Sasha Vitelli
Modern minimalistic still life with orange translucent objects on a warm-toned backdrop, reflecting principles of Product Design.

Product Designer

Portfolio

Intro


I'm a designer who loves shaping digital products with a focus on intuitive, elegant, and ethical design.‍


I like asking questions and creating solutions.  Prior to this, I had a career working in film and television production.

Recent Work

An intense basketball action shot is showcased on a sleek flatscreen TV as part of a sports streaming service advertisement; the ad features a "Bally Sports" logo in the center of the TV and text underneath that reads "All the sports. At your fingertips." The warm glow of sunlight falls across the flatscreen TV, which is set against a minimalistic terracotta wall, highlighting an exemplary user experience.
01  Bally Sports
WEB, MOBILE APP, TV    |    Product Design    |    UX Research
see case study  →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

A complete redesign of web, app, and TV streaming platforms for the largest regional sports network (RSN) in the United States.

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Products launched on October 30th, 2023.

A mobile phone on a creme-colored pedestal surrounded by an angular architectural patterned wall with shadows casting stripe patterns, symbolizing the convergence of information technology and UX design. The phone screen displays a scheduling confirmation page that reads "Does everything look correct?" and shows buttons to "make a change" or "yes! continue"
02  Zura Yoga
Responsive Website    |    UX/UI Redesign      |     E-Commerce Flows
see case study   →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

I consulted a local yoga studio near me on a UI redesign of their website's class scheduling and checkout flows.

Professional previews of two website pages with a sleek modern UX design are showcased on two tablets (one in landscape mode, the other in portrait mode), which are displayed on a pedestal in an abstract, neutral, creme-colored background. The websites feature the product logo and read "Caveat:"
03  Caveat: AI-Powered Tool
Mobile App, Responsive Website     |     DeSign System
see case study   →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

Caveat is an AI-powered product I'm creating that helps people understand lengthy documents before they sign them.

A laptop screen showcasing a still image from a music video with a person wearing a blue luchador mask featuring intricate gold patterns. The laptop rests on top of a platform with round piping in a green, abstract space with soft sunlight and shadows.
04  The Quinn Murphy Experience
Design Thinking     |     Film & TV
see case study   →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

Design and the entertainment industry share a number of parallels in problem-solving and process.

Read my case study on how I applied design thinking to directing a music video for the band The Quinn Murphy Experience.

Portraits of diversity: eight individuals of various ages and ethnicities. The top row features four black and white sketched portraits, and the bottom row features four black and white photos. All images were generated by artificial intelligence.
05  Building Personas in Midjourney
Generative AI     |     UX     |     Personas     |     Writing
read it on medium  →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

An in-depth look at LLM prompting to include diversity in AI-generated user personas.

A luminous neon orange light column serves as a solitary beacon in the twilight of a vast, open landscape dotted with dry grasses. The image was generated using artificial intelligence.
AI Playground
Imaging Experiments    |     Generative AI
explore   →
Project Info
A thin, minimalist icon of a plus sign (+) inviting users to expand a dropdown menu. When clicked, the icon rotates 90 degrees to become an "X" icon that collapses the dropdown menu.

See what I've been playing with on the side.

About

Portrait of Sasha Vitelli: a professional-looking brunette woman with a confident smile posing for a black and white headshot.

Drop me a line in my inbox or say hello on LinkedIn.

Product Designer.  Interdisciplinary maker.

I love shaping complex problems into human-centered experiences.

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I bring a wide range of creative and technical skills to the table. Improving UX flows and IA makes me tick, but I've also got experience with motion design and animation, a background in visual design and fine arts, plus narrative presentation skills that help articulate design decisions.

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I'm currently learning about design for Web3 and immersive XR/AR/VR spaces. I'm always looking for opportunities to merge new media, tech, and the arts.

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Prior to this, I spent 12+ years in the entertainment industry making TV shows, films, commercials, and branded content for clients like HBO, Showtime, Netflix, A24, Apple TV, Focus Features, Amazon Prime, Google, Amex, Maybelline, and Nike.

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Stakeholder management was a huge part of my day-to-day as a department head. I fostered communication and collaboration across disciplines and hierarchies, from creative decision makers and executives to technical department heads, from on set all the way to studio execs.

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There are many, many parallels between producing filmed content and product design. I've written a case study about it.

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Outside of work, I learn about tech with a focus on generative AI, figure out where to travel next, and collect too much vinyl.

Skills

01
Design

  • UX and interaction design

    UI design

    Prototyping

    Wireframes and mockups

    Iterative concepting and exploration



    keep scrolling →

  • User flows, journey maps, and personas

    Information architecture

    Component and design system construction

    Human-centered design

02

  • Exploratory and generative research

    Evaluative research and user testing

    Usability testing

    Quantitative and qualitative analysis and synthesis

    User interviews

    Translating findings into actionable recommendations

03

  • Articulating design decisions

    Collaboration in cross-functional environments

    Visual, verbal, and written communication

    Organization and project management

    Adaptable and comfortable in fast-paced environments

    Stakeholder and cross-department management

  • Analytical problem solving

    Presentation and storytelling

    Workshop facilitation

    Defining project requirements

    Detail oriented, but can see the big picture

    Flexible, open mindset

04

  • Figma

    Framer

    Mural

    Miro

  • Adobe Creative Suite

    Webflow

    InVision

    Playbook UX

  • Asana

    Airtable

    Google Suite

    Microsoft Office Suite

  • Midjourney

    Firefly

    ChatGPT4

    Notion

Skills

01
Design

  • UX and interaction design

    UI design

    Prototyping

    Wireframes and mockups

    Iterative concepting and exploration

  • User flows, journey maps, and personas

    Information architecture

    Component and design system construction

    Human-centered design

02
Research

  • Exploratory and generative research

    Evaluative research and user testing

    Usability testing

    Quantitative and qualitative analysis and synthesis

    User interviews

    Translating findings into actionable recommendations

03
Human

  • Articulating design decisions

    Collaboration in cross-functional environments

    Visual, verbal, and written communication

    Organization and project management

    Adaptable and comfortable in fast-paced environments

    Stakeholder and cross-department management

  • Analytical problem solving

    Presentation and storytelling

    Workshop facilitation

    Defining project requirements

    Detail oriented, but can see the big picture

    Flexible, open mindset

04
Software

  • Figma

    Framer

    Mural

    Miro

  • Adobe Creative Suite

    Webflow

    InVision

    Playbook UX

  • Asana

    Airtable

    Google Suite

    Microsoft Office Suite

  • Midjourney

    Firefly

    ChatGPT4

    Notion