The strange place brands stop caring
Why premium brands invest heavily in the buying experience, then leave ownership to PDFs, forms and fragmented support.
Product strategy, brand and experience. Currently CMO at Keplera.
Complex products need
clearer experiences.
I help product teams clarify what they are building, how it should work and why people should trust it.
Selected Thinking
Most products don’t need to look smarter. They need to feel less confusing.
I write about product clarity, AI, trust, aftercare and the unnecessary complexity companies build around otherwise simple things.
CAC is not decided when the customer buys
Why acquisition economics are only understood after returns, support, retention and lifecycle value become visible.
Repeat purchase is not an email marketing problem
Why repeat purchase depends more on the product, service and ownership experience than on another retention campaign.
How I Work
The work moves from uncertainty to a clear point of view, then into a system teams can build, launch and improve.
Selected Work
Ideas matter when they change what gets built.
LexHero
2026Turning a fragmented legal platform into an AI-native workspace.
I helped turn LexHero from a collection of legal tools into a coherent workspace where lawyers can create, analyse, verify, personalise and manage documents with AI.
View case studyAfterlayer
2026Designing the product experience that begins after checkout.
A product platform that turns fragmented manuals, warranty information and support journeys into a useful, branded aftercare experience.
View case studyConcoro
2026Designing the information layer for public-sector careers.
I designed and built an information system that turns fragmented Italian public-sector notices into structured, relevant and explainable opportunities.
View case studyLudwig.guru
2024Turning a language search engine into a coherent writing platform.
I created a unified product system across web, desktop and mobile for the ways people search, compare, translate, rewrite and improve their English—without losing the evidence that made Ludwig distinctive.
View case study