TIM (Telecom Italia) — Mobile app redesign & customer service digitalisation
Focus: self-serve at scale + end-to-end care journeys + mobile delivery
Led design for a 6-month programme to redesign TIM’s mobile self-service experience for Italian customers, including discovery workshops and the design (and build support) of core mobile journeys—shifting key needs from assisted service to clear, reliable self-serve.
- Problem
- Customers needed an easier way to manage key account and service tasks without relying on call centres or in-store support.
- Existing self-service flows were inconsistent and hard to navigate, increasing friction and service demand.
- Constraints
- Scale & variability: large customer base and many plan/service configurations.
- Legacy integration: back-end constraints and dependency-heavy delivery.
- Security & privacy: account access, sensitive data, secure states.
- Accessibility-aware mobile UX: readable hierarchy, predictable patterns, robust error handling.
- Operational realities: customer service processes and exceptions needed to be reflected in digital flows.
- Contribution
- Facilitated design thinking workshops to align stakeholders on top customer tasks, priorities and success criteria.
- Defined end-to-end self-care journeys (information architecture, navigation model, interaction patterns).
- Designed mobile UI patterns for core tasks, including states, errors, recoveries and support escalation points.
- Supported engineering delivery with prototypes, specs and design QA to maintain quality through build.
- Artefacts
- Self-care journey map + service blueprint (digital ↔︎ assisted care handoffs).
- Task model (top customer intents → flows → states/exceptions).
- Mobile navigation model + reusable UI patterns for self-care (cards, forms, status, alerts).
- Prototype set (core flows + edge cases).
- Design QA checklist: state model, error handling, readability, accessibility-aware patterns.
- Outcomes
- Delivered a coherent self-service interaction model and mobile UI patterns that improved consistency across journeys.
- Reduced ambiguity in high-friction tasks through stronger state and exception design (clear confirmations, failures, recoveries).
- Created reusable patterns that enabled delivery teams to implement features without redesigning the same interaction repeatedly.
- Reflections
- Self-serve succeeds or fails on edge cases: error handling and recovery are the product.
- In telecom, service design matters: digital experiences must reflect operational truth, not idealised flows.
Virgin Fibra — Definition and design of digital channels (Italian broadband operator)
Focus: end-to-end acquisition → activation → account management + brand-consistent digital system
Defined and designed Virgin Fibra’s digital channels to support core broadband journeys—from acquisition and onboarding to account management and support—creating a consistent experience system aligned with brand and delivery constraints.
- Problem
- A challenger broadband operator needed digital journeys that work end-to-end: purchase, activation, service management and support.
- Without a coherent system, teams risk fragmented pages/flows that fail under real operational conditions.
- Constraints
- End-to-end dependencies: provisioning, installation timing, and service activation constraints.
- Cross-channel coordination: web + mobile experiences and communications.
- Brand expression vs usability: align Virgin brand tone with clarity and trust.
- Operational exception handling: delays, reschedules, service issues must be handled gracefully.
- Contribution
- Defined journey architecture across lifecycle stages (shop → buy → activate → manage → support).
- Designed key digital touchpoints and reusable UI patterns to keep consistency across channels.
- Worked with stakeholders to align experience, operations and feasibility (what can be promised vs what can be delivered).
- Artefacts
- End-to-end lifecycle journey map + exception states.
- IA/navigation and content hierarchy guidelines.
- Pattern set: order tracking, appointment scheduling, service status, issue reporting, notifications.
- Prototype flows for acquisition + activation + account management.
- Handoff package: component usage guidance + UX rules.
- Outcomes
- Produced a coherent experience foundation for digital channels, enabling coordinated delivery across multiple journeys.
- Improved trust through clear status communication and consistent lifecycle patterns (order → activation → service).
- Reduced redesign churn by establishing reusable patterns for recurring telecom interactions.
- Reflections
- In broadband, the experience is a promise: status transparency and operational reliability drive trust.
- A small pattern library can outperform a big UI kit when it captures lifecycle logic and exceptions.
Sky Italia — Set-top box delivery & recollection (reverse logistics) redesign
Focus: service blueprinting + internal process redesign + customer communication clarity
Defined requirements and designed the experience for set-top box delivery and recollection at Sky Italia, including redesign of internal processes and touchpoints—aligning operations, partners and customer communications to reduce friction and exceptions.
- Problem
- Delivery and returns/recollection involve multiple steps, actors and failure modes; friction here damages customer perception and increases service load.
- Internal processes and customer communications needed better alignment, traceability and clarity.
- Constraints
- Multi-actor service: couriers/partners, internal ops, customer service, customer.
- High exception rate potential: missed appointments, address issues, damaged items, rescheduling.
- Traceability needs: clear state model across systems and communications.
- Operational feasibility: designs needed to match real process constraints and SLAs.
- Contribution
- Led discovery and requirements definition through service blueprinting and stakeholder workshops.
- Designed customer-facing touchpoints (status, scheduling, notifications) and internal handoffs that match service reality.
- Created a clear state model and exception handling patterns to reduce ambiguity and support support teams.
