10+ years · HP · Mammut · 20+ markets
I design the parts of a store where buying gets decided.
A decade inside online stores.
Selected work
The work, and the decisions behind it
Three places where the same problem shows up: people deciding whether to buy, and what gets in the way. Client work is shown within what I can share; the third case is my own, so it shows everything.
Ecommerce projects at Mammut
A loyalty programme, a compare tool, a pro programme, account features and a rebuilt checkout, for a store selling across more than twenty markets.
See the projects
Ecommerce projects at HP
Conditional flows, product page experiments and a proposal that made it to production.
See the projects
Case study: two-sided marketplace
Sellers and buyers in one product, with opposite goals. Designed end to end, from the first interview to the final screens.
Read the case studyAbout
Hi, I’m Alberto.
Senior UX designer, specialised in ecommerce.
I am a UX designer working in-house for a Swiss outdoor brand, on the account, loyalty, product and checkout areas of a store that sells across more than 20 markets. Before that I was part of HP’s worldwide UX team, working on the HP Store.
Alongside that, I have built ecommerce projects from scratch for clients through my own studio, and launched and run stores of my own. So I know what it takes to make a store sell, not only how to design it.
I work end to end: user research, UX strategy, flows, wireframes and interface design in Figma, on top of a design system I help maintain, handed over to development and measured afterwards. Conversion optimisation, A/B testing and accessibility (WCAG 2.1) are part of the job, not add-ons. I work in agile, cross-functional teams with product managers, developers and stakeholders across time zones and cultures.
I use AI where it earns its place in ecommerce work: clustering session data, support tickets and research into themes, pressure-testing my own proposals before they are built, and moving through interface variants faster. It does not replace talking to real users, and it does not decide what deserves attention first.
I worked with Alberto for one year at Cultrix Media, on graphic design, web design and mobile projects. Alberto is an utmost professional, and showed great originality and impressive creativity in his work.
He has an impressive ability to balance user needs with business objectives, creating designs that are both intuitive and effective. He has a talent for articulating ideas clearly and concisely, and he is always receptive to feedback and suggestions.