My expertise in human-centered design goes beyond traditional roles.
From insights and data to implementation via engaging aesthetics, I translate brand purpose into meaningful experiences relevant to people and impactful for businesses.
Founding my studio in Italy required wearing many hats and sharpening my leadership and creative skills, which have proved invaluable throughout my professional journey.
The move to C Space London marked a significant evolution for me. It emphasised the importance of strategic insights and the power of co-creation with customers. This experience was transformative, shifting my focus from simply pushing products and services to deeply understanding human needs and motivations.
Then, at Interbrand Global, I refined the methodology of defining and designing brands to drive business growth through human truths, economic realities, and experiences.
Currently, as director of service design at VML UK, I’m excited to continue advocating for human-centered principles. I believe that branding cannot be separated from customer experience. Every physical or digital interface requires a thoughtful approach to system mapping, balancing user needs with business objectives. That aligns with my approach to service design, which focuses on co-creating value between people, organisations, interactions, infrastructures, and social and cultural systems.
Key clients: 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
Strategy
Brand Strategy. Customer Experience. Design Strategy. Design Research. User Research. Research and Development.
Ideation
Innovation. Value Proposition. Design Sprint. Design Thinking. Generative AI workflows. Prototyping. User Testing. Workshops.
Design
Human-Centered Design. Brand Design. Branding. Experience Design. Digital Product Design. Service Design. User-Centered Design. User Experience Design. User Interface Design.
Leadership
Strategic vision and ability to align creative work with objectives. Strong leadership and gentle ego. Empathy and mentoring. Excellent communication and presentation skills. Creative thinking and ideation. Problem-solving and critical thinking mindset. Adaptability to changing trends and technologies. Collaborative approach and ability to receive feedback. Time management and project management.
Hands-on
Technical Design Proficiencies. Adobe Photoshop, Illustrator, InDesign, XD. Figma. Generative and Predictive AI explorations. Accessibility. HTML/CSS, WordPress, SEO. Digital marketing tools and platforms. Analyse and synthesise data and insights. New business, pitching, negotiating.
Education
Service Design Masterclass
Royal College of Art
London, UK
History of Art
University of Perugia UniPG 1308
Perugia, IT
