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Maritza Guaderrama is Managing Director of Designit Spain & Latam, a global strategic design firm which is part of the leading technology company, Wipro. Designit is helping businesses to develop products, services, and experiences that improve the way we all live, work and do business.

Furthermore, Maritza is a Board Member of the Foundation Innovation and Design, and she is Professor of Design Research at the h2i Institute where she has a socio-anthropological approach to innovative processes.

As Managing Director Maritza has developed projects for many important Spanish companies. With specialty in ethnographic methodologies and co-creation she enables teams and