I am a senior design and transformation executive, with a deep specialism in service design, systems thinking, research, insights and customer experience. I focus on transforming organizations to support the design and delivery of future-friendly, end-to-end service experiences that are insight-led, rooted in systemic understanding and deliver value for customers and businesses.

Born and raised in Italy, I have lived in California before settling in London, and I have worked in every continent except Antarctica.

I am unafraid to ask questions and challenge conventions, and people are at the center of my design process. I firmly believe that one should always under-promise and over-deliver, and I am driven by curiosity and the opportunity to make a real impact, by looking after the big picture as well as paying attention to the very small things. They do matter a lot.

I currently lead global customer experience at Sage.

Prior to that, I was head of global customer experience at Vodafone Business, service design and transformation director at Lloyds Banking Group, experience design director at digital agencies in London, Sydney and Cape Town, and I spent close to two decades at UCLA in Los Angeles heading engineering, digital strategy and design. I have a long track record of leading strategic projects for global brands, including Oracle, Sun Microsystems, Center for Disease Control and Prevention, HSBC, Deutsche Bank, RBS, BUPA, The Co-operative Group, EDF, Nuffield Health and T.Rowe Price.

alberta soranzo