We explore people's needs to design extraordinary user experiences.

We explore people's needs to design extraordinary user experiences.


Clear, measurable goals

The definition, understanding and sharing of business goals are the basis of design process.

Clear goals allows us to immediately identify indicators and KPIs in order to make the performance measurable during the monitoring phase. Continuous improvement starts from the earlier stage of our process.


People first

We never design a digital product starting from its functionality. Our starting point is always the people who will use it and their needs.

People's experience has the greatest influence on the success or failure of any tool. For this reason, our methodology brings the individual to the center of the design process.

From a human-centered perspective, we know that we can't design a satisfactory experience without knowing the people we're working for: the end-users of the product.

Seeing the big picture

The experience with a product or a service often starts before the user begins to use it.

Each touchpoint has a specific purpose that represents a step in the users' macro customer journey. First, we need to create interest around the service. Then we need to clearly explain how it works. The actual use of the application by the user is only the last step.

This makes sure that the overall user experience is not limited to the use of the digital product we are called upon to design.

It could start on other applications, end with actions that don't involve digital touchpoints or even involve physical and digital steps between process phases.

It's necessary to map the macro customer journey keeping in mind that each personas may need dedicated flows. We have to devote time and attention to each touchpoint to avoid losing users before they have a chance to use our product or service.

Only a holistic view can lead to a good customer experience.

Customer Experience

"The perception of brand identity is the sum of all the contact experiences between the user and the brand."

Omnichannel vision

Every time a company communicates through a website, a business card or a post on social networks, it's actually building a relationship with a potential customer. The brand perception is the sum of all these experiences.

The design of the brand, the look and feel of the website, the consistency of the visual system, the tone of voice: every single part contributes to creating the brand perception. We have to carefully design the way we want to be perceived.

UI is UX

Every item of the interface affects the user's perception of the experience. Colors, typography, icons, micro animations, visual feedback, audio, empty and loading state: every detail needs to be designed with care.

It is also proven that interacting with a beautiful environment, physical or digital, positively affects productivity and conversions.

We consider UI and UX as sides of the same coin, so we devote attention and research to both aspects in order to make them work together towards a common goal.


Code is design

Every digital product has to be developed. It’s hard to accept for a designer but users will never interact with our pixel-perfect mockups and prototypes.

This is the reason why technology has a leading role in every step of our design process.

Designers and Developers work together along with all the project, sharing technical constraints and design proposals in an iterative loop to create better products.