26-28 Sept.

Friday, 27 Sep. 17:15–18:00


Fit for survival – How organizations transform

/ Alberta Soranzo

Alberta Soranzo


The design of services places users squarely at the centre of its practice, and fulfilling customer needs is the focus of organizations large and small. What happens though, to the people inside the organization, especially at times when efforts are mostly focused on efficiency, simplification and cost reduction? 

How do organizations change effectively, and choreograph their people and the work to support change that isn’t merely cosmetic and that results in tangible outcomes, both internal and external? 

Vision, willingness to depart from management models that are still firmly rooted in the industrial revolution era and understanding that culture cannot be superimposed, but is the direct result of the conditions of the system in which it develops, are the ingredients of a formula that should not be a secret.


Alberta Soranzo

An incorrigible nomad, Alberta has lived and worked in Italy and California and is now based in London, UK. 

As Transformation Design Director, specializing in service design and systems thinking at Lloyds Banking Group, she leads multi disciplinary teams that focus on the creation and delivery of future-friendly services and outcomes that are rooted in systemic understanding and unlock value for the organization and its customers.

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

Prior to Lloyds, Alberta was experience design director at digital agencies in London and at UCLA in California. She has a long track record of leading strategic projects for global brands, including Oracle, Sun Microsystems, Center for Disease Control and Prevention, UCLA, HSBC, Deutsche Bank, RBS, BUPA, The Co-operative Group, EDF, Nuffield Health and T.Rowe Price.

 When she’s looking to escape the world of design and transformation, Alberta plays ice hockey, lifts weights and tries to keep up with the crazy life of her teenage daughters.

You can follow Alberta’s adventures on Twitter @albertatrebla or connect with her on LinkedIn.

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