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Alessia is UX Team Lead in the Customer Experience Team at HP Spain, where she is in charge of the worldwide Experience Design Strategy. She has joined HP since 2010 as senior interaction designer and then as Customer Experience Lead.

Alessia has worked as a Post-Doc Researcher and external consultant in different European and Italian projects concerning the design of ambient computing systems, development of creative approaches to interaction design, investigation of wearable technologies and new materials, the use of robotics applications as therapeutic aids, development of web 2.0 concepts and services.

She is author and co-author of several papers in the field of Human Computer Interaction, Ambient Computing, Pervasive Health and Human Robot Interaction. She holds a PhD in Human Computer Interaction, and has a laurea degree, magna cum laude, in Communication Technologies, from the University of Siena, Italy. Since 2007 she has been teaching Interaction Design, Experience Design, User Centred Design, and Human Computer Interaction at the University of Siena, University of Sassary, Alghero Faculty of Design and at IED Barcelona.

Event role
Keynote speaker


Keynote
'A day in the life of - an inside-out view of the HP Design team'

Bringing design in a large corporate is a challenging journey that requires key skills such as empathy, business acumen, imagination and delivery capability. Javier Cesar (Customer Experience Design), Marc Morros (UX Design Lead) and Alessia Rullo will show three different angles, three different stories and perspectives to showcase how the design process is implemented at Hewlett-Packard Barcelona. This will be an inside-out view of the design team to understand how to create success stories through design.

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