Elena Molinari

I love product design in all its forms, from digging into research to drawing rectangles in Figma, formulating hypotheses, testing them, and everything in between.

I'm a generalist by choice: I want to be part of the full process, from research and discovery to building, shipping and measuring impact.

AI became my all-round design thinking partner, an automation wizard and a skill-supercharger, freeing up more time for the decisions that need real judgment.

4+ years in, currently full-time at TUI and consulting part-time for HappyCow.

Go to the PDF version of my CV

Work experience

sep 2022 - ongoing
(full-time)

Product designer

TUI Musement

Designing a secure data hub for customer-facing teams, lowering the risk of loss of critical booking and customer data, increasing efficient upselling in destination, reducing Average Handling Time by 5% and maintaining a stable CSAT.

Leading the accessibility and AI-readiness transition of all customer communications, balancing customer satisfaction and brand consistency across channels and verticals, working closely with PMs and engineers.

Driving a B2B design system to 60% EAA accessibility compliance by the end of FY26 and to 90% AI-readiness.

Built the scalable foundation of another B2B design system, driving adoption +17% and raising NPS +81 points for developers and designers.

Owned the design for TUI's central experiences management platform, evolving it from MVP to having complex operational capabilities, reducing time-to-market while improving operational workflows and system scalability.

dec 2025 - ongoing
(part-time)

Consulting Product designer

HappyCow

Owning the redesign of user flows and experience to grow trust, engagement, and revenue across app and web.

Built an accessible, re-branded design system from scratch, establishing the foundation for all product redesigns.

Leading a full mobile app redesign focused on user satisfaction and engagement, recognizing that user trust and search quality directly strengthen the case for partner venues subscriptions, the primary revenue driver.

Defining and implementing the tracking strategy to measure impact of the new app, partnering with engineering.

Driving the website redesign, starting with the Partner subscription flow to improve conversion, before expanding to the core user (B2C) and partner (B2B) functionalities across the site.

Designed and launched the new shop from scratch, opening a new revenue stream through an affiliate program.

aug 2022 - may 2025
(part-time)

UX/UI designer

Freelance

Independently led full-cycle UX/UI consulting projects for B2C, B2B, and SaaS clients, spanning research, redesign, design systems, and brand strategy.

Conducted UX research for AirHelp (40+ moderated/unmoderated user tests) to optimize localized homepages across Italy and the UK, delivering design and content recommendations that informed engagement and conversion improvements.

Redesigned UX/UI for Icona's B2B service desk suite, simplifying user flows and cutting clicks-to-completion to speed up task resolution and improve interaction consistency.

Delivered narrow-scoped UX/UI and research engagements for clients including InOne, BeautyForJob, and Luisaviaroma.

Go to the PDF version of my CV

Work experience

sep 2022 - ongoing
(full-time)

Product designer

TUI Musement

Driving a B2B design system to 60% EAA accessibility compliance by the end of FY26 and to 90% AI-readiness.

Built the scalable foundation of another B2B design system, driving adoption +17% and raising NPS +81 points for developers and designers.

dec 2025 - ongoing
(part-time)

Consulting Product designer

HappyCow

Owning the redesign of user flows and experience to grow trust, engagement, and revenue across app and web.

Built an accessible, re-branded design system from scratch, establishing the foundation for all product redesigns.

Defining and implementing the tracking strategy to measure impact of the new app, partnering with engineering.

Driving the website redesign, starting with the Partner subscription flow to improve conversion, before expanding to the core user (B2C) and partner (B2B) functionalities across the site.

Designed and launched the new shop from scratch, opening a new revenue stream through an affiliate program.

aug 2022 - may 2025
(part-time)

UX/UI designer

Freelance

Independently led full-cycle UX/UI consulting projects for B2C, B2B, and SaaS clients, spanning research, redesign, design systems, and brand strategy.

Redesigned UX/UI for Icona's B2B service desk suite, simplifying user flows and cutting clicks-to-completion to speed up task resolution and improve interaction consistency.

Delivered narrow-scoped UX/UI and research engagements for clients including InOne, BeautyForJob, and Luisaviaroma.

Early experience

dec 2021 - may 2022

Junior UX researcher

Roche Diagnostics OY

Contributed to the redesign of a digital ophthalmology service to enhance accessibility and provide a better user experience for individuals living with low vision.

Designed and tested an interactive experience that featured a digital human as conversational agent.

