AREAS OF EXPERTISE

Product Strategy
UX/UI Design
Design Leadership
AI-Enabled Design
Workshop Facilitation
Creative Direction

Hi, I’m Danielle, a product designer, creative leader, and systems thinker passionate about designing experiences that make complex problems feel intuitive, useful, and human.

My career has taken me through many creative disciplines, from print and brand design to product design, marketing, film production, and design leadership. Along the way, I’ve led teams, shaped enterprise products, co-founded a film production company, and partnered with cross-functional teams to create meaningful experiences for diverse audiences. Each chapter has strengthened my belief that the best work happens through collaboration, curiosity, adaptability, and a willingness to continuously evolve.

Today, my work focuses on product strategy, user experience, workflow modernization, and enterprise transformation. I enjoy partnering across product, design, and technology to bring clarity to ambiguity, align teams around shared goals, and create scalable solutions that balance user needs with business impact. Whether I’m leading discovery, facilitating workshops, designing systems, or working hands-on in the details, I’m driven by creating thoughtful experiences that solve real problems and improve the way people work.

I’m also deeply interested in the evolving role of AI in design and product development. I actively explore how emerging technologies can enhance discovery, accelerate prototyping, improve communication, and create more efficient and collaborative ways of working while keeping human-centered design at the core of the process.

At the heart of everything I do is a passion for storytelling, creativity, and building environments where people can do their best work. I care deeply about mentorship, collaboration, and creating processes that foster transparency, flexibility, and innovation.

This space is both a reflection of the work I’ve done and an exploration of what’s next. If you’d like to collaborate, exchange ideas, or talk about design, leadership, AI, or creative problem-solving, I’d love to connect.

Skills

LEADERSHIP & MANAGMENT
Servant Leadership, Cross-Functional Leadership, Team Management, Coaching & Mentorship, Design Operations, Performance Management & OKR Frameworks, Process Development, Strategic Planning, Collaboration & Stakeholder Alignment

DESIGN & PRODUCT STRATEGY
Product Strategy, UX Strategy, UX/UI Design, Human-Centered Design, Enterprise Platform Design, Design Systems, Workflow Modernization, Service Blueprinting, UX Research, Workshop Facilitation, Brand Development, Digital Media

AI & INNOVATION
AI-Assisted Prototyping, AI-Driven Research Synthesis, Workflow Optimization, Prompt Development, Content Generation, Rapid Ideation, Emerging Design Technologies

TOOLS
Figma, Figma Make, Miro, Lucidchart, Adobe Creative Suite, Google Gemini, Anthropic Claude, Google Workspace

CODE
HTML and CSS

PRODUCT DEVELOPMENT METHODOLOGIES
Agile, Lean, Co-Creation Workshops, Design Thinking, Iterative Product Development

Testimonials

“I worked closely with Danielle at Amplify, where she rebuilt and ran our Marketing Design Team during a time of brisk growth and intense market scrutiny. Danielle's challenge going into the role was to reimagine design's position in marketing as a more strategic business partner, and through the right combination of toughness, empathy, and creativity, she succeeded.

Danielle leads by example, by being hands-on with her team, and by showing stakeholders what the next big picture should look like. She understands both craft and scale. She builds systems as she goes, and knows when to use them and when to break them. She really gets that product and marketing are the same thing and worked hard to strengthen those connections across the company. She inspires and empowers her teams, giving them solid direction, creative freedom, and room to grow. And she's super fun to work with!

Danielle in a short time was able to shift our company culture and leave us excited to build on her work. She will be missed!”

Ian Nies
VP, Design at Amplify

“It is one thing to be taught something, it is another to have passion for something translated to you in such a way that will stay with you for the rest of your life. My boss Danielle did just that. Not only was she able to teach me more than I had ever learned before, but she also motivated me through her love of design. Danielle has been an incredible knowledge source. Her understanding of design has helped further my own and as a result, it has helped my career as a graphic designer on a broader scale.”

Megan (Isaak) Ezeadi
Head of User Experience at Assignar

“I’d drop everything to join Danielle Primiceri’s design team. I’m not alone in this opinion. She’s fun, smart, compassionate, sympathetic, and wise regarding how to manage an entire department.

Danielle has a special gift: She gives designers the space to be their best selves. She lets you design at your pace & does not micro-manage. That attribute alone is invaluable. How do I know this? I’ve worked for her on & off since 2012. She’s rich with the soft skills it takes to control a team of creatives and, at the same time, negotiate the vagaries of stakeholder requests.

As Creative Director, she can see the long view of a project, what is possible (or not) within a time frame, where support will be needed & the pitfalls if support is lacking. This comes from years of managerial experience. But it is also connected to a range of design skills she brings to the table—from web to print—that a project requires. This combination of business acumen and design skills is unique. Add to that her persistence for excellence and the inspiration she gives her team to perform their best, what more can one say about her?

Her level of trust must also be noted. In my first assignment—an Amplify Math book—time was short and I was stressed. The content was in Excel, and I wanted to design the book in order to style the content quickly. Danielle left me alone for 2 weeks; after 1 week, I showed her my design & engineering process to create pages with content styled instantly. Without that design time, I could not have done it. Her trust in me inspired one of my best design projects.

My favorite project with her was our collaboration on the Amplify Atlas book set. With Danielle’s design knowledge and my production skills, we created book templates ranging from grades K-6. Along the way, something amazing happened. Her charisma and personality made the “work” disappear. The project became so much fun, that it didn’t feel like work anymore. Together, we art-directed the books to make sure our standard of excellence was achieved. The book set is so popular now, that teachers use it in the classroom as a mini-library.”

Robert Kurilla
Senior Visual Designer at Amplify

“Danielle is one of the most driven, smart, approachable, and caring creative leads I’ve had the pleasure of working with.

As a manager of teams or even a hands-on designer, Danielle has a solid reputation for getting things done. She possesses not only a wealth of creative ideas and practices but she is also an organizational power-house and our in-house encyclopedia of brand guidelines.

For me, Danielle has been a valuable thought partner as we strategized how to infuse our outward-facing brand into our products. Danielle has also been someone I’ve admired as a model team leader, in her team’s quality of work, her inclusive style, and her ability to articulate a vision.

I’ll miss Danielle at Amplify as someone who has become a treasured collaborator and friend. I highly recommend Danielle as a creative partner to you.”

Thomas Maher
Executive Director, Design at Amplify