Content Benefit

Content Strategy | UX Writing | Content Design | Globalization | Communications

  • Driverless cars, my dream ride

    In Zurich, some predict 80% of taxi drivers will be gone within five years. Waymo, Uber, Swiss rules and US tickets: the data on self-driving cars, read by a terrible driver.

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  • Why we fall for love brands

    From Lidl sneakers sold out in a few hours to logos tattooed on skin: what makes consumers fall in love with a brand, with famous examples, neuroscience studies, and 2025 rankings.

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  • Job listings out of focus

    Locations that change halfway down the page, remote roles that turn hybrid, absurd salary ranges and ghost jobs: the mismatches in job listings, and why my own job search ended well.

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  • A woodland razed for a Conad

    In Reggio Emilia, Bosco Ospizio, nearly five hectares of self-grown woodland, is giving way to a new Conad. Amid bulldozers, lawsuits and displaced wildlife, I wonder if it is needed.

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  • A unicorn on the school run

    A mother tired of racing between preschool and school built Zum, the $1.7 billion Uber of school buses. In Italy, where public welfare lags and 40,628 mothers quit, it would be a lifeline.

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  • Sleeping Beauty goes Korean

    In South Korea, sleeping well has become a beauty routine to optimize. Our grandmothers knew it already, science now backs them up, and I, lazy as I am, mostly have my genes to thank.

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  • UX: the game fun wears off fast

    Streaks, badges, and leaderboards keep millions of users hooked, but repetitive mechanics wear thin fast and rewards often disappoint. Good examples, risks, and what makes the game last.

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  • Is WhatsApp Pay too late?

    WhatsApp is building a Payments section, and Italy appears on its list of countries. Anyone who has spent twenty years in payments knows how much habit, inertia and trust really weigh.

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  • Slovenia’s .si domain rush

    Trump has renamed AI super intelligence and Slovenia’s .si domains are flying off the shelf. But a country extension chosen for its look brings SEO, rules and risks: .ly proves it.

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  • Dark patterns, now you pay

    From the Amazon Prime case to the EU withdrawal button, dark patterns have become a legal violation. What designers must change in sign-ups, cancellations and checkout: a checklist.

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  • Big Food sues governments

    Coca-Cola, PepsiCo, Ferrero and other giants have taken five governments to court to stall warning labels and junk food taxes. The numbers, the tobacco playbook and my guilty pleasures.

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  • The toothbrush that overthinks

    A camera, an AI-guided water jet and a dedicated toothpaste: Dyson’s CameraJet turns a daily habit into a procedure. Here’s why a well-designed product should stay simple and immediate.

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