Lead Product Designer · London

Making complex enterprise products simple to use.

I'm Federica, a Lead Product Designer in London with 10+ years' experience, the last five leading design across Asite's enterprise platform. I design products full of rules and roles, where people stay in control: migration, AI-assisted decisions, configurable data and design systems.

Enterprise SaaS · AI Products · Complex Systems · Mobile · Design Strategy

View selected work

Selected work

Five projects, five different problems, one approach: understand the system, then design for the people inside it.

Here are five examples of how I’ve worked across complex systems, ecosystems, AI and new product development.

01 / selected case study

Enterprise Migration Platform

Defining a new enterprise product from the ground up.

Turning a specialist-run service into a self-service product, shaped by 11 stakeholder interviews and 7 client use cases.

0→1 product · Service design · AI-assisted mapping

02 / selected case study

Marketplace Ecosystem

Designing an interconnected buyer and supplier ecosystem.

Buyers and suppliers designed as one ecosystem, so a supplier's pricing, fulfilment and returns choices shape what buyers see. One cart grouped by supplier, and fulfilment choices shown only when they matter.

ECOSYSTEM DESIGN · BUYER & SUPPLIER JOURNEYS · COMMERCE UX · COMPLEX WORKFLOWS · VALIDATION · DESIGN QA

03 / selected case study

AI-Assisted Bid Evaluation

Designing AI to support complex procurement decisions.

AI that helps procurement teams decide without deciding for them. Evaluation time down 40%, and teams moved off spreadsheets.

AI interaction · Trust · Decision support

04 / selected case study

Design System

Creating Asite’s first design system from the ground up

Asite's first design system, with 40+ components and patterns in Storybook. Adopted by 70% of live products, and major redesigns now ship on it.

0→1 DESIGN SYSTEM · GOVERNANCE · ACCESSIBILITY · ADOPTION

05 / selected case study

Configurable Attributes & Attribute Sets

Complex Systems · Enterprise Configuration

One clear model for custom data, with a global library that projects inherit from, so admins configure it without engineering help.

Systems design · Information architecture

Impact

Enterprise product areas led

70%

Design-system adoption

Product Designers mentored

20+

Cross-functional collaborators

Emerging technology

Designing AI people can trust

I design AI where it removes real effort: summarising long documents, comparing bids and suggesting data mappings. In every case the person reviews and approves the result, so high-value decisions stay with people.

Illustrative data in the sample panel, not a real client.

Bid intelligence

Key variance identified

Supplier B has a 14% cost variance in scope group 04.

Blue tiled grid representing a configurable system

About

I bring clarity to complex products and systems.

I'm a Lead Product Designer with 10+ years' experience. For the last five I've led design across Asite's enterprise platform: document management, procurement, supply chain, marketplace, migration and AI-assisted workflows. Before that I designed the participant experience for the London Marathon.

I specialise in products shaped by complex rules, roles and workflows: permissions, approvals, configurable data, migration and AI-assisted decisions. I map how the system works before I design screens, then test the model with the people who use it.

More about me →