Designing for Everyone, Chosen by No One: UX at the Scale of a Nation
to
Key Learnings
- Scale accessible design patterns for mass audiences with zero user selection
- Turn legal constraints into usable design patterns
- Facilitate cross-functional collaboration in regulated environments
Speakers
Speaker: Laura Bordin
Profession: Head of Design
Workplace: PagoPA S.p.A.
Description
What does it mean to design for 60 million users who didn’t choose your product — and often wish they didn’t have to use it? In this talk, Laura Bordin and Jacopo Pompilii share how their UX team at PagoPA is transforming essential public services like the IO app, SEND notifications, and IT Wallet into usable, inclusive, and trusted digital touchpoints. Working in a legally constrained, cross-functional environment — with no CRM, no target audience, and a national scope — they show how UX it’s about being the facilitators and becoming the bridge between law, technology, and everyday life, not the decorators who come in last. Through real stories of wins and failures, they’ll explore how UX can increase civic trust, navigate regulatory complexity, and unlock inclusion at scale.