About
Connecting the people who decide and the people who build.
I am Pietro Lezzani, a product strategist and designer in Milan. I take a product decision from the room where it is made to the requirements engineering builds from, for B2B scale-ups whose product is already selling and for enterprise teams whose approved strategy has not reached the product.
Background
With an education rooted in industrial design, I soon steered toward what I had always been drawn to: digital products. I then spent two and a half years at Bain & Company, as part of AIS (formerly Innovation & Design) in the Vector practice, where I became a senior designer. In January 2024 I set up on my own, while remaining part of the Bain Advisory Network.
How I work
Strategy consulting on one side of the table, product design on the other
Most companies buy these two things separately. A consultancy frames the problem and leaves a deck; an agency or an internal team picks the deck up and designs the product. The decision is made in the first room and reinterpreted in the second, and that is where it gets lost: the deck never says enough to build from, and the people building were not in the room when the trade-offs were made.
I work on both sides of that table. The strategy side starts from the business case: the number you are measured on, the market you are selling into, what it costs to wait. The design side is the flow, the structure, the screen someone opens on a Monday morning. Holding the two in the same hands means the reason for a decision travels with it, from the roadmap the board reads to the requirements engineering builds from.
None of the three projects on this site was done alone, and that is the point. The results came from clients who put the people who decide in the room and owned each decision, instead of signing off on someone else's. That is how I work, and it is the kind of client I work best with.
The work
The first step is a thirty minute call. Within 48 hours you get a one page proposal: scope, duration, price, what is excluded.