A personal variant of Design Thinking, shaped over 20+ years across banking, entertainment, medical, and finance. Five phases, one spine: listening to people, and to context.
01
Empathize + Understand
I listen to people and feel their pains, needs and opportunities. Most of all I listen to the people inside the organization and to my own collaborators: the voices processes overlook, full of insight born from everyday life.
Output: First layer of insights
Deliverables
User research
Personas
User journeys
Management & governance
Stakeholder map
Baseline and success definition (starting KPIs)
Team and collaborator assessment
02
Frame + Inspire
I listen to the context, trends, best practices and new technologies, to take the best from change. Then to the organization: requests from leadership, development teams and stakeholders, to know the limits, principles and tools to respect.
Output: Second layer of insights
Deliverables
AS IS picture
The first analysis: it maps the starting situation.
Trend research
Benchmarking
Competitors map
Key insights
The hinge: it sums up the whole analysis, Listening and Adaptation.
Management & governance
Voice of definition
Leadership, tech, budget and operational constraints
Scope and resources per area
Definition of skills heatmap, soft skills, career perspective
03
Envision
Both layers of insight become opportunities and solutions. UX/UI principles shape them into a concept, shown through pretotypes and prototypes that everyone reads the same way, at any scale.
Output: A concept validated before Design
Deliverables
Product vision
Value proposition
Service map
UX concept
UI concepts
Management & governance
KPI hypotheses
Vision and value proposition
Communication rhythm
04
Prototype + Define
Detailed solutions, built on the validated concept. Governance and execution at once: a roadmap, waterfall or sprint, with every stakeholder co-designing and validating.
Output: One roadmap, co-designed
Deliverables
UI patterns
Mockups
Service blueprint
UX guidelines
MVP definition
Management & governance
Roadmapping
Design Ops
Design governance
Cross-functional alignment
Delivery Ownership
05
Implement + Iterate
I test and develop the design, iterating from a beta to a mature solution with strong UX performance, validated on the market, for real impact.
Output: From beta to mature
Deliverables
User tests / Analytics
UI guidelines
UI / Data visualization library
Micro UX guidelines
Management & governance
KPI review (A/B, adoption)
Iteration strategy
Scale-up strategy
UX Governance
Product ownership
