Who I Am
I’m a Strategic Experience and Service Design Director. I lead projects that connect design, business, and technology to unlock value through experiences.
I’m available as a consultant, experience-driven design lead, or partner to agencies and teams to create better futures by design.
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 deliver business outcomes.
I focus on designing 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.
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
Service Design Masterclass with Clive Grinyer
Royal College of Art
London, UK
History of Art
University of Perugia UniPG 1308
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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