Approach

Here you can learn more on Francesco’s key guiding principles and core work approach.

Principles
Approach

Personal principles

1

Embrace change in order to grow

2

Simplicity comes out by distilling complexity

3

Technology is a great tool, never the objective

4

Design without research and understanding means wasted time and money

5

People care about their experience, not about features and corporate processes

6

Design without business is art, and business without design is a very bad idea

7

Designers are needed as badly as collaboration and a true will to listen and change are

8

Designing great products & services very often requires re-designing the organisation first

9

Improving the customer experience is first a culture-change initiative

10

Go to market should always be the actual starting point, never a finish line

Work approach

Francesco’s core work approach can be generally summarized in 3 simple cycling phases: OBSERVE → THINK → DO. Please find here an example on how that further applies within a typical design and innovation process:

Observe

Problems and opportunities

Define

Ideas, goals, and strategy

Understand

Research, analysis, and synthesis

Shape

Discover, design, and prototype

Produce

Build and test

Launch

Go live and marketing

Grow

Iterate and learn

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