Andrea
Fratto
Profile
Resume
Full Stack
Principal UX Designer
strategy • research • design • testing
Hands-on Mentor
Senior Manager
Team Lead
Project Lead
Consultant
Design Approach
Flexible framework
Swipe
Get Aligned + Stay Aligned
RACI
UX
PM
C
M
E
CX
UX
P
Balanced brand + product content hierarchy
UX
P
M
Guide shoppers to product collections or heroes
UX
Make all content shop-able
UX
Use arrays instead of product grids
UX
C
E
Update the design language
Macro + Micro Objectives
From kick-off to launch, ensure we are aligned on the north star, our roles, and the path to achieve our shared goals.
Kick-off
Strategy + Vision
Socialize insights
Collaborative design
Check-ins + vetting with devs
Stakeholder management
Document and share as needed
Discover + Understand
Experience Strategy
I align the problem, goals, insights, and inspo to bring the solutions and interactions to life. I employ AI workflows to accelerate learning with discerning eye.
Business objectives
Market research
Functional specifications
Target Audience(s)
Competitor analysis
UX Research (generative/evaluative/agentic)
Product goals
Ideate + Model
Exploration
While staying focused on goals, but expansive with ideas, I design draft wires and prototypes to develop a proof-of-concept and insightful solutions.
Moodboards
System + User flows
User stories
Sketching / lo-fi wires
Information architecture
Conceptual wires
Decide + Design
Bring it to life
We collaborate to create experiences that feel inevitable once they exist. In essence—helping humans and machines relate to each other.
Design elements
UX architecture
Vetting Prototype (lo-fidelity)
Testing Prototype (hi-fidelity + microcopy)
Final prototype (integrate any improvements)
Design + Accessibility guidelines
Design System
Test + Measure
Iteration
Operationalize a system to gather valuable feedback and insights to drive continuous improvement and refinement.
Hypotheses
Experiments
Facts
Insights
Opportunities
Quips
Little reminders
may my mind
stroll about
hungry
and fearless
and thirsty
and supple
— cummings
Be
regular and orderly
in your life
so you can be
violent and original
in your work.
— flaubert
The most
beautiful thing
we can experience
is the mysterious.
It is the source
of all true
art and science.
— Einstein
Advertising
always
advertises
advertising.
— Mcluhan
I have never let
my schooling
interfere with
my education.
— Twain
Not taking risks
is risky.
— Fratto
Swipe
UX in Cinema
I see it everywhere
Information Architecture
“I’m disciplined and organized ... Yeah, I’ve got a reason ...”
Memento ©2000, Christopher Nolan
Temporal Design
“I often take it to the edge of its collapse ...”
Rivers & Tides, ©2001 Thomas Riedelsheimer
Social Media
“Maybe an object is what serves as a link between subjects, allowing us to live in society, to be together ...”
2 or 3 Things I Know About Her, ©1967 Jean-Luc Godard
Recent Projects
Ilia Beauty
Remove The Barrier
Ilia Beauty
Show & Sell
Ilia Beauty
Demo vs. Details
Ilia Beauty
Compare Shades
Ilia Beauty
Let’s Get Personal
Coming
Soon
Align Technology
Unified Global CRM
Coming
Soon
Head + Heart + Hands
Ambi-vert, Cancer-Sag, cross-dominant, creative + analytical. Grew up as a bookworm, English major, met HTML when I was planning to get a Masters in Library & Info Science—I thought, this is going to change everything—so I switched and studied Interactive Multimedia instead. I love that my work weaves humanities + technology—human nature + machines.
© 2011 — 2026
Andrea Fratto
Profile
Resume
Full Stack
Principal UX DEsigner
strategy • research • design • testing
Hands-on Mentor
UX Lead
Team Lead
Principal
Consultant
Design Approach
Flexible framework
Get Aligned + Stay Aligned
RACI
UX
PM
C
M
E
CX
UX
P
Balanced brand + product content hierarchy
UX
P
M
Guide shoppers to product collections or heroes
UX
Make all content shop-able
UX
Use arrays instead of product grids
UX
C
E
Update the design language
Macro + Micro Objectives
From kick-off to launch, ensure we are aligned on the north star, our roles, and the path to achieve our shared goals.
Kick-off
Strategy + Vision
Socialize insights
Collaborative design
Check-ins + vetting with devs
Stakeholder management
Document and share as needed
Discover + Understand
Experience Strategy
I align the problem, goals, insights, and inspo to bring the solutions and interactions to life. I employ AI workflows to accelerate learning with discerning eye.
Business objectives
Market research
Functional specifications
Target Audience(s)
Competitor analysis
UX Research (generative/evaluative/agentic)
Product goals
Ideate + Model
Exploration
While staying focused on goals, but expansive with ideas, I design draft wires and prototypes to develop a proof-of-concept and insightful solutions.
Moodboards
System + User flows
User stories
Sketching / lo-fi wires
Information architecture
Conceptual wires
Decide + Design
Bring it to life
We collaborate to create experiences that feel inevitable once they exist. In essence—helping humans and machines relate to each other.
Design elements
UX architecture
Vetting Prototype (lo-fidelity)
Testing Prototype (hi-fidelity + microcopy)
Final prototype (integrate any improvements)
Design + Accessibility guidelines
Design System
Test + Measure
Iteration
Operationalize a system to gather valuable feedback and insights to drive continuous improvement and refinement.
