Hi! I'm Fede 👋

Hi! I'm Fede 👋

I craft products with purpose and a little bit of magic

Senior Product Manager & STRATEGIST · Behavioural Design · EdTech, FinTech, GAMing

User Focus

User Focus

User Focus

Product

Product

Strategy

Strategy

Strategy

Illustration

Deep User Empathy

I approach user research like Werner Herzog approaches interviews—with silence, genuine curiosity, and space for people to be honest. I uncover the needs users can't articulate and translate them into product strategy.

Illustration

Deep User Empathy

I approach user research like Werner Herzog approaches interviews—with silence, genuine curiosity, and space for people to be honest. I uncover the needs users can't articulate and translate them into product strategy.

Illustration

Strategic Product Vision

I excel at high-level thinking: connecting human behavior to business goals, mapping opportunity spaces, and aligning teams around a compelling story. Give me a complex problem and I'll find the insight others miss.

Illustration

Strategic Product Vision

I excel at high-level thinking: connecting human behavior to business goals, mapping opportunity spaces, and aligning teams around a compelling story. Give me a complex problem and I'll find the insight others miss.

Illustration

Behavioral Design Craft

Whether it's gamification or crafting moments of delight, I understand what motivates people. I design engagement systems that respect users: no dark patterns, no manipulation, just thoughtful product craft.

Illustration

Behavioral Design Craft

Whether it's gamification or crafting moments of delight, I understand what motivates people. I design engagement systems that respect users: no dark patterns, no manipulation, just thoughtful product craft.

I worked
with

Brands

Brands

Pigzbe

QUBS TOYS

OAG

Bright Little Labs

Global Media

NatWest

Pigzbe

QUBS TOYS

OAG

Bright Little Labs

Global Media

NatWest

What I do
(and do well)

What I do
(and do well)

Skills

Skills

Strategic Product Leadership

Connecting vision to execution, humans to business goals

Vision & roadmapping

Opportunity identification

Storytelling for alignment

Team leadership

Business innovation

Market positioning

I thrive at the strategic level, defining long-term product vision, identifying market opportunities, and aligning cross-functional teams around a compelling story. I translate user insights into business strategy and make sure everyone's rowing in the same direction.

User Research & Insight

Uncovering the needs people can't articulate

Qualitative research

Journey mapping

Experience design

Research synthesis

Insight generation

Building empathy

Ethnographic observation

I approach user research with genuine curiosity and the power of silence. I create space for people to be honest, uncover latent needs, and translate messy human truths into clear product strategy.

Behavioral Design & Engagement

Designing motivation systems that respect users

Gamification

Habit formation & retention

Behavioral psychology

Progression mechanics

Reward systems

Anti-dark pattern advocacy

Whether it's gamification, nudge design, or crafting moments of delight, I understand what makes people tick. I design engagement systems rooted in intrinsic motivation: autonomy, mastery, relatedness. Not manipulation or guilt.

Experience Design & Craft

Where design thinking meets product strategy

Design collaboration

Prototyping & validation

Accessibility-first design

Microinteraction & delight

With a design background, I bridge the gap between what's beautiful and what works. I think in experiences, not features, and I obsess over the small details that show users you actually care about their journey.

Strategic Product Leadership

Connecting vision to execution, humans to business goals

User Research & Insight

Uncovering the needs people can't articulate

Behavioral Design & Engagement

Designing motivation systems that respect users

Experience Design & Craft

Where design thinking meets product strategy

Why work with me

Why work with me

Benefitsss

Benefitsss

Illustration

Human Psychology Meets Business Goals

I understand what motivates people: autonomy, mastery, relatedness. Whether it's designing gamification or mapping journeys, I build products for humans first, and that's what drives retention and revenue.

Illustration

Human Psychology Meets Business Goals

I understand what motivates people: autonomy, mastery, relatedness. Whether it's designing gamification or mapping journeys, I build products for humans first, and that's what drives retention and revenue.

Illustration

Human Psychology Meets Business Goals

I understand what motivates people: autonomy, mastery, relatedness. Whether it's designing gamification or mapping journeys, I build products for humans first, and that's what drives retention and revenue.

Illustration

Strategy And Execution

I bring the most value at the strategic level, defining vision, identifying opportunities, and aligning teams around a story. I see patterns across industries and translate them into opportunities.

Illustration

Strategy And Execution

I bring the most value at the strategic level, defining vision, identifying opportunities, and aligning teams around a story. I see patterns across industries and translate them into opportunities.

Illustration

Strategy And Execution

I bring the most value at the strategic level, defining vision, identifying opportunities, and aligning teams around a story. I see patterns across industries and translate them into opportunities.

Illustration

Proven Across Industries

EdTech, FinTech, AdTech. Products for children learning to code and adults managing money. I find the human constants that apply across very different contexts.

Illustration

Proven Across Industries

EdTech, FinTech, AdTech. Products for children learning to code and adults managing money. I find the human constants that apply across very different contexts.

Illustration

Proven Across Industries

EdTech, FinTech, AdTech. Products for children learning to code and adults managing money. I find the human constants that apply across very different contexts.

Illustration

Bridge Design & Business

I started in design, then got my MBA while working full-time, and even ran a startup as general manager. I understand what's beautiful, what's possible, and what drives revenue.

