strategic design, blending aesthetic purpose with functional elegance.

Craft in design, blending aesthetic purpose with functional elegance.

Product Design ⸺ UX/UI Design ⸺ Prototyping ⸺ Design Systems ⸺ Brand Design ⸺ Art Direction ⸺ Design Direction ⸺ Visual Identity ⸺ Design Consultancy ⸺ Design Audit ⸺ Design Strategy ⸺ Design LeadershipProduct Design ⸺ UX/UI Design ⸺ Prototyping ⸺ Design Systems ⸺ Brand Design ⸺ Art Direction ⸺ Design Direction ⸺ Visual Identity ⸺ Design Consultancy ⸺ Design Audit ⸺ Design Strategy ⸺ Design LeadershipProduct Design ⸺ UX/UI Design ⸺ Prototyping ⸺ Design Systems ⸺ Brand Design ⸺ Art Direction ⸺ Design Direction ⸺ Visual Identity ⸺ Design Consultancy ⸺ Design Audit ⸺ Design Strategy ⸺ Design LeadershipProduct Design ⸺ UX/UI Design ⸺ Prototyping ⸺ Design Systems ⸺ Brand Design ⸺ Art Direction ⸺ Design Direction ⸺ Visual Identity ⸺ Design Consultancy ⸺ Design Audit ⸺ Design Strategy ⸺ Design Leadership

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