With 10+ years across startups and scale-ups, I combine hands-on execution & leadership to shape products from 0-to-1 and beyond. I'm a product-minded designer who works closely with founders, product, and engineering to achieve business outcomes.
topi is a B2B fintech startup that provides a Device-as-a-Service (DaaS) platform aimed at transforming how businesses procure and manage their IT equipment. Being the first designer in the company, I built both the product and the design function from the ground up.
When a device subscription ends, customers decide whether to upgrade, extend, buy out or return. I redesigned that whole moment into a smooth, trusted experience, lifting upgrades and adoption while laying the foundation for Ops automation.
With this initiative we introduced some flexible billing options (yearly billing, paid in advance), with the goal to increase acquisition, activation and retention of premium users.
Start with the problem
Understand the problem before designing the solution. The clearer the problem, the more effective the solution and its scope in achieving the desired outcome.
Keep things simple
Simplicity is the result of deeply understanding the complexity and making deliberate choices about what deserves the user’s attention, to create experiences that feel obvious, natural, and easy to use.
Lead through collaboration
Design is a team sport. Great solutions come from combining user insights, business goals, technical constraints, domain expertise, and feedback. Our role is to bring those perspectives together, facilitate productive discussions, and synthesize them into a clear point of view.
Optimize for outcome
Features are outputs. What matters is whether we improve user and business outcomes. The best solution is often the simplest one that creates the desired change.
Pound the rock
Great design is built through consistent improvements that compound over time. Every project is an opportunity to make things better. Some ideas might need to wait, but “not now” doesn’t mean “never”. Keep them alive and revisit them when the time is right.
Born and raised in northern Italy, at the foot of the Dolomites, I’m now based in Barcelona, where I live with my family. Beyond design, product, and startups, I love spending time with my kids, doing road trips, camping, cooking, “relaxing” in front of a football match, and — whenever I can — skiing. And I’ll rarely say no to a beer with friends.
If you’re building something ambitious, or just want to chat about design, startups, or AI, I’d love to hear from you.