Skip to main content
MFDL
UX • CODE • PM

I failed as a designer.
Then as a developer.
Now I'm the PM you call when everyone says 'yes' but nobody knows what to do.

Why? Because after 13 years of expensive mistakes I learned one thing: the problem is never what they tell you in the first meeting.

The journey

Why I translate in meetings (without speaking foreign languages)

Most PMs only speak business. Then they join a meeting and the designer says user journey while the developer says technical debt. Chaos. I translate. Without losing anything.

2012-2018Web Designer & Founder

Selfrules

I opened an agency in Modena at 25. Target: local SMEs. Sales, design, delivery, support. All me.

First project: "stunning" e-commerce interface. First client feedback: "Beautiful, but where do I click to pay?"

Zero sales for 3 weeks.

  • If it's beautiful but confusing, it's decoration. Not design. That project cost me €8K in refunds and 2 months of burned reputation.
  • Hardest lesson: a perfect mockup that can't be developed within the client's budget is wasted time. Theirs and yours. I spent 3 weeks on a technically impossible design. The client canceled the contract.
  • In 6 years I did graphics, logos, websites, print. But the real skill? Managing clients end-to-end. Sales included. When you have to sell what you design, you learn fast what's really needed.

What I bring:

Adobe Creative SuiteWeb DesignUser ResearchBusinessClient Management
2016-2020Designer & Developer

FLOWING

Ancona. Joined as UX Designer at an agency. But I brought something others didn't have: sales and client management experience from Selfrules.

No more just wireframes to pass to someone else. Here I learned to write code. Design + Dev in the same brain.

The project that shaped me? CliensPiù - law firm software used 8 hours a day.

  • Client upgrade: from local SMEs to startups and mid-sized companies. Skills upgrade: from designer delivering mockups to designer writing first code. My facilitation experience from Selfrules? At Flowing it was gold.
  • Concrete example: "Save" button that shifts 2 pixels when loading data. Insignificant? Try clicking it 40 times a day for 3 years. Small irritations become abandonment. I learned to measure them.
  • CliensPiù is still in use today. After years, it works. This doesn't happen by accident. It happens when you design AND build thinking about who will have to live inside it 8 hours a day, not just how it looks in the presentation screenshot.

What I bring:

ReactNode.jsPostgreSQLFull-stack DevelopmentUX ImplementationSystem Architecture

What I studied:

Certified ScrumMaster (Scrum Alliance 2019)
2020-2023Product Owner

ActiveProspect

Austin, Texas. Product team: 10 people. Acquired startup, marketing product. Internal stakeholders: Marketing, Customer Support, Leadership, CEO. External stakeholders: partnerships with Google, Facebook, TikTok, LinkedIn.

Here I became the bridge between business and tech. Roadmap. Backlog. Sprint planning. But most importantly: I implemented an agile philosophy that permeated the entire team. And I learned to say "no".

  • My role? Bring the customer's voice to the development table. Not translate, represent. I said "no" to a feature requested by 60% of users. Why? It would cost 4 months and solved a problem we'd already solved differently. Saying "no" with data beats saying "yes" for sympathy.
  • The hardest lesson? Not every problem should be solved with code. Sometimes the solution is a 3-minute video. Or simply talking to the customer before developing. I saved 2 sprints with a 30-minute call.
  • Austin gave me the international context. Small team (10 people) but big impact. Stakeholders everywhere: from Google and Facebook partnership managers to the CEO. I learned that agile philosophy isn't daily standups and retrospectives. It's getting the mindset into every decision, every priority, every "no" you say.

What I bring:

B2B SaaSLead GenerationAgile/ScrumUser ResearchSQLAnalytics

What I studied:

Certified Scrum Product Owner (Scrum Alliance 2020)Google PM Specialization (Coursera 2023)
2023-presentProduct ManagerToday

QubicaAMF

Bologna. QubicaAMF is different: digital products impacting physical experience. Bowling, entertainment.

Here I unify everything I've learned. Design + Development + Business = Product Management.

My philosophy? See, understand, act. Few things that move the needle. Fewer meetings made of words.

  • Payments Project: endless list of problems. When you talk about money, everyone listens. Prioritization by customer frustration, not technical complexity. Market calmed in one month with only 3 interventions. Uptime ≥99%, payment success rate ≥99%.
  • Cashless Project: +30 top-ups in one Sunday. From the website. No phone calls. Cashless integration as a new sales channel. The lesson? Listen to who pays, solve what blocks, measure what changes.
  • +9% integration adoption. How? Less 47-page PDFs. More 3-minute videos. Documentation isn't how many pages you write, it's how fast the user does what they need to do.
  • -25% post-release incidents. How? One room. Every Friday. Product, Support, Engineering. 40 minutes talking about what went wrong. No slides. Just facts and fixes.