- Artefacts
- Service blueprint: steps, actors, systems, failure points, recovery paths.
- State model: ordered → scheduled → out for delivery → delivered/failed → return initiated → collected.
- Notification and comms patterns (what, when, who owns the message).
- Requirements pack: epics, acceptance criteria, exception catalogue.
- Ops dashboard concept (high level): workload, exceptions, SLA visibility.
- Outcomes
- Clarified ownership and decision points across teams by producing a shared service map and state model.
- Improved customer transparency through consistent status and notification patterns across the delivery/recollection lifecycle.
- Reduced rework and misalignment by translating service reality into delivery-ready requirements and UX rules.
- Reflections
- Operational reliability is UX: service blueprinting is often the fastest way to improve customer experience.
- Designing exceptions first (not last) prevents support debt from accumulating after launch.
MotoGP.com — Complete redesign of digital channels (7 languages + subscription + live streaming)
Focus: global content ecosystem + localisation + subscription model UX + performance-sensitive media journeys
Led the complete redesign of MotoGP.com’s digital channels to support a global audience across 7 languages, including a subscription model for a media archive and live streaming of Grand Prix weekends—balancing content discoverability, monetisation and high-demand event performance needs.
- Problem
- MotoGP needed a modern, coherent digital ecosystem to serve fans across markets, content types and devices.
- Subscription and live experiences required trustworthy UX that could convert, retain and support customers under time-critical usage (race weekends).
- Constraints
- Localisation complexity: 7-language content structures, navigation and editorial needs.
- High traffic moments: spikes during race weekends; performance and resilience mattered.
- Rights and access control: subscription entitlements and secure delivery patterns.
- Content scale: large archive and varied content formats demanded strong information architecture and retrieval logic.
- Contribution
- Led UX/IA and platform experience direction; aligned commercial, editorial/production and technical stakeholders.
- Designed the subscription journeys (value clarity, access, account states, renewals/cancellations) and the live-streaming experience model.
- Built scalable IA and content models to improve discoverability and support localisation consistently.
- Supported delivery with clear specifications and reusable patterns for repeatable content and subscription interactions.
- Artefacts
- IA and taxonomy model for archive + live content (content types, metadata, navigation rules).
- Subscription journey map + entitlement/state model (logged out, trial, active, expired, error states).
- Localisation guidelines: layout rules, content hierarchy, translation constraints.
- Prototype set: browse/search/archive, subscription/paywall, live stream entry and support states.
- Editorial workflow map (high level): content creation → tagging → publishing → surfacing.
- Outcomes
- Delivered a coherent, scalable information architecture supporting multi-language experiences and large content volumes.
- Defined subscription and entitlement UX patterns that improved clarity, predictability and trust across critical states.
- Reduced fragmentation between content, subscription and live experiences through consistent patterns and a shared state model.
- Reflections
- In subscription media, trust is built in the states: access rules, errors and recoveries must be explicit and consistent.
- Localisation isn’t translation later — it’s an IA and design system constraint from day one.
LaLiga Tech — Requirements definition for digital products
Focus: turning ambiguity into delivery-ready artefacts + cross-stakeholder alignment + platform integration
Partnered with LaLiga Tech (the Spanish Football League’s digital/technology organisation) to define product requirements for digital products—aligning stakeholders and dependencies into a clear set of journeys, priorities and delivery-ready specifications.
- Problem
- Multiple stakeholders needed alignment on what to build, why, and how success should be measured—without drifting into design-by-committee.
- Product definitions needed to translate into actionable delivery artefacts (epics, acceptance criteria, dependencies) that engineering teams could plan against.
- Constraints
- Multi-stakeholder environment with competing priorities and fast decision cycles.
- Integration and dependency constraints across platforms/systems (touchpoints, data flows, handoffs).
- High expectations on clarity, reliability and operational fit for digital products used at scale.
- Privacy/security considerations typical of large digital ecosystems (access, roles, traceability).
- Contribution
- Led structured requirement definition: journeys → capabilities → features → edge cases → acceptance criteria.
- Facilitated alignment workshops to converge on priorities, scope boundaries, constraints and decision ownership.
- Mapped dependencies and sequencing early to reduce delivery risk and unblock planning.
- Produced executive-ready synthesis: what we’re doing / why / what’s blocked / what’s next.
- Artefacts
- Journey maps + scope boundaries (what is in/out).
- Requirements pack: epics/features, acceptance criteria examples, and edge-case library.
- Dependency map: touchpoints, systems, sequencing and assumptions.
- Outcomes
- Delivered a consolidated, delivery-ready requirements baseline that improved alignment across stakeholders and teams.
- Reduced ambiguity by converting discussions into explicit decision artefacts (principles, scope, priorities, ownership).
- Improved delivery confidence by clarifying dependencies and sequencing up front.
- Reflections
- Requirement clarity is a design output: strong artefacts prevent re-litigation and protect quality under delivery pressure.
- In complex digital ecosystems, mapping dependencies early is one of the fastest ways to unblock progress.