Italian Job (Concept)

SERVICE DESIGN · User experience Design | RETAiL · artisanal services 

An urban service design for the specific context of Milan. This digital service takes into consideration the most important role of artisans in the city’s culture and commerce as well as its unique community of short-term business focused visitors. The main values of the system were, clear communication and pre-packed solutions, problem solving and serving as a communication agent between conventional craftsmen and businessmen of different cultures.

Collaborators: Sartoria Acqua di Mare, Judit Boros, Elizabetta di Berti, Giselle Chajin, Giray Kirmizi,



Concept definition, project management, secondary and primary research, documentation, visual identity, service touchpoints, service experience and system mapping




  • Background research
  • Business analysis
  • Stakeholder interview


  • Stakeholder persona generation
  • Ideation sessions
  • System mapping
  • Service blueprinting
  • Journey mapping
  • Storyboarding


  • Visual identity
  • Brand strategy
  • Touchpoint modelling
  • User experience wireframing
  • Experience roleplaying