📝

Molinari E., Molinari A. (2023) Providing Accessible and Supportive User Experience through conversational UI and digital humans, in 29th International DMS Conference on Visualization and Visual Languages (DMSVIVA2023), DOI reference number: 10.18293/DMSVIVA23-024

aug - dec 2022

Volunteer designer

Patagonia Action Work

Helped various NGOs increase their impact through better user experience and enhanced communication on their channels, mainly through usability audits, designing posters, flyers and infographics and custom illustrations.

mar 2020 - jul 2020

Junior UX designer

Fondazione Bruno Kessler

Contributed to designing a platform that helps high school students navigate their curricular and extracurricular achievements, enabling them to make informed decisions about their future.

Ran co-design and user-centred activities, ensuring the platform met the students' needs effectively.

sep - dec 2019

Junior Interaction designer

Sheffield Hallam University, Design Futures Group

Developed the concept, prototyped and crafted a tangible interactive experience to engage families with children to visit the Sheffield General Cemetery.

Early experience

dec 2021 - may 2022

Junior UX researcher

Roche Diagnostics OY

Contributed to the redesign of a digital ophthalmology service to enhance accessibility and provide a better user experience for individuals living with low vision.

Designed and tested an interactive experience that featured a digital human as conversational agent.

📝

aug - dec 2022

Volunteer designer

Patagonia Action Work

mar 2020 - jul 2020

Junior UX designer

Fondazione Bruno Kessler

Contributed to designing a platform that helps high school students navigate their curricular and extracurricular achievements, enabling them to make informed decisions about their future.

Ran co-design and user-centred activities, ensuring the platform met the students' needs effectively.

sep - dec 2019

Junior Interaction designer

Sheffield Hallam University, Design Futures Group

Developed the concept, prototyped and crafted a tangible interactive experience to engage families with children to visit the Sheffield General Cemetery.

Education

🇮🇹

jan 2024 - oct 2024

Mentoring Program

Reginae Digital Humanities Institute

Digital Humanities Design

Mentoring program with a focus on how to leverage big data, social media, social networking, NFTs, virtual and augmented reality) for digital humanities.
A project by Luciano Floridi and Enzo Argante.

🇫🇮🇪🇸

sep 2020 - july 2022

Master's degree

Aalto University + Universidad Politécnica de Madrid

Human-Computer Interaction and Design

Double Degree EIT Digital European program with a Minor in Innovation and Entrepreneurship and a specialisation in Accessible and adaptive interaction

Graduated with honours

🇮🇹🇫🇷🇬🇧

sep 2017 - mar 2020

Bachelor's degree

University of Trento

Information and Communication Technologies

Interfacce e Tecnologie della Comunicazione - 0704G

6 months Erasmus Study exchange @Université de Technologie de Troyes, France
3 months Erasmus Traineeship exchange @Sheffield Hallam University, UK

Graduated with honours (110L/110)

🇮🇹🇺🇸

sep 2012 - jun 2017

Upper secondary education

Liceo Scientifico L. Da Vinci (Italy) + Mater International (USA)

Science-oriented Italian high school in Trento, Italy Grade: 100/100

Online program to receive a diploma in Miami, Florida Grade: A

More fun things

2021

Participated to the Trento UX Challenge @HIT Hub Innovazione Trentino

2020

Won the DigiEduHack challenge @WU Vienna

2019

Participated to the Visual Culture and Cultural Heritage Project @University of Trento & Festival dell'Economia

Drop me a line!

I'm always happy to chat about design and DIY!

I speak…

🇮🇹 Italian native

🇬🇧🇺🇸 English C2

🇫🇷 French B2

🇩🇪 German B2

🇪🇸 Spanish B2

Email

Twitter

I've been featured on Path to Design!!

Take a look

→

I made this 😍

Drop me a line!

I'm always happy to chat about design and DIY!

I speak…

🇮🇹 Italian native

🇬🇧🇺🇸 English C2

🇫🇷 French B2

🇩🇪 German B2

🇪🇸 Spanish B2

Email

Twitter

I've been featured on Path to Design!!

Take a look

→

Drop me a line!

I'm always happy to chat about design and DIY!

I speak…

🇮🇹 Italian native

🇬🇧🇺🇸 English C2

🇫🇷 French B2

🇩🇪 German B2

🇪🇸 Spanish B2

Email

Twitter

I've been featured on Path to Design!!

Take a look

→

I made this 😍

Drop me a line!

I'm always happy to chat about design and DIY!

I speak…

🇮🇹 Italian native

🇬🇧🇺🇸 English C2

🇫🇷 French B2

🇩🇪 German B2

🇪🇸 Spanish B2

Email

Twitter

I've been featured on Path to Design!!

Experience

Work

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