My Story
My Linkedin
My Projects
Developing Core Skills
in Design, Research, Business, AI, Tech & Stakeholders Management
12 years of cross-industry experience driving strategic design innovation (0→1) and optimisation (1→2)
Head of Digital Studio
UX & Service Designer Specialist
UX Researcher & Experimenter
UX & Business Strategist
Design & Research Ops
AI Solutions Strategist
Across different countries
Italy 🇮🇹 France 🇫🇷 Australia 🇦🇺 Canada 🇨🇦
Creating meaningful impact through user-centered design and measurable business results.
I deliver valuable, usable solutions grounded in user research directly enhancing user experiences.
My work also drives tangible business outcomes: unlocking new revenue streams, reducing costs, and delivering measurable savings.
I designed and delivered 5 quick wins in 3 months by mapping the mental health journey. I used a service blueprint analysis in collaboration with doctors to identify these opportunities.
+50%
Intake Completion
& Consultation Rate
I spent a year collaborating with the lead PM to strategically launch a home renovation service across five European countries, successfully navigating diverse regulations and subsidies.
200K
Revenue for a Home Renovation Service
I launched a new drop-off survey to understand why members were quitting. As a result, I recommended five solutions that aimed to increase doctor consultations by 30%.
-30%
Drop-off Rate
in the health intake
I designed and delivered three new Generative AI solutions for HR experts. These solutions automate redundant, low-value tasks, allowing them to focus on the core of their work.
80k
Cost Reduction with AI Solutions for HR
Based on exploratory research, I redesigned the member journey to eliminate four manual hand-offs, implementing two solutions that free up space for other patients.
-60%
Waiting time for
a consultation
Through an analysis of two core customer journeys, I identified 35 opportunities that directly led to a reduction in drop-offs and a decrease in operational costs.
700K
Cost Savings act on
35 Opportunities
The Strategy: Define where to play
DESIGN THE RIGHT THING BUSINESS DESIGN
The Tactic: Define how to play
DESIGN THE THING RIGHTEXPERIENCE DESIGN
My process is driven by a deep, front-to-back understanding of the end-to-end journey, ensuring all stakeholder needs and project context are fully considered.
Conducting more than 150+ Research Studies in 1 year informing the overall company strategy
Hey, It’s Me Fredy
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2
💬
Feedback From My Peers
Fredy is a powerhousewithin our team, ensuring we always have deep member insight to support our projects, proactively initiates opportunities
T
Fredy is a fantastic championand is the author of our north star vision concepts as well as short term opportunities to improve MX
S
Apart from being an expertis also a hard working and very reliable colleague, contributing to the overall UX team culture
H
Fredy always goes beyond, he's an innovator within our team and crucial to our success. He works quickly, effectively and carefully - a rare combo.
G
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You've reached the bottom
I’m Italian and fully certified in the art of tiramisù 🇮🇹 🍰.My design philosophy is guided by a single North Star: improving lives through meaningful innovation. With a multidisciplinary background spanning UX design, social services, engineering, psychology, and project management, I possess the holistic skillset needed to create inclusive systems tailored to users' true needs and aspirations.
I don’t just wait for directives; I proactively drive decisions. I lead by sharing insights from practical research and experimentation, believing that innovation thrives on collaboration and knowledge-sharing rather than isolation.
Expert in key design tools
to shape the vision of my experiences
Certified Across
Several Domains
Give me, give me more (Numbers...)
Subscribe to My Blog 📚
My Linkedin
My Story
My Projects
Developing Core Skills
in Design, Research, Business, AI, Tech & Stakeholders Management
12 years of cross-industry experience driving strategic design innovation (0→1) and optimisation (1→2)
Across different countries
Italy 🇮🇹 France 🇫🇷 Australia 🇦🇺 Canada 🇨🇦
Creating meaningful impact through user-centered design and measurable business results.
I deliver valuable, usable solutions grounded in user research — directly enhancing user experiences.
My work also drives tangible business outcomes: unlocking new revenue streams, reducing costs, and delivering measurable savings.
