Design, Leadership & Product Strategy

Bio

Originally from Italy, I started my career in San Franciscoafter graduating from Hyper Island. Since then, my journey into design has evolved across the following phases:

  1. I spent my formative years designing for digital agencies (AKQA, R/GA, Odopod, Fantasy), where I focused on craft and execution for a large number of verticals.
  2. I moved to the client side to lead design at Tubi (acquired by Fox in 2020), where I built and shipped an entire product and brand ecosystem iteratively.
  3. In 2017 I joined Microsoft to bring new thought leadership to Fluent, and most recently I have lead the Windows Design Systems team throughout the release of Windows 11 (shipped October 2021), focusing on strategy and partnerships across disciplines and organizations.
  4. Most recently, I am the leader of the design organization at Tubi, where I oversee product and research teams.

Today I work as a design executive, advisor and operator with expertise in brand, product and design systems. I am an advocate for agile and distributed work practices, the open web, and free access to information.

Competences

  • Product Design
  • Branding
  • Design Systems
  • Developer Experience
  • Front-end Development
  • Design Ops

I am technically minded and I maintain a generalist design practice as a way to impact all aspects of the customer lifecycle (with particular attention to brand, product, systems, code).
I am intentionally curious, and spend great part of my free time rounding out my skillset through research, experimentation and practice.

Method

I believe in building products incrementally and in leading teams towards professional and business goals through situational and supportive leadership. These are some of the core tenets to my design method.

Design
  • Be conceptually coherent
  • Lead with a strong foundation and defaults
  • Optimize for high composability
  • Make it memorable
Leadership
  • Establish the vision by working in the open
  • Align organizations by identifying shared incentives
  • Motivate teams to deliver excellence
Management
  • Meet individuals where they are
  • Build trust
  • Direct, coach, empower and delegate as appropriate
  • Drive personal and business growth
Strategy
  • Know your customer and build for them
  • Prioritize ruthlessly
  • Ship incrementally and often
  • Measure and learn