Create a new Internet experience

Fastweb, a major Italian telecommunications provider delivering fiber connectivity to millions of users across Italy, wanted to differentiate in the commoditized home internet market. Their vision was to transform the router from invisible infrastructure to interactive home assistant. The challenge involved seamlessly integrating Amazon’s Alexa capabilities while maintaining Fastweb’s service ecosystem, creating new value beyond basic connectivity, and designing for both tech-savvy early adopters and mainstream users.

I worked on the new software experience, creating a cohesive ecosystem fully integrated and coherent with the hardware. The project involved designing the Internet Hub and network extender with integrated Alexa capabilities, creating 30+ custom voice interactions specific to connectivity and home management, and redesigning the existing Fastweb app to incorporate new features while maintaining familiarity. Working with the team, we developed 5 new customer journeys bridging voice and visual interfaces, ensuring seamless embedding of Amazon’s interaction patterns while preserving Fastweb’s identity.

Our solution earned recognition with an iF Design Award, validating both our design and our strategy. The product successfully helped Fastweb strengthening its position as an innovation leader in the Italian telecom market, moving beyond competing on speed and price to competing on experience.

The project delivered a complete ecosystem: one Internet Hub and one network extender with Alexa integration, 30+ custom voice interactions, updated Fastweb app with 4 new integrated functionalities, and 5 new customer journeys. Voice interaction proved to be more than just another channel—it fundamentally changes how users conceptualize and interact with services, dissolving the boundary between physical product and digital service.