“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 probable is what usually happens."
Aristotle

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

Experience

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

2017 – present
Milan, Italy

Experience Design Director

Deloitte Digital

2014 – 2016
Milan, Italy

Service Design Director

Fjord (Accenture)

2013
Malta

Mobile UX Product Owner

Mr. Green

2010 – 2014
UK, Spain, Malta

Experience Design Consultant

freelance

2008 – 2013
London, UK

Information Architect

Teachers TV

2005 – 2008
Barcelona, Spain

Digital Projects Lead

Dorna Sports

Freelance gigs

2014
London, UK

Brand Union

2014
Madrid, Spain

Fjord

2014
London, UK

Friday

2013
London, UK

Radical

2012
London, UK

Virgin Media

2011
London, UK

AKQA

2010
London, UK

Agency Republic

2010
London, UK

Ten Alps

Clients

Automotive

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

Fashion & Luxury Goods

  • Bulgari
  • Ferragamo
  • Prada
  • Tissot
  • Zegna

Healthcare & Pharmaceuticals

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

Consumer Goods & Retail

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

Financial Services

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

Insurance

  • Atradius
  • AXA
  • Generali
  • Instesa SanPaoolo
  • SACE

Gaming

  • Mr. Green

Media

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

Travel & Leisure

  • MSC Cruises
  • Silversea Cruises

Telco

  • Telecom Italy
  • Vodafone Italy

Utilities

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

Collaborations

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

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

Lectures

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

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

Languages

I'm fluent in:

  • English
  • French
  • Italian
  • Spanish (Castilian)