1. Innovative ways to explore UCD


Architect and designer, Anna is PhD in Industrial Design and coordinator of the research unit DIS (Design and Innovation for Sustainability) - Strategic Design, of the Department INDACO of Politecnico di Milano.

Visiting professor in other schools and universities (China Shanghai, Tongji University; Italy Pollenzo Universitā Scienze Gastronomiche; Italy MBA Consorzio MIP, Politecnico di Milano; Cile, Universidad de Valparaiso; Brazil Porto Alegre, Escola de design Unisinos; Colombia Barranquilla, Universidad del Norte), in 2010 she was visiting scholar at Parsons, The New School for Design in New York USA, and at ImaginationLancaster, Lancaster University in Lancaster UK.

From 2004 she is in the scientific board, in the faculty and co-director of the International Master in Strategic Design organised by the Consortium POLIdesign for Politecnico di Milano.

She is also in the board of the PhD in Design of the same Institution.

Involved in several national and international research activities, her topics of investigation are Service Design and Strategic Design towards sustainability, with a specific emphasis on social innovation and place development. In particular, she developed the concept of Community Centred Design and matured a considerable experience in the specific field of the food system, besides other subjects of investigation, such as services for de-mediation between producer and user and services supporting innovative forms of housing.



Mark Vanderbeeken is a founding partner of Experientia, a global 30-person user experience consultancy, based in Torino, Italy.  

At Experientia, he is involved with overall management, project supervision, editorial contributions, design policy and strategic communications. 

Prior to starting Experientia, he was communications manager of Interaction Design Institute Ivrea (Ivrea, Italy), European communications coordinator for the World Wide Fund for Nature (or WWF, Copenhagen, Denmark), marketing director of Gwathmey Siegel & Associates Architects (New York, USA) and chief press officer of Antwerp 93, Cultural Capital of Europe (Antwerp, Belgium). 

He is the author of Experientia?s successful experience design blog Putting People First, has set up a professional blog on e-democracy, and writes for Core77, the well-known USA-based online design magazine.  

He also lectures widely, most recently at the Design Center Busan (South Korea), University College London (UK), and the SEE Conference (Brussels, Belgium). 

He studied visual and cognitive psychology at the University of Leuven, Belgium and obtained a master?s degree in cognitive psychology at Columbia University, New York.






2. Industry engaging users in design  


Fiammetta Costa (born 20th may 1968), Ph.D in Industrial Design and researcher at the Politecnico. Principal areas of her research interests are: user research methods especially applied in the field of health care design. She has covered coordination roles in two researches financed by the Italian Ministry or university and technological research (MIUR) i.e. 'Contribution of ergonomics an bioengineering to the assessment of the product/service system for user with special needs', (2001-03) and 'Design of space, products and interfaces of the integrated home automation system: on-line measurements of user's characteristics and needs for the improving home active comfort', (2003-05) and is now in charge of the coordination of INDACO group in the research titled 'Babylandia' financed by Lombardy region.


Tuuli Mattelmäki is specialized in developing explorative methods for user-centered design and co-design. Her doctoral thesis Design Probes, published in 2006, studied what the design probes are about and for what purposes they can be applied in companies.

During her research she has done collaboration with various organizations, currently with the City of Helsinki among others. Her publications include articles on probes, empathic design and co-design. Currently she is involved in Aalto Service Factory's activities in research projects related to service design. She was awarded as the industrial designer of the year 2008 by the Association of Industrial Designers in Finland for her valuable work in design research.



3. Modes and aesthetics of interaction


Kees Overbeeke studied psychology at the Katholieke Universiteit Leuven, Belgium (Ma 1974). After working there, he moved to the Faculty of Industrial Design Engineering at the Delft University of Technology, the Netherlands, where he gained his PhD (1988) on spatial perception on flat screens. He headed the group of Form Theory as Associate Professor until his move to the Department of Industrial Design of the TU/e in 2002. During the 2005-2006 academic year he was Distinguished Nierenberg Chair at Design CMU Pittsburgh, USA. In 2006 he was appointed full professor at TU/e. He now heads the Designing Quality in Interaction group (DQI). DQI consists of nine PhD-ed designers, and is one of the leading design research groups in the world. He strongly believes that design research should be theory driven, and that collaboration with industry is paramount (among others, collaboration with Philips, BMW, Unilever, Nissan, Adidas, and Microsoft). 

