Alberta Soranzo

End-to-End Service Design Director


A firm believer that there’s always another way to look at a challenge, Alberta has been hacking things to make them work better for humans since she was a child. An incorrigible nomad, she's lived in Italy, California and is now based in London. Alberta is Director of End-to-End Service Design at Lloyds Banking Group, where she leads a team that works on making a real impact on the financial outcomes of people, by looking after the big picture as well as focusing on the very small things that, she says, ‘matter a lot’.


Much as we don't like to admit it, users have an expiration date. Even in the best case scenario, where the product and services we design aren't abandoned due to inertia or lack of interest, human beings stop being users when life ends. Or do they? We will embark on a wacky journey through the maze of novelties and oddities that surround the end of life, to understand how we can organize information and systems, and answer those ethical and practical questions raised by death in the digital age.