Andrea Rossi | My portfolio
My name is Andrea and here is my story
My name is Andrea Rossi, and I have been working as a consultant for almost 7 years, dealing with digital, business and design issues.
If you want to know more about my career path, what I can do and what I like to do - both outside and inside work - here you can download my CV
On the rest of the page I give you a selection of the main projects - the most interesting ones - I have worked on so far
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A selection of projects
Year: 2018 | Client: Barilla
Cucinabarilla - startup revamping
CONTEXT AND GOALS
Cucinabarlla was a startup born within the Barilla group that provided a service for cooking ready meals from the comfort of home. It consisted of a subscription service, whereby the user received 9 ready-to-eat food kits per month, which could be selected from leavened products, first courses and desserts. The service was sold entirely online, through a dedicated platform
In 2018, during a review of the business model, it emerged the need of a re-design the entire ecommerce platform, both from a technical point of view as well as in terms of experience and customer journey.
PROJECT AND ACTIVITIES
The first phase of the work, which lasted about 8 months, consisted of a general redesign of the platform. We carried out both a technical migration and replatforming activity - with migration of data, orders, user info, etc. - and a redesign of the customer journey and purchasing experience, with a particular focus on the new subscription logics that had just been introduced. Revision of the design system was also carried out.
A second phase, following the go-live of the new platform, consisted of the recurring management of it. I, together with a colleague who was in charge of the digital marketing part, were somewhat product managers, managing the platform in all aspects, whether technical, design or marketing.
Year: 2020 | A2A
Optimizing employee experience
CONTEXT AND GOALS
A2A is an Italian multi-utility company operating in the fields of energy, water and environment. It had the need to find a solution to the chaotic situation of company applications for employees: in fact there were more than 40 digital tools, without a shared access point, without consistency of experience and UI, and often difficult to find.
PROJECT AND ACTIVITIES
The activity carried out was a strategic evaluation and high-level design work for an application that would act in a first phase as a common entry point for all the applications and, in a second phase, encompass the applications one by one, providing consistency and simplification at UX and UI level.
The work consisted of several activities:
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Mapping of existing applications, with evaluation of a series of parameters including frequency of use, impact on employee work, UX/ UI quality
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Technical assessment for the definition of the information architecture and integration with existing platforms
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High-level design of the new platform and central app hub
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Definition of a roadmap for the integration and redesign of the individual applications, according to a prioritisation activity
I was directly involved in all phases of the above-mentioned work, with also the role of general project leader. The technical assessment part was carried out by a vertical team, while I directly coordinated the design part
Year: 2021 | Client: Esselunga
Touchpoints redesign
CONTEXT AND GOALS
Esselunga is one of the leading supermarket chains in Italy and, starting in 2019, embarked on a programme to redesign several of their digital touchpoints. This was triggered not only by a general modernisation, but also by the introduction of new products and services (e.g. home delivery, automatic checkouts, pharmacy service, etc.).
PROJECT AND ACTIVITIES
The main projects in which I was involved were:
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Re-design and merging of the corporate website and ecommerce websites (previously separated into 2 domains)
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Redesign of the PrestoSpesa app (service for scanning products autonomously)
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Re-design of the ecommerce site for beauty products (which was a dedicated ecommerce)
In all these projects I led the design team, which mainly comprised UX and UI, and to a lesser extent also service design.
The team consisted of about 4-6 permanent people + a variable number in case of design chunks. In addition to leading the team I was also general project manager, so I was the direct contact with the client's stakeholders - which were mainly Ecommerce , Digital Marketing and IT
Year: 2022 | Client: Leading eyewear manufacturer
Strategic Metaverse exploration
CONTEXT AND GOALS
At a time in 2022 when the metaverse was on everyone's lips, the client, a manufacturer and distributor of eyewear, decided to explore the possibilities offered by these new technologies.
PROJECT AND ACTIVITIES
The work was purely stretegic and explorative. It took place in several phases:
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An initial phase of pure education towards the customer: given the new complex topic, it was necessary to go through a short learning phase
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An exploratory benchmark phase, which aimed to see what was happening in the market in general, what was happening in the fashion industry, what was happening in the eyewear world
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Having laid the cognitive and informative foundations, we went through a phase of idea generation, from which N possible working concepts finally emerged
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A final phase saw the prioritisation of these concepts, supported by high-level business cases
The core team was composed by 5 people with business and design skills + a technical team.
Year: 2023 | Client: Fashion luxury italian company
CRM evolution
CONTEXT AND GOALS
The project was part of a multi-year journey for the transformation of CRM. After an initial review of platforms and user data, the aim was to work on growing the business and end-user relationship by exploiting the use of AI tools.
PROJECT AND ACTIVITIES
The project in question can be divided into 2 separate sub-projects:
a first work involved the use of algorithms for the creation of customer clustering, and the subsequent design of activation activities
The second work involved the creation of a product recommendation engine, and a subsequent activity for designing the application of the engine on all existing CJ and touchpoint of the brand
I was both in charge of the overall project coordination as project leader, coordinating both more junior staff and other vertical teams (eg. AI team), and in charge of the business, functional and experiential design aspects
Year: 2023 | Client: Leading italian bank
Digital growth programme
CONTEXT AND GOALS
The client, a large traditional Italian bank that had always been dependent on branches sales, felt the need in 2021 to enhance and improve its sales activities on digital channels as well. For this, a multi-year joint venture programme was established, through which Accenture would manage the sales of all banking products on digital channels.
PROJECT AND ACTIVITIES
I was the owner of current accounts, the main entry point for customers.
I was "a kind of product owner": the goal was to reach the agreed annual sales targets, and do any activity possible to reach them.
These activities were of different types, such as:
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Design of new Customer Journeys or optimisation of existing ones
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Review and management of marketing activities, either internal (towards the bank's customers), or external (towards prospects)
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Strategic projects to attack new targets or review the product offering
Due to the large and complex nature of the project and the client, I interfaced with a multitude of stakeholders, both on the client side (to name a few: pricing, digital marketing, digital product, etc.), and on Accenture side - colleagues who were experts in vertical topics, e.g. digital marketing and campaigns, UX and UI design, pricing, technology owners (e.g. salesforce), etc.
Year: 2019 | Client: Personal project
Escape Roomers
CONTEXT AND GOALS
In 2018, a group of friends and I were passionate about Escape Rooms, a business that had recently arrived in Italy. However, we had identified some issues: the industry was extremely fragmented and chaotic, each company had its own booking system (often poorly done), the few reviews that existed were unreliable, and the owners struggled to do effective marketing.
PROJECT AND ACTIVITIES
For this reason, a friend and I built EscapeRoomers.com, a marketplace that had the ambition of being the reference site for Escape Rooms in Italy. You could book rooms, compare them, and plan your own experience with friends from a single touchpoint. To all intents and purposes a booking-like site for Escape Rooms.
Among other things, I was entirely responsible for the platform, design and user experience. Developed with no/low code tool, it consisted of more than 60 pages, including listing page, product page, user profile with registration, manager profile with registration, etc.
The platform still exists, but I have not personally followed it since 2021, since which time it has undergone several changes.
