Experience Design by Pietro Turi
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Three pillars that guide me to create digital experiences, effective interactions and emotional connections between brands and people

Design Omni-Channel Experiences

Customers are increasingly choosing products and services based on the quality of the experiences they have with them.

Design for People

We are not "users", we are people and we should design for (and with) people. Avoiding this term could change your design approach dramatically.

Design is never over!

Experience and Service Design are based on continuously evolving processes. There's always room for improvement. Everything is your prototype.


A small selection from my portfolio




Vogue Talents



Digital Ecosystem

Vogue Archive

Vogue Archive



Website + App

Tune your MiTo

Tune Your Mito

Interactive Kiosk

Zegna MTM

Zegna MTM & Order Entry

Web Apps

Esa Brand Identity


Brand Identity


Full Portfolio


My career in 5 stepping stones

  • Oct 1999 - Set 2004

    Master's Degree

    University of Siena – Degree in Communication Sciences with honors. My studies focused on Human Centered Design and Interaction Design. My final thesis was "Designing Design - Users’ Involvement in the Creative Processes".

  • Jan 2005 - Feb 2006

    Master in Interaction Design

    Domus Academy – I graduated in Interaction Design with honors. After this, I worked as Course Coordinator and Project Assistant for the Master in I-Design when Domus Academy merged with the Interaction Design Institute of Ivrea.

  • Mar 2006 - Aug 2010

    UX Lead

    I worked as Senior Interaction Designer covering several phases of human centered design process. Then I lead the interaction/experience design activities for the biggest business unit of LBI IconMedialab for national and interational projects.

  • Set 2010 - Nov 2013

    Co-Founder and Experience Design Director

    I lead the Experience Design Department, a 10-12 member team, which coverd three different professional areas of expertise: Interaction Design, Visual Design and Copywriting. I worked as Experience and Service Designer on selected projects.

  • Dec 2013 - Present

    Head of Digital Product

    Continuously looking for ways to improve the quality of our digital products, I design solutions that balance people’s needs with business goals and technical capabilities. I work with the Marketing and Tech Leads to create beautiful and easy to use products across multiple platforms and devices.

  • ...


Want to know more about me? Take a look at these links

Don't call me 'user'

We are people and we should design for (and with) people! My personal crusade since 2009.

Pietro Turi

Experience and Service Designer

Design Workshops

I've been running workshops for years, for both internal and external events. Check out a couple of examples.

I am an Experience and Service Designer based in Milan. I have worked as XD Manager and Creative Director. Take a look at some of the clients I helped to create digital projects and products and, for more details, please drop me a line.

Contact me

To contact me, fill out this form or reach me on Twitter or Linked In