A portrait of Alessandro L. Piana Bianco 2021

Hello, my name is

Alessandro Lorenzo Piana Bianco

people tend to call me APB -- now, I can't use this with Argentinians, as apparently standing for "a prueba de boludo".

I'm a

Strategic Designer

currently Strategic & Experience Design Director at Globant.

I help organisations

transform & innovate

through systemic thinking and data informed change.

I'm listening to too little music, reading too little (積ん読), taking too few pictures, intermittently fasting, and supposedly starting yoga. Or meditation. Or something.

But I have my good days too.

"You never learn by doing something right because you already know how to do it.
You only learn from making mistakes and correcting them."
Russell Ackoff

A Strategic Designer, I help organisations transform and innovate through systemic thinking and data informed change.

With over 20 years' experience, I've been working for global brands across industries and markets, in collaboration with leading design agencies and consultancies.


Designing, building and leading teams is the defining element of my career.

From the very beginning of the web, when building teams was also about defining the taxonomy for the job, to setting up and leading agile teams for today's competitive landscape.

As a design leader for complex, global organisations, I contribute in definining the culture, methodology, and go-to market strategies as well as being an advocate for design-driven system thinking.


I've been working across the EU on business-defining projects

I've been helping organisations solving exciting challenges through the definition of strategies, business initiatives, and the design of products and services.

I support change within orgnaisations by applying system thinking and design thinking as tools to reframe challenges as well as facilitating buy-in from all stakeholders.

My analysis is data informed, and I foster a multidisciplinary, multicultural collaborative approach at all levels of the design process.

Experience Design &
Product Direction

I design human-centered omnichannel products & experiences across industries and markets, for consumers and B2B solutions.

I’ve been working at the definition and design of solutions, helping brands succesfully communicate, establish and strengthen their relationship with a global audience.


I’ve been working for some of the major consultancies and design agencies, including the following.

2022 - present

Strategic & Experience Design Director / Product Director

Madrid, Spain

2017 - 2022

Strategic & Experience Design Director

Deloitte Digital
Milan, Italy

2014 - 2016

Service Design Director

Milan, Italy


Mobile Experience Product Owner

Mr. Green

2008 - 2010

Information Architect

Teachers TV
London, UK

2005 - 2008

Digital Projetcs Lead

Dorna Sports
Barcelona, Spain

Freelance gigs

Agency Republic

London, UK


London, UK

Brand Union

London, UK


Madrid, Spain


London, UK


London, UK


London, UK


London, UK/Minsk, Belarus

Virgin Media

London, UK

Methodologies, Industries, Clients

Working with clients, I use methodologies and tools, such as Scenario Planning and Competitive Landscape Mapping & Benchmarking, Service Blueprints Mapping, Value Proposition Design, Envisioning Workshops, Field Research, Speculative Design, Rapid Prototyping Design, War Rooms Set Up & Facilitation, Customer Journeys Mapping, among others.


  • Alfa Romeo
  • FCA
  • Ferrari
  • Jeep
  • Lamborghini
  • Maserati
  • Octo Telematics
  • Pirelli
  • Stellantis

Consumer Goods

  • Atelier Emè
  • Bata
  • Calzedonia
  • Danone
  • Eastpak
  • Illy
  • Intimissimi
  • Nike
  • Swatch
  • Tezenis
  • Tissot

Fashion &
Luxury Goods

  • Bulgari
  • Cucinelli
  • Poltrona Frau
  • Prada
  • Richemont

Financial Services

  • Agos
  • Bancomer
  • Bapr
  • BBVA
  • BCC
  • Cofidis
  • Eurobank
  • Fideuram
  • ING
  • Intesa Sanpaolo
  • Mediolanum
  • Banco Sabadell
  • Santander
  • Unicredit


  • Mr. Green
  • Sisal

Gas & Power

  • Engie
  • ENI
  • Eon
  • RePower
  • Sorgenia


  • Boehringer Ingelheim
  • Jenssen
  • Menarini
  • Nobel Biocare
  • Pfizer


  • Atradius
  • Fideuram Vita
  • Generali
  • Intesa Sanpaolo Vita
  • Sace


  • Sky
  • Viaden
  • Virgin Media

Sports & Entertainment

  • Dorna Sports
  • LaLiga Tech


  • Telecom Italia
  • Virgin Fibra
  • Vodafone

Travel & Leisure

  • Alpitour
  • Costa Crociere
  • Explora
  • Miral
  • MSC Cruises
  • Seven
  • Silversea

Résumé & Profiles

Résumé download

My LinkedIn profile


You can contact me at a@pianabianco.com

In the press

Il Sole 24 Ore

Il servizio funzionerà? Molto dipende dal design

Il Sole 24 Ore - Tecnologia

Service Design in Companies

Linköping University Electronic Press - ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

The Design Thinking for Business Observatory of the Politecnico di Milano was founded in 2017 and aims to be the point of reference for the community of innovators who adopt pioneering approaches like Design Thinking in creating value for their companies.

DTB21 - DEBATE [Alessandro Piana Bianco]: The Symbolic object of Design Thinking

Design Thinking for Business: the floor to Deloitte Digital

DEBATE [Alessandro Piana Bianco, Deloitte Digital]: The Synergy between Profiling and Empathizing