Growing up between two cultures, and later working across Europe and Asia, taught me that players read the same screen in very different ways.
I studied product-service system design at Politecnico di Milano and NABA, with a year at Tongji University in Shanghai. It taught me to design the whole journey around a product, as well as what's on screen.
My first role was at Technogym, designing the connected console on its gym equipment. Watching people use it mid-workout, tired and distracted, taught me to design around how people actually behave. I took that into games at Miniclip and never looked back.
Since then I've shipped mobile hits, built original IP and led UX on AAA console games in Italy, China, Vietnam, Germany, Poland and the UK. Today I work with studios as a consultant on player experience and creative direction, and I write books about directing and the creative process.
