Passion brought me here
I’m Fabio — a Product Design Leader with 13+ years of experience creating and scaling digital products across fintech, retail, loyalty, e-commerce, SaaS, and AI.
From London to the Middle East, I’ve worked across global markets, leading multidisciplinary teams and turning complex challenges into products that are useful, intuitive, and commercially impactful.
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I’m an early riser, dog lover, coffee drinker, and padel enthusiast who believes great work is built on curiosity, collaboration, and a good sense of humor.
Today, I focus on shaping product strategy, building scalable design systems, and creating experiences that balance customer needs with business impact — while helping teams do their best work.
It's about your brand, but most of all, people.
Experience Design Lead - Sweden
Swedbank | February 2019 - August 2019
Drove design strategy for the digital banking platform, improving engagement and key user journeys. Through research and iterative testing, I streamlined complex flows and aligned features with customer needs.
Experience Design Lead - UAE
Publicis Sapient | September 2019 - April 2022
Used data-driven insights to optimize flows and improve conversion. I delivered scalable design systems, collaborated with global teams, and mentored designers to lift overall output.
Product Design Lead - UAE
Chatfood, Dubai | May 2022 - September 2022
Partnered closely with clients to align design decisions with business goals and streamline workflows. I led product ideation and designed features that improved retention and simplified the ordering experience.
Product Design Lead - UAE
Majid Al Futtaim | January 2023 - Present
Leading cross-functional teams to deliver scalable, user-focused features for the SHARE app. I drove research, shaped strategy that lifted engagement by 75%, and mentored designers to elevate team performance.
Experience
SHARE App
More than Loyalty
