Brand, interfaces, and the systems behind them, now built with AI too.
2022 — present · Principal Product Designer · B2C, B2B sportsbook and esports
Every Betsson sportsbook runs on this system, B2C and B2B, in many countries. The colours follow a rule instead of a hand. A new brand becomes a set of values, and nobody rebuilds it by hand. Four hundred and eighteen components. The best day was the one when another team shipped a screen with them and never had to ask us a thing.
We rebuilt the look of the sportsbook for every B2C and B2B brand, in light and dark. We moved no user flow. We broke no component. That is why it shipped. Fourteen months, eleven of us, more than a hundred specification files, and a lot of hours in a room with the developers going through the small things until the screens matched the design.
The code and the design library drift apart. After a few months nobody trusts either one, and every handover starts with an argument about which is right.
Five agents rebuild the library from the code. Each one has a single job. They pass a written document between them. Where the code is unclear they stop and ask.
The last agent compares Figma with the code and reports what is wrong. It is not allowed to fix anything.
2024 — 2025 · Principal Product Designer, esports betting
BetPeek sits over a live esports stream. Score, team money, player numbers, and a 3D replay of the map. You place a bet without looking away from the match. Desktop and mobile, designed from the first sketch to the shipped product, with product and engineering in the room the whole way.
2002 — 2022 · Art direction, interface and vector design — Emilia-Romagna & Malta
Twenty years before any of this. Interfaces and identity for factories and shops: IMA, Datalogic, Sidel, Bonfiglioli, BMC, Larm, STM. Bologna FC, Dr. Scholl's, Beghelli, Italpizza. The Sanremo Festival had interactive totems, built in Flash. Those years were spent designing emblems, logotypes and packaging. It never stopped.
Winner — 2nd World Emblem Competition, NCSOFT Guild Wars Legacy
2002 — present
What turns a design into a product is a room of people who agree.
Nine years in betting now. Sportsbook products for B2C and B2B brands, in Italy, Malta and Sweden, as an independent consultant for Betsson Group. Ten years of art direction for factories and consumer brands before that, and agencies in Emilia-Romagna before that.
Nothing ships because a designer wants it to. It ships because the developers know why every value is what it is, because the product owner can see what changes for the user, and because the manager can see what it costs. So the job is talking, showing, taking the questions, and going back to fix whatever the questions found.
Twenty years of vector design came before Figma. What stayed is minimalism. Keep it simple. Cut whatever cannot be explained. The K.I.S.S. principle earns its keep on a logo and on a component library alike.
Thirty years in, watching a confusing screen turn simple is still the best part of the week. That is the whole reason for staying.
A team that does not compete with itself does better work than a team of stars. Give people time to study a problem and to pass on what they find, and the systems start looking after themselves.
Sicily, a kitchen, a bicycle, manuals, anime, and videogames with friends.
The job has not changed in thirty years. Take something hard to use. Make it simple. Write it down, so the next person can carry it.
Thirty years does not fit on one page. LinkedIn has the people I worked with, and it is the quickest way to reach me. GitHub has the tools and the agents, source and all. The CV has the record, year by year.