Estyl · Designing an AI product people trust
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End-to-end product design for an AI wardrobe app — research, IA, flows, UI. European Design Award 2026.
Sam
Tipikin
Senior product designer
10 years turning research into shipped UX for fintech, insurance & B2B.
based in
Barcelona
1:30 PM
Some cases show the full UX, others are NDA and told as stories — research, decisions, outcomes. Ask me anything in private.
8 case studies
Estyl · Designing an AI product people trust
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End-to-end product design for an AI wardrobe app — research, IA, flows, UI. European Design Award 2026.
Linen · Making a crypto wallet feel safe
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Product design for a crypto wallet — usability testing turned a high-stakes flow into a trusted one.

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Coca-Cola · A rewards economy with an AI judge
Dual-audience loyalty platform — research, flows, and UI where an AI scores photos and money follows the verdict.
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Assurant · Claim flows that respect the user and the risk
T-Mobile & Visa France insurance claims — research-led redesign; time-to-task down ~30%, errors and tickets down.
fourdesign · A redesign with a scoreboard
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Site rebuild driven by IA and UX — CSSDA Site of the Day, 35× traffic within 24 hours of launch.
Luminar · An accessible experience for elderly care
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Website UX for an elderly-care foundation — accessibility-led, with light as the interaction layer.

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Daikin · Tools for the people who move the machines
Field research into a distributor platform & installer app — millions paid out through it within five months.
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PwC · The tool that replaced the spreadsheet
Engagement-management platform for PwC Italy's risk assurance — research, workflows, and UI at enterprise scale.

Ten years in product design, most of it where mistakes are expensive: fintech and insurance flows, B2B platforms, and enterprise tools people live in for eight hours a day.
I work research-first — interviews, usability testing, analytics — then turn what I learn into information architecture, user flows, and interfaces, plus the design systems that keep them consistent.
I've been the only designer in the building and a designer inside embedded cross-functional teams, owning the work from discovery through dev handoff and the iteration after launch.
I design close to the build: published Figma plugins, SwiftUI prototypes, and Grail, an iOS app I co-build on evenings — so I design what's actually shippable.
Off the clock I'm vibe-coding small tools nobody asked for, playing chess and exploring Barcelona. 