I turn scattered ideas into a north star you can steer by.
I work with product, innovation and design leaders who want to drive change while bandwidth is thin, pressure is high and the direction is still abstract.
When to bring me in
The high-stakes initiative
The brief is big: define a new product or service direction.
The stakes are visible, and the room will be full of opinions. Your product or design teams are strong at delivery, but this asks for someone who can shape and hold the direction across stakeholders and drive it end to end.
The bar to raise
Everyone delivers. The whole experience was never defined.
Design, product and marketing each move forward on their own terms, but nothing ties the pieces together. The work stays local. The gap isn’t more capacity. It’s someone senior enough to work across functions and connect what each team is doing into one coherent experience.
The bold idea
You can see it. No one else can yet.
It’s still only in your head. Your product or design teams may not have the bandwidth or the seniority to carry something this ambiguous, and a rough idea won’t land until it’s tangible enough for the organisation to commit to.
What I do
Every new idea is a change, and change doesn’t happen without something tangible to gather around. It doesn’t happen without bringing people along the way. It doesn’t happen without a coherent direction everyone stands behind.
Change is messy, so I work as a generalist, reading the system you’re in and building all three with you. In practice, that means whatever the moment needs: design research, mapping and workshopping, shaping the vision and strategy, crafting concepts and the stories that carry them, or prototyping and testing what comes next.
Ways to work together
The shape of the work depends on where you’re starting. Usually, it’s one of these three.
3–6 months
Scanning how a domain is changing and framing the product and service directions worth pursuing.
It starts not with a problem, but with a domain that needs a map of future problems and opportunities. The process is both explorative and convergent: expert interviews, strategy sessions and desk research, then iterative co-creation sessions that bring fragments of future solution to the surface. What lands is a set of concepts, each describing the future problem it solves and the benefit it delivers, held together by a narrative that informs your roadmap.
Weeks to months
Turning half-formed directions or emerging opportunities into concepts your teams can build from.
The work runs through understanding, reframing, opening up options, and converging on a concept. Conversations with users, PMs, marketers, engineers become insights, journey maps, validated prototypes. What lands is a concept co-created with the team, concrete enough to test and build from.
Ongoing / across initiatives
Sparring with you across projects and alongside teams, so what ships moves your strategy forward.
I join the team on an interim basis. Part thinking partner to leadership, part connector across functions, part hands-on where the work needs it. The outputs accumulate: hypotheses, prototypes, tested concepts, decisions documented and shared. I keep the line open between where the company is going and what actually ships. Direction survives contact with execution.
What clients say
At a pivotal moment for the company Giuseppe quickly gained cross-disciplinary trust and respect from stakeholders. He was an invaluable sparring partner for me in my role as the company strategy evolved throughout the year.
Giuseppe helped our product teams think more about longitudinal user journeys and less about features. Beyond the deliverables, his approach has rubbed off on those he worked with.
This is an incredibly complex clinical domain, and I’ve been impressed by how quickly you’ve immersed yourself in it. Some designers on our team still struggle with this after years.
Faced with a tight deadline and a complex set of user requirements, he demonstrated exceptional skill in distilling vast amounts of information into a clear, coherent structure that users loved.
I have worked with Giuseppe for 2 quarters on the new product from the very first ideas to the implementation phase. Giuseppe is a great team player and partner when it comes to all the stages of product creation: research, creating hypotheses, user journey maps, ideal journeys.
Giuseppe is able to drive multi-stakeholder projects and facilitate co-creative activities for clearer decision-making processes. I have learnt a lot from him, especially from his capacity to make sense of complex topics.
Together, we outlined the scope of his contributions, which Giuseppe fully achieved within the agreed-upon timeframe. Given the complexity of the project, this was no small feat.
What to expect
I take ownership of the work, stay ahead of what’s coming, and see things through to results.
Your problem is my problem
I take it on as if it were mine. You always know when I’m on it and where the work stands.
It outlasts me
I leave a process and a method behind, not just the work. The team keeps using both after I’ve gone.
I get up to speed fast
Taking in a lot at once is the normal starting point. I get fluent in an unfamiliar domain fast.
I hold a high standard
And I’m pragmatic enough to make the leap when it’s needed, instead of waiting for certainty.
About me
For over 15 years leading design and innovation efforts across logistics, fintech, hardware, music software, manufacturing. Solving problems in new domains is the part that excites me most. Mapping concepts, finding the first principles underneath, crafting to understand and to make that understanding shared.
After a period away from work, I sat in a coaching session about understanding the work I love doing and how it fits in my life. What came was an image: a room full of books and sticky notes, plants growing everywhere, warm light through a window looking out onto something green. A place where knowledge accumulates and stays alive. It made something click: what I do is seek coherence where there are fragments and build it where the dots don’t connect yet. It’s what draws me to a forest, to a landscape, to the green outside that window. Complexity that feels whole. It’s what I try to craft in the work.
Contact
If something here resonated, or you want to think out loud about a project, I’m happy to chat.