About Me
I’m a Lead Product UX/UI Designer with trust issues... Mainly with frameworks and self-declared LinkedIn UX gurus who speaks in 3rd person.
About Me
I’m a Lead Product UX/UI Designer with trust issues... Mainly with frameworks and self-declared LinkedIn UX gurus who speaks in 3rd person.
About Me
I’m a Lead Product UX/UI Designer with trust issues... Mainly with frameworks and self-declared LinkedIn UX gurus who speaks in 3rd person.
How I started
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
How I work
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
Research That Doesn’t Follow the Rules
I look beyond competitors. I study products that solve different problems in unrelated industries, and translate those patterns into unexpected solutions. That’s where real innovation lives. Not in copying what your competitor did last week.
I understand people. Sue me.
Yes, yes, you’re not the user. I know. But here’s the thing: if you spend enough time building things for people, with people, and around people, you start to notice patterns. I watch. I listen. I pick up on stuff. It’s called paying attention. That doesn’t mean I skip testing or run on gut feelings. But it does mean I’m usually not starting from zero.
Frameworks Are Just Training Wheels
Yes, I’ve tried the templates. No, I don’t rely on them. They’re good until they aren’t. I build process around the problem, not the other way around.
Design Principles
No UX cults. No nonsense. Just beliefs forged in real work.
During my career, I’ve made mistakes, learned what works, and seen how users behave when no one’s watching. These are the beliefs I keep coming back to. Not because they sound good in a slide deck, but because they’ve held up under pressure. They help me decide when to push, when to simplify, when to say “no,” and when to ignore the latest trendy framework getting traction on LinkedIn.
They’re not rules. They’re reminders. Not carved in stone, but forged in messy, fast-moving, high-stakes work.I bring them with me to every project. Quietly, consistently, and unapologetically.
Clear Over Clever
If users have to guess, you’ve already lost.
Don’t trap users
People aren’t dumb. Take away their choices, and they’ll take the only one left: leave.
Understanding users isn’t magic
It’s experience, observation, and giving a damn about what they’re trying to do.
Your framework isn’t law
I’ll use it if it fits. I’ll ditch it if it doesn’t. Just because it’s trending on LinkedIn doesn’t mean it’s good.
Design should feel effortless
People don’t notice it because it just works.
Outside Work
Turns Out I Have a Life
I’m not just a Product Designer, I’m also a proud Italian, which mostly means I talk with my hands and try (politely) to skip queues. Outside of work, I chase things that keep me sharp, give me perspective, or just balance out hours of screen time. Whether it’s a gig, organizing my Wednesday Football League team like it’s a Champions League final (and yes, I believe in post-game beers as a form of therapy), or getting lost somewhere around the world on purpose, these are the things that shape how I think.
I live for rock gigs. If your playlist doesn’t include at least three 90s alt bands, we can still be friends, but barely.
I run (not fast), I lift weights (not heavy), and I play football every week. UX is a team sport. So is football. Coincidence? I think not.
I also love a good road trip, especially the unplanned kind where you end up lost but spiritually fulfilled.
The Right Fitarted
A Nice Place to Make Cool Things
I don’t have a dream industry or a perfect company size. I’ve worked solo, and I’ve worked in big teams. What matters is the vibe. I want to work with people who are good at what they do and happy to do it. People who collaborate without ego, who don’t point fingers when things go wrong, and who actually want to build something great, together. That’s the kind of team I want to show up for every day. I value trust, transparency, and flexibility. I don’t need a bean bag or 14 different tools to track toilet breaks. I need a culture that respects people and their time, where everyone’s role is value, and where UX is seen as essential, not decorative. A great UX culture isn’t one where you tick every box on a framework. It’s where research is respected, experience counts, and everyone rows in the same direction. I know sometimes we can’t do things by the book, that’s fine. As long as we agree on where we’re trying to go. I’m happy to work remotely, but I like the human touch too. I want a job where I’m excited to open my laptop. Or better, to walk through the door, say hi to good people, and build things that actually matter.
How I started
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
How I work
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
Research That Doesn’t Follow the Rules
I look beyond competitors. I study products that solve different problems in unrelated industries, and translate those patterns into unexpected solutions. That’s where real innovation lives. Not in copying what your competitor did last week.
I understand people. Sue me.
Yes, yes, you’re not the user. I know. But here’s the thing: if you spend enough time building things for people, with people, and around people, you start to notice patterns. I watch. I listen. I pick up on stuff. It’s called paying attention. That doesn’t mean I skip testing or run on gut feelings. But it does mean I’m usually not starting from zero.
Frameworks Are Just Training Wheels
Yes, I’ve tried the templates. No, I don’t rely on them. They’re good until they aren’t. I build process around the problem, not the other way around.
Design Principles
No UX cults. No nonsense. Just beliefs forged in real work.
During my career, I’ve made mistakes, learned what works, and seen how users behave when no one’s watching. These are the beliefs I keep coming back to. Not because they sound good in a slide deck, but because they’ve held up under pressure. They help me decide when to push, when to simplify, when to say “no,” and when to ignore the latest trendy framework getting traction on LinkedIn.
They’re not rules. They’re reminders. Not carved in stone, but forged in messy, fast-moving, high-stakes work.I bring them with me to every project. Quietly, consistently, and unapologetically.
