Customer experience and human-centred innovation strategy expert

Senior professional and strategic consultant specialised in customer insight and customer-centred innovation strategies

I support Italian and international companies – across both B2B and B2C sectors – in enhancing their Customer Experience and innovating their product and services, beginning with a deep understanding of the needs and behaviors of customers, employees, and other stakeholders.

Products that lack intuitive design, services that fall short of expectations, fragmented experiences, and frequent requests for support can all undermine user satisfaction, damage the relationship with the company, and diminish the effectiveness of investments.

I bring over 20 years of international experience in Human-Centered Design, gained through projects for major organizations, including Samsung, Sony, Intel, UniCredit, Intesa Sanpaolo, Stellantis, and Roche.

I founded and led Experientia (2005–2024), a human-centered design consultancy, where I held strategic, organizational, and financial responsibilities.

AREA OF EXPERTISE

Customer & User Research: understanding the needs, behaviors, and expectations of customers, employees, and stakeholders to identify pain points and opportunities for improvement
Customer Experience: enhancing how people interact with a company’s products and services, fostering satisfaction and trust while reducing the need for support
Product and Service Innovation: transforming research findings into design requirements and new solutions that align with both user expectations and business objectives
Product and Service Validation: verifying the effectiveness of proposed solutions with users prior to implementation, helping to reduce the risk of ineffective investments.

MY APPROACH

Using Human-Centered Design and Design Thinking methodologies, I combine qualitative and quantitative research, behavioral analysis, and the design of new solutions.
I work closely with management and internal teams—from identifying needs and defining design requirements to validating proposed solutions—ensuring that people’s expectations are balanced with business goals.

LET’S TALK

If your company is looking to improve the customer experience, rethink a service, or develop new solutions, please get in touch for an initial discussion.

What I can do for your company

Identify new opportunities for improvement and innovation

by analysing the needs, behaviours and experiences of customers, users and employees

Define the requirements for new products and services

translating customer research findings into project proposals that foster long-term satisfaction and trust, while remaining aligned with corporate objectives

Verify the effectiveness of solutions prior to implementation

through user analysis, behavioural modelling and user testing, in close collaboration with internal business teams, to reduce the risk of ineffective investments

Methodologies, approaches and tools

My added value

Entrepreneurial experience and business vision

founded and lead a consulting firm, managed with full strategic, financial and organisational responsibility

International and cross-sector leadership

managed complex projects for multinational groups across diverse markets and business environments

Strategic and design-oriented approach

integrating research, behavioural analysis and the development of concrete solutions, aligning customer needs with business objectives

Clients, sectors and projects

Key clients

Areas of focus

Project examples and results

Since 2005, numerous projects and assignments for Fortune 500 clients. See examples below:

UNICREDIT [financial services]: Digital Customer Experience Innovation

Redesign of the ATM interface through customer research, prototyping and usability testing

→ solution implemented on over 6,000 ATMs, with transactions 33% faster, a 25% increase in non-UniCredit customers, and an error rate of less than 1%

INTESA SANPAOLO [financial services]: HR Digital Transformation

Support in defining the HR digital transformation strategy through the engagement of 105 internal stakeholders

→ identification of priorities and courses of action for the redesign of HR services, as part of a program involving over 80,000 employees

INTESA SANPAOLO [financial services]: Evolution of Consulting

Creation of behavioural models on how clients approach the management of their investments and expenses, based on 60 interviews

→ a new advisory model allowing Intesa Sanpaolo to become the first Italian bank to engage with clients in a way that addresses their actual aspirations, practices and needs

TARKETT [settore materiali per la costruzione]: Experience Transformation

Analysis, modelling (e.g. customer journey maps) and redesign of the customer experience in the interactions between a multinational industrial company specialising in flooring solutions and its various stakeholders (installers, architects, and end customers) across European, U.S. and Russian markets

→ identification of over 150 innovation opportunities and key priorities for the evolution of the Tarkett services

DEUTSCHE TELEKOM [telecommunications]: Customer Service Innovation

Research across five countries into new behaviours and needs related to home internet connectivity

→ redesign of online services for home Internet networks based on the value they bring to people’s lives

CVA ENERGIE [energy]: Improvement and extension of the retail service

Reconceiving the retail user experience for a sustainable energy service

→ design of an integrated service offering capable of attracting customers from outside the company’s primary target region

DIRECT FERRIES [travel]: Improvement of the purchasing experience for passengers on Italian ferries

Analysis of the reasons behind the low conversion rate of Italian purchases on the international platform

→ interface changes which enabled the company to achieve a rate comparable to that of other countries

CHANGAN AUTOMOTIVE [automotive]: European research project on the customer experience of electric vehicles

Studies conducted in Sweden, France, Germany and Italy regarding lifestyles and behaviour, aimed at helping the Chinese company better understand potential customers, develop superior products, and promote its brand more effectively

→ identification of innovation opportunities to support the company’s Design, Marketing and Innovation functions

MIDEA [HVAC]: Analysis of heat pump installer requirements

Interviews with heat pump installers in France, Germany and Italy to gather information on their practices and needs

→ complete redesign of support services for installers, which is their decisive factor in choosing a particular brand

Professional experience, education and languages

2025-now | Independent strategic consultant | Customer Experience & Service Design [IT]
International customer insight, market research and innovation expert

2005-2004 | Experientia Srl [IT]
CEO & Senior Partner 2014-2024 | Founder & Senior Partner 2005-2014

2001-2005 | Interaction Design Institute Ivrea [IT]
Head of communications

1999-2001 | WWF International – European Freshwater Programme [DK]
Director of communications

1996-1999 | Gwathmey Siegel & Associates Architects [USA]
Head of Marketing

Other professional achievements

Business leadership: management of Experientia, an international consulting firm with a workforce of up to 30 people and a turnover of approximately €2.8 million

Business development: development and management of relationships with multinational clients, including Samsung, for whom Experientia has carried out over 35 strategic projects

Education

Cognitive Psychology
Master, Columbia University, New York, USA
Baccalaureate, KU Leuven, Belgium

Languages

Dutch (mother tongue) | English, Italian and French (advanced) | German (professional)