Alberta Soranzo
Director of End-to-End Service Design; Lloyds Banking Group

About

A firm believer that there’s always another way to look at a challenge, Alberta has been hacking things to make them work better for humans since she was a child.

An incorrigible nomad, she's lived in Italy, California and is now based in London. Recently appointed Director of End-to-End Service Design at Lloyds Banking Group, she is excited about the possibility to make a real impact on the financial outcomes of people by looking after the big picture as well as focusing on the very small things that, she says, ‘matter a lot’. 

Unafraid of challenging conventions, Alberta puts people at the heart of her design process, and contends that you should always under promise and then over deliver.

In her natural habitat she's sitting on the floor surrounded by bits of paper and post-its or standing in front of a whiteboard with a handful of markers. If she's not there, you can find her on Twitter or playing ice hockey at a rink nearby.

@albertatrebla  

Talk Details

Digitised realities — the new lexicons for our world

How do you safely get across a city you don’t know, in a country where you don’t speak the language? How do you cook a healthy dinner when you spend most of your day at work?

With products and services like Hue and Zipcar, the problems of our physical world are increasingly solved by digitising reality, and success or failure is measured in the currency of experience. But being human-centric isn’t about quick fixes or gimmicks. It’s about understanding fundamental human and business needs and designing solutions that work for the challenges they’re meant to address, in the context in which they exist. 

Are innovation, disruption, IoT, AI, (anything)-as-a-service, etc the enablers of these solutions? Are we solving the right problems? And how do the solutions we design impact the very ecosystem that makes them possible? I’ll share what I’ve learned from looking at the real world and practicing in several continents - from food delivery in Mumbai to healthcare in America. The answers were not always what I expected.