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Gianluca Cherubin

UX Designer

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsUI & UX Designer - Frontend Developer

About me

I currently work as Senior UX Designer at River Island, managing the MVT team and applying User-Centred Design Process to deliver best-in-class experiences across web and mobile platforms. I previously worked as Senior UX Designer at Dorothy Perkins, creating frictionless shopping experiences for a £100m+ digital business, and at Diana Corp where I designed innovative concepts and results-oriented features for selected fashion e-commerce, including Armani, Zadig & Voltaire, Chiara Ferragni, GAS Jeans, Bugatti. In 2013, after I attended a Master in Digital Economics & Entrepreneurship in H-FARM, I began to collaborate in XYZE, creating a new technology for body measurements. By introducing user research and usability testing I was able to validate their initial MVP and create an app available for the download at the App Store. During my 8 years in Workup, a digital media agency, I learned to work in a fast paced environment on more than 100 projects for selected clients, including Porsche, Ducati, Euronics, Despar, Douglas Profumerie. My role was to design and develop creative online solutions to our clients’ needs such as corporate websites, e-commerce, landing pages, online contest websites, Wordpress themes, adv banners and DEM, presenting to them for approval and finally building client relationship. I am the curator of Fancy inspire, an online collection of the best e-commerce websites. Started as a personal project, it’s now reaching thousands of users that regularly check and comment on their favorite brands. Since 2008, I am part of the team who organize INFART, an Urban Art Festival who attracts 10,000 attendees. As the communication manager I gathered 50,000 online contacts by exploiting social network and marketing techniques.

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  • Usability Testing
  • Interaction Design
  • Sketching
  • UI Design
  • Wireframing
  • Heuristic Evaluation
  • User Research
  • Creative Suite
  • Responsive Design
  • Mobile First
  • Html CSS Jquery
  • User Flows
  • A/B Testing
  • Email Design
  • Interactive Prototyping

Work history


Senior UX Designer

River island

Mar 2017
  • London, United Kingdom
  • Full Time
  • With over 60 years of fashion retailing experience, River Island is one of the most well-known and loved brands on the High Street. • Conducting requirements analysis including customer journey mapping, personas, task analysis, usability testing, and competitor analysis, collaborating with the Product Owner, IT, Creative and Marketing teams where relevant. • Using customer insight data and research to identify areas for improvement within existing customer journeys and produce recommendations to the Customer Experience Manager. • Collaborating with the Product Owner to to drive product strategy and the development roadmap. Writing user stories and high-level acceptance criteria to clarify UX design specifications helping the development and QA team to deliver best-in-class experiences. • Working with the Technical Optimisation Lead in increasing conversion through customer focused MVT changes. • Facilitating requirements gathering workshops with Business Stakeholders through Design Thinking Process. • Supporting the Lead UX Designer to manage and mentor junior designers on UX best practices, design standards, process, and documentations.


Senior UX Designer

Dorothy Perkins

Mar 2016 - Mar 2017
  • London, United Kingdom
  • Full Time
  • Established more than 95 years ago, Dorothy Perkins is now one of the biggest fashion retailers in the country, with nearly 600 UK stores and more than 124 international outlets. Dorothy Perkins is part of Arcadia Group, which owns the high street clothing retailers Burton, Evans, Miss Selfridge, Topman, Topshop and Wallis. • Creating improvement ideas by analysing qualitative and quantitative data and making recommendations. • Identifying and defining user stories to translate into effective information architecture. • Clarifying design specifications with designers and development, validating and monitoring quality output. • Working closely with stakeholders in the Trading, Creative, Marketing and Production teams to supervise and deliver projects and campaigns.


UX Designer

Diana Corp.

Jan 2015 - Jan 2016
  • Full Time
  • Diana is a multicultural agency, based in NY and Venice, specialized in the creation, management and promotion of top fashion brand e-commerce. • Managed all aspects of the product process: gather requirements, user stories / personas, user testing, product specifications, wireframes, designs, delivery schedules, measuring and optimizing performance. • Defined site structures, site maps and process flows. • Used web analytics statistics to draw concrete conclusions on customer behaviour. • Designed and developed custom Magento themes for selected clients. • Trained and mentored teammates.


UX Designer


Jan 2014 - Sep 2014
  • Freelance
  • XYZE is an innovative system of coding and standardization of size, through a combination of smart wearable tech with web and mobile app. • Conducted User Research, Usability Testing, Brainstorming, A/B Testing. • Defined UX concepts & flows, applying Lean Process. • Designed deliverables (including storyboards, wireframes, prototypes, mockups) for mobile and web applications. • Developed web applications using HTML5, CSS3, Javascript.


UI Designer & Front-end Developer


Mar 2005 - Mar 2013
  • Full Time
  • Digital Agency that helps companies to enhance their competitiveness thanks to the Internet. • Designed and developed elegant and well-crafted websites for selected clients, including Porsche, Ducati, Euronics, Douglas Profumerie, Despar. • Built Wireframes, Mockups, Prototypes, Campaign mini-sites, HTML5 Web Apps, Facebook Apps, Online Contest Websites, Wordpress Themes, Email Marketing Templates, Ad Banners. • Implemented and maintained Front-End features on large-scale E-Commerce solutions. • Led projects to a timely and successful completion. • Met one-on-one with clients in exploring the best possible options for their web presence.



MA.D.E.E. MasterLab in Digital Economics & Entrepreneurship

Digital Accademia

Aug 2013 - Dec 2013
  • Practical and theoretical three months Master focused on digital marketing, social media, lean production, UX design and public speaking for startup business.


Multimedia and Web Design


Jan 2002 - Jul 2002
  • Bassano del Grappa, Italy
  • Six months full-time postgraduate degree focused on design principles and front-end development.