About

What I do

I design products and services that connect brands with their audiences through user-centred, data-driven experiences that drive engagement and conversion.

Experience & Expertise

With over 15 years in B2C mobile design, I specialise in UX/UI, interaction design and conversion optimisation. My work spans retail, e-commerce, fintech, and mobile applications, with clients including Net-A-Porter, Mr Porter, Moss Bros, Sainsbury’s, Habitat, Uswitch, and Lloyds Banking Group.

Leadership

For 5+ years I’ve been leading and mentoring design teams, helping good designers become great ones. My leadership style is collaborative, rigorous and focused on raising quality while building confidence and creativity.

Recent work

At Foolproof, I’ve delivered (and continue to deliver) initiatives for AXA, SITA, Faactum, Suzuki and Sky Mobile — from launching mobile insurance products to optimising complex conversion funnels.

Collaboration & Craft

Hands-on from research to delivery, with technical fluency in HTML, CSS, JavaScript, PHP, and CMS platforms. Strong focus on accessibility, brand expression, and seamless collaboration with engineers and stakeholders.

A bit more about me

I was born in Italy and spent my early years in Brooklyn, New York, before returning to Sicily as a teenager. Later, I moved to Milan to study Industrial Design at the Politecnico di Milano, earning a Master’s in Visual Communication Design.

Colleagues and friends describe me as a dedicated and curious designer who thrives on solving complex problems. I dive deep into user needs to create intuitive, meaningful experiences, always seeing challenges as opportunities for innovation. For me, design is about impact as much as aesthetics.

Outside of work, I draw inspiration from art, photography, books, music and cinema — with painting and drawing being lifelong passions.