Playground

My Experience at Playground

At Playground, a renowned digital agency known for its innovative approach to digital solutions, I deepened my expertise in UX design while collaborating closely with the strategy and creative team. I was actively engaged in shaping the overall user experience from the ground up, ensuring that every design decision aligned with strategic goals and user needs.

In my role as a UX Designer, I was responsible for creating comprehensive design plans for a variety of digital products, including prototype websites, e-commerce platforms, and web apps. I developed detailed mockups and interactive wireframes that were integral to client reviews and user testing processes. My work was rooted in a deep understanding of user-centered design principles, which guided me in defining design guidelines, conducting usability testing, and analyzing user behavior.

Collaboration with different teams

As a key member of the strategy team at Playground, I was deeply involved in aligning design objectives with broader business goals. My role extended beyond UX design to include strategic planning, where I worked closely with the creative and development teams to ensure that every project was cohesive and goal-oriented. This collaboration allowed us to develop solutions that were not only visually appealing but also strategically sound, delivering both excellent user experiences and measurable business outcomes.

While at Playground, I had the opportunity to contribute to projects for a range of distinguished clients, such as:

Notable projects

Worked on the UX redesign of MySisal, contributing to research, experience definition and flow optimization across a complex ecosystem of betting and gaming services. The project focused on simplifying access to key functionalities, improving navigation clarity and reducing cognitive load, while aligning business requirements with user needs.

Activities included user journey mapping, identification of friction points and the definition of more intuitive interaction patterns to support both new and returning users.

Contributed to the evolution of EngageYou, a welfare and wellbeing platform by working on the integration of new wellbeing services within an existing digital ecosystem.
The focus was on maintaining consistency with the current experience while introducing new features in a scalable and modular way.

The work included defining content structures, user flows and interaction patterns to improve content discoverability, support different user needs and increase engagement across the platform.

Worked on the UX redesign of the Hogan eCommerce, focusing on improving product discovery and streamlining the purchase journey across key touchpoints.
The project aimed to enhance navigation clarity, optimize listing and product pages, and reduce friction along the conversion funnel, balancing brand storytelling with usability needs.
Activities included analysis of existing user flows, identification of usability issues and the definition of scalable interaction patterns to support both exploration and conversion, across desktop and mobile experiences.

Led the UX definition for the redesign of Scuola di Musica MC website, rethinking the experience from the ground up to better reflect the school’s educational offer and identity. The project started with stakeholder interviews, competitive analysis and user research, leading to a complete restructuring of the information architecture and course presentation.
The work focused on making the offering clearer and easier to navigate, defining user flows and content structures aligned with different user needs, and translating the school’s values into a consistent and accessible digital experience.

Conducted an in-depth UX analysis for the Napapijri eCommerce, leveraging quantitative and qualitative data to identify key friction points across the user journey. The work focused on analyzing user behavior on listing and product pages, using analytics and session insights to uncover issues related to product discovery, content hierarchy and interaction patterns.

Insights were translated into actionable design recommendations, aimed at improving clarity, reducing cognitive load and supporting users in both exploratory and goal-driven scenarios.

My time at Playground allowed me to expand my capabilities in both UX design and strategic thinking, equipping me with the tools to create user-centered solutions that drive business success. This experience has been pivotal in shaping my approach to designing digital products that not only meet but exceed user expectations.