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Gigia Tondelli: UX Leadership & AI Innovation Strategy
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Experience-Driven Leadership Philosophy
As a UX leader with over 15 years of experience spanning major agencies and brands, I bring a unique perspective to digital product development. My approach centers on human-centered design that harmonizes business objectives with user needs – creating experiences that feel intuitive while driving measurable results.
Throughout my career at industry-leading agencies like Publicis Sapient, FCB Global, and Leo Burnett, I've developed a reputation for translating complex business challenges into elegant digital solutions. By combining rigorous user research with strategic insight, I help organizations navigate digital transformation with confidence.
My work extends beyond traditional UX to encompass Innovation strategy – identifying opportunities where artificial intelligence can enhance user experiences without sacrificing the human touch. This forward-thinking approach has benefited global brands across retail, financial services, insurance, telecommunications, and consumer packaged goods.
I believe exceptional digital experiences begin with understanding people's deepest motivations – their pains, gains, and unspoken needs. This empathetic foundation, combined with business acumen and technical expertise, allows me to craft digital journeys that exceed expectations and deliver measurable ROI.
15+
Years Experience
Delivering exceptional digital experiences across agency and in-house roles
20+
Brands
From Fortune 500 companies to emerging market leaders
3
Industry Awards
Including Cannes Lion and Webby recognition for innovative digital work
Career Journey
My career demonstrates a consistent pattern of growth and increasing responsibility in the UX field, progressing from hands-on design roles to strategic leadership positions:
1
Publicis Sapient (2022-2024)
As Associate Director of User Experience, I led cross-functional teams delivering digital transformation initiatives. Developed AI integration strategies that enhanced user experiences while maintaining human connections. Orchestrated research initiatives identifying critical user needs and translating them into actionable product roadmaps.
2
iCrossing & Havas (2018-2022)
Served as Director of User Experience across two premier agencies, overseeing UX strategy for major brands including Discover Financial Services and Cox Communications. Established UX practice standards, mentored junior designers, and advocated for user-centered methodologies at the executive level.
3
FCB Global & Leo Burnett (2009-2018)
Progressed from User Experience Designer to UX Strategy Director, contributing to award-winning work including Allstate's "Social Savvy Burglar" campaign (Bronze Cannes Lion). Developed comprehensive experience strategies encompassing digital products, marketing ecosystems, and brand campaigns.
4
PetSmart (2006-2009)
As an Interaction Designer, transformed corporate goals and marketing objectives into effective digital experiences for PetSmart.com and associated microsites. Established early foundations in user-centered design methodology and ecommerce optimization.
Throughout this journey, I've maintained a commitment to continuous learning, adapting to emerging technologies while keeping human needs at the center of every experience I create.
UX Research & Strategy Expertise
My approach to user experience begins with meaningful research. I believe that truly innovative digital products emerge when we understand not just what users say they want, but also what they genuinely need – often uncovering insights they themselves haven't articulated.
I've utilized and refined research methodologies that go beyond surface-level data to uncover the emotional and psychological drivers behind user behavior. This empathetic understanding forms the foundation for strategic decisions that balance business objectives with human needs.
Understanding Human Needs
Observing users in their natural environments to understand how digital products fit into their broader lives and workflows.
1:1 conversations with users to understand jobs they are trying to achieve and the emotional or psychological drivers behind them.
Journey Mapping
Visualizing the end-to-end user experience to identify pain points, moments of delight, and opportunities for improvement
AI-co-creation Workshops ✨
Collaborative sessions bringing together engineering and design teams, data, user insights and business objectives to generate innovative solutions.
Research insights drive strategic decisions that balance business goals with user needs.
UX Leadership Philosophy
Great user experiences don't happen by accident – they require intentional leadership and collaborative teams that balance diverse perspectives. As a UX leader, I've developed a leadership philosophy centered on three core principles:
User Advocacy Above All
I instill in my teams an unwavering commitment to representing user needs throughout the product development process. This means enabling UX to have a seat at the decision-making table and empowering team members to speak confidently about user impact.
