Hi, I'm Cristina · Senior UX & Service Designer

End-to-end design for complex B2B ecosystems

10 years leading UX research, service design and product design in regulated, multi-stakeholder domains: Healthcare, MedTech, Energy, Hardware and Travel. From field research to high fidelity delivery, making complex ecosystems work for real people.

Current project: Johnson & Johnson

Milan, Italy · open to relocation
Awards UX Design Awards · Product 2022 ADI Design Index · Service Design 2022

Approach

Three moves I bring to every engagement

01

Empathize

Focusing on understanding the needs, emotions, and behaviors of users by putting myself in their shoes.

02

Connect

Connecting the dots in complex ecosystems to see the full picture and design seamless experiences that meet business goals.

03

Orchestrate

Orchestrating experiences to harmonize touchpoints and interactions across the customer journey.

Selected projects

Complex ecosystems, real people, measurable outcomes

A selection of work across Healthcare, MedTech and Destination experiences. Detailed case studies are available on request.

Client
Fresenius Medical Care
Role
UX Designer Lead
Duration
Jan 2023 · Oct 2025
Team
4 designers across 2 workstreams
Healthcare · MedTech

Redesigning a remote therapy management platform for home dialysis

Leading cross-project design in Agile environments, navigating client-team dynamics and managing ambiguity within a regulated MedTech environment targeting EMEA and NA markets. Contributing to prioritization, strategy and user testing, collaborating with product owners, project managers, development teams and clinical stakeholders while mentoring product designers.

12Countries involved in research
30+Cross-functional stakeholders
UX strategyRegulated MedTechTeam managementAgile
View case study
Kinexus platform
Client
Blue Lagoon Iceland
Role
UX Designer · Processes stream lead
Duration
Oct 2018 · Jun 2019
Team
3 designers · client product & service managers
Destination

Redesigning the guest journey for one of the world's most iconic wellness destinations

With over 1.3 million annual visitors, Blue Lagoon Iceland is a premier travel destination with a complex ecosystem spanning transportation, accommodation, food and beverage, retail, and skincare. Through comprehensive research into customers, employees and business operations, elevated the customer experience across every aspect of the journey, physical, digital, spatial, interactive and procedural.

35Processes mapped and analyzed
69Improvement concepts identified
Service designCXProcessesUser research
View case study
Blue Lagoon Iceland
Client
Acteon Group
Role
User Experience Designer
Duration
Feb 2017 · Apr 2020
Team
3 designers · PM, PO, 4 tech/engineering
MedTech

CX discovery for a new intraoral scanner, research-led design before market entry

Conducted user research with dental professionals to inform interface design and device interaction flows within a clinical, regulated setting. Designed the user experience for a new intraoral scanner to expand the company's portfolio, from competitor analysis to the Experience To-Be.

5Dentists interviewed and shadowed
3Dental labs shadowed
CXClinical researchRegulated settingStrategy
View case study
Acteon Novum intraoral scanner
Client
Fresenius Medical Care
Role
Senior UX Designer
Duration
Apr 2020 · Aug 2022
Team
3 designers
Healthcare · MedTech

A digital ecosystem for home dialysis product ordering across EMEA

Crafted design roadmaps and coordinated UX/UI work, managed research initiatives and engaged in hands-on service and UX design for a collaborative order and delivery ecosystem serving nurses, patients, doctors, customer service, support and sales agents.

70%Reduction in manual actions
85%Reduction in paper-based interactions
Service designEcosystemUX researchTeam management
UX Design Awards · Product 2022ADI Design Index · Service Design 2022
View case study
Order Management ecosystem

Testimonials

What colleagues and clients say

One of the most thoughtful and capable design leaders I've had the chance to collaborate with. What sets her apart is her ability to see the bigger picture: she actively connects the dots across domains to create more cohesive, unified experiences. She leads her team with intention and care, holding a high bar for both quality and collaboration.

RDDirector Product Owner, Fresenius Medical Care

She became a true inspiration to me. Her dedication to thorough research and clear communication with all stakeholders ensures every project runs smoothly. Working side by side, I learned a lot about systems thinking and navigating complexity from her.

CLProduct Designer, Fresenius Medical Care

An incessant drive to craft deliverables, tools, workshops and co-design experiences that allowed clients to truly understand what service design is about. Her work was always thoroughly thought out and structured, visually impeccable, and fun to engage with.

SBService Design Director, Design Group Italia