Rico – Figma, Adobe After Effects, Prototyping

An enterprise software application for a confidential client, delivered through a freelance design agency. The product is moving from a working prototype to its first MVP release.

• Delivered a working prototype in under 2 weeks, for a scope that would normally take an estimated 2 to 3 months, by running design in a fully AI-integrated process;
• Design the application end to end together with the client's stakeholders, from core flows to developer-ready screens;
• Built the design system with Claude and delivered the components as code, ready for developers to use;
• Now expanding the product from prototype to MVP in phase two.

A New York startup building Moment Live, a platform sold to professional sports teams and entertainment venues. The company started with no brand and no product interface, and needed both to pitch its first clients and investors.

• Built the brand system and first product interface from zero that Moment used to go live and sign four major clients: the Miami Heat, Atlanta Hawks, Kaseya Center and State Farm Arena;
• Defined the full brand identity side by side with the founders: symbol, logotype, color, typography, motion and an AI-generated imagery system;
• Steered the founders away from a "play it safe" direction that risked looking like a generic calendar app, landing on a brand that felt familiar yet distinctive;
• Designed the first versions of the Moment Live interface with two temporary designers, including the demo built for the Miami Heat before they signed, and built its animations in Rive;
• Created all social content (one reel per feature), sales decks and presentations used to pitch teams and venues;
• Focused on brand, marketing and client acquisition after the first client signed, while a dedicated team took over the product.

A mobile-first loyalty platform bringing four Kraft Heinz consumer brands (Heinz, Mac & Cheese, Lunchables and Oscar Mayer) into one experience, designed through the digital agency Apply Digital. The client paused the platform before launch after a strategic shift.

• Led a 3-person design team through concept, design, motion and prototype of the platform;
• Designed 20+ screens and core flows and reviewed them weekly with Kraft Heinz stakeholders for over a year;
• Kept the design moving while the platform's direction was still undecided, reframing the work as the brief evolved and dropping ideas that solved the wrong problem;
• Created "The Drip", a cross-brand visual signature that outlived the project and was reused as wave elements on other Kraft Heinz brand sites;
• Produced social motion content for Heinz and the What's Cooking app.

A shared motion system for four Kraft Heinz brand websites: Heinz, Lunchables, Philadelphia and Oscar Mayer, delivered through the digital agency Apply Digital. Animations on these sites shipped as heavy files of up to 3 MB each, weighing down page performance across the brands.

• Cut animation file weight by over 70% on average and up to 95% (from 3 MB to 150 KB) across the Heinz, Lunchables, Philadelphia and Oscar Mayer sites by moving animation from exported files to code;
• Conceived and prototyped the KH Animation Framework, combining After Effects Expressions, Lottie and a web tool for designers;
• Handed the framework over to two developers, who took it to production;
• Supported the training of the agency's designers on the new motion workflow;
• Had the work featured in an Apply Digital article on AI-assisted animation (April 2024).

A fully online education platform for schools, built by an EdTech startup in its pre-launch phase. It had to work for students on old smartphones and slow connections, and was built under pandemic-driven deadlines with a small engineering team.

• Reversed the onboarding flow so students join the class first and register later; the pilot schools that had complained most about onboarding stopped raising the issue;
• Led UX/UI with 2 designers, a Product Owner and the founders;
• Built the platform's design system in Figma with atomic design, from tokens to components;
• Designed for low-end devices and accessibility: legible type, high contrast and screens that work on older smartphones and slow connections.