# Michelangelo Zampogna: Conversational AI Portfolio

> Michelangelo Zampogna is an AI Product & Service Design Leader in London, UK, and the creator of the AI Design Blueprint, specialising in conversational AI, multi-agent systems and behavioural intent design for brands including the BBC, loveholidays, what3words, Direct Ferries, KAYAK and Virgin Media. This portfolio is built to be read by agents: every case study has one canonical URL, and the site can be asked about its own work in natural language.

## Case studies

- [AI Design Blueprint](https://assistx.michelangelozampogna.com/ai-design-blueprint): AI Design Blueprint is a public governance standard and validation layer for agentic AI. I turned ten principles of supervised delegation into a public MCP ser…
- [BBC iPlayer TV Guide](https://assistx.michelangelozampogna.com/bbc-iplayer-tv-guide): The 2015 BBC iPlayer TV Guide redesign, led as Senior UX & Interaction Designer in London. The goal: make live television fast and obvious to find inside a den…
- [Post Booking Experience App](https://assistx.michelangelozampogna.com/post-booking-experience-app): The 2020 Direct Ferries post-booking app redesign, led as Lead Product Designer. After booking, ferry customers often don't know what to do, where to go, or wh…
- [loveholidays Rebranding](https://assistx.michelangelozampogna.com/loveholidays-rebranding): I led the product side of the loveholidays rebrand from 2023 to 2025, turning a new brand direction into shippable product across the highest-value booking jou…
- [Internal Multi-Agent AI Data Platform](https://assistx.michelangelozampogna.com/internal-multi-agent-ai-data-exploration-platform): A design-led, production-ready internal AI platform that made customer and business data explorable through natural-language conversation. Built for eight depa…
- [Hotel Details Page](https://assistx.michelangelozampogna.com/loveholidays-hotel-details-page): A trust-led Hotel Details Page rebuild for loveholidays, combining verified customer reviews, clearer room comparison and modular experimentation to help custo…
- [Squawka MatchBoss](https://assistx.michelangelozampogna.com/squawka-matchboss): MatchBoss was Squawka's free-to-enter, real-money football prediction product. I designed the consent, selection, submission, scoring and live-match experience…
- [Virgin LineUp Builder](https://assistx.michelangelozampogna.com/virgin-lineup-builder): Virgin Media LineUp Builder was a Squawka-delivered Euro 2016 campaign tool. I designed a guided three-step lineup builder using live Opta data, teaching the m…
- [what3words Map App](https://assistx.michelangelozampogna.com/what3words-map-app): Lead Product Designer on the what3words map app, 2018. The company had a working address system and very few people using it, and the research found that the m…
- [3wordPhoto App](https://assistx.michelangelozampogna.com/3wordphoto-app): 3WordPhoto extended what3words’ 3-metre addressing system into photography, allowing users to capture or import photos, refine their location, and embed a cust…
- [what3words OCR Sorting & Delivery App](https://assistx.michelangelozampogna.com/what3words-ocr-sorting-delivery-app): An OCR-based mobile app designed for Mongol Post to scan what3words addresses, sort parcels into delivery-area bins, and calculate optimized delivery routes. T…
- [3wordTaxi App](https://assistx.michelangelozampogna.com/3wordtaxi-app): The project tested whether voice commands could provide a compelling and reliable way to request transportation, while demonstrating the commercial potential o…

## Surfaces

- [Portfolio](https://assistx.michelangelozampogna.com/portfolio): every case study, filterable by company
- [Conversation](https://assistx.michelangelozampogna.com/conversation): ask about any project, role or decision in natural language
- [Sitemap](https://assistx.michelangelozampogna.com/sitemap.xml): the entity sitemaps, generated from the same corpus

## Agent access

- [AGENTS.md](https://assistx.michelangelozampogna.com/AGENTS.md): how agents can work with this site
- The conversational surface is backed by an MCP (Model Context Protocol) server; the public conversation route is the supported way in for agents without credentials.

## Page-local tools (WebMCP)

- [For agents](https://assistx.michelangelozampogna.com/for-agents): in a WebMCP-enabled browser the pages register page-local tools — search_work, get_case_study, list_writing, navigate_to_case_study, filter_projects, request_contact — documented with their budgets and consent gates on that page.