About me

My background story, experience, and how I work

Now this is the story all about how

I taught myself how to build websites about 6 years ago, from my small bedroom, back in the beautiful country of Italy. I started my career path by making websites for friends and family, which allowed me to land a few client projects over time.
In 2014, I racked up my web design savings to move to the UK, Where I learned a new language, made some amazing friends and learned a myriad of skills that helped me to become a reliable and hard-working professional, but more importantly, a better person.
Today I'm obsessed with self-improvement and every month I take on new skills to add to my tool belt. Ask me about what I'm learning this month and I will gladly tell you all about it!

My experience

Since starting my design career I had the opportunity to work with some of the best talent and companies in the country.

I started working with Habu in the middle of a pivotal transition. I was hired to help them with the strategy, ideation, and creation of a new product. As the only Product Designer in the company, my responsibilities varied from day to day and included:

  • Introducing the team to Agile and Lean methodologies to help them come up with a product vision and strategy
  • Facilitating workshops in conjunction with the CEO and CTO to ensure alignment on all outputs and deliverables
  • Conducting user research with current and potential users to uncover their needs and wants
  • Analysing research findings with the team and using them to inform design decisions
  • Creating high and low fidelity prototypes to quickly test ideas with both end-users and stakeholders

I was part of the product team in the ZPG group (Zoopla, uSwitch, Money and Bankrate UK) that took care of the whole of financial services comparison. I was responsible for several duties, including:

  • Working on user-centred solutions to improve the overall on-site experience for users
  • Taking the lead in conducting user research and usability studies, including writing test scripts and test findings
  • Creating hi-fi and lo-fi prototypes to quickly test ideas with both end users and stakeholders
  • Designing the final product's User interface, making sure it satisfied the brand guidelines and style
  • Creating UI Kits and a Design System for both the Money and uSwitch brands
  • Collaborating with Content Designers to produce engaging and informational solutions for the end-user

Money.co.uk is one of the top 3 financial services comparison websites in the UK. As part of the product design team in the company, my responsibilities as a UX/UI Designer were:

  • Working on user-centred solutions to improve the overall on-site experience for users
  • Taking the lead in conducting user research and usability studies, including writing test scripts and test findings
  • Creating hi-fi and lo-fi prototypes to quickly test ideas with both end users and stakeholders
  • Designing the final product's User interface, making sure it satisfied the brand guidelines and style
  • Collaborating with Content Designers to produce engaging and informational solutions for the end-user
  • Working with Product Owners, Software Engineers and major stakeholders to assure a smooth completion of projects
  • Working with the Business Intelligence team to ensure optimal tracking and measurement of the implementation of new journeys and features

My design process

My main goal is to help the business grow, while giving end-users the best experience they can have. I love the challenge of solving problems and the feeling of helping others, so design is not just a profession to me, it's a passion and a way of living.

Strategy & Goal setting
Understanding your business goals and what success looks like for you is my primary objective. For this, we’ll need to define key metrics and requirements for the project. In this phase, you can expect me to:
  • Determine Key Performance Indicators (KPI’s)
  • Define success metrics
  • Conduct stakeholder interviews
  • Perform a competitor analysis
Research & Ideation
Once we have a solid strategy in place, I aim to understand your customer’s needs, motivations and goals so I can understand what your product or website needs to do to achieve them. Some common methodologies used here are:
  • Plan and deploy research
  • Create user personas
  • Map user journeys
  • Define user flows
Exploration & Prototyping
At this point, I put all of the previous steps together by starting to design the experience, this is a collaborative process with you and your team and it includes wireframes, prototypes and user testing. This phase determines what changes need to be made to the concept and why. This usually includes:
  • Sketch possible solutions
  • Design lo-hi fidelity wireframes
  • Produce interactive prototypes
  • Conduct usability testing
Production & Development
Once the prototype has been validated, I move onto refining the visual design of the experience. The production phase includes designing all the necessary elements of the user interface, from branding identity to style guides. Here you can expect me to:
  • Define the Branding
  • Choose Typography
  • Design user interface elements
  • Code the website (if needed)