I designed and delivered 5 quick wins in 3 months by mapping the mental health journey.
I used a service blueprint analysis in collaboration with doctors and members to identify these opportunities.
+50%
Intake Completion
& Consultation Rate
I spent a year collaborating with the lead PM to strategically launch a home renovation service across five European countries, successfully navigating diverse regulations and subsidies.
200K
Revenue for a Home Renovation Service
I launched a new drop-off survey to understand why members were quitting. As a result, I recommended five solutions that aimed to increase doctor consultations by 30%.
-30%
Drop-off Rate
in the health intake
I designed and delivered three new Generative AI solutions for HR experts. These solutions automate redundant, low-value tasks, allowing them to focus on the core of their work.
80k
Cost Reduction with AI Solutions for HR
Based on exploratory research, I redesigned the member journey to eliminate four manual hand-offs, implementing two solutions that free up space for other patients.
-60%
Waiting time for
a consultation
Through an analysis of two core customer journeys, I identified 35 opportunities that directly led to a reduction in drop-offs and a decrease in operational costs.
700K
Cost Savings act on
35 Opportunities
The Strategy: Define where to play
DESIGN THE RIGHT THING BUSINESS DESIGN
The Tactic: Define how to play
DESIGN THE THING RIGHTEXPERIENCE DESIGN
My process is driven by a deep, front-to-back understanding of the end-to-end journey, ensuring all stakeholder needs and project context are fully considered.
Conducting more than 150+ Research Studies in 1 year informing the overall company strategy
Hey, It’s Me Fredy
1
2
💬
Feedback From My Peers
Are you still there?
You've reached the bottom
I’m Italian and fully certified in the art of tiramisù 🇮🇹 🍰.My design philosophy is guided by a single North Star: improving lives through meaningful innovation. With a multidisciplinary background spanning UX design, social services, engineering, psychology, and project management, I possess the holistic skillset needed to create inclusive systems tailored to users' true needs and aspirations.
I don’t just wait for directives; I proactively drive decisions. I lead by sharing insights from practical research and experimentation, believing that innovation thrives on collaboration and knowledge-sharing rather than isolation.
Expert in key design tools
to shape the vision of my experiences
Certified Across Several Domains
Give me, give me more (Numbers...)
About me
My Stories (Coming Soon)
My Linkedin
My Blog 📚
Developing Core Skills
in Design, Research, Business, AI, Tech & Stakeholders Management
And growing in the fields of Artificial Intelligence (AI), Leadership, and influencing strategic decisions with data.
🧠 Strategic Thinking
- Systems thinking & complexity navigation
- Service ecosystem mapping
- Value proposition design
- Business model design
- Policy and regulatory context awareness
- Strategic foresight & speculative design
- Opportunities Roadmap Prioritization
- Objects Oriented User Experience (OOUX)
🧩 Exp. Design
- End-to-end service blueprinting & Journeys Design
- User journey orchestration & Ops
- Multi-channel / omni-channel service design
- Designing for service moments (front stage vs backstage alignment)
- UI Design: Information architecture, Interactions, Visual Design, Content design
- Holistic prototyping of services (Low to High Fidelity)(including org & process levels)
- Concept Prototyping using AI Tools
🧪 Research
- Mixed-method user research (quant + qual)
- Contextual inquiry & ethnographic methods
- Research operations and governance
- Synthesizing insights to strategic implications
- Insights Repository Management
- Testing hypotheses with service prototypes
- KPI definition & measurement frameworks for Experimentations
- Opportunities Design impacting Business Outcomes
🤝 Stakeholder Management
- Executive and cross-functional workshop
- Co-creation with users, staff, and partners
- Conflict mediation and alignment-building
- Storytelling for influence and clarity
- Visual facilitation and systems mapping live
- Driving consensus in politically complex orgs
🎯 Collaboration & Leadership
- Leading multi-disciplinary teams for the same goal(Design, Product, Ops, Policy)
- Influencing executive stakeholders
- Advocacy for user needs within business and delivery contexts
- Be the voice of users in business oriented decisions leaded by Executive board
🧬 Mindsets & Meta-Skills
- Design humility and curiosity
- Comfort with ambiguity
- Outcome orientation (not just deliverables)
- Strong narrative framing abilities
I’m Italian and fully certified in the art of tiramisù 🇮🇹 🍰Born in the heart of the Alps, I grew up battling in Pokémon games 🎮 and getting lost in Tolkien and Star Wars worlds 📖 (Now the professional part...)
