Design Is My
Operating Logic

Across the full experience lifecycle, design shapes how I read a business problem and how I structure the response.

Scaling brand to experience
that connects and converts

When the brand, customer reality, and service delivery are separate, generating fragmented outcomes. I close that gap across channels and teams, improving performance.

SAUDI TELECOM COMPANY
Unified 100+ platforms across 13 Saudi Telecom Company subsidiaries, 30% faster delivery

SPECSAVERS
Stabilised Specsavers' blended experience programme across 2,800+ stores in 6+ markets

INTERBRAND
Repositioned Interbrand's brand experience platform, $16.5M+ revenue, +32% qualified leads

Creating new category journeys
for incremental revenue

When there is no playbook, I write it. From insight to delivery, I turn a concept into market-ready production across products and services.

IKEA HEMSÄKER
Designed IKEA's regulated insurance product, 10% Swiss households in Y1, top-5 CSAT

PIAGGIO MOTOPLEX
Developed Piaggio's digital retail platform, production-ready MVP validated across 3 markets

GOOGLE HUMAN TRUTHS
Designed Google's insight operating model, 20-30% reduction in reporting rework

Fixing CX that breaks
loyalty and slows growth

When journeys are siloed and metrics duplicated, incoherence shows up in acquisition and retention. I map and make visible the whole system, then fix it structurally rather than cosmetically.

UBER
Recovered Uber EMEA loyalty through journey design, 11 Moments That Matter, 4 markets

LIBERTY GLOBAL
Built Liberty Global's customer value North Star system across 4 markets, +10 NPS uplift

Omnicom SHAPE
Turned Omnicom's network scale into a client-facing innovation platform, €15M pitch win

More selected work

YOUTUBE YOU Established YouTube's always-on advisor network, 3 EMEA markets
SIMPLYHEALTH Validated Simplyhealth's health proposition with 300+ users, launch blueprint in 16 weeks
TSB BANK Defined TSB's CX direction for the overlooked 75% of UK adults, adopted at ExCo
ZURICH Spark Embedded customer voice into Zurich's product cycle, 7 markets, £20m+ in new business value
POLIMI GSoM Delivered POLIMI's brand and digital experience system, Red Dot Award 2022
SONEVA Redesigned Soneva's digital experience system across resorts, retail, and lifestyle
Omnicom EMERGING STARS Created Omnicom's talent recognition system across 1,500+ agencies in 100+ countries
ANTI-DO-TO Built a purpose-led Gen Z brand across 6 cities, 50% of profits committed to social impact
BridgeAid Aligned two humanitarian organisations under one brand system for recovery in Ukraine

Alessandro Pascoli

Creating new category journeys for incremental revenue
Scaling brand to experiences that connect and convert
Fixing CX that breaks loyalty and slows growth

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© Alessandro Pascoli. Experience Systems™. All work reflects my personal contribution while working with or for clients and agencies. Case studies are based on public information or adapted to remove confidential content. Views expressed are my own. No reproduction without permission. This site uses basic analytics to understand aggregate behaviour. No personal data is collected, stored, or shared.

Design Is My Operating Logic

Across the full experience lifecycle, design shapes how I read a business problem and how I structure the response.

Scaling brand to experience that connects and converts

Creating new category journeys for incremental revenue

Fixing CX that breaks loyalty and slows growth