Clear Over Clever
If users have to guess, you’ve already lost.
Don’t trap users
People aren’t dumb. Take away their choices, and they’ll take the only one left: leave.
Understanding users isn’t magic
It’s experience, observation, and giving a damn about what they’re trying to do.
Your framework isn’t law
I’ll use it if it fits. I’ll ditch it if it doesn’t. Just because it’s trending on LinkedIn doesn’t mean it’s good.
Design should feel effortless
People don’t notice it because it just works.
Outside Work
Turns Out I Have a Life
I’m not just a Product Designer, I’m also a proud Italian, which mostly means I talk with my hands and try (politely) to skip queues. Outside of work, I chase things that keep me sharp, give me perspective, or just balance out hours of screen time. Whether it’s a gig, organizing my Wednesday Football League team like it’s a Champions League final (and yes, I believe in post-game beers as a form of therapy), or getting lost somewhere around the world on purpose, these are the things that shape how I think.
I live for rock gigs. If your playlist doesn’t include at least three 90s alt bands, we can still be friends, but barely.
I run (not fast), I lift weights (not heavy), and I play football every week. UX is a team sport. So is football. Coincidence? I think not.
I also love a good road trip, especially the unplanned kind where you end up lost but spiritually fulfilled.
The Right Fitarted
A Nice Place to Make Cool Things
I don’t have a dream industry or a perfect company size. I’ve worked solo, and I’ve worked in big teams. What matters is the vibe. I want to work with people who are good at what they do and happy to do it. People who collaborate without ego, who don’t point fingers when things go wrong, and who actually want to build something great, together. That’s the kind of team I want to show up for every day. I value trust, transparency, and flexibility. I don’t need a bean bag or 14 different tools to track toilet breaks. I need a culture that respects people and their time, where everyone’s role is value, and where UX is seen as essential, not decorative. A great UX culture isn’t one where you tick every box on a framework. It’s where research is respected, experience counts, and everyone rows in the same direction. I know sometimes we can’t do things by the book, that’s fine. As long as we agree on where we’re trying to go. I’m happy to work remotely, but I like the human touch too. I want a job where I’m excited to open my laptop. Or better, to walk through the door, say hi to good people, and build things that actually matter.
How I started
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
How I work
Doing UX Before It Was Cool
Designing, coding, building full websites end to end. Watching how people used them, changing things, seeing results. Turns out I was doing UX work before I even knew it was a thing. When the field blew up, I didn’t have to jump on the train, I was already on board. I kept learning, kept doing the work, kept improving. That’s how I became the lead product designer I am today, not by following a playbook, but by actually building things that work. And because I’ve been through it, I don’t buy into every shiny framework or LinkedIn trend. I read everything, believe little, and, most importantly, I filter the noise. Which is more than most self-proclamed guru do.
Research That Doesn’t Follow the Rules
I look beyond competitors. I study products that solve different problems in unrelated industries, and translate those patterns into unexpected solutions. That’s where real innovation lives. Not in copying what your competitor did last week.
I understand people. Sue me.
Yes, yes, you’re not the user. I know. But here’s the thing: if you spend enough time building things for people, with people, and around people, you start to notice patterns. I watch. I listen. I pick up on stuff. It’s called paying attention. That doesn’t mean I skip testing or run on gut feelings. But it does mean I’m usually not starting from zero.
Frameworks Are Just Training Wheels
Yes, I’ve tried the templates. No, I don’t rely on them. They’re good until they aren’t. I build process around the problem, not the other way around.
Design Principles
No UX cults. No nonsense. Just beliefs forged in real work.
During my career, I’ve made mistakes, learned what works, and seen how users behave when no one’s watching. These are the beliefs I keep coming back to. Not because they sound good in a slide deck, but because they’ve held up under pressure. They help me decide when to push, when to simplify, when to say “no,” and when to ignore the latest trendy framework getting traction on LinkedIn.
They’re not rules. They’re reminders. Not carved in stone, but forged in messy, fast-moving, high-stakes work.I bring them with me to every project. Quietly, consistently, and unapologetically.
Clear Over Clever
If users have to guess, you’ve already lost.
Don’t trap users
People aren’t dumb. Take away their choices, and they’ll take the only one left: leave.
Understanding users isn’t magic
It’s experience, observation, and giving a damn about what they’re trying to do.
Your framework isn’t law
I’ll use it if it fits. I’ll ditch it if it doesn’t. Just because it’s trending on LinkedIn doesn’t mean it’s good.
Design should feel effortless
People don’t notice it because it just works.
Outside Work
Turns Out I Have a Life
I’m not just a Product Designer, I’m also a proud Italian, which mostly means I talk with my hands and try (politely) to skip queues. Outside of work, I chase things that keep me sharp, give me perspective, or just balance out hours of screen time. Whether it’s a gig, organizing my Wednesday Football League team like it’s a Champions League final (and yes, I believe in post-game beers as a form of therapy), or getting lost somewhere around the world on purpose, these are the things that shape how I think.
I live for rock gigs. If your playlist doesn’t include at least three 90s alt bands, we can still be friends, but barely.
I run (not fast), I lift weights (not heavy), and I play football every week. UX is a team sport. So is football. Coincidence? I think not.
I also love a good road trip, especially the unplanned kind where you end up lost but spiritually fulfilled.