Alberta Soranzo

Outcomes that matter. Design to change behaviours.


As designers, we have the power to influence outcomes and behaviours. Along with that power we have the responsibility to use our skills to be agents of change for the better — we can be just like superheroes!

But how do you change deep-seated behaviours or self-sabotaging perceptions? As experience designers, we can help users create a commitment to stop a bad habit or develop new behaviors that result in positive outcomes—from improved health to a better financial outlook. Behavioral design is your secret weapon to help people help themselves.

About Alberta

Alberta is Experience Design Director at Tobias & Tobias, where she is responsible for the integrity of experience design thinking and for looking after 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 leads cross-disciplinary teams in the delivery of elegant evidence-based solutions that align key business drivers to user needs and positive outcomes.

Alberta has a long track record of leading strategic projects for global brands, including Oracle, Sun Microsystems, Center for Disease Control and Prevention, HSBC, The Co-operative Group and Nuffield Health.

Slides from Alberta’s talk:

Sketchnotes from Alberta’s talk:
@chrisspalton’s sketchnotes
@crispin_read’s sketchnotes
@roarsdraws’ sketchnotes
@francisrowland’s sketchnotes