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Angelica Fontana is a service and systems designer with a special interest in human interaction with technologies, with over 8 years of experience in the field. She works as Design Director at Sketchin, a design studio based in Lugano, Milan and Rome.

She supports companies in delivering new physical-digital solutions to create value for customers and businesses. Besides her work at Sketchin, she is a researcher & curator at unintended, a community-based research lab, experimenting at the intersection of design, systems and futures. 

She holds a Master’s double degree in Innovation and Service Design from Tongji University and Product Service System Design from Politecnico di Milano. Angelica lecturers in Service Design and Design Futures. For her, the field of education and teaching represents an opportunity to continue to research and experiment with new design practices.

Event role
Case study speaker

Case study
'Pirate tales from the MBOs' barricades'

In these messy and volatile times, most organisations believe they don't have the luxury of focusing on value creation for the long run and are forced to commit to short-term results and numbers with the use of management-by-objectives (MBO); setting goals and monitoring the progress. But many decision-makers, designers and others yearn to add a long-term perspective to their project outcomes. It is no longer enough for designers to satisfy our customers' expectations or abide by a good awareness of the impacts of our work on a larger scale. Our mission has reached a higher level.

When we are hired for a project, our work is meant to serve the company's results. Still, the silent struggle between the company's goals and our design purpose lets a pirate attitude emerge. Let's be honest; we probably have been in this uncomfortable situation at least once in our careers. Join this interactive talk to find out how to bend design tools and practices to create value for the long run despite a company's short-term business goals. Marco Tamburlini and Angelica Fontana will tell you how they repeatedly failed at it (and sometimes succeeded). And share practical hacks for being a pirate on a treasure hunt.

Saturday, September 17, 12:30

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