Kees Overbeeke (co-)initiated several new subjects in design research: design and emotion, funology, aesthetics of interaction, rich interaction and design and ethics. He published extensively on these subjects in journals, books and conference papers. He (co-)initiated the 'Design and Emotion' and the 'Designing for Pleasurable Products and Interfaces DPPI' conferences. He was keynote speaker, and member of the scientific committee, of several international conferences, and has been plenary speaker at CHI 2009 in Boston, USA.

He is also editor and member of the editorial board of several leading international design journals.



Architect and Ph.D in Industrial Design, I am an interaction designer and user experience strategist. Throughout the years I designed digital services and applications for some of the most important international companies. My research and approach to design is focused on untangling the complexity of systems and processes, seen as frameworks and platforms which enable different user experiences and behaviors. From 1996 I am Professor and Researcher at the INDACO Department of Politecnico di Milano, where I explored the connections (and also the necessary disconnections) between design and business, focusing on strategic design and developing the "product system" concept. I was member of the project group and of the direction of the Master in Strategic Design, and lecturer in many postgraduate courses, among which: MIP/Politecnico of Milano, Polidesign, Publitalia, Sole24Ore, Domus Academy, Iulm.


4. Design culture and thinking in industry


Architect, Ph.D., she is Full Professor in Design at the Design School of Politecnico di Milano.

Her main interests concern strategic design and design driven innovation at the product-service- system level, with a particular focus on the field of interior design (especially in the field of retail and hospitality) and service design.

She collaborates with universities, research centres and companies in international research programs and strategic innovation projects. The results of her research and didactic activity have been presented through various international conferences and publications.

Since 2000 she is member of the PhD board in Design of Politecnico di Milano (directed by Ezio Manzini and Giovanni Baule until 2009 and by Francesco Trabucco nowadays).

Since academic year 2005/2006, she is study course leader of a new master course of Politecnico di Milano (taught in English) in Product-Service-System Design designed for international students.

Since 2007 she has been elected in the Cumulus Executive Board (International Association of Design Schools and Universities).



Fabio Di Liberto, Design continuum


5. Organizing design in industry


Assistant Professor at Politecnico di Milano - INDACO Department (Industrial Design Art Communication and Fashion).
Degree and Phd in Business Management.
His research topics deal with the strategic role of design, the design management processes, how design can generate new business models.
He is member of the Faculty of the Master in Strategic Design of Politecnico di Milano.
He teaches at the Politecnico Design Faculty, at POLI.Design Consortium, at MIP-Politecnico Business School and in other international schools.


Jettie Hoonhout graduated in cognitive and human factors psychology at the University of Utrecht (Netherlands), and after graduation, started working at the Experimental Psychology Department of that University as assistant professor. She was involved in various contract research projects in e.g. the field of process control, HCI, and design of instructions.

Next, she worked at the University of Maastricht, at the Psychology Department as assistant professor. Her work involved among other things developing parts of the psychology curriculum, in particular for the cognitive ergonomics program.

In 2000, she joined Philips Research in Eindhoven. One of her research interests is user interaction technologies and user centered research methodologies. With regard to the latter, she is particularly interested in methodologies that address the ?affectability? of products, i.e., methods and tools that support the development process of products and product concepts that are not only functional and usable, but also emotionally appealing and engaging, and thus can increase the motivation to use the product. She has been involved in the EU project ENGAGE, which was addressing this theme. And currently she is involved in TwinTide, also an EU project addressing this theme. Another research interest is around food, nutrition, and how to guide people towards smart choices



6. Service Design and interactions


Francesca Rizzo (Ph.D) is researcher in INDACO (Industrial Design, Art, Communication and Fashion)  Department, Politecnico di Milano, where she conducts research activities in the Strategic Design group (DIS).

Francesca has been visiting student in different universities in Europe and USA and she is author of many international publications on Journal (as Communication of the ACM) and in Conferences (International HCI, DRS conference, etc.).

Her background is in the field of UCD and Interaction Design. She is currently investigating the field of service design and social innovation. Specifically she is analysing services as designed artefacts for places revitalising and communicating and as mediators for territorial based social innovation.



With more than 25 years of experience in crafting compelling interfaces, Shelley Evenson is adept at helping organizations develop an in-depth understanding of customer needs, building experience strategies that respond to those needs, and implementing strategies across platforms and channels. She has been recognized as an industry pioneer in service design in the United States.

Currently a Principal Design Manager for Lync, Microsoft?s communication and collaboration tool, Shelley was most recently an Associate Professor in the School of Design at Carnegie Mellon University. Shelley taught courses in designing conceptual models, interaction, and service design, and collaborated with colleagues from the Tepper School of Business and the Human Computer Interaction Institute to integrate business, technology, and design in designing for service.