I've been working since 2003 as an information architect, interaction designer, UX producer and instructional designer. My clients range from startups to corporations with millions of users.

I craft innovative, human-friendly interfaces. I design products and services to be functional, engaging and successful.

I have been working in many different industry sectors and have been part of several international teams around the world.

I am the creator of UX Map, an Axure library to document and map the user experience.

UX lead

I am a keen UX strategist, user researcher, designer, and I'm experienced at playing a pivotal role on projects by articulating the vision of the UX throughout the entire product lifecycle, shaping the interaction and UI guidelines, and making sure that all the stakeholders have a full understanding of the underlying principles. I am used to manage creative and production teams in a variety of contexts, from fast paced Agile environments to more traditional corporate set ups.

As a motivating leader and passionate users advocate, I can help you establish a design process that combines together user-centered, agile and lean methodologies, in order to achieve a long-term strategic advantage and invest on solutions that can evolve and adapt quickly to the transformations in the market.

User research & testing

I can conduct user research and interviews to understand your customers' expectations, habits, goals and mental models. I elicit user-centered or activity-centered requirements that translate into design solutions.

I test those solution and track the outcomes when the product goes live. It goes beyond simple user testing sessions: it's about establishing a feedback loop so you can incrementally improve the design and connect your brand with your audience.

I can also carry out usability assessments based on usability best practices (heuristics, guidelines) and competitors analysis.

In my career, I've been involved in several early stage startup projects as well as launch campaigns for clients such as eBay/PayPal, Springer, T-Mobile, Post Office, RAC, SAGIA, Unilever.

User interface design

Every design decision is an opportunity to give your customers a stunning experience. This is how I can bring value to your projects:
  • You want to create world-class interactive experiences. You look for a modern interface that looks slick, clean, responsive, and adapts itself to different distribution channels and devices.
  • You need a well-rounded professional who is not just a graphic or visual designer but someone who can blend together information architecture, interaction design, visual and non-visual communication.
  • You need a professional who is up to date with the trends, tools and technologies that can give your business the flexibility you need.
  • You need a designer with a keen eye for details.
  • You need a UX professional who is well-versed with usability best practices in specific contexts and environments, from e-commerce to social platforms, from intranets to mobile apps.

Highly interactive, annotated prototypes

A modern user experience can't rely on static mockups and wordy functional specification documents. I develop highly interactive prototypes that simulate the most sophisticated digital experiences, such as javascript-based widgets, drag and drop controls, on-scroll events, responsive designs. Prototypes are available online for discussion among stakeholders and can adapted to mobile devices, too.
Before the development cycle starts, testing a new solution and making changes on-the-go can reduce costs significantly.

The prototypes that I create serve also as an interactive documentation that contain contextual annotations and can be integrated with the latest agile management tools. This makes it very easy for the developers to know what has to be done. Why write a wordy document to describe what can be better described as a product that is real and interactive?

I created most of my prototypes in Axure RP Pro, a very powerful, UX-targeted prototyping software. I've been training companies in Europe and the US on how to master the techniques involved.

Web analytics & usability metrics

While design solutions can be aleatory and subjective, the user experience can be measured with a certain degree of accuracy through the right setup of usability metrics.

As the page paradigm dies, companies need to focus on sophisticated, qualitative data rather than old-school metrics such as page views, exit pages and clickstream analysis.
In order to interpret the behaviour of your customers, it's a good idea to track the performance of your products in the context of the greater web ecosystem, and rather than relying on globally defined KPIs, you can do better, and plan a well-thought strategy for your data collection and analysis.

Information architecture

In order for users to find their way through complex taxonomies and data structures, the navigation experience has to be the best possible, and the site content must be arranged into coherent and easily understandable groups.

In my professional experience, I've been involved in all aspects of 'knowledge architecture' (as I like to name it):
  • Information organization and retrieval: navigation, controlled vocabularies, taxonomies, search results display and prioritization.
  • Semantic-oriented strategies: ontologies and shared vocabularies.
  • Search engine optimization and marketing (for this you will need experts, but I can make sure that things are set up properly with regards to the UI).

Visual design

Making a product effective and easy to understand also involves a very good knowledge of non verbal communication, such as the visual variables that influence perception.
I've studied visual design, hence I can create a winning combination of content and presentation.

UX training

I can deliver customised corporate training and generic UX workshops targeted to professionals.

Instructional design & educational

I have a meaningful experience as an author and UX designer for scientific products, multimedia UIs and e-learning courses.
I am also very interested in service design solutions for exhibitions and museums, such as interactive displays and products to be delivered via portable devices.

Semantic technologies and metadata management

Albeit not at a professional level, I am very interested in topics related to the organization of knowledge through semantic languages, technologies and conventions, that can make user interfaces closer and closer to the humans and their needs. I studied technologies such as RDF, topic maps, microformats, Docbook, DITA, etc..