Sofia Loreto

I'm a Customer Experience leader with 15y of experience designing and managing complex, empathetic user journeys within governments and the global private sector. I specialise in transforming customer interactions into strategic insights, ensuring the voice of users directly informs product innovation and commercial growth. My background leading high-impact projects for global organisations has cultivated a deep, nuanced understanding of managing sensitive topics with the highest standards of product & service delivery. I bring cross-industry expertise spanning Life Sciences, Consumer Goods, Financial Services, Oil & Gas, Utilities, Telecom, Airlines, Fashion, Media & Entertainment.

Examples of my work:

- Financial Services: Redesigning the enablement journey for existing large corporate customers accessing the bank's markets side products, specifically: FX Forwards & Investment Rate Swaps.

- LEGO - Defining the future KFOL (Kids Fans Of LEGO) digital experience - connecting kids deeper with the brand and increasing engagement with LEGO digital platforms.

- Sanofi - Creating the service ecosystem strategy to support patients in their journey from prescription to adherence with a specific molecule. This project won an IF Design award 2026 acknowledging the quality of the user experience.

- Leading a 3-year program to define the future patient centred experience for cancer treatment. Creating a more human experience for patients and HCPs while optimising the HCP's workflows, simplifying their experience, creating higher efficiencies and increasing the acceptance of Al generated insights to support them.

- NHSX - Designing and testing an over-the-counter medicine tracker service.