My design philosophy is guided by a single North Star: improving lives through meaningful innovation. With a multidisciplinary background spanning UX design, social services, engineering, psychology, and project management, I possess the holistic skillset needed to create inclusive systems tailored to users' true needs and expectations.
I don’t just wait for directives; I proactively drive decisions. I lead by sharing insights from practical research and experimentation, believing that innovation thrives on collaboration and knowledge-sharing rather than isolation.
12 years of cross-industry experience driving strategic design innovation (0→1) and optimisation (1→2)
Head of Digital Studio
UX & Business Strategist
UX & Service Designer Specialist
Design & Research Ops
UX Researcher & Experimenter
AI Solutions Strategist
Certified across domains
Job To Be Done
Certified OOUX Strategist
Journeys Management
AI Agents (GEAR)
Business Testing
Intake Completion
& Consultation Rate
+50%
I designed and delivered 5 quick wins in 3 months by mapping the mental health journey. I used a service blueprint analysis in collaboration with doctors and members to identify these opportunities.
Drop-off Rate
in the health intake
-30%
I launched a new drop-off survey to understand why members were quitting. As a result, I recommended five solutions that aimed to increase doctor consultations by 30%.
Waiting time for
a consultation
-60%
Based on exploratory research, I redesigned the member journey to eliminate four manual hand-offs, implementing two solutions that free up space for other patients.
Revenue for a Home Renovation Service
200k / Year
I spent a year collaborating with the lead PM to strategically launch a home renovation service across five European countries, successfully navigating diverse regulations and subsidies.
Cost Reduction with AI Solutions for HR
80k / Year
I designed and delivered three new Generative AI solutions for HR experts. These solutions automate redundant, low-value tasks, allowing them to focus on the core of their work: human connection.
Creating meaningful impact through user-centered design and measurable business results.
I deliver valuable, usable solutions grounded in user research, directly enhancing user experiences.
My work also drives tangible business outcomes: unlocking new revenue streams, reducing costs, and delivering measurable savings.
Cost Savings activating
35 Opportunities
700k
Through an analysis of two core customer journeys, I identified 35 opportunities that directly led to a reduction in drop-offs and a decrease in operational costs.
The Tactic: Define how to play
DESIGN THE THING RIGHT - EXPERIENCE DESIGN
The Strategy: Define where to play
DESIGN THE RIGHT THING - BUSINESS DESIGN
Conducting more than 150+ Research Studies in 1 year informing the overall company strategy
My process is driven by a deep, front-to-back understanding of the end-to-end journey, ensuring all stakeholder needs and project context are fully considered.
I love leading projects from start to finish, ensuring the final product consistently meets a high standard of quality.
Iterate and prepare the design to be implemented
REFINEMENT
Write down User Stories & Requirements
SPECS
Support Developers to implement the solution
DELIVER
Answer low confident
& riskiest questions
DISCOVERY
User & Business Opportunities
DEFINE
The most impactful opportunities
PRIORITYZE
On possible to-be journeys to
cover user’s unmet needs
IDEATE
To de-risk assumptions
with concepts testing
EXPERIMENT
For Future Implementation
PREPARE
Design the step by step user flow and journey (Front to back)
EXP. DESIGN
Design Information Architecture & Interactions
UI DESIGN
Processes, sub-flows interactions, logics, tasks
and this is My Story
Books & Articles Writers
Speaker to UX Events
AI Products Builder
Expert in key design tools
to shape the vision of my experiences
Figma
Gemini PRO
Lovable
Smaply
Google Suite
Adobe CC
Notion
1
2
💬
Feedback From My Peers