Amalia Sirignano

Lead UX Design Strategist @Freelance, self-employed

Life CoachingUX/UI Designer🗿 HRGraphic Designer🐦 DesignProduct Designer🧨 ConsultingCommunication Designer🧮 EducationSoft Skills TrainerCustomer Researcher

I’m a UX Design Strategist with a deep passion for creating meaningful and relevant user experiences. With over 15 years of experience, my career has been a journey of growth and innovation in the field of user experience design. My decade in London was a transformative period, where I developed my expertise working with world-leading companies like Paddy Power, Betfair, Sky UK, and Comcast as a UX Design Leader. In 2023, I embraced a new adventure, moving back to Italy with my family to begin a freelancing career. This transition allowed me to focus on enhancing user experiences across diverse industries, applying my knowledge in crafting effective UX Design strategies. As a holistic design thinker, I am dedicated to user-centric and data-driven approaches. My strategy includes fostering a design-thinking culture and implementing intuitive, research-driven methodologies. I excel in managing projects, nurturing team development, and building strong stakeholder relationships. These skills have been instrumental in driving innovation and achieving business objectives. Beyond my professional life, my world revolves around three passions: my bright and precious daughter, who brings joy and inspiration to my every day; the fascinating realms of psychology and human behaviour, which are integral to my approach to UX design; and my love for the captivating world of picture books, a reflection of my creative and imaginative side. I am committed to continuous learning and growth, both professionally and personally. My goal is to create experiences that not only meet business needs but also resonate deeply with users, making their interactions seamless and enjoyable.

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Work Background

StellantisUX Design Strategist

Jan. 2024Turin, Piedmont, ItalyWorking collaboratively with the UX Leads at Stellantis, I drive the development and implementation of design strategies that align with customer needs and business objectives. My responsibilities include generating innovative ideas and transforming them into logical solutions. I execute UX design work within an efficient delivery framework, employing User-Centered Design (UCD) principles and methodologies, while ensuring responsible design and adherence to brand guidelines.

FreelanceLead UX Design Strategist

Sep. 2023As a freelance UX strategist collaborating with various companies and consulting agencies, I foster a culture of creativity and innovation. My role involves devising innovative ideas and developing solutions that prioritise customer needs. I execute UX design work efficiently, adhering to User-Centered Design (UCD) principles and methodologies, while emphasising accessibility and Diversity, Equity, and Inclusion (DEI) in all design practices. This approach ensures adherence to both responsible design and specific organizational brand guidelines.

SkyLead UX Designer

Jan. 2021 - Jul. 2023London, England, United KingdomLine-managing a team of UX designers and being the first call of inspiration, guidance, advice and support. Identify and enable opportunities for career growth through empowerment. Playing a key role in leading and creating the yearly UCD strategy by interpreting data and translating user needs into business objectives and rationales for my team. Collaborating with crucial stakeholders and cross-functional peers. Overseeing and reviewing the design of crew members, giving direction and constructive feedback based on UCD methodologies and business needs.

SkySenior UX Designer

Jan. 2020 - Jan. 2021London, United KingdomWorking collaboratively with the Product Design team and contributing to a creative culture, my responsibilities are to create innovative ideas, solve problems and shape them into logical solutions focusing on customer needs. Executing UX Design work in an efficient delivery process, using UCD principles and methodologies with a keen eye on responsible design and brand guidelines.

Paddy Power BetfairUX Designer

Jun. 2016 - Dec. 2019London, United KingdomWorking within an Agile environment in the Product design team, my responsibilities were creating the best experience for our customers across desktop and mobile. Using design tools and methodologies, I provided mock-ups, wireframes, prototypes and high-fidelity and data-driven designs to effectively communicate design strategies. Collaborating with the research team in user testing and A/B testing. Working closely with product owners, product managers and stakeholders, my primary goal was to create designs to be clearly understood and translated into high-quality working and design-leading solutions.

PADDYPOWERUI Designer

Jun. 2015 - Jun. 2016LondonI worked closely with UX architects and UX researchers, my responsibility was to create perfect-pixel designs, taking advantage of consumer insights to meet user needs. I supported the UX team with objectives and interview definitions. Creating prototypes with tools like Invision or Marvel and UI designs with Sketch and the Adobe Suite and creating responsive designs for retention and acquisition projects. Producing UI style guides for web development and for my team to bring brand consistency across all our platforms.

Paddy PowerCreative Web Designer

Aug. 2013 - Jun. 2015Roma, Italia / London UKI was part of the creative team, being responsible for implementing the brand visual identity on all creative designs throughout all Paddy Power products for Italy, producing mischief and creative concepts to increase acquisition, retention and support CRM activities. Supporting and driving the stakeholders to embrace the Design thinking process at the beginning of each project. I led a creative designer and an external creative agency, briefing them and approving their proposals on the best design practices and brand visual identity updates, keeping consistency in all design and marketing campaigns.

IntralotGraphic and Web Designer

Jul. 2009 - Jul. 2013Rome Area, ItalyI was responsible for creating digital graphical user interfaces for print and web across all of the Intralot platforms. With a keen eye for detail and strong organizational skills, I was responsible for creating all print design output in line with Retail/distributor needs, implementing the Intralot Visual Brand Identity. I developed UI design for apps and websites ensuring projects were delivered to deadlines. I supported the senior web designer in producing html&css for landing pages and CRM activities. I coached and mentored junior designers within the team, driving them to deliver a clear and consistent brand value.

RPZ | Radio Punto ZeroCreative Experience Strategist

Sep. 2007 - Jul. 2009Nola - Napoli, ItaliaMy responsibilities were directing a team of 20 people in advocating the Radio station's identity. Recruiting, training and mentoring the team to advocate the culture and values of the company. Oriented on the iterative process to improve products by analyzing how users interact with them and investigating the conditions in which they operate, digging a bit deeper to uncover ways of improving user experiences. Analyzing data, conducting regular user surveys to understand customers and operating the implementation of the brand strategy. I was also involved in marketing activities related to the radio schedule and in radio advertising activities such as copywriting and radio programming.

Mtn CompanyGraphic and Web Designer

Jan. 2007 - Sep. 2007Cava de'Tirreni - SalernoWorking closely with the art director and the marketing team I produced creative and intuitive desktop interface design for various customers. My work was also focused on designing brand identity and editorial illustrations to support internal brand activities.

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