Resume
Luiz Ottino
Contact Me
London, UK
Profile
Senior Product Designer with a decade of experience designing digital products that solve complex problems across financial services, healthcare, telecommunications, and high-growth consumer platforms. I specialise in regulated environments where design must balance compliance, conversion, and scale, from KYC flows processing over 100,000 verifications monthly to payment systems handling over £50 million weekly volume across multiple markets and languages.
My approach combines strategic thinking with hands-on execution—whether I'm designing AI-powered tools that personalise user experiences, tackling regulatory compliance challenges, or optimising complex financial workflows. I've worked with some of the world's largest organisations, from Google and the NHS to major banks and fintech startups.
Core Skills
Product Design & Strategy
End-to-end product design (Web & Mobile: iOS, Android, Responsive)
Design systems architecture (Atomic Design, Design Tokens, Multi-brand)
AI/LLM integration for UX (Prompt design, Context-aware personalisation)
Strategic design leadership & cross-functional collaboration
Regulatory compliance (GDPR, UK Gambling Commission, NHS Digital Service Standard)
Research & User Experience
Moderated usability testing, Jobs-to-be-Done framework, Journey mapping
A/B testing & experimentation design
Design workshops facilitation (Design Sprints, Collaborative ideation)
Advanced prototyping (Figma, Interactive prototypes, Dev handoff)
Impact Highlights
Generated £2.3M+ in additional monthly revenue through payment optimisation across three brand groups (23% conversion increase)
Designed enterprise AI tools for Google Retail, leveraging Gemini technology, enabling product discovery for major retail clients
Architected design system serving 8M+ users post-$2.2B acquisition across the UK, EU, and US markets
Reduced KYC drop-off by 18% while maintaining 100% regulatory compliance (GDPR)
Redesigned healthcare platform serving 67M users across UK hospitals while balancing clinical safety with UX improvements
Experience
SENIOR PRODUCT DESIGNER, EVOKE, LONDON, UK — SEP 2023 - PRESENT (FTSE 100, 6000+ employees)
Lead design initiatives for one of the world's largest gambling companies, driving design strategy across multicultural teams and international offices. Direct product design for three major brands: William Hill (UK), Mr Green (EU), and 888 (EU/US markets).
KEY CONTRIBUTIONS:
Led payment systems redesign across 3 brands (William Hill, Mr Green, and 888), increasing checkout conversion by 23% and generating £2.3M in additional monthly revenue while directing a team of designers throughout the project lifecycle
Co-led AI product initiatives with Head of Design, pioneering LLM-powered promotional content, context-aware dynamic generation, and internal AI tools for employee support and workflow automation
Architected multi-brand design system post-$2.2B acquisition, establishing unified design standards and governance model for millions of users across UK, EU, and US markets
Implemented progressive disclosure in KYC flows, reducing drop-off by 18% while maintaining 100% regulatory compliance (GDPR, UK Gambling Commission) through document and video scan verification and validation
Championed conversion optimisation strategies for customer retention and acquisition during major events, driving measurable improvements in user engagement
Drove design strategy alignment across Product, Engineering, and Business stakeholders
Support Links:
Scaling UX Writing Without Dedicated Writers: AI-Driven UX
Design Landscape at Evoke
SENIOR PRODUCT DESIGNER CONTRACTOR, GOOGLE, LONDON, UK — MAR 2023 - MAY 2023
Lead design strategy and execution for B2B product development within Google for Retail division, spearheading AI-driven solutions leveraging Google's Gemini technology for enterprise retail market applications.
KEY CONTRIBUTIONS:
Designed AI-powered product discovery tools for enterprise retail clients, collaborating with ML engineers to define interaction patterns for Gemini-driven search experiences
Delivered high-fidelity prototypes and design specifications for 3-month sprint cycle, enabling rapid product validation with pilot customers
SENIOR PRODUCT DESIGNER, NTT DATA, LONDON, UK — AUG 2022 - NOV 2022
Tangity is a design agency focused on addressing people's needs and desires, leveraging the full technological capability of NTT DATA. During my time at Tangity, I worked on redesigning internal NHS dashboards for a seven-year-old healthcare platform serving 67 million users across UK hospitals.
KEY CONTRIBUTIONS:
Navigated legacy constraints of 7-year-old platform while balancing clinical safety requirements with UX improvements
Worked with complex role-based permissions for four distinct healthcare user types (Consultants, Trust Specialty Clinical Leads, Responsible Officers, and Medical Directors)
Created permission-responsive designs that adapted to different access levels while maintaining strict healthcare compliance and accessibility requirements
SENIOR PRODUCT DESIGNER, TRUPHONE, LONDON, UK — SEP 2021 - JUL 2022
(Series D, 300+ employees)
Led end-to-end design of Truphone's B2C platform across iPhone, iPad, and Apple Watch, focusing on travel and local user experiences.
KEY CONTRIBUTIONS:
Designed global roaming and eSIM activation flows across iPhone, iPad, and Apple Watch, reducing onboarding time by 40% through simplified data plan selection
Led Apple partnership integration for default eSIM activation, collaborating with iOS engineering teams on system-level features
Created Apple Watch connectivity experience for emerging markets, enabling cellular service in regions with limited carrier support
SENIOR PRODUCT DESIGNER CONTRACTOR, LATAM - MCKINSEY & COMPANY — OCT 2020 - AUG 2021
Delivered strategic design solutions for financial sector projects including stock market and remittance platforms. (Projects under NDA)
DESIGN FOUNDER, PODS FINANCE — FEB 2020 - AUG 2020
Led comprehensive product design from concept to delivery, including user flows, interface design, branding, and full implementation for what became the foundation of Pods Protocol MVP.
Achievement: Finalist at Ethereum 2020 Hackathon (Denver, Colorado) with ohMyDefi product
Support Links:
SENIOR PRODUCT DESIGNER, COMON, LISBON, PORTUGAL — FEB 2019 - OCT 2019
Developed mobile applications for leading Portuguese gym brands, including Solinca (Sonae Group). Delivered comprehensive design solutions from user research through final product release.
SENIOR PRODUCT DESIGNER, HEADS AGENCY, SÃO PAULO, BRAZIL — SEP 2018 - FEB 2019
Collaborated with Banco Original on redesigning the bank's logged-out website experience, delivering user flows, UI design, prototypes, and user research insights to support product launch.
EXPERIENCE DESIGNER CONTRACTOR, OGILVY, SÃO PAULO, BRAZIL — AUG 2018 - SEP 2018
Partnered with Banco Safra to develop internal systems and create a comprehensive design system, including wireframes and detailed system documentation.
EXPERIENCE DESIGNER, R/GA, SÃO PAULO, BRAZIL — SEP 2016 - SEP 2017
Embedded with both agency and client teams to create Bradesco-Next, a digital bank targeting Gen Z users for Brazil's second-largest bank.
KEY CONTRIBUTIONS:
Developed wireframes, user flows, and high-fidelity prototypes
Conducted interaction testing and stakeholder collaboration
Helped establish digital banking foundation for next-generation users
Support Links: