CIAO, i’m federica
*
CIAO, i’m federica *
London-based Senior Product Designer and Creative Consultant, crafting digital services accessible to all, seamless and brand-sensitive. With a background in creative media, I’m interested in the ✨ why ✨ of everything and making products with a human touch. Because great design should be inclusive.
Drop me an email at federica.m.mic@gmail.com, and let's make the internet human-centred.
-
AI Fintech · UX & Brand identity
How do you make AI feel trustworthy in a sector built on complexity? For this early-stage fintech startup, I designed the brand identity, website, and platform UX, turning a powerful but abstract product into something enterprise buyers and end users could confidently adopt. The result: a unified design system that secured early client interest and laid the foundation for scalable growth.
-
Healthtech · UX, Design system & Growth
In regulated healthcare, friction isn't just a UX problem, it's a revenue one. I redesigned the consultation and checkout experiences for a digital health platform, reducing drop-off and driving a 2.2% uplift in conversion rate. By focusing growth experimentation on trust, clarity, and behaviour-led design, the work contributed to approximately £580K in annualised customer profitability.
-
Fintech SaaS · UX & Design System
When a fintech platform grows fast, design debt accumulates faster. I built Bippit's first design system from scratch, mapped the full user journey for the first time, and overhauled the main interface: improving accessibility, consistency, and usability in one go. As a side project, I co-led a full rebrand that repositioned the company firmly in the fintech space.
-
Tech for Good · UX, Design system & rebrand
A well-meaning product with a cluttered experience: Olio's homepage and navigation were getting in the way of its mission. I led a deep UX audit and IA restructure, ran user research, and delivered a prioritised roadmap across two quarters. I also co-led the rollout of Olio's first design system, improving accessibility scores and supporting a full rebrand.
-
Healthtech · Brand Refresh & B2B Website Design
Designing for cancer care means getting empathy and clarity right in equal measure. For this health-tech startup, I led a full brand refresh and website redesign: simplifying complex clinical information, softening the visual identity, and rebuilding the site to speak to enterprise stakeholders. The result: a cohesive, accessible platform that positioned Careology confidently for its next phase of growth.
-
Coming soon…
-
Deep tech SaaS · UX & Design system
Complex developer tools shouldn't feel complex to use, but Tyk's did. I built the platform's first design system, led cross-functional alignment workshops, and redesigned onboarding from the ground up. The result: onboarding time cut by 60%, faster product delivery, and a Space Invaders mini-game that turned a frustrating wait into a delightful moment.
-
Edutech · UX, Brand & Creative Direction
Every startup needs a north star before it needs a product. I joined The Product Refinery at the discovery stage, leading UX research, brand identity, and website design for a coaching platform aimed at product managers. When research revealed a stronger market opportunity, I helped pivot the model, proving that good design thinking shapes strategy, not just screens.
-
FMCG · UX, Brand Identity & Creative Direction
Some briefs are once-in-a-lifetime: bringing a century-old family elixir back to life. I led the full creative direction for Amaro del Bacio, from bottle shape and label design to website, drawing on its heritage, for a brand that feels both timeless and new. The result earned 3 industry awards, including 2 for outstanding design.
-
E-commerce · UI & Product Page Design
A focused UI challenge with a clear brief: design a product page that does justice to a premium homewares brand. Working within Saudenne's existing brand guidelines, I proposed a scroll-led layout translating contemporary e-commerce best practices into a distinctive, brand-coherent experience.