Introduction

Italian London-based.
Enthusiastic Experience Designer.

Over the past 4+ years at Sainsbury’s, I’ve led end-to-end design on complex, large-scale experiences across SmartShop and Nectar—where digital products meet physical environments and operational realities.

I focus on shaping how things actually work in the real world: aligning user needs, business goals, and system constraints into experiences that are clear, scalable, and viable.

Background

Designing systems,
not just screens.

I started my career in industrial and spatial design, working on physical products and environments at Vitra and EX.T.

That background continues to influence how I design today—thinking beyond screens and considering the full ecosystem in which a product exists.

How I work

Leading design through real-world validation and ambiguity-to-clarity in product direction.

Aligning cross-functional teams across product, engineering, and operations around shared outcomes.
Designing systems that scale across mobile, web, dedicated devices, and physical environments.
Moving from concepts to viable solutions by balancing user needs with operational and technical constraints.

I’m particularly interested in problems where experience extends beyond the interface into services, behaviours, and end-to-end systems.