Me, smiling in summertime, wearing sunglassess.

Design Leader dedicated to creating great teams that design great digital products. An experienced advocate of data driven UX design that thrives in diverse environments.

My passion for cross-disciplinary collaboration helps teams and large organisations succeed in the fast paced e-commerce world.

Adevinta

Subito

Head of UX

Since January 2023

Barcelona, ESLead the team of Subito, continuing the work started back in 2021 when joined the marketplace, the team grew by 1 product designer and the role expanded to supervising the UX Researchers.

The focus of this period has been change management, mentoring the team on how to embrace the large organisation and observing the new platform growing while they were delivering important features to finish and consolidate the transaction transformation effort of the past 3 years.

UX Architect

June 2021 - December 2022

Barcelona, ESHelped the Head of UX with creating and consolidating processes regarding the proper use of Product designers and UX Research resources across the different workstreams. Created communication channels and processes to help integrating more effectively with the Tech and Data streams and managed to take down some silos.

Introduced and pushed A/B testing methodologies to optimise user journeys, resulting in significant improvements in conversion rates and revenue. Played a pivotal role in driving Conversion Rate Optimization efforts, continuously matching qualitative user data to quantitative results of the tests while refining design elements to maximise conversion opportunities.

Role expanded in January 2022 to include supervision of all 6 designers + starting to manage the legacy ECG marketplace, Automobile.it

Adevinta Central

Product Experimentation Enabler

September 2019 - June 2021

Barcelona, ES Mentored and trained different marketplaces and vertical across the world raising their game in data driven product design. A role where navigating the organisation, locate talent, and create a network of internal experts to improve the craft. Lead the team that created the experimentation track of the Product Academy to create a common curriculum for product and UX to learn and improve the craft in order to create a culture of experimentation in Adevinta. Creating a framework to assess the maturity level of several teams, in order to streamline and standardise processes and best practices.

Worked side by side the Houston team in designing the tool, its mission and the roadmap of features while ramping up the adoption across the organisation.

Design Engineer

April 2019 - September 2019

Barcelona, ES Part of the Delta team, a failed effort to create the first Adevinta common design system, a failure that set the stage of what now is Spark, lots of lessons learned there.

Designed and implemented the Knocker management console that is now a core component of Polaris infrastructure.

The biggest achievement of this short experience is the design and implementation of the Research Portal, nowadays the central tool for knowledge sharing and contamination. This is still an ongoing effort, and possibly the biggest achievement in Adevinta at least from an ROI point of view.

Schibsted

UX Designer Lead

Nov 2016 - April 2019

Barcelona, ESDesign and UX lead for the Trust & Reputation team involved in delivering a set of full-stack components and user flows to provide various marketplaces with a user rating system. Mostly working side by side with tech and product to create a deliverable scalable product that solves our user needs.

A complex role involving Design, UX Research, Product Management and working with the team completely based in Oslo. The component was the base of the successful trust component currently delivered by TnC.

In April 2019 Schibsted split in two different companies, Schibsted, operating in the Nordic markets across media and marketplaces and Adevinta, taking over all the classified ads business in the rest of the world.

Skyscanner.net

Senior UX Designer

Sep 2014 - Oct 2016

Barcelona, ES Responsible for the UX and UI of the Hotel vertical.

Working closely with the central team in Edinburgh by collaborating with the creation and scaling of the main design system and library of components.

Notably having a direct role and impact into merging the mobile and desktop websites into a fully responsive one spearheading the adoption of the design system.

Very direct and impactful role in helping the Experimentation chapter with creating new processes and building a culture of experimentation in the company as well as giving direct feedback on the design and scaling of the internal AB testing tool.

Booking.com

Senior Designer

Apr 2009 - May 2014

Amsterdam, NL The Agile environment, constantly evolving designs over small iterations, rapid feedback loops with strong and clear KPIs made Booking.com the success story it is today. A great company made by great people.

Over the years I've been working on almost every part of the product and user flow. In the last couple of years Mobile native experiences have become of course the main focus.

Checking analytics, matching the qualitative data from user tests with CRO driven A/B tests at scale was the bread and butter. Thinking of designs as hypotheses to test rather than rigid principles to apply, is a great way of getting it right for both your users and your business, especially when having to improve or optimise a mature and successful product.

In the last two years I was part of the great recruitment effort for scaling the design department. As a senior recruiter I was directly involved in the hiring of an incredibly successful design team, an effort that improved my skills as a leader and as a designer.

Beginnings

Informa PLC.

Web Designer and Usability expert

Feb 2005 - Feb 2009

London, UK Responsible for the design of the look & feel, branding, UI/UX of several web portals, intranets, e-papers and web based applications.

Producing working prototypes, wire-frames, mock-ups and liaising with management to get designs, project plans or ideas signed off was also one of my main duties and was a big boost for my communication skills in a foreign language.

Being hired with the position of “Web Usability Evangelist” the position involved a lot of mansions of proto Product and User Experience Designer by explaining the value of constantly hearing the user's voice.

Gold

Principal Designer, CTO

May 2005 - Dec 2010 (technically still ongoing)

Florence, IT Side project for an Italian fashion brand of proto influencers. Built an online identity, creating one of the most successful blog in Italy at that time. The most interesting and creative part was to create, train and grow the team behind the product, training them on the tools of the trade, trying to show the advantages of social media marketing over the old advertising model, plus evangelising on agile methodologies. Gold in the meantime has become a successful digital agency specialised in branding, pivoting their content creation streams to immersive VR experiences.

Filarete.net

Web designer, web master and developer

Mar 1999 - Sep 2004

Florence, IT Co-founder of the startup Filarete.net a small web design studio that was specialised in creating the first online presence of small and large businesses in Italy. In the last 2 years designing, testing and implementating the UI/UX of a complex Online Travel Agency, that was competing side by side—albeit for a short time—with the soon-to-be giants of the travel industry like Booking.com, Expedia and Venere. However my team back then would not believe that "Google would last long".

Background

Edu­ca­tion

Electronic engineering

University of Florence

Computer science, Maths, Physics, Dealing with complex systems. Falling in love with problem solving and statistics.

High school diploma

Liceo Scientifico Gobetti

Math and fine arts. Galileo and Michelangelo, humanism, putting human beings at the centre of the universe.

Abroad

Florence
1979-2004
London
2004-2009
Amsterdam
2009-2014
Barcelona
since 2014

Lan­gua­ges

Italian
Mother
English
Fluent
Spanish
Proficient
French
Conversational
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