Valeria Adani

Valeria Adani is a Service Design Director at Idean, a global design firm. Idean’s mission is to improve people’s lives by crafting – and empowering others to craft – great experiences that touch their hearts and add value to their lives. In her work, Valeria helps her clients design and deliver human-centered services.  With years of experience in consulting commercial and public entities, she focuses on design solutions that balance users` needs and internal capabilities.
Before Idean, Valeria worked at Livework, one of the founding fathers of service design.  Prior to that, she worked for one of the few Italian agencies embracing service design, helping them shape and grow their design department. Valeria has extensive experience in teaching and coaching. She collaborated with the Management Engineering Department of the University of Modena and Reggio Emilia in developing and managing various Design Thinking initiatives, both for students and international companies. 

The Power of Memorable Customer Experiences

Design-driven organizations succeed because they create a connection with their customers, they understand their pain points and needs. But is your company trying to minimize complaints or maximize customer delight? The risk with focusing on pain points is to deliver mediocre experiences that don’t make the customer stick.  Great customer experiences can drive customer decisions as much as, if not more than, price and functionality.

Let’s go through how a company should create memorable experiences – and how it must be ready to transform negative experiences into positives.


Ivan Saric

Ivan Šarić

Batman i sinovi, Boss (Croatia)

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