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Alberto Giorgi / Product Designer

Alberto Giorgi/ Product Designer

Selected work

Amplifon NEXT

A shared hearing-aid consultation for 26 countries: one clinical core, controlled local selling rules.

Context

In-store software · ~9,700 stores

Role

UX/UI design

Year

2024–2025

Status

9 markets shipped

A hearing specialist and a customer sitting side by side at a consultation desk in an Amplifon store, both looking at the same wall-mounted screen showing audiogram results.

At a glance

Problem
One shared consultation, different local selling models
System
A common clinical core with configurable market-specific regions
Delivery
Localised comparison and quoting shipped in nine markets

The product · shared consultation

One screen, one consultation

From the first questions to the offer, the hearing specialist and customer follow the same flow.

  1. Start with the person

    Capture hearing history, everyday context and priorities before the clinical consultation begins.

Counselling

  1. The Amplifon NEXT intake screen, asking a sample user about hearing, prior tests, health considerations and device use.
  2. The Amplifon NEXT needs screen, with listening situations and priority settings for a sample user.
  3. The Amplifon NEXT test results screen, showing a sample audiogram and hearing-test results for both ears.
  4. The Amplifon NEXT summary screen, combining the sample user's hearing results, needs and recommended next steps.
  5. The Amplifon NEXT perception screen, simulating a conversation in a noisy restaurant for a sample user.
  6. The Amplifon NEXT perception comparison screen, contrasting good hearing and extreme difficulty hearing in noise for a sample user.
  7. The Amplifon NEXT perception education screen, explaining hearing, the auditory system and brain health for a sample user.
  8. The Amplifon NEXT hearing-solution screen, relating the product range to listening situations for a sample user.
  9. The Amplifon NEXT model-selection screen, showing hearing-aid models and their features for a sample user.
  10. The Amplifon NEXT offer screen, comparing list-price and exclusive offers with placeholder payment amounts.
Ten selected screens, ordered from intake to offer and available through horizontal scroll.

Text alternative: A horizontal, reader-controlled sequence of ten selected Amplifon NEXT screens: intake, needs, test results, summary, perception, perception comparison, perception education, hearing solution, model selection and offer. The sequence shows the shared consultation from the first questions through the commercial proposal; customer profiles and dates are sample data, and offer amounts remain placeholders.

Before · inherited template

The template I inherited, and the ground moving under it

I inherited a global template begun by another consultancy: inconsistent UI, unpredictable toggles, overlays that broke the flow and visuals misaligned with Amplifon's ecosystem. Cleaning individual screens would have made the same structure look neater without fixing it.

The consultation also had to run inside a Salesforce migration, while ARIA, Amplifon's design system, was bringing its digital products toward a shared language. The template had to reconcile regional needs with marketing, offering and development. The question was structural: how could one consultation remain coherent while each market sold differently?

One template, five constituencies

Design connects offering, marketing and development — the position from which one template could be argued across them.

FIG. AMP.01

  • Regional representativesReaches the product through marketing
  • MarketingShares ground with regions, offering, design and development
  • OfferingShares ground with marketing and design
  • DevelopmentShares ground with marketing and design
  • DesignOverlaps offering, marketing and development

Text alternative: Five overlapping sets name the constituencies around the product: regional representatives, marketing, offering, development and design. Regional representatives overlap marketing only, so the markets reach the product through marketing. Design overlaps offering, marketing and development, and is the emphasised set — the only position touching all three.

Countries in the ecosystem

Countries
26
Stores
~9,700
Markets delivered
9
The scale the template was moving at: around 9,700 stores across 26 countries, nine of them taking localised comparison and quoting.

Text alternative: A pixel map of the world, redrawn from the project's own footprint map. The lit cells span North America, parts of South America, western and central Europe, Egypt, India, China, Australia and New Zealand — the roughly 26 countries where the ecosystem runs, in around 9,700 stores. Nine of those markets received the localised comparison and quoting designs described in this case; which nine is not shown, because the case names only five of them.

Design model · the invariant clinical core

What can change, and what cannot

A consultation has three parts: local intake, a clinical core, and the offer. Intake can differ by market; the offer has to reflect its commercial model. The clinical core stays the same — needs, test, results, perception, fitting and demo — because it follows one medical sequence.

That distinction made one build instead of nine possible. I defined local regions: explicit areas of the interface where a market could add its own content or control. A market changed a value in a reserved region, not the product around it.

Embedded inside SalesforceLocalised in each market’s language

  1. Intake

    Varies by market

    1. Hearing & health history
    2. Listening challenges
    3. Attitudes toward hearing aids

  2. Clinical core

    Shared across markets

    1. Needs
    2. Otoscopy
    3. Test
    4. Results
    5. Perception
    6. Fitting
    7. Demo

  3. Offer

    Varies by market

    1. Compare
    2. Quote
    3. Order
    4. Report
Intake and offer vary by market; the clinical sequence between them stays the same.