What I bring:

Product StrategyPlatform IntegrationAPI DesignUser ResearchBusiness CaseAnalyticsjourney.experiences.pm.technologies.7

What I studied:

Product Knowledge Professional (Product Compass 2024)Product Marketing Manager (Product School 2025)Product Leader (Product School 2025)AI for Product (Product School 2025)

13 years becoming a generalist. Specialization makes you good. Cross-pollination makes you useful. 🎯 💪

Right now

Current projects

What I'm doing now. Really. No "Thrilled to announce" or "Grateful for this opportunity". Just facts.

Where I work

Product Manager @ QubicaAMF

Why should a customer call you to buy when they can do it in 3 clicks? Result: +30 top-ups in one Sunday. From the website. No phone calls.

The secret isn't technology: it's understanding what problem you're solving before writing code. When it's about money, everyone pays attention. But you need to know what to say.

How it works:

  • • Customer problem list (real ones, not meeting ones)
  • • Prioritize by frustration, not technical complexity
  • • Immediate development: market calmed in 1 month
  • • Result: few things that move the needle, fewer meetings made of words

This is pragmatic product management: listen to who pays, solve what blocks, measure what changes.

+30top-ups sold in one Sunday
cashless integration

What I'm learning

How AI is changing my workflow

It doesn't replace my work: it amplifies it.

The trick? Knowing what to delegate and what to keep.

Practical examples:

  • →Claude writes the first draft of PRDs. I refine them with the context that makes the difference.
  • →Figma Make generates 20 mockup variations. I choose the one that works for users.

Result?

  • • PRDs in 2 hours instead of 2 days
  • • Mockups in 30 minutes instead of 3 hours

AI is my perfect junior designer/developer: fast, tireless, but it always needs direction.

Why share this? Because the PM of the future isn't the one who knows everything. It's the one who knows which tools to use and when to stop using them.

Now playing

#3 album cover

GWRZ

Fleuves

#3

What I actually listen to

The Diary of a CEO cover

The Diary of a CEO

FlightStory

A Bit of Optimism cover

A Bit of Optimism

Simon Sinek

Science Vs cover

Science Vs

Spotify Studios

Let's work together

3 ways to stop going in circles

I don't sell hours. I don't sell consulting. I sell this:
a solution your designer understands, your developer can build, and your CFO approves. No translators in between.

01

Strategic consulting (90 minutes)

Roadmap full but no priorities? Designer and developer not talking?

What we do

Identify the real blocker (hint: it's usually not the obvious one).

What you get

Clear decision on what to do Monday morning. Not slides. Actions.

02

Brainstorming sessions (2-3 hours)

Feature requests from 7 different stakeholders. All urgent. All "strategic".

What we do

Filter noise from signal. Translate wishes into requirements.

What you get

Roadmap your team understands and your bosses approve.

03

Mentorship for PM (monthly)

You know stakeholder management. You write user stories. But every project is the same chaos?

What we do

Review real cases. Mistakes, decisions, repeated patterns.

What you get

See your blind spots before they become 3-month problems.

Got 4 features in development and none finished?

Designer and developer not talking?

15-minute call. Zero pitch. Zero slides. Just your problem and how to unblock it. Monday, not "by Q2".

The uncomfortable questions

Got a question? Ask it. Especially the one holding you back.

Chat with an AI trained on years of my mistakes. Or ask anonymously. I always reply. In 48 hours, publicly if it helps others. Yes, even "How much do you make?" (I'll tell you). Or "Ever thought of quitting?" (three times).

Talk to my AI clone

I gave Claude AI years of projects, failures, and career pivots. Ask me to:

  • •Explain how I went from designer to dev to PM (and why not in that order)
  • •Tell you about the 2015 mistake that cost me 6 months of work
  • •Compare my path to yours (what would work, what wouldn't)
  • •Answer the question you don't ask out loud

Like talking to me, but without me checking the clock. And with fewer curse words.

Ask anonymously

That question that would sound "unprofessional" on LinkedIn? The one you think is "stupid"? (Spoiler: it's not). Zero name. Zero email. Zero judgment.