Business Fluency
Effective UX leaders must translate user needs into business value. I train my teams to articulate design decisions in terms of business metrics – whether that's conversion rates, customer lifetime value, or operational efficiency – ensuring UX is viewed as a strategic investment.
Balanced Innovation
I foster environments where teams feel safe to explore innovative approaches while maintaining pragmatic delivery timelines. This balanced approach ensures we produce work that pushes boundaries without sacrificing feasibility or user accessibility.
Technical Skills & Methodologies
Effective UX leadership requires both strategic vision and hands-on capabilities. While my role has evolved to focus more on strategy and team leadership, I maintain proficiency in core UX tools and methodologies to ensure I can effectively guide teams and evaluate work:
Research & Strategy Tools
User Research Platforms
Proficient with UserZoom, UserTesting.com, and various ai-powered research platforms for remote moderated and unmoderated research.
Analytics & Testing
Experienced with Google Analytics, Adobe Analytics, Optimizely, and HotJar for quantitative insights.
Collaboration Tools
Expert user of Miro, Mural, and FigJam for remote workshop facilitation and collaborative ideation.
Design & Prototyping
Design Systems
Experience establishing and governing design systems using Figma.
Prototyping
Capable with Figma, Lovable and various gen-ai tools for creating interactive prototypes.
Accessibility Tools
Proficient with WAVE, axe, and color contrast analyzers to ensure inclusive experiences.
Methodologies & Frameworks
Beyond specific tools, I bring expertise in implementing and adapting methodologies that drive consistent, high-quality outcomes:
Design Thinking
Practitioner of Design Thinking methodology with experience adapting the framework for various organizational contexts and project scopes
Jobs-to-be-Done
Practiced in applying JTBD framework to identify core user motivations and create experiences that address functional, emotional, and social dimensions.
This combination of technical skills and methodological expertise enables me to lead teams effectively through complex projects, ensuring we deliver experiences that are both user-centered and technically feasible.
Recognition & Professional Achievements
Throughout my career, my work has been recognized by industry peers and professional organizations for excellence in user experience design, digital innovation, and creative problem-solving. These accolades reflect my commitment to pushing boundaries while delivering meaningful results:
Cannes Lion Bronze (2015)
Awarded for the groundbreaking "Social Savvy Burglar" campaign for Allstate Insurance, which combined innovative UX design with social media analysis to create an impactful educational experience.
Communication Arts Interactive Exhibition (2011)
Received the Award of Excellence in the 17th Annual Interactive Exhibition for exceptional user experience design that combined aesthetic excellence with functional innovation.
Webby Awards Official Honoree (2011)
Selected as an Official Honoree in the 15th Annual Webby Awards, recognizing work that exhibited remarkable achievement in digital experience design among the best in the industry.
Professional Certification
Cisco Qualified Digital Signage Media Professional certification, demonstrating expertise in creating cohesive experiences across digital signage platforms – an early example of my commitment to omnichannel experience design
Let's Create Exceptional Experiences Together
Thank you for taking the time to explore my professional background and approach to user experience leadership. As you consider your organization's UX and AI strategy needs, I welcome the opportunity to discuss how my expertise might align with your objectives.
I bring to the table not just technical skills and methodologies, but a proven track record of:
  • Translating business objectives into user-centered experiences that drive measurable results
  • Building and leading high-performing UX teams that deliver exceptional work
  • Developing AI innovation strategies that enhance rather than replace human connections
  • Creating cohesive experiences across channels spanning digital and physical touchpoints
  • Advocating for user needs while navigating complex stakeholder environments
My approach combines strategic vision with practical implementation – ensuring that ambitious experience goals translate into tangible improvements for both users and the business.
I look forward to discussing how we might work together to create digital experiences that exceed expectations, drive business outcomes, and meaningfully improve people's lives through design and strategic innovation.
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