How I Started
At 17, I was living the dream of a punk rock band member. Our drummer, a budding developer, invited me over one day to show me something incredible. On his computer screen, I saw our band's pictures and song list displayed on a website he had created.
"This is our website," he said proudly. "Anyone in the world can listen to our songs now. What do you think?"
My jaw dropped. "What? That's insane! You've got to teach me how you did this!" That moment, 24 years ago, sparked a fire in me that's still burning today.
I dove headfirst into learning basic HTML and CSS. The idea that I could connect with people worldwide so easily and quickly was mind-blowing.
Into the Wild
At 20, fueled by dreams of punk-rock stardom, my friend Roberto and I packed our bags and headed to Buenos Aires, Argentina. We spent three exciting years there (Roberto stayed even longer).
During this time, I stumbled into the world of design, working for various agencies. The excitement I felt when our drummer first showed me that website was still very much alive.
I was incredibly fortunate. Many U.S. companies were outsourcing work to South America, and the agencies there were becoming well-known for their quality. I soaked up all the design fundamentals, from tools to UI best practices. Back then, I was even a Flash designer ā remember that?
Consolidation
Returning to Italy, I stepped into the role of a UX/UI Designer. UX was the new buzzword, and I'll admit, I was one of those designers who focused on making websites and apps look good without considering the users, the reasons behind the design, or the business goals.
I had the incredible opportunity to work with several top-notch agencies in Bologna. I collaborated with amazing people and big-name clients, especially in the motorsports world ā think Lamborghini, Ferrari, Ducati. It was thrilling!
During this time, I learned invaluable lessons: how to work effectively in a team, how to put users at the center of design, how to collaborate with clients, and how to apply UX best practices in the agency world.
Exponential Growth
Life took another exciting turn when my family and I decided to move to Switzerland. In just three short years, I went from being a mid-level designer to heading up interaction design. Within five years, I had established myself as a respected product and UX leader.
The secret to my rapid growth? I constantly pushed myself and my teammates to improve. We made it a point to learn something new every month, apply it to real-world situations, get feedback, improve, and start the cycle all over again.
Another crucial factor was my ability to spot gaps and opportunities within the companies I worked for. I'd dive deep into these areas, observe how other companies were tackling similar challenges, and proactively propose solutions.
This journey has been nothing short of amazing. From a punk rocker fascinated by a simple website to a UX leader shaping digital products, every step has been a learning experience. And the best part? The excitement I felt at 17 is still with me, driving me forward every day.
