← Back
Biography & CV

Pedro Ribeiro

Brand and product design leader. 15+ years building brands, products and the teams that ship them.

Pedro Ribeiro

Brand & Product Design Leader

Pedro Ribeiro

I set the direction for brands and products, and build the teams that ship them.

For more than fifteen years I have worked where brand strategy, creative direction and product meet. Whatever the industry, from film lighting to online gaming to a music newspaper, the job has been the same: turn complicated technology and regulation into a story people understand and a product they can actually use, and build the team that keeps doing it well.

Since 2024 I have been Director of Brand & Product at Digital Streetz, a studio of 30+ people, where I direct new products from the first brief to launch. Much of that work is built around AI and automation. For musica.com.pt I designed Redação, the newsroom's internal tool, which puts every press release in one shared queue and uses AI to structure it but never to write the article; it cut the time to produce an article from hours to under an hour. For AllRisk, an insurance broker whose founders, CEO and CFO I worked with directly, the site answers questions from the broker's own documents through RAG, and an AI tool identifies the insurance an activity legally requires.

Day to day, AI works beside me as a sidekick: a fast partner for brainstorming ideas, concepts, products and code, with tools such as Claude Code, opencode, Cline, Claude Design and Google Stitch, and local models through Ollama, vLLM and llama.cpp. The decisions and the checks stay with people.

Before that I spent eight years leading design at 32Red. I joined in 2016 as Head of UX, reporting to the CEO, CFO and CTO, and designed the architecture the platform ran on, including the rules that personalised content and bonuses for each player. When Kindred Group acquired 32Red in 2017, I became Lead Product Designer and ran an autonomous design team across six countries. I hired eleven people, and all of them grew into mid or senior roles.

Outside product work I teach and make music. I taught Sound Design and Multimedia at ESEV/IPV, and I run landscap3, a label for my own releases and for other artists.

Brands I've built for
AllRisk
Musica.com.pt
Digital Streetz
Kindred
Unibet
32Red
Pineapple
Rotolight
Roxy Palace
Tee Times
AW
PV
Reflect
Ion
OW

Work Experience

Director of Brand & Product
Digitalstreetz.com
2024 - Present | Global, Online
I lead brand and product at Digital Streetz, a studio that brings marketing, design, AI and development into one team. With a team of 30+ people, I bring in extra designers when a project needs them. On every project I set the direction from the first brief to launch, across brand and art direction, product design, design systems and front-end build.

Much of the latest work is built around AI and automation, with AI as a partner and empowering people to make the decisions, and two projects show it best. For AllRisk, an insurance broker, worked directly with the founders, CEO and CFO on a website built around a risk slider, backed by RAG over the broker's documents, backend tools and SeguroIA, an AI tool that identifies the insurance an activity legally requires. For musica.com.pt, a music newspaper whose product, design system and brand, the site reached 55,000 monthly visitors in under a year, and its newsroom runs on Redação, an internal tool that puts every press release and news feed in one shared queue and uses AI to structure them but never to write the article, cutting the time to produce an article from hours to under an hour.

30+People in the studio, depending on the project
<1hPer article with Redação, down from hours
55k+Monthly visitors to musica.com.pt, within a year of launch
Assistant Guest Teacher
ESEV/IPV
Sep 2024 - Feb 2025 | Viseu, Portugal
I taught Sound Design and Multimedia in the Plastic Arts & Multimedia programme, covering the history of sound, game audio, web and mobile audio, creative audio design, and editing, mixing and mastering. Alongside the classes I mentored students individually and in groups through soundscapes, podcasts, video narratives and interactive installations, and several of them produced standout final projects.
Lead Product Designer, leading a design team of seven
Kindred Group plc (now FDJ United)
Sep 2017 - Sep 2024 | Gibraltar
Kindred already had a Head of UX when it acquired 32Red, so I became Lead Product Designer and kept leading design for the UK market: 32Red and Unibet, across Casino, Sports and Bingo, and later European products too, reporting to the Director for the UK Market and other EU markets. My team, spread across Sweden, the UK, Malta, Gibraltar, India and France, worked outside the central UX team, with its own remit and the autonomy to match.

Over those years I hired eleven people (six product designers, three researchers and two information architects), and all of them grew into mid or senior roles. I ran the team's critiques, design reviews, retrospectives and 1:1s, as well as its alignment sessions with stakeholders and directors, and I was a stakeholder and owner of 32Red's move onto the Kindred platform.

