Grounding design projects

In the end, it's the reality that counts: people want to live experiences beyond their expectations and no matter how beautifully a project was conceived. 

It is important to complete a multidisciplinary design team with the role of the UX Engineer, whose goal is to follow end-to-end projects by protecting their value from the conception to the realization, outlining technological problems and constraints and reducing operational inefficiencies in Design Ops. 

Here are the lessons we have learned since Sketchin adopted this approach and some future perspectives.


Luca Mascaro and Matteo Petrani

Luca Mascaro 

CEO and Head of Design at Sketchin 

Luca is a designer and serial entrepreneur. With 20+ years of practice he has been inspired by sci-fi, architecture, Japanese culture and by the interest for the human experiences. In 2006 he founded Sketchin to meet a challenge: mould a world where people can live experiences over their expectations.  


Matteo Petrani

Technology Director at Sketchin 

Designer, Engineer, Entrepreneur. Basically, Matteo is a problem solver. He loves method, chaos, creativity and order, being busy thinking about happy users and happy business, empathy, workshops, sharpies and post-its, teaching.