Federico J. Creo · Senior Product Designer

Think it through.
Then make it simple.

I’m a Senior Product Designer with 8+ years in B2B SaaS, data-heavy tools and high-traffic e-commerce. I enjoy taking complex problems apart, designing the whole experience around them, and turning them into simple solutions.

Product design for

  • PVcase
  • eDreams ODIGEO
  • HP

Selected work

Products I’ve designed and shipped: new products where I led design end to end, and features inside complex platforms.

PVcase · Yield

Solar simulations, without the complexity

SaaSWeb app

Built for engineers who design solar plants. I own the design of a full product area, from discovery to handover.

−68% support tickets on these features

PVcase Yield: Meteo settings of a solar project, with data source, ground albedo and a map to set the plant's location
HP Live Production: daily timeline of a printer fleet, with each printer's status and the jobs queued on it
HP · Live Production

A new product for print production managers

SaaSWeb & Mobile

A real-time view of a whole printer fleet. I led the design from validating that the need was worth a product to launch.

70% of beta users still active a month after launch

HP industrial printer touchscreen: print queue with jobs grouped by substrate, next to the substrate preview and queue settings
HP · Printer interface

Complex printing, simple to operate

Device

The touchscreen of HP’s industrial printers, used by specialized operators. I designed its most complex flows, from print queues to white-ink printing.

−51% support tickets on sending jobs to print

eDreams flight results on web, with the option to freeze the price for 1 euro
eDreams app, My trips screen: a frozen flight to Dublin under Price Freeze
eDreams ODIGEO · Travel add-ons

Add-ons travelers understand, and buy

E-commerceWeb & Mobile

Price Freeze, seats and bags across 4 brands. I redesigned how they’re presented, so their mechanics are clear and they drive attach rate and revenue.

−20% post-purchase support contacts

HP Click desktop app: print preview of a poster on the roll, with the list of files to print on the left
HP · Click

Print preparation, simple and accessible

Desktop app

Desktop software to prepare files for large-format printers. I redesigned its structure and key flows, and owned its accessibility.

First product in the program to meet WCAG 2.1

What I bring

Product strategy & roadmap

I bring the user’s view to prioritization, so we build what research and data show matters most.

See HP Live Production →

End-to-end journeys

I design each feature for the journey around it, not just the screen it lives on.

See Travel add-ons →

Research

From validating whether a product is worth building to testing solutions with users.

See HP Live Production →

Designing with AI

I use AI across research and design, automating the repetitive work around them.

See PVcase Yield →

Design systems

Components, patterns and guidelines any team can apply consistently, with accessibility built in.

See HP Live Production →

Accessibility

Considering accessibility from the start makes products easier to use for everyone.

See HP Click →

Working with me

Good products come from teams that understand their users and work together on the solutions they need. This is what I do when I join one.

  1. Build the team first

    I start by getting to know the team and setting expectations both ways. I want to understand what works today and what doesn’t, so design, product and engineering work better together.

  2. Agree on who the user is

    In every company I’ve worked at, each stakeholder had their own picture of the user. With different users in mind, we can’t agree on the problem, let alone the solution. That’s why I make a shared one the first step.

  3. What and why before how

    For any feature or initiative, I encourage the team to define the user’s problem, the business goal and the outcome that counts as success before talking about solutions. Jobs to be done is my usual frame. Time spent here is time saved later.

  4. Get everyone on board

    Design is something we do together, not something I hand over. I bring the team close to users through recordings and insights, run ideation sessions, and share ideas as early as possible, so feedback makes the solution better. When everyone shaped it, everyone believes in it.

  5. Iterate with evidence

    I like to iterate in short cycles, testing each one with the best evidence I can get: real users, domain experts inside the company, or an A/B test when that’s cheaper. Every round makes the next version better.

About me

I studied graphic design, marketing, UX and coding. I believe designers should understand the other disciplines that build a product: speaking the same language as engineering and business makes the whole team work better.

Studies

  • PostgraduateUsability, Interaction Design and UXUniversitat Pompeu Fabra
  • PostgraduateMarketingUADE
  • DegreeGraphic Design and Visual CommunicationUniversidad Nacional de Lanús
  • CoursesCoding

Tools I use

  • Figma
  • Claude
  • Gemini
  • ChatGPT
  • HTML
  • CSS