# Federico De Sanctis > Principal Product Designer | Systems Architect — SaaS, DTC & Commerce Location: New York, New York, United States Profile: https://flows.cv/federicodesanctis As a Principal Product Designer with over a decade of experience, I specialize in designing and governing scalable eCommerce, subscription, and DTC experiences in complex, multi-brand environments. My work sits at the intersection of UX architecture, design systems, and business performance. I lead the development of modular, scalable systems and conversion-focused improvements, ensuring design decisions are intentional, measurable, and sustainable over time. I’ve spearheaded platform migrations, built and maintained multi-brand design systems, and partnered closely with product, engineering, analytics, and leadership teams to align user needs with business goals—prioritizing clarity, maintainability, and long-term impact. ## Work Experience ### Principal UX Designer / UX Architect @ Harry's Jan 2025 – Jan 2026 | New York, United States Lead UX architecture and experience strategy across global DTC websites (Harry’s & Flamingo), focusing on scalability, maintainability, and measurable business outcomes. Owner of Forge, the company’s multi-brand design system; driving adoption, component architecture, technical documentation, and cross-platform consistency. Led UX strategy and execution for platform migration to Shopify, enabling long-term maintainability and unlocking incremental revenue opportunities. Delivered multi-million-dollar incremental revenue impact through conversion-focused UX optimizations (Homepage redesign, Cart & Checkout flows, Subscription experience). Partner closely with Product, Engineering, Brand, Growth & Leadership to align experience decisions with KPI targets (CVR, AOV, NPS, retention). Define long-term UX vision and system strategy to support global expansion, faster development velocity, and reduced design/engineering overhead. Mentored designers and onboarded new talent, supporting team structure during leadership transitions and headcount gaps. Advocate for user-centered decision-making, experimentation, and data-driven prioritization. ### Lead UX/UI Designer @ Harry's Jan 2022 – Jan 2025 | New York, United States Lead UX design across Harry’s and Flamingo DTC experiences, setting strategic direction for customer journeys across subscription, trial, and commerce flows. Maintain and evolve the Figma-based Forge design system, ensuring consistency and scalability across both brands. Partner cross-functionally with Product, Engineering, Growth, and Creative to prioritize improvements grounded in customer insights and testing. Shape the end-to-end digital experience across web and mobile, from discovery to checkout to post-purchase touchpoints. Champion a metrics-driven, customer-centric approach, translating qualitative and quantitative feedback into design solutions that balance brand and performance. Guide adoption of UX best practices, accessibility, and experimentation within agile teams. ### Manager UX Designer @ L'Oréal Jan 2021 – Jan 2022 | New York, United States Partnering with the product team to define product strategy and turn business requirements into functional designs. Translating brand style guides and UX-defined components to re-usable assets in the form of Sketch libraries and re-usable code. Contributing to scaling a system of components and patterns that allow Designers and Developers to focus on product-level problems. Responsible for testing and enhancing new and existing components to improve conversion. Participating in sprint planning and roadmap discussions on feature requirements and specifications. ### Sr.UX/UI Designer @ PVH Corp. Jan 2019 – Jan 2021 | New York, New York Working directly with management (Calvin Klein, Tommy Hilfiger, Van Heusen, Izod,Speedo). Defining solutions for e-commerce requirements trough research and creation of design concepts, wireframes, prototypes (testing purpose) and final hi-fid designs. Constant performing usability testing and improvement of existing flows. Responsible for creation of a Component Library to consolidate the design trough multiple different websites. ### Sr. UX/UI Designer @ Fullscreen Jan 2018 – Jan 2019 | Greater New York City Area Conducting user research and designing user flows. Creating low/mid fidelity designs to be used in prototypes for testing purpose using latest tools available( ex. Silverback, Muse ecc..) and high-fidelity designs (UX and UI) with detailed requirements of the approved new features to be easily implemented in the platform by developers team. Working closely with developers in agile environment (Confluence, JIRA) and with designers across other teams to create a cohesive brand experience. Designing outstanding visual concept alongside interactive prototypes to be presented to stakeholders for validation. Creating a Design System to facilitate the implementation of new components across the platform. ### Sr.UX / Usability Designer @ Valtech Jan 2017 – Jan 2018 | Greater New York City Area Working with different clients industry, designed the mobile version of the Virtual kitchen consultant for Samsung.com Developed elegant design solutions for B2B and B2C platforms of multinational companies and continued to support for improvement. Designed and implemented an Auto Delivery project for Vitamin Shoppe e-commerce platform (web,mobile and app) and more. Working in Agile Environment using different tools such as Jira, Confluence. Remain current on UI design trends and technologies; know when to innovate and when to stick with the tried and true. Collaborate with internal cross-functional teams to understand the customers and their needs. Create wireframes, functional specifications, annotations for all templates, designs & user interactions for responsive web design and app projects (L'Oreal, Navico, Christie digital and more). Participate in product pitch phase from research and conception/design, through development, to testing QA and launch. ### Lead UX/UI Designer @ AMEDEO & FARAONE MENNELLA by RFMAS Jan 2015 – Jan 2016 | New York City, Stati Uniti Proved experience designing critical software systems involving innovative methods UI design for data intensive, report-oriented, and transaction-oriented applications. Evangelized the benefits of data visualization design to the wider business. Promoting standards within organization. Discussed with business developing and refining how we engage and inspire the business. ## Education ### Bachelor's degree in Business Administration Università degli Studi di Firenze ### User Experience (UX) Design General Assembly ## Contact & Social - LinkedIn: https://linkedin.com/in/federico-de-sanctis - Portfolio: https://www.federicodesanctis.com --- Source: https://flows.cv/federicodesanctis JSON Resume: https://flows.cv/federicodesanctis/resume.json Last updated: 2026-04-16