What I do
I create meaningful connections between brands and their audiences by designing products and services that are relevant to real people. My approach is grounded in user-centred design, combining research, strategy, and design thinking to craft seamless digital experiences that drive engagement and conversion.
With over 15 years of experience designing B2C mobile experiences, I specialise in UX/UI design, interaction design, and conversion optimisation. I take a hands-on approach to end-to-end design, from understanding user needs and business goals to delivering high-quality, accessible, and technically seamless solutions. My work is rooted in collaboration — partnering with cross-functional teams, developers, and stakeholders to ensure every product I design is both user-friendly and commercially effective.
Since 2010, I’ve worked in the UK with leading retail and financial brands such as Net-A-Porter, Mr Porter, Moss Bros, Sainsbury’s, Habitat, Uswitch, and Lloyds Banking Group. I have deep expertise in e-commerce, fintech, and mobile applications, leveraging data-driven insights to enhance customer journeys and drive business growth.
For the past three years at Foolproof, a global digital product and brand studio, I’ve led design initiatives for AXA, SITA, Faactum, Suzuki, and Sky Mobile. My work spans mobile value streams, SAFe Agile environments, and complex design systems — helping brands create scalable, high-performing digital products. Whether designing a new mobile insurance product or optimising a conversion funnel, I focus on delivering results with rigour, insight, and attention to detail.
A bit more about me
I was born in Italy but spent my early years in Brooklyn, New York, where I lived until I was 12. Growing up in such a vibrant and diverse city shaped my curiosity and appreciation for different cultures. When my family returned to Italy, I spent my teenage years in my hometown in Sicily before moving to Milan to study Industrial Design at the Polytechnic University of Milan (Politecnico di Milano), where I earned a Master’s degree specialising in Visual Communication Design.
Colleagues and friends often describe me as a dedicated and curious designer, always eager to push my skills further. I thrive on solving complex problems, diving deep into understanding user needs, and crafting intuitive, meaningful experiences. I firmly believe that design is not just about aesthetics — it’s about making a real impact. With an inclination for thinking outside the box, I see challenges not as obstacles but as opportunities to create innovative and sometimes bold solutions.
When I’m not designing, you’ll likely find me immersed in art — painting and drawing have always been a passion of mine. I also enjoy photography, books, music, and cinema, all of which serve as powerful sources of inspiration, sparking fresh ideas and creative thinking.