Hypotheses
Experiments
Facts
Insights
Opportunities
Swipe
Quips
Little reminders
may my mind
stroll about
hungry
and fearless
and thirsty
and supple
— cummings
Be
regular and orderly
in your life
so you can be
violent and original
in your work.
— flaubert
The most
beautiful thing
we can experience
is the mysterious.
It is the source
of all true
art and science.
— Einstein
Advertising
always
advertises
advertising.
— Mcluhan
I have never let
my schooling
interfere with
my education.
— Twain
Not taking risks
is risky.
— Fratto
Swipe
UX in Cinema
I see it everywhere
Information Architecture
“I’m disciplined and organized ... Yeah, I’ve got a reason ...”
Memento ©2000, Christopher Nolan
Temporal Design
“I often take it to the edge of its collapse ...”
Rivers & Tides, ©2001 Thomas Riedelsheimer
Social Media
“Maybe an object is what serves as a link between subjects, allowing us to live in society, to be together ...”
2 or 3 Things I Know About Her, ©1967 Jean-Luc Godard
Recent Projects
Ilia Beauty
Remove The Barrier
Ilia Beauty
Show & Sell
Ilia Beauty
Demo vs. Details
Ilia Beauty
Compare Shades
Ilia Beauty
Let’s Get Personal
Coming
Soon
Align Technology
Unified Global CRM
Coming
Soon
Head + Heart + Hands
Ambi-vert, Cancer-Sag, cross-dominant, creative + analytical. Grew up as a bookworm, English major, met HTML when I was planning to get a Masters in Library & Info Science—I thought, this is going to change everything—so I switched and studied Interactive Multimedia instead. I love that my work weaves humanities + technology—human nature + machines.
© 2011 — 2026
Full Stack
Principal UX DEsigner
strategy • research • design • testing
Hands-on Mentor
UX Lead
Team Lead
Principal
Consultant
Design Approach
Flexible framework
Get Aligned + Stay Aligned
RACI
UX
PM
C
M
E
CX
UX
P
Balanced brand + product content hierarchy
UX
P
M
Guide shoppers to product collections or heroes
UX
Make all content shop-able
UX
Use arrays instead of product grids
UX
C
E
Update the design language
Macro + Micro Objectives
From kick-off to launch, ensure we are aligned on the north star, our roles, and the path to achieve our shared goals.
Kick-off
Strategy + Vision
Socialize insights
Collaborative design
Check-ins + vetting with devs
Stakeholder management
Document and share as needed
Discover + Understand
Experience Strategy
I align the problem, goals, insights, and inspo to bring the solutions and interactions to life. I employ AI workflows to accelerate learning with discerning eye.
Business objectives
Market research
Functional specifications
Target Audience(s)
Competitor analysis
UX Research (generative/evaluative/agentic)
Product goals
Ideate + Model
Exploration
While staying focused on goals, but expansive with ideas, I design draft wires and prototypes to develop a proof-of-concept and insightful solutions.
Moodboards
System + User flows
User stories
Sketching / lo-fi wires
Information architecture
Conceptual wires
Decide + Design
Bring it to life
We collaborate to create experiences that feel inevitable once they exist. In essence—helping humans and machines relate to each other.
Design elements
UX architecture
Vetting Prototype (lo-fidelity)
Testing Prototype (hi-fidelity + microcopy)
Final prototype (integrate any improvements)
Design + Accessibility guidelines
Design System
Test + Measure
Iteration
Operationalize a system to gather valuable feedback and insights to drive continuous improvement and refinement.
Hypotheses
Experiments
Facts
Insights
Opportunities
Swipe
Quips
Little reminders
may my mind
stroll about
hungry
and fearless
and thirsty
and supple
— cummings
Be
regular and orderly
in your life
so you can be
violent and original
in your work.
— flaubert
The most
beautiful thing
we can experience
is the mysterious.
It is the source
of all true
art and science.
— Einstein
Advertising
always
advertises
advertising.
— Mcluhan
I have never let
my schooling
interfere with
my education.
— Twain
Not taking risks
is risky.
— Fratto
Swipe
UX in Cinema
I see it everywhere
Information Architecture
“I’m disciplined and organized ... Yeah, I’ve got a reason ...”
Memento ©2000, Christopher Nolan
Temporal Design
“I often take it to the edge of its collapse ...”
Rivers & Tides, ©2001 Thomas Riedelsheimer
Social Media
“Maybe an object is what serves as a link between subjects, allowing us to live in society, to be together ...”
2 or 3 Things I Know About Her, ©1967 Jean-Luc Godard
Recent Projects
Ilia Beauty
Remove The Barrier
Ilia Beauty
Show & Sell
Ilia Beauty
Demo vs. Details
Ilia Beauty
Compare Shades
Ilia Beauty
Let’s Get Personal
Coming
Soon
Align Technology
Unified Global CRM
Coming
Soon
Head + Heart + Hands
Ambi-vert, Cancer-Sag, cross-dominant, creative + analytical. Grew up as a bookworm, English major, met HTML when I was planning to get a Masters in Library & Info Science—I thought, this is going to change everything—so I switched and studied Interactive Multimedia instead. I love that my work weaves humanities + technology—human nature + machines.
© 2011 — 2026