Full-cycle UX/UI designer with 8+ years of international experience across banking, insurance, real estate, automotive, retail, logistics, and more. From research to delivery.
I'm a UX/UI Designer based in Milan with international experience across Italy and China. I specialise in enterprise platforms and user-centered design, working across the full product cycle — from research and co-design to prototyping, testing, and delivery.
What drives me is making complex systems simple, accessible, and business-aligned. I believe in transparency, inclusivity, and usability as the foundation of impactful digital products.
Leroy Merlin is a global DIY retail giant — 400+ stores across 9 countries. But behind the scenes, store operators were still relying on old, fragmented desktop tools to manage stock movements, incoming goods, and customer orders. No real-time visibility. No communication between warehouses and stores. High error rates. High manual workload. The customer promise — getting the right product, at the right time — was simply not reliable. I was brought in to fix that.
I joined as the UX lead from Italy, acting as the bridge between three countries: I collected real-world pain points from Italian store workers on the field, collaborated with the French product team to align on requirements, and handed over specs to the Russian development team. My job was to make sure everyone — from the warehouse operator to the product owner in Paris — was working towards the same vision.
I designed an integrated ecosystem of tools built around real store needs — shifting from fragmented, paper-based processes to a unified, intuitive digital experience across all operations and countries.
The teams I designed for needed almost no training — the apps were that intuitive. What used to be a fragmented, error-prone process became a single, seamless mobile experience I helped ship across 9 countries.
Apps developed
Countries involved
People involved
Maps created
Wireframes designed
Prototypes produced
User tests led
Design reviews conducted
Even after the apps were released, I continued to support them. I evaluate products, processes and experiences through a continuous improvement loop. I do this because:
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"This new way of working allows us to develop the business strategy according to the needs of our supply teams and vice versa."
"Few need to train employees to use our products because they are so intuitive."
"More than processes, working on the user experience facilitates the appropriation and the contribution of value."
"This new way of working allows me to have a 360° vision, to have full awareness of the whole process and possible pain points, building and testing functionalities before production."
Esselunga needed to improve the self-checkout experience to make it faster, clearer and easier to use for different types of customers. The existing flows included several steps, payment options, vouchers, discounts and service variations, creating possible confusion during checkout. The aim was to create a more intuitive and scalable checkout flow that reduces the need for staff assistance and supports future services.
I worked on the redesign of the self-checkout UX/UI, focusing on simplifying complex flows and creating a clearer interface for customers in-store.
I analyzed the existing checkout flows to identify bottlenecks, redundant steps and unclear decision points. The analysis focused especially on payment, vouchers, discounts and the transition between Presto Spesa and self-checkout experiences. The research phase helped define where users needed more guidance, clearer labels and stronger visual hierarchy.
I defined a unified future flow that merged Presto Spesa and self-checkout into a hybrid, simplified experience. The flow was structured around the core checkout moments:
This created a more linear and predictable experience for customers.
I created low-fidelity screens and high-fidelity prototypes to test the redesigned checkout experience before final delivery. The usability test involved 10 users across 3 age groups: under 35, 35–55 and over 55. Sessions lasted around 20 minutes and focused on core checkout tasks using interactive prototypes.
Testing helped identify issues around:
I built a modular component system aligned with Esselunga's identity, designed for fast recognition in a retail environment. The interface was also checked against WCAG 2.1 using contrast tests and color blindness simulations. Key components met AA/AAA readability criteria.
The final interface simplified the checkout experience with clearer steps, stronger visual hierarchy and modular UI components.
The redesign went live in 170 stores — across Superstore and Punto Esse formats — throughout Italy, delivering measurable KPIs:
Adoption rate of self-checkout stations
Reduction in average checkout time
Assistance requests & interventions
Customer satisfaction score (CSAT)
Self-checkout design requires extreme clarity. Users are often in a hurry, distracted or under pressure, so every label, icon and step must reduce uncertainty. The strongest improvements came from simplifying decisions, making payment options more explicit and validating readability across different user groups.
Marelli needed a new corporate website able to communicate its evolution as a global mobility technology company. The previous positioning was too product-centric and traditional, while the new experience had to feel more innovative, strategic and accessible to different audiences. The goal was to create a digital experience combining brand storytelling, technology communication and fast access to practical information for stakeholders.
