Here is a selection of case studies of projects I've worked on in the past years. If you are looking for my homepage jump straight to felixhornoiu.webflow.io. Also, launched a substack, where I will gradually showcase UX ideas and experiments I’ve conducted over the years.
PAST
Component migration/restructure to Luxottica’s cross-brand DS. Custom features like Pickup Delivery, Multiple Baskets, Social Insurance (Credit Mutuelle, FR), etc See More
Joined Futurice UK to lead UX and design-system work for RAC, unifying complex B2C and multi-brand B2B journeys (Kia, Renault, Dacia, Ford).
Defined and implemented a scalable Unified Design System in Figma, aligning grids, styles, and components across platforms.
Led research, prototyping, and testing of high-impact conversion features across mobile, tablet, and desktop. See More
Joined a newly formed design team at Citigroup to design next-generation trading and wealth-management capabilities layered onto the core banking app.
Worked end-to-end across UX flows, wireframes, UI design, and advanced interactive prototyping for features spanning stocks, crypto, asset tracking, portfolios, and financial planning.
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Worked with Euro Car Parts to design and launch Fit It For Me, a new “buy and install” service integrated directly into the existing e-commerce basket.
Led research, UX flows, wireframing, and visual design to seamlessly upsell fitting services without disrupting core checkout conversion.
Delivered an end-to-end mobile-first journey enabling customers to book local workshops, compare prices, and schedule fittings directly from the basket.
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Designed Perfect Play, a consumer-facing football training app developed with elite coaches and sports psychologists from Chelsea FC.
Worked as Product Designer across UX, systems design, and prototyping to translate academy-level training into a personalised, scalable digital experience.
Led activity templating, onboarding, AR interactions, and performance mechanics to support adaptive training plans for players of different ages and skill levels.
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Worked on Wizarding World, a flagship mobile app for Warner Bros., designed to unify films, games, quizzes, editorial, and commerce into a single Harry Potter universe.
Joined Huge post-discovery to lead UX, interaction design, and scalable component systems across mobile and web.
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Worked with Ordo to design the UX for Ordo Pay, a mobile payment-request system built on the UK Open Banking API.
Led research and product design for a dual-sided experience serving small business owners and household users, simplifying invoicing, payments, and extensions.
Delivered end-to-end flows—from registration to requests, part-payments, and dashboards—validated through prototyping and user testing under strict financial regulations.
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