Not every problem needs an app
I'm a designer who questions solutions and looks for the best answer to a problem, whether it lives on a screen or off it. I started as a visual designer in love with storytelling, and over the years I've collaborated with local non-profit organisations, using mixed media, video and photography to tell stories on more than one level. I've always seen design as a tool for social change.
Today I'm a senior product designer. I've worked at a London agency for Lloyds, Skipton and the London Stock Exchange, at American Express, and as design lead for early-stage startups like LVNDR and TrueRights. What connects all of it is complex systems and data.
I see AI as a way to amplify my work rather than replace it. On every project I start the thinking process myself, then bring AI in to fill the gaps, make connections, and visualise and test concepts faster. I'm especially interested in using it to design better, more inclusive products, and to take the practice in directions we couldn't explore before.
Away from screens, I get my hands dirty with ceramics, hang from ropes and trapezes, and always have music on.
Speaking
The UX Healthcare Conference
In April 2024 I spoke at the UX Healthcare Conference in London about how data bias in healthcare affects the LGBTQIA+ community, and how poorly designed AI can amplify those inequalities. It's why I believe design needs to look beyond the user, at the social, environmental and economic impact of our work.
The “hand in pocket” while presenting was my own way of bypassing the Italian urge to gesticulate continuously when talking in public.
Experience
The journey so far
Mar - Jul 2026
Senior Product Designer (freelance), Get Rude
A sex-positive brand launching a smart sex toy
Get Rude needed to prove investor interest before having a product. I redesigned the investor pitch, designed the launch website and used AI throughout, from app concepts for investors to launch imagery.
Nov 2024 - Nov 2025
Senior Product Designer, TrueRights
Usage rights and AI likeness for talent, brands and agencies
I joined knowing nothing about the industry, with three weeks to deliver the first designs for the whole platform, co-created with the founder and the head of engineering. I then led the redesign of the calculator, launched on its own in July 2025 and tested with influencer agencies along the way. In its first three weeks, TrueRights reported over $300K in usage fees for creators.
Jun 2022 - Dec 2023
Senior Product Designer, LVNDR Health
The UK's first LGBTQIA+ sexual health clinic
Starting from years of research and no product, we launched a full clinical service in three months, through a patient app and a clinician dashboard. I scoped the work, set up weekly sprints across design, product and engineering, and led a small design team, with regular critiques to help the junior designer and the intern grow. After launch I focused on the dashboard, designing the service across backend and third-party systems within the requirements of a CQC-registered clinic.
Feb 2020 - May 2022
Product Designer, promoted to Senior, American Express
Global card and payments company, Statements domain
I worked on where the Statements domain should go next, shipping quick wins like spend limits for supplementary cards while turning the Statements tab into a financial management hub. The redesign reached 100% of UK and US users in early 2022, and Amex Analytics linked it to positive engagement, servicing and revenue contribution. I also closed my biggest gap, engineering, by working side by side with developers on hackathons and the design system.
Mar 2018 - Nov 2019
Experience Designer, Radical Company
Design agency, London
I started as a junior designer not knowing what UX and UI meant, and left delivering mobile, web and SaaS projects end to end for clients like Lloyds, Skipton and the London Stock Exchange, leading several of them. It's where I found out that the less I knew, the more I excelled.
2016 - 2017
MA Advertising and Design, University of Leeds
Followed by a UX internship at DXC Technology in Newcastle.
2011 - 2014
BA Graphic Design, LABA Firenze
Then freelance visual designer in Italy until 2017.
Skills
What I do
Product and systems design
End-to-end products and the logic between them.
Early-stage startups
From vague idea to pilot-ready MVP, in weeks or months.
Research and testing
From test plan to the next iteration.
Strategy and delivery
Prioritising what matters, with product and engineering.
Design systems and engineering
Systems that make sense to designers and engineers.
AI
Designing AI features, and prototyping with it.
Languages
Tools
What's next