Who I Am
I’m a strategic design leader who is fluent in brand, service, and experience.
I work across service design (SD), customer experience (CX), user experience (UX), and branded experience (BX) ecosystems. I help organisations shape meaningful interactions that connect with people and drive real business outcomes.
I lead and design intuitive, scalable, and relevant journeys, combining creativity, systems thinking, and human insight. Whether shaping services, launching products, or aligning teams around a shared experience vision, I bring a multidisciplinary approach to every challenge.
Brand Thinking & Strategy
I started in Italy, founding my studio. That early hands-on experience taught me to lead with empathy and think beyond aesthetics.
At C Space London (Escalent), I shifted from execution to strategy, co-creating with customers and translating insights into value.
At Interbrand Global (Omnicom), I led global transformations and helped redefine brands as living systems that align purpose, identity, and experience.
At VML London (WPP), I championed human-centered design across complex ecosystems. I worked closely with cross-functional teams to improve customer and employee journeys.
Key Accounts
Blossom Hill, Boden, Capri Sun, Global Hotel Alliance, Google, Ikea, Liberty Global, New Line Cinema, Philips, Piaggio, Politecnico di Milano, Saudi Telecom Company, Simplyhealth, Specsavers, TSB Bank, Uber, YouTube, Zurich.
Working With Me
By Engagement Stage
From identifying the right opportunities to scaling innovation and transformation, I work across the experience lifecycle.
Understand
I begin with people. I explore needs, behaviours, pain points, and expectations to uncover what truly matters for customers, employees, and the business.
Define
I translate insight into clarity. I shape opportunity areas, define experience principles, and align teams around a shared vision of value.
Design
I co-create solutions across journeys, touchpoints, and systems. I prototype and test with real users, combining creativity with feasibility.
Deliver
I help teams turn ideas into outcomes. I embed design into programmes, build capabilities, and guide implementation to ensure experiences land as intended.
By Focus Area
Following a progression from foundational strategy to customer-facing execution.
Service Design
Setting the foundation for connected, scalable, and inclusive ecosystems and services across channels, systems, and operations.
Customer Experience Design
Optimising customer and employee interactions to increase satisfaction, loyalty, and retention.
Branded Experience Design
Infusing purpose and personality into every interaction to ensure differentiation and emotional connection.
Skills
Core
Expertise
- Human-Centered Design (HCD)
- Service & Experience Design
- Brand, Customer & Employee Experience (BX, CX, EX)
- AI & Digital Strategy
- Innovation
- Value Proposition & Product Vision
Design, Innovation
& Technology
- Digital Ecosystems & Technology
- Inclusive & Accessible Design
- Design Thinking & Systems Thinking
- Interaction Design & Prototyping
- Research & Customer Insights
Strategic
& Leadership Skills
- Business & Service Strategy
- Organisational Leadership
- Team Management & Mentoring
- Cross-Disciplinary Collaboration
- New Business & Relationship Management
- Negotiation & Stakeholder Engagement
Education
Royal College of Art
Service Design Masterclass with Clive Grinyer
London, UK
Università degli Studi di Perugia
UniPG 1308
History of Art
Perugia, IT
Thinking
Watch my talk "Design Thinking is Bullshit. Or Not?". I'm available for talks, work sessions, and workshops.
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