Text alternative: The consultation flow runs embedded in Salesforce and is localised into the language of each market. It has three blocks. Intake varies by market and includes hearing and health history, listening challenges, and attitudes toward hearing aids. The clinical core — needs, otoscopy, test, results, perception, fitting, demo — is identical in every market because it is medical. The offer block varies by market again, and holds its own steps: compare, quote, order and report. The first and last blocks are marked Varies by market; the clinical core is marked Shared across markets.

Global template, local adaptationA layered system model in which one global template feeds a local adaptation layer, and a single per-market decision selects either the global default or the designated local region without forking the product.DataProduct catalogStandardARIA design systemDesign choiceModular componentsLayerGlobal template layerMarket inputLegal & medical rulesLayerLocal adaptation layerMarket inputCommercial & pricingrulesDecisionLocal content for thismarket?OutcomeGlobal default rendersOutcomeDesignated regionrendersDesign goalNo fork per market
  1. 01 · LayerAssemble one global template layer
    • Product catalog
    • ARIA design system
    • Modular components — the design choice
  2. 02 · LayerAdapt it in the local layer
    • Legal and medical rules per market
    • Commercial and pricing rules per market
  3. 03 · DecisionIs local content defined for this market?
    • No → the global default renders
    • Yes → the designated per-country region renders
  4. 04 · Design goalNo fork per market
A market with different rules changes content in an explicit local region, not the build around it.

Text alternative: A product catalog, the ARIA design system and modular components feed one global template layer. Beneath it, a local adaptation layer receives each market's legal and medical rules and its commercial and pricing rules. A single decision asks whether local content is defined for that market: if not, the global default renders; if it is, the designated per-country region renders instead. Both outcomes converge on the same product, so no market gets a forked build.

Research · replica store, continuous

The room it's used in

Amplifon keeps full-scale replica stores at HQ. There we ran working sessions with former hearing specialists who now worked at headquarters and knew the sales dynamics firsthand.

This was continuous design input, not formal user research. It changed two decisions: how prices are exposed, and how customers compare products. Both appear in the next two flows.

Interior of the full-scale replica Amplifon store at headquarters: waiting area with seating and a backlit brand wall, a wooden counter, and a product display wall.
A full-scale replica of a store at headquarters, used to try the interface in the room it was designed for.

Text alternative: Interior of a full-scale replica of an Amplifon store inside the company's headquarters: a wooden slat counter in the foreground, product display walls on either side framed in red, a backlit amplifon wordmark on the centre wall, and a waiting area with seating beyond it.

Decision · comparison and quoting

The two moments that carry the sale

I focused on the two moments where markets diverged most: product comparison and the quote, where a recommendation becomes an offer. I designed both under the lead designer.

  • Comparison: I put options side by side with a clear selected state. A separate overlay answers fit — how an external aid sits behind the ear — without interrupting the comparison.

  • Quoting: I made offers comparable row by row, moved secondary detail into overlays, and placed the next action beside the selected offer.

  • Modularity: I replaced a stack of “+” buttons with a split dropdown and a defined region for each market block.

  1. 01
    Product comparison · Inherited

    One model at a time

    One hidden alternative forces comparison from memory.

    The inherited comparison screen: a “Choose your model” dropdown above one dark panel holding a single product — the hearing aids on the left, a person wearing them in the middle, six characteristic chips on the right — with a separate “Show internal” button sitting outside the panel.
  2. 02
    Product comparison · Redesigned

    Two options, one structure

    Matching cards compare both options side by side.

    The comparison screen: two option cards side by side with identical structure, each listing its characteristics and carrying its own select action, with a fit link in the top right.
  3. 03
    Product comparison · Redesigned

    Fit, without leaving the comparison

    An overlay answers fit without leaving the comparison.

    The “How it fits?” overlay open above the comparison: External/Internal product and Man/Woman model selectors on the left, and on the right the model in profile wearing the selected aid — an external one, so it sits behind the ear and is barely visible — with a zoom control over it.
  4. 04
    Product comparison · Redesigned

    Close enough to decide

    Ear-level zoom reveals how discreetly the aid fits.

    The same overlay zoomed in: the model's ear fills the preview, with the external aid tucked behind it and hard to make out even at this scale. The product and model selectors stay alongside, and the control now offers zoom out.
  5. 05
    Quoting · Inherited

    One tier priced at a time

    One priced tier hides alternatives and the next action.

