Experience
Throughout my career, I've embraced every challenge as an opportunity to create impactful experiences — for users, businesses, and the teams I've had the privilege to lead. From running my own design studio in Italy to leading global digital transformations for iconic brands like Nespresso, Richemont, and Mews, my journey has been one of continuous learning, growth, and reinvention.
I've scaled design teams across industries, built design systems that ensure consistency and scalability, and driven business outcomes through user-centered solutions. Along the way, I've learned to balance creativity with strategic thinking, ensuring that design efforts align with both user needs and business goals.
This page captures my journey — from hands-on design work to strategic leadership roles — and highlights how I've helped brands deliver exceptional digital experiences while building high-performing teams that thrive on collaboration, innovation, and purpose.
At Mews, I lead product design with a vision to make hotel operations seamless and empowering for staff worldwide. As Product Design Director, I've spearheaded design innovation that directly improved hotel staff productivity, achieving a 34% increase in Net Promoter Score (NPS). I've rebuilt and scaled a high-performing design team of eight Senior Product Designers, focusing on performance management, collaboration, and remote-first culture.
This leadership approach has fostered strong engagement, reflected in an 85%+ team satisfaction score across the company. By driving strategic initiatives in operations and connectivity, my team and I have transformed the way hoteliers manage events and deliver exceptional guest experiences. Through aligning design efforts with business goals and user needs, we've consistently delivered meaningful and impactful outcomes that empower hotels to operate more efficiently while enhancing human experiences.
Between 2019 and 2023, I served as Head of Digital Experience at Nespresso, where I led a transformative journey to elevate the brand's global digital presence. I scaled and managed a 40-person team spanning Product Design, UX Research, Marketing Design, and Front-end Development, supporting over 50 global markets. Driving enterprise-wide digital transformation, I introduced DesignOps, a comprehensive Design System, and a robust UX strategy that established data-driven processes at scale.
I focused on unifying headquarters and market operations, fostering a collaborative culture that enhanced customer experiences across all digital touchpoints. By balancing long-term vision with immediate business needs, I ensured that design efforts remained aligned with strategic goals. I also integrated tools and workflows to streamline processes, ultimately increasing design efficiency and effectiveness in delivering impactful, customer-centric solutions.
From 2019 to 2021, I held the role of E-commerce UX Manager at Nespresso, where I built and scaled a 20-person digital design organization, transforming the company's traditional UI/UX capabilities into a comprehensive, forward-thinking Product Design practice. I spearheaded enterprise-wide UX Research initiatives, introducing data-driven methodologies that leveraged A/B testing and analytics to optimize eCommerce experiences.
My work focused on creating seamless and engaging digital customer journeys, driving both user satisfaction and business growth. By fostering a culture of continuous learning and experimentation, I helped Nespresso strengthen its digital footprint in the eCommerce space, delivering impactful design solutions that aligned with evolving customer needs.
In 2018, I joined Richemont as a Product Design Lead, where I played a key role in shaping the digital customer experience for some of the world's most iconic luxury brands. I led the design of Richemont's Customer Care Platform, managing cross-functional product design teams across Richemont and SQLI to deliver seamless, brand-aligned support solutions.
One of my key contributions was the development of a scalable white-label design system that streamlined market launches for over 10 luxury brands. This approach allowed each brand to preserve its unique identity while optimizing time-to-market and ensuring consistency across digital touchpoints. My work at Richemont blended craftsmanship with innovation, creating elegant solutions that reflected the essence of luxury in the digital space.
Between 2017 and 2019, I served as Creative Director at SQLI Digital Experience, where I built and scaled a 10-person design team to support some of the world's most renowned brands, including Nestlé, Cartier, and the International Olympic Committee. I led the agency's design strategy, focusing on delivering impactful digital experiences that aligned with business goals and customer expectations.
Under my leadership, the design team drove a remarkable 400% increase in design revenue over two years by forging creative partnerships with luxury, FMCG, and international organizations. By blending creativity with a strong business acumen, I helped SQLI deliver high-value digital solutions that empowered global brands to elevate their online presence and engage audiences across digital touchpoints.
From 2015 to 2017, I served as UX/UI Design Lead at Nespresso HQ within the eCommerce department in Switzerland, where I established the company's first in-house design team. Building a dedicated team of five designers, I reduced reliance on external agencies and cultivated internal expertise to drive digital innovation.
I led the UX/UI design for web and mobile platforms, ensuring seamless, premium user experiences across Nespresso's digital touchpoints. Beyond crafting interfaces, I spearheaded art direction for global digital campaigns, ensuring a consistent brand identity across markets. One of my key achievements was initiating the creation of Nespresso's first Design System, laying the foundation for scalable, consistent design practices across the organization. My role focused on embedding design thinking within the eCommerce department, transforming how Nespresso delivered digital customer experiences.
Between 2008 and 2015, I founded and led Andrea Pilutti Design, a digital and print design studio based in Torino, Italy. Serving national clients such as UNICEF, BNP Paribas, and CITI Bank, I built a portfolio of impactful creative solutions across digital and direct-to-consumer (DTC) marketing projects. Beyond delivering exceptional design work, running my own studio taught me invaluable lessons about entrepreneurship, from client prospecting and business development to managing projects and scaling operations. I learned how to balance the creative and business sides of a design practice, developing a keen business acumen that continues to inform my approach as a designer today.
This period shaped my understanding of what it takes to build lasting client relationships, deliver value through design, and run a sustainable, client-centric business — skills that have been pivotal in my career since.
I began my design career in Italy, where I quickly advanced from a Graphic Designer to an Art Director, honing my creative and leadership skills along the way. In my early roles, I focused on crafting concepts and layouts for both print and digital assets, which allowed me to build a solid foundation in visual storytelling and design principles. As I grew in my career, I took on broader responsibilities, leading creative direction and managing partnerships with photographers, copywriters, and other creatives to bring campaigns to life.
These formative years gave me a deep appreciation for the power of collaboration and the importance of balancing creativity with strategic intent — lessons that continue to shape my approach to design leadership today.