Human-First by Design
Shaping human-centered experiences through hands-on leadership, insight-led strategy, and a multidisciplinary mindset.
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-centred 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
Starting with people. Exploring needs, behaviours, pain points, and expectations to uncover what truly matters for customers, employees, and the business.
Define
Translating insight into clarity. Shaping opportunity areas, defining experience principles, and aligning teams around a shared value vision.
Design
Co-creating solutions across journeys, touchpoints, and systems. Prototyping and testing with real users, combining creativity with feasibility.
Delivery
Helping teams turn ideas into outcomes. Embedding design into programmes, building capabilities, and guiding implementation ensures experiences land as intended.
By Focus Area
A progression from foundational strategy to human-centered execution.
Service Design
Shaping the ecosystem, infrastructure, and backstage processes behind brands and people interactions.
Customer Experience Design
Crafting interactions that feel intuitive, consistent, and human across channels and touchpoints.
Branded Experience Design
Expressing identity, emotion, and storytelling through every interaction, making it distinctive and brand-aligned.
Skills
Core
Expertise
- Human-Centred 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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