Curious about people. Serious about outcomes.
For more than 20 years I've turned complex customer journeys into measurable results, at eBay, tutti.ch, NZZ and now VF Corporation.
I grow designers, and the place of design in the product.
Today I lead a team of four designers within a global design organisation of eight. Before VF, I was Head of UX at NZZ and Head of Product & UX at tutti.ch.
I've led UX in ecommerce, marketplaces and media, always aligning business priorities with what customers actually need, and working closely with product, engineering, analytics and leadership.
Strategic UX impact
Ecommerce optimisation, scalable experience frameworks and large-scale experimentation programmes.
Hiring and growing people
Over my career I've hired more than 15 designers and built the teams around them. At least seven of the designers I've managed have been promoted.
Setting up practices
I introduced user-centred design and usability testing at tutti.ch, and journey-based KPIs and service blueprints at NZZ.
AI in UX practice
I bring AI into research, synthesis and ideation, and keep human judgement at the core.
Where I've worked.
-
VF Corporation
2025 – present
3 brands · EMEA
Senior Manager UX, EMEA
Leading UX strategy for commerce platforms across The North Face, Timberland and Vans in the EMEA region, focusing on ecommerce optimisation, scalable experience frameworks and large-scale experimentation programmes.
-
Independent
2023 – 2025
Consulting
Product & UX Consultant
Led ecommerce and digital experience projects, including the relaunch of a 12k+ product catalogue ecommerce platform, and contributed to the redesign of the Museum für Gestaltung Zürich digital experience.
-
Neue Zürcher Zeitung AG
2019 – 2023
Digital media · multiple product teams
Head of UX
As Head of UX, shaped product and experience strategy with the product leadership team for one of Switzerland's leading digital media platforms, introducing journey-based KPIs and service blueprints, and scaling UX collaboration across multiple product teams.
-
crowdhouse AG
2018 – 2019
Real estate platform
Principal Product Owner & UX Designer
Defined product strategy for a digital real estate platform, introducing OKRs, research sprints and cross-functional collaboration practices to improve product delivery and adoption.
-
tutti.ch AG
2014 – 2017
C2C marketplace · web & apps
Head of Product & UX
Joined as UX Designer and was promoted to Head of Product & UX three months later.
Led UX and product strategy for C2C platforms across web, mobile and app experiences. Introduced agile processes, roadmap planning and stakeholder communication frameworks, as well as user-centred design practices and usability testing.
-
eBay Europe GmbH
2002 – 2014
12 years · 3 roles
Senior UX Designer
2009 – 2014Led the design of customer-facing and internal tools across multiple ecommerce initiatives.
Direct Marketing Manager
2008 – 2009Managed direct marketing and customer retention programmes.
Graphic Designer
2002 – 2008Led art direction and graphic coordination for online and offline marketing activities.
What they say about me.
“Silvia is a true UX leader and design mentor.”
Read full recommendation
There are many traits that distinguish a leader from a manager, and Silvia exhibits them all. For two years I worked in Silvia’s team at tutti.ch. She created an environment where designers felt empowered, encouraged and inspired to do their best work. As Head of Product, she was in constant communication with the CEO and led our team toward a shared vision. She is a talented designer who understands the entire user story and transforms user requirements into optimal design solutions. When she became Head of UX, she took me under her wing and shared her knowledge, thought processes and thinking and I am now a better designer because of it. Silvia is a true UX leader and design mentor. I can only hope to follow in her footsteps some day.
“Her leadership style is built on trust and transparency, which gives me the freedom to act and grow.”
Read full recommendation
Silvia is a leader who put people first and is always there to share and support. Her leadership style is built on trust and transparency, which gives me the freedom to act and grow. She can facilitate our team in a way that fosters a culture of sharing and caring, thus creating a safe and fun place to work. I respect Silvia for building a team driven by user-research, allowing us to make evidence-based decisions. Her advocating for design as a collaborative practice of applied problem-solving makes Silvia a promoter of cross-functional work.
“A strong judge of character who recognizes problems and takes a collaborative approach to solving them.”
Read full recommendation
Silvia is a highly skilled UX and UI Designer whose contribution to tutti.ch “user-first” approach has been profound. She has a deep understanding of Agile work processes, which she evangelised and campaigned for successfully. As a manager, she repeatedly distinguished herself as a strong judge of character who recognizes problems and takes a collaborative approach to solving them, both within her team and beyond. She is a calm but clear communicator with a keen sense of humor. Highly intelligent and capable, Silvia would be a great asset to any organization.
Education, certifications & languages.
Degree
MSc in Industrial Design
Politecnico di Milano · 1997 – 2004
Certifications
Product-led & Product Manager Certification
Mind the Product · 2025
AI Product Management Specialisation
Duke University / Coursera · 2024
Extended Reality Specialisation
University of Michigan / Coursera · 2023
CSPO — Certified Scrum Product Owner®
Scrum Alliance · 2017
Interaction Design Practicum
Cooper, San Francisco · 2010
Languages
Italian
Native
English
C1/C2 · Professional
German
B2 · Professional working