The results show up in the projects. Redesigning registration and the account dashboard in 2023 lifted registrations by 27% on desktop and 35% on mobile and cut support contacts about banking and limits by 52%, while consolidating the back-office tools into Winston, one role-based CMS that other brands and teams later adopted, cut time to market by 59%.
+35%Mobile registrations after the 2023 onboarding redesign
−52%Support contacts on banking and limits
−59%Time to market with the Winston CMS
Head of UX
32Red plc
Jul 2016 - Sep 2017 | Gibraltar
I joined 32Red to lead UX, reporting directly to the CEO, CFO and CTO. I owned the 32Red experience end to end and designed the architecture the platform ran on, including the rules that personalised content and bonuses for each player. Kindred Group acquired 32Red in June 2017, and because I had designed that architecture, I went on to be a stakeholder and owner of its move onto the Kindred platform.
Lead Product Designer
Tee Times Golf Agency and Tours
Jun 2015 - Apr 2016 | Vilamoura, Portugal
Tee Times sells golf holidays in Portugal and Spain, and had grown into three non-responsive booking websites under three different brands. I owned product design and led the move to one brand and one platform, setting the direction for the brand on the web, the user flows, the interfaces and the design system, and staying hands-on through the front-end build. The new site brought live tee times, hotels, transfers and packages into a single booking, with a client area for every trip in several languages and currencies, and it replaced the three old sites soon after launch.
Direction, Production & Music
landscap3.com
Mar 2015 - Present | Global, Online
A music label for my own releases and for other artists, covering composition, mixing, mastering, production and art direction, with tutoring and support for performers.
Brand & Design Manager
Rotolight / Appleworld Distribution
Nov 2009 - Jul 2014 | England
When I joined, Rotolight was a young British lighting brand about to launch the product that would put it in front of professional film crews, and I was its brand manager, designer and developer in one. I owned the visual identity and the marketing direction, with the marketing team running the campaigns, and I designed and built the Rotolight website and the online shops of the group's sister brands.

For the launch of the Anova light I carried one story across web, print and trade shows, and I led the design of Magic Eye, the iPhone and iPad app that controls the lights over WiFi, designing its interface myself. The Anova and Magic Eye went on to win three industry awards: a Special Award at Cinec 2012, the BKSTS Technical & Scientific Achievement award in 2013 and the Cinegear 2013 Technical Award.

Skills

Leadership & Team Building
Leading autonomous multi-disciplinary teams (design, research, information architecture), hiring, growing designers to mid and senior, critiques and design reviews, 1:1s and retrospectives, workshop facilitation, alignment with executives and stakeholders, prioritisation and decision making
AI-Assisted Design & Build
AI as a second mind for fast brainstorming of ideas, concepts, products and code, with people making the decisions and the checks. Coding assistants Claude Code, opencode and Cline in VS Code; AI design and prototyping with Claude Design and Google Stitch; assistants and models including Claude and ChatGPT; local inference and serving with Ollama, vLLM, llama.cpp and Open WebUI; ComfyUI pipelines for image and video with a range of local models; and AI in the product: RAG over documents, classification against a local base, structured extraction and human review by design
Internal Tools & Dashboards
Back-office platforms and dashboards that speed up features and content, role-based and compliance-heavy workflows, gamified content, and fast, simple flows for the operators who use them every day
Brand
Positioning and messaging, visual identity, art and creative direction, campaigns, content and editorial strategy
Product Design
Visual Design, Interaction Design, User Flows, User Research and Testing, Wireframing, Prototyping, Usability/Accessibility Principles, Color Theory, Typography, Iconography, Information Architecture, Animation and Micro Interactions
Product Ownership & Delivery
Product Vision, Roadmapping, Backlog Management, Prioritisation, Stakeholder Management, Sprint Planning, Release Planning, Data‑informed Decisions, Agile/Scrum Collaboration and Outcome‑focused Product Development
Tools
Figma, Adobe Creative Cloud (After Effects, Photoshop, Illustrator), Atlassian (Jira, Confluence), Miro, Balsamiq, InVision, UserZoom, UserTesting, Optimizely, Adobe Analytics, Google Analytics, HTML, CSS, JavaScript, PHP, SQL, Ableton Live

Talks & Recognition

Most Technically Impressive Hack — £750 prize, for donate.gi, a donations platform for local charities — Oct 2019
UX talk — GibDevs, Gibraltar — 2019
Presentations, workshops and talks — 32Red, Kindred Group and FDJ — 2016 - 2024
Anova & Magic Eye industry awards — Cinec 2012, BKSTS 2013, Cinegear 2013 — Rotolight

Education

Plastic Arts & Mixed / Multimedia - LIC
IPV - ESEV
2005 - 2009 | Viseu, Portugal
Computer Engineering - 3 years completed
IPV - ESTV
2000 - 2004 | Viseu, Portugal
Macromedia Dreamweaver, Flash & Fireworks - ISCED Level 4
FLAG
Aug - Oct 2004 | Lisbon, Portugal
Other Education, Training and Events
SWPP Convention — Participation — 2014 | London
Marketing with Byte(s): Analytics with Attitude — Participation — 2014 | Henley Business School, Reading
Adobe Create the Web — Participation — 2013 | London
Canon Pro Photo — Participation — 2011 | London
Languages
Portuguese  //  English  //  Spanish  //  French