I’m a freelance UX researcher and Experience Designer with 15 years of experience leading experience design, innovation and research projects of physical and digital products both as a consultant and in-house for multiple industries. I’m also a seasoned team lead with 7+ years of project, team, and client management experience.

As a qualitative researcher, I cover all the spectrum from explorative, large-scale, multi-language research to quick-and-dirty guerrilla usability testing both remotely and onsite. My specialization is cross-cultural research and understanding deeply hidden mindsets and beliefs - which I’ve conducted in 4 languages. I then work hand in hand with product managers and designers to turn the insights from research into delightful product and service experiences.

During my tenure at Designit, I conducted UX research, design and innovation projects for clients like Hotelbeds, BBVA, Fiat, Leroy Merlin, Adeo Group, Santander, Inditex, Iberdrola, Viajes El Corte Inglés, Pernod Ricard, Deoleo, Wallapop, ServiceNow, KraftHeinz, Narrativa Generative AI and Twitter. I was a UX Researcher in-house for the Piaggio Group and Brainly.

Before doing research in industry I spent 5 years in academia as a doctoral researcher and a research fellow for a publicly-funded project. I was lucky to live in Italy for 10 years while studying and working there. I obtained my PhD in Design from Politecnico di Milano where I developed research around the potential of Service Design tools to create / discover entrepreneurial opportunities. This is where I honed and refined my research skills, published peer-reviewed articles in journals and conferences and dove in-depth into design’s role at the front-end of innovation.

Early in my career I worked as an industrial designer, more focused on hardware products' development process using CAD/CAM software and I did a lot of 3D modeling but I discovered it was not for me.

I was much more interested in why people use a product in a certain way or why a specific design decision was made than in sanding prototypes or modeling pieces in Pro-Engineer and I actively wanted to pivot my career in that direction.

I decided to become a freelancer because I love the variety and the ability to work with clients, studios and design consultancies around the world. I’m normally involved in projects as a Lead UX Researcher or Service Designer.

If you have a project in your hands that feels vague, you don’t know where to start or how to structure it let’s chat and I will help you bring clarity and turn the chaos into an action plan.