A woman (Florencia Zanovello UX/UI product Designer) sitting on a beige armchair, wearing a light pink blouse and white skirt, working on a silver laptop with a smile.

Hi, I’m Florencia Zanovello.

Senior Product Designer and Product Owner with 20+ years of experience in financial services, FinTech, EdTech and SaaS, covering Product Manager responsibilities.

I combine UX/UI design with product ownership: taking digital products from strategy to launch, running end-to-end conversion funnels, and aligning Design, Marketing and Finance on business goals.

Download my CV

Product Owner

ETF, Pensions, Faceless (B2C and B2B) and Moneysurfers App

Moneysurfers

Dic 2025 - Present · Ticino, Switzerland · On-site

  • Owned 4 digital products end to end: roadmap, priorities, timelines and delivery.

  • Ran weekly IT backlog prioritization with the CD3 method (Cost of Delay Divided by Duration), aligned with Jira.

  • Built an AI skill that automates weekly and monthly KPI reporting from the database to Confluence.

  • Coordinated content, design, marketing and sales teams, tracking progress and removing blockers.

  • Defined product strategy, positioning and knowledge bases, aligning go-to-market with Marketing.

  • Planned and led live events (e.g. ETF event): agenda, operational brief and on-site supervision.

  • Presented Moneysurfers' digital tools to clients.

Sr UX/UI Product Designer

Moneysurfers

Feb 2025 - Present · Ticino, Switzerland · On-site

  • Designed the Moneysurfers web app, ETF Tool, Inner Circle and Pickwaise, increasing activation by up to 25%.

  • Ran user research, usability tests and UX audits with Microsoft Clarity, Google Analytics (GA4) and Hotjar.

  • Redesigned the checkout login in several iterations, cutting completion time from 10 minutes to 1 minute and increasing final conversion by 20%.

  • Wrote PRDs, user stories with acceptance criteria and Gherkin/BDD scenarios; defined personas and Jobs To Be Done for the web app onboarding and dashboards.

Launch and Growth (with Marketing)

  • Built full launch funnels (opt-in, sales pages, checkout, upsell and downsell) and supported users live during webinars.

Summary Block
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Cases
Smart Financial App
INSIGHTS, DATA, AND STRATEGY
Answers and UX goal
Profile page of a user named Stefania featuring her profile picture, personal details, background and lifestyle, goals and motivations, pain points, and current actions. The profile includes a photo of Stefania wearing a Rolling Stones t-shirt, sungl
First actions
A flowchart representing a user journey from dashboard to reporting a company, with options to select a company, view history, or portfolio.
Clarity screenshots

Senior UX UI Product Designer

Good GDS

Mar 2024 - Present · Como, Italy

  • Built UX/UI strategies for entrepreneurs and digital startups.

  • Specialized in Squarespace, online courses, service sales, and mentoring platforms.

  • Delivered multilingual websites, landing pages, and presentations optimized for SEO,

  • accessibility (WCAG), and user retention.

Screenshot of an online store webpage selling household appliances such as refrigerators, ovens, microwaves, and dishwashers, with promotional banners and product listings.
Screenshot of an online fashion store homepage featuring a woman in light-colored outfit and hat, showcasing shoes and accessories, with sections for different types of footwear and fashion items.
Four digital display panels showing promotional content for the Bach app, including a young woman in a graduation cap, app interface images, and descriptions of features such as college matching and progress tracking for students and counselors.
Screenshot of a yacht sales website, showcasing a yacht named Azimut 60, with images of the yacht and details about its specifications, price, and contact information.

UX Product Design Lead

Avaloq

July 2022 - Apr 2024 · Lugano, Switzerland · On-site

  • Led product design for Client Lifecycle Management tools for major banking clients

  • (Vontobel, Raiffeisen).

  • Facilitated workshops with stakeholders and delivery teams to define features and flows.

  • Designed scalable UX patterns for Front Office tools (SAP, SaaS, BPaaS).

  • A laptop screen displaying a client management dashboard with charts, notifications, recent activities, and client case details.

    Client Approval process

  • A digital screen displaying an onboarding case form with personal details, case info, history, comments, and approvals tabs. A pop-up notification states that Ronald Strässler's case has been sent for review.

    Client Lifecycle Workflow

  • A computer monitor displaying various financial and client management dashboards, including account balances, transaction history, client networks, and analytics graphs.

    Clients Profile

  • Illustration of a man analyzing a large computer monitor and a tablet displaying a CRM or project management interface with sales and approval data.

    Approval Process

UX Product Designer

Dountouch

Jan 2022 - Jun 2024 · Chiasso, Switzerland · On-site

  • Improved onboarding UX by redesigning user flows based on research insights.

  • Collaborated with product and development teams in Agile sprints.

  • Created wireframes and prototypes in Figma to support faster iteration.

Head UX Product Designer & Content Manager | Digital Virgo

Digital Virgo

Jan 2007 - Dic 2021 | Argentina, LATAM, Europe

  • Led UX/UI strategy and design for B2C and VAS web/mobile platforms across LATAM and Europe, using Agile methodologies to launch scalable MVPs.

  • Managed cross-functional design and content teams in Argentina and Chile, aligning user experience with business goals across international markets.

  • Conducted UX research, benchmarking, and competitive analysis to drive product optimization.

  • Oversaw global content operations: contract negotiation, provider management (Sony Music, gaming, kids content), and platform integration.

  • Directed brand identity, corporate communication design, and digital catalog strategy for mobile and online services.

Screenshot of a mobile app interface with multiple screens showing astrology and tarot features, including zodiac signs, readings, and horoscopes, with the app named 'Alineados'.
Screenshots of a mobile app called Alineados, which offers horoscopes, tarot, runes, rhythms, and more. The app displays a logo with a moon, stars, and the word Alineados, and a menu with options for zodiac signs and features like sign ranking, compatibility, and hand reading.
  • Screenshot of a mobile app called 'Club Ciencias' with three screens. The middle screen shows a smiling woman and options for Argentina, Brazil, and Chile, indicating different regions. The left screen displays an illustration and educational text about cellular interfaces. The right screen features science courses like Cellular Biology and Geography with progress indicators.

    Club Ciencias App (e-learning)

  • Flowchart diagram illustrating the structure of an online educational platform, including sections for user login, subscription options, courses, exams, and quizzes.

    User Flow App

  • Screenshot of a webpage promoting Playweez Game app, showcasing a catalog of online games on mobile screens with various game titles listed.

    Game Online Platform

  • Mockup of a mobile app showcasing a streaming service named 'video+', with a splash screen on the left and a user interface on the right displaying video categories and thumbnails.

    Discovery Video App