Ad Pilot

Ad Pilot tool empowers users to create ads, plan campaigns, and predict performance using the power of AI. The Outcomes:

1) 200% increase in marketer's productivity;
2) De-risking the spending of client's budget and reducing the campaign planning time by 50%.

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Adform Flow

A transformation of Adform - a SaaS B2B digital advertising platform. The Outcomes:

1) 20-60% efficiency gains (PWC audit);
2) Token-based design system (70+ components, 50+ interaction patterns) ensuring consistency accross the products of the Full-Stack;
3) Red Dot and If Design Awards for User Experience and User Interface.

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Mondadori Design System

Pioneering the Design System for Mondadori, Italy's largest publisher with 12+ webportals and 190MM Monthly Page Views. Results:

1) A comprehensive Interaction Design System guide: Page types, patterns and building blocks;
2) Standadization of the production process for Mondadori's web portals, leading to a significant cut of development time;

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About me

I am a Design Leader and Builder dedicated to the synergy of UX, business strategy, and technology. With over 15 years of experience, I help organizations de-risk innovation and scale products through systems-thinking. By aligning user-centric design with commercial objectives, I ensure every product decision serves as a strategic step toward optimal business performance.

Multidisciplinary & Global Perspective

My career spans diverse industries — including Robotics, Healthcare, FinTech, TelCo and AdTech — and both B2B and B2C sectors. Having lived in six countries and mastered six languages, I bring a rare multicultural perspective to design challenges. This global "360-degree" lens allows me to navigate complex user behaviors and lead diverse teams with empathy and clarity.

Strategic Impact & Execution

I specialize in elevating design maturity within organizations. Whether I am optimizing high-traffic user journeys for millions of customers or architecting scalable design systems, my focus remains on driving measurable results. My hands-on approach covers the entire product lifecycle:

- Discovery: Aligning design strategy with high-level business goals.
- Design: Creating delightful, high-fidelity experiences and robust systems.
- Execution: Leveraging a technical background to contribute from research through to UI development.

Innovation & Entrepreneurship

Beyond design leadership, I am a former startup co-founder and a US patent holder. This entrepreneurial mindset ensures that I don't just design interfaces; I build sustainable, innovative solutions that solve real-world problems.   

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Collaborations & partnerships:

Awards and patents:

Red Dot Award for User Interface 2021 - Adform Flow, integrated advertising platform

If Design Award for User Experience 2022 - Adform Flow, integrated advertising platform

1st place award at "Create with Sony Ericsson" contest with the app Graffiti 3D for Xperia X10 Mini phone

Briqs App Startup – Finalist at Capital Factory's "Move Your startup to Austin" competition at SXSW 2014

US patent application 13902924 "System and method for semantics-concise interactive visual website design"