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Alberta Soranzo

Director of Service Design and Systems Thinking, Lloyds Banking 



A firm believer that there’s always another way to look at a challenge, Alberta Soranzo has been hacking things to make them work better for humans since she was a child. An incorrigible nomad, she’s lived and worked in Italy and California and is now based in London, UK. 

As End-to-End (E2E) Service Design and Systems Thinking Director at Lloyds Banking Group, she focuses on the creation and delivery of future-friendly services and customer outcomes that are rooted in systemic understanding and deliver value. She is driven by the opportunity to make a real impact on outcomes for both people and the organization, by looking after the big picture as well as paying attention to the very small things that, she says, ‘matter a lot’.

Unafraid of challenging conventions, Alberta puts people at the heart of her design process and contends that you should always under promise and then over deliver. In her natural habitat, she’s sitting on the floor surrounded by bits of paper and post-its or standing in front of a whiteboard with a handful of markers.

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, Alberta plays ice hockey, lifts weights and tries to keep up with the crazy life of her teenage daughters.

Alberta will be presenting in the afternoon session at SEACON.