Workbench
For most of my career, designing meant imagining products that other people would eventually build. Working with AI has changed that. Today I can explore ideas by building them, experiencing them, and refining them in hours instead of weeks.
That shift has fundamentally changed how I think about design. Rather than wondering whether something is possible, I spend far more time deciding whether it’s worth building. Every iteration becomes something I can use, react to, and improve, making the design process feel much closer to the physical crafts I’ve always enjoyed—where you’re involved in the entire creative cycle from idea to finished object.
About me
Born in Rome, I lived in London for over two decades and now call the Bay Area home with my family.
I spent over 20 years designing digital products — across online advertising, broadcast media, and service design. For much of the last decade, that work has been at Google, helping shape the advertising tools used by millions of businesses worldwide.
What drives me is finding the simple ideas that help people make sense of complex systems. As products grow, they often become reflections of the technologies and processes behind them, asking users to adapt to the way the system works. I enjoy reversing that relationship — creating experiences organized around human goals and decisions while preserving the power and flexibility of the systems behind them.
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