    The inherited quoting screen: the product and a fitting toggle in a left column, the customer's needs and areas for improvement in a table in the middle, and a single priced tier on the right — the other two tiers are outlined pills parked above it, and the continue action sits inside the price block under the total.
  6. 06
    Quoting · Redesigned

    Offers that compare row by row

    Aligned rows clarify offers and surface the next action.

    The quoting screen: one offer table where two offers compare row by row on the same attributes, with the primary action inside the selected offer.
Each sequence starts with the inherited template and moves to the later ARIA rebuild, with prices masked.

Text alternative: Two step sequences, each opening on the inherited screen. Product comparison, inherited: a “Choose your model” dropdown above one dark panel holding a single product, its characteristics listed beside a photo of a person wearing it, with a separate “Show internal” button outside the panel. Rebuilt: two option cards side by side with identical structure, each with its own select action, and a link in the top right that opens a fit overlay carrying product and model selectors, the aid shown worn on a model, and a zoom that goes to the ear — where an external aid, sitting behind it, is barely visible. Quoting, inherited: the product in a left column, the customer's needs and areas for improvement in a table in the middle, and one priced tier on the right, with the other tiers as pills parked above it and the continue action inside the price block. Rebuilt: one offer table where two offers compare row by row on the same attributes, with secondary detail moved into linked overlays and the primary action inside the selected offer. On both quoting screens the monetary values are masked; neutral bars occupy the space the figures held.

Delivery · nine markets

Four ways of selling the same product

Localised comparison and quoting shipped in nine markets. Markets differ in how hearing aids are sold; the offering team, the central group for sales strategy by country, set each commercial model.

One structure held across all of them: the top band could host market-specific controls, an optional fourth column could hold local services or warranty extensions, and pricing controls appeared only where needed. Brand differences were mainly accent colour.

United KingdomThree product tiers, with no additional local services or controls.
The comparison screen as it renders for United Kingdom. Three product tiers, with no additional local services or controls.
GermanySocial insurance covers a no-cost hearing-aid option, accessible through the header.
The comparison screen as it renders for Germany. Social insurance covers a no-cost hearing-aid option, accessible through the header.
SpainAn all-inclusive package adds a fourth option, alongside a local card toggle.
The comparison screen as it renders for Spain. An all-inclusive package adds a fourth option, alongside a local card toggle.
SwitzerlandInsurance and loyalty discounts, with an insurance selector and a fourth column for local services.
The comparison screen as it renders for Switzerland. Insurance and loyalty discounts, with an insurance selector and a fourth column for local services.
The commercial model changes in the top band and an optional fourth column; the structure stays the same.

Text alternative: The top band of the same product-comparison table, shown in four markets. The United Kingdom is the simplest: three tiers — Excellence, Advanced Plus, Advanced — and a header holding only the current selection. Germany sells through insurance: the tier labels differ and the header carries the market's own zero-tariff and report links. Spain adds an all-inclusive package as a fourth column and a market-specific card toggle. Switzerland combines insurance with loyalty-scheme discounts: an insurance selector and a price-management control in the header, and a fourth column of local services. In every case the layout, the row structure and the tier band are the same build; the variation is confined to the header and the extra column.

Decision · explaining the loss

Making a loss you cannot see

An audiogram is not self-explanatory. I designed the shipped perception simulation so the specialist could explain the result in the shared view.

Instead of asking the specialist to describe a chart, it demonstrates the loss in an everyday scene the customer can recognise. Both can then discuss the same evidence on the same screen.

  1. Raise the noise, lose the letters

    Background noise removes letters, making the customer's hearing loss visible on screen.

Step 01

  2. The Educational Content overlay, titled “The time to act is now”, with tabs for memory and brain, stress and burnout, social isolation and communication; the open tab explains how the auditory system works, with an anatomical illustration and a comparison of healthy and damaged cells.
  3. The Technical Content overlay: tabs for the different speech-in-noise tests, a vertical scale from good hearing in noise to extreme difficulty with the measured value marked, and a soft-to-loud control.
Raising background noise drops letters from the sentence and surfaces nearby voices — a visual stand-in for what the customer hears.

Text alternative: Three steps. First, an animation shows the perception simulation in a supermarket: the specialist selects Your perception and raises the background noise, letters fade from the sentence, and nearby conversations surface. Second, the Educational Content overlay titled “The time to act is now” explains effects on memory, stress, social isolation, and communication. Third, the Technical Content overlay presents speech-in-noise results on a scale from good hearing in noise to extreme difficulty.

Reflection · mediated access

Scope, and what I'd change

I worked under a lead designer, in daily contact with stakeholders and development. When marketing and offering pulled in different directions, I used interactive prototypes to make the trade-offs concrete.

I would still push for direct in-store observation before finalising: watching the shared consultation with a real customer, rather than relying mainly on mediated access to specialists.

Florence, Italy · Working internationally

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