Illustration

Bridge Design & Business

I started in design, then got my MBA while working full-time, and even ran a startup as general manager. I understand what's beautiful, what's possible, and what drives revenue.

Illustration

Bridge Design & Business

I started in design, then got my MBA while working full-time, and even ran a startup as general manager. I understand what's beautiful, what's possible, and what drives revenue.

Illustration

Deep Empathy, Real Insights

I approach users with genuine curiosity. I uncover the needs people don't even realize they have.

Illustration

Deep Empathy, Real Insights

I approach users with genuine curiosity. I uncover the needs people don't even realize they have.

Illustration

Deep Empathy, Real Insights

I approach users with genuine curiosity. I uncover the needs people don't even realize they have.

Case Studies

Case Studies

Portfolio

Portfolio

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Zero to Launch: Product Strategy & Execution for a Coding Toy (EdTech · Hardware + Software)

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Zero to Launch: Product Strategy & Execution for a Coding Toy (EdTech · Hardware + Software)

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Building a Self-Service Ad Platform in a £34.7B Market — 3x Industry Conversion Rate

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Building a Self-Service Ad Platform in a £34.7B Market — 3x Industry Conversion Rate

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AI-Led Innovation Strategy for NatWest: From Cost Centre to Strategic Differentiator

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AI-Led Innovation Strategy for NatWest: From Cost Centre to Strategic Differentiator

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Educational Game Design: Translating Play-Testing into Product Decisions

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Educational Game Design: Translating Play-Testing into Product Decisions

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Pigzbe: Designing a Family FinTech Product for Children and the Adults Who Trust Them

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Pigzbe: Designing a Family FinTech Product for Children and the Adults Who Trust Them

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Product Strategy for OAG: Defining the Roadmap for a B2B Data Intelligence Platform

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Product Strategy for OAG: Defining the Roadmap for a B2B Data Intelligence Platform

What people say about me

Testimonials

Testimonials

Testimonials

My journey has been wonderfully non-linear.

From a small Italian town to Copenhagen for an MSc in Game Design, to London. I got my MBA while working full-time and transitioned from design into product strategy, because I wanted to shape the "why" and "what," not just the "how."

What drives me:

I'm inspired by Japanese design philosophy, the small details that shows someone actually cared. The best products feel like someone thought about your experience, not just checked features off a list.

Outside of work, I'm endlessly creative and always pick up a new hobby. I believe play and playfulness are vital to how adults approach challenges. I'm fascinated by mindful living and the relationship between mind and body. Curiosity fuels everything: whether researching behavioral psychology, traveling for inspiration, or asking "why" until I uncover the real problem.

About me

Some career highlights:

  • Led and coordinated 4 Kickstarter campaigns that raised in total more than 1$ million

  • Products I worked on featured in Wired, Forbes, Financial Times, TechCrunch, Fast Company

  • Products Awards: Red Dot Best of the Best, Cannes Lion Gold, Monocle Design Award, D&AD

  • Board Advisor for socially-driven EdTech company Ambessa Play

  • Guest lecturer on game design, prototyping, and innovative thinking at NABA Milan

  • Speaker in Nordic Game Conference in Malmö

  • Master's thesis game, a demo of a stop-motion digital game about Vincent Van Gogh, featured on Killscreen and RockPaperShotgun

My journey has been wonderfully non-linear.

From a small Italian town to Copenhagen for an MSc in Game Design, to London. I got my MBA while working full-time and transitioned from design into product strategy, because I wanted to shape the "why" and "what," not just the "how."

What drives me:

I'm inspired by Japanese design philosophy, the small details that shows someone actually cared. The best products feel like someone thought about your experience, not just checked features off a list.

Outside of work, I'm endlessly creative and always pick up a new hobby. I believe play and playfulness are vital to how adults approach challenges. I'm fascinated by mindful living and the relationship between mind and body. Curiosity fuels everything: whether researching behavioral psychology, traveling for inspiration, or asking "why" until I uncover the real problem.

About me

Some career highlights:

  • Led and coordinated 4 Kickstarter campaigns that raised in total more than 1$ million

  • Products I worked on featured in Wired, Forbes, Financial Times, TechCrunch, Fast Company

  • Products Awards: Red Dot Best of the Best, Cannes Lion Gold, Monocle Design Award, D&AD

  • Board Advisor for socially-driven EdTech company Ambessa Play

  • Guest lecturer on game design, prototyping, and innovative thinking at NABA Milan

  • Speaker in Nordic Game Conference in Malmö

  • Master's thesis game, a demo of a stop-motion digital game about Vincent Van Gogh, featured on Killscreen and RockPaperShotgun

Personal Projects

Personal Projects

Fun stuff

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2

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Ever Yours, Vincent

A demo for a stop-motion game about the life of Vincent Van Gogh.

Illustration

1

2

3

Ever Yours, Vincent

A demo for a stop-motion game about the life of Vincent Van Gogh.

Illustration

1

2

3

Ever Yours, Vincent

A demo of a stop-motion game about the life of Vincent Van Gogh. Made with cardboard, wood and plasticine and coded in Unity.

Illustration

1

2

3

Ever Yours, Vincent

A demo of a stop-motion game about the life of Vincent Van Gogh. Made with cardboard, wood and plasticine and coded in Unity.

Illustration