I am a senior design and transformation executive, with a deep specialism in service design, systems thinking, agile methodologies 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 Vodafone Business.

Prior to that, I was service design and transformation director at Lloyds Banking Group, experience design director at digital agencies in London, Sydney and Cape Town, and I spent over a decade 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