I started my adventure in London in 2013 as graphic/web designer for Start-Ups: it was a great opportunity to work on many different products, facing different Customer problems and build a strong portfolio.

I joined Betway in 2014 and from web designer I evolved into UI and UX designer to have a more holistic approach to the overall experience, working on projects from the discovery and ideation phase to the final product.

When working on a project I always make sure all stakeholders are aligned on strategy and desired outcomes, then I start from UX research & benchmark analysis, heuristic evaluations, synthesising the main findings and then creating a Vision.

Information architecture and usability are extremely important when designing a digital experience, for this reason each piece of my work goes through rigorous User validation in order for the product or feature to be clear and effective.

I encourage collaboration between stakeholders, design and tech teams, I involve them since the beginning of the process by asking for feedback, discussing ideas together and facilitating communication across teams.

UX team development is also something I'm passioned about and have managed and mentored UX designers.

I have extensive experience in Advertisement, B2B and B2C, Product Design for International Markets in travel, retail, gambling and social media.