Matteo Ruffo Logo-esteso.

skills

These are the things I'm good at & the tools I use to do them. Organized around the five phases of my process, because skills only make sense in context.

Sense

Listen, observe, research

Sense

Listen, observe, research

Desk Research

I map what's already known before asking new questions, digging into reports, sources, and case studies to build a strong understanding of the problem space.

case studies analysis, literature review

Field Research

I go where people are and ask a lot of questions, especially the uncomfortable ones. I collect the knowledge that data alone can't capture.

interviews, observation, ethnographic research

Synthesis

I sit with the mess before making sense of it, looking for patterns across data to surface the tensions and opportunities that actually matter.

clustering, pattern recognition

map

Connect the dots, map the system

Systems Thinking

I look at the whole before the parts, mapping relationships and responsibilities to turn something overwhelming into something you can work with.

systems map, stakeholder map, resource mapping

Experience Mapping - user journey

Experience Mapping

I trace how people move through a service, identifying friction, gaps, and the moments that matter most.

Customer journey, service blueprint

Problem Framing

I take time to name what is going on. Defining the right problem is often the most valuable thing a designer can do.

how might we, problem statement

design

Work with people, not just for them

Co-design

I design and run sessions where people become active contributors to the solution, not just informants.

workshop design, whiteboards, co-design tools

Concept Development

I take research and maps and start reshaping the system, connecting all the pieces until a direction becomes clear.

sketching, scenario, ideation

Team Facilitation

I listen to everyone, balance different voices, and find common ground. When needed, I lead. When not, I make sure the right person does.

leadership, decision making, conflict mediation

build

Make ideas real and testable

UI Design

I design interfaces from early wireframes to high-fidelity prototypes, building design systems that make collaboration with developers easier.

Figma

Web Development

I build and manage websites autonomously, from structure to content, without depending on a developer.

WordPress, Divi, Elementor, HTML, Claude

Digital Tools

Give me a new tool and I'll figure it out. I'm comfortable learning fast across very different technical contexts.

Adobe Creative Cloud, affinity, fusion 360, keyshot, Omeka S, forum platforms

tell

Find the right story and make it land

Storytelling

A project told badly is a project half done. I find the story inside the work and shape it to reach the right people in the best way.

narrative design, case study writing

Pitching

I present work clearly and with confidence, making complex ideas land without losing what makes them interesting.

slide design, public speaking

Video & Visual

I use video and visual language to communicate what text alone cannot. Some of the best project moments live in a two-minute video.

video recording, After Effects, storyboard

Let's work together

Whether you have a project in mind or just want to talk, I'm always happy to connect.