“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

The following is my résumé (PDF).
Last updated: December 2019


I’ve been helping organizations transform digitally for over 20 years, from the design of digital products and omnichannel services, to strategy definition and cultural change.

Agile Leadership

Leading in-house strategic and design practice.

I use an Agile approach to manage and lead, running DesignOps across organisations. I favour rapid prototyping in compact cycles for fast feeedback ↔ iteration loops to guarantee constant and frequent delivery. I build highly adaptive and effective teams, fostering collaboration and dependability, provinding clear individual goals supporting people growth.

I believe in a transparent and timely communication, for a constant alignment between strategy and operations, from design and development to deployment.

Strategic & Business Design

Helping organizations in solving business challenges.

Balancing Design Thinking with System Thinking Design, I work with organisations in defining better questions to understand the way they present theirselves to markets. Through Futures Thinking and Scenarios Planning I help shape strategies and idenitfy opportunities by reframing trends and reshaping patterns.

Service Design & Product Direction

Designing product and services for the digital economy

Working together with companies to enforce business and digital transformation programs through the design of valuable and competitive customer experience. Exposing the existing service map from the point of view of the customer, I provide product owners with actionable insights.

Experience Design

Designing digital solutions for humans (and machines)

I work with design teams in defining digital products that respond to people needs, I plan for machine-to-machine interactions by designing metadata structures and organising information.

Latest Positions

February 2017 – present
Milan, Italy

Experience Design Director

Deloitte Digital

2014 – 2016
Milan, Italy

Service Design Director

Fjord (Accenture)


Mobile UX Product Owner

Mr. Green

2010 – 2013
UK, Spain, Malta

Experience Design Consultant


2008 – 2013

Information Architect

Teachers TV

2005 - 2008
Barcelona, Spain

Digital Projects Lead

Dorna Sports

Freelance gigs


  • Agency Republic
    London, UK
  • AKQA
    London, UK
  • Brand Union
    London, UK
  • Fjord
    Madrid, Spain
  • Friday
    London, UK
  • Huge
    London, UK
  • Radical
    London, UK
  • Ten Alps
    London, UK
  • Virgin Media
    London, UK



  • Alfa Romeo, Jeep (FCA)
  • Ferrari
  • Lamborghini
  • Magneti Marelli
  • Pirelli

Consumer Goods & Retail

  • Amplifon
  • Calzedonia
  • Danone
  • Diesel (OTB)
  • Eastpack (VF Corp.)
  • IKEA
  • Intimissimi
  • Nike
  • Swatch


  • Atradius
  • AXA
  • Generali
  • Instesa SanPaoolo
  • SACE

Financial Services

  • Agos
  • BBVA
  • Bancomer
  • Cofidis
  • Danske Bank
  • Deutsche Bank
  • Eurobank
  • Fideuram
  • ING
  • Intesa SanPaolo
  • Nexi
  • Banco Sabadell
  • Unicredit


  • Mr. Green

Healthcare & Pharmaceuticals

  • Boheringer Ingelheim
  • Janssen
  • Johnson & Johnson
  • Nobel Biocare
  • Pfizer

Fashion & Luxury Goods

  • Bulgari
  • Ferragamo
  • Prada
  • Tissot
  • Zegna


  • Dorna Sports
  • Mediaset
  • Sky
  • Viaden
  • Virgin Media

Travel & Leisure

  • MSC Cruises
  • Silversea Cruises


  • Telecom Italy
  • Vodafone Italy


  • CAP
  • Engie
  • E.On
  • RePower
  • Sorgenia


Politecnico di Milano, Milan
Design Thinking for Buseiness (2017-2019)

Politecnico di Milano, Milan
Rethink! Service Design Stories (2017-2018)


Politecnico di Milano, Milan
Digital User Innovaiton (2018-2019)

Tor Vergata University, Rome
Master CESMA - Customer Experience and Social Media Analysis (2015)


I'm fluent in:

  • English
  • French
  • Italian
  • Spanish (Castilian)

References available on request: a@pianabianco.com