I contributed to the redesign of the website experience, focusing on UX structure, visual direction and interface consistency.
I analyzed direct competitors and reference websites in the automotive, mobility and technology sectors to identify common patterns, communication standards and opportunities for differentiation. The research focused on:
I defined the experience around a dual-nature concept, allowing the website to work both as a brand platform and as a practical corporate tool.
The content architecture was structured to balance storytelling and direct access, reducing navigation ambiguity and helping each audience reach relevant content faster. Main content areas:
The visual direction aimed to make the brand feel innovative, credible and human.
I created an interactive prototype to validate the main navigation logic, page hierarchy and overall storytelling flow. The validation focused on:
The final concept introduced a more editorial, modern and modular corporate experience.
The redesign helped reposition the website as a stronger corporate and communication platform.
Clearer brand positioning around innovation and future mobility
Stronger connection between storytelling and practical user needs
More scalable structure for future content and business areas
More coherent digital identity across pages and devices
Corporate websites are not just communication surfaces — they need to serve multiple audiences with different levels of intent. The main challenge was balancing emotional storytelling with fast, functional access to information, without making the experience feel fragmented.
Financial advisors were working across multiple disconnected tools to manage customer portfolios, appointments, commercial campaigns, pending requests and daily tasks. This fragmentation made it harder to prioritize work, access key information quickly and move from notification to action. The goal was to create a centralized advisor workspace that reduces operational friction and helps advisors focus on the most relevant actions of the day.
I worked on the UX/UI design of Smart Desk, focusing on simplifying complex advisor workflows and translating banking operations into a clear, modular dashboard experience.
To understand the advisor experience, I conducted interviews with financial advisors and internal stakeholders — understanding how they planned their day, which tools they used most often, and where they lost time moving between systems. The research focused on:
I interviewed a group of advisors with different levels of seniority and portfolio sizes to capture both operational routines and edge cases.
The direction was to move from fragmented banking tools to a single cohesive advisor workspace, structured around four core needs:
The final platform consolidates the advisor's daily tools into a modular dashboard.
The solution improved clarity and consistency across the advisor workflow.
Reduced time-to-action across daily tasks
Consolidated fragmented tools into one workspace
Simplified access to critical customer data
Modular structure extendable to future services
Designing for financial advisors means balancing information density and speed. The interface must provide enough data to support decisions, but not so much that it slows down action. The key was turning a complex banking ecosystem into a focused daily workspace.
Bike insurance can feel complex, unclear and low-trust for users. Cyclists often struggle to understand what is covered, how much they will pay, which protections are actually useful and how easy it will be to report a claim. The goal was to create a mobile-first insurance experience that makes subscription, customization and management clear, modular and trustworthy.
I worked on improving the existing user journey and defining the UI for a clearer, more intuitive customer experience.
I combined competitive analysis, user interviews and heuristic evaluation to understand both market expectations and real cyclist needs.
I interviewed 9 bike riders with different habits — urban commuters, e-bike users and mountain bike riders — to understand their relationship with risk, bike value, safety habits and expectations from an insurance product.
The direction was to make insurance feel personalized, modular and transparent, structured around three core moments:
The final app helps users subscribe and manage bike insurance through a simple mobile flow.
Insurance products need to reduce uncertainty before asking for commitment. The main challenge was not only making the app easy to use, but making the offer understandable and trustworthy. The strongest decisions came from simplifying coverage, explaining costs clearly and adapting the policy flow to different rider profiles.
Stakeholder interviews, competitive analysis, field research, and user interviews to understand real pain points and business context.
Facilitated workshops with cross-functional teams, mapping current experiences and defining opportunities together.
Low-fidelity wireframes for fast alignment, then interactive prototypes tested with real users before moving to visual design.
High-fidelity screens with accessible, scalable design systems — consistent components, typography, colour, and interaction patterns.
Moderated sessions with real users to validate flows, uncover friction, and iterate before delivery.
Supporting UAT, first deployments, and documentation — smooth handover and onboarding for real teams.
From research to delivery, I've helped build digital products that make an impact. Let's talk about yours.
axel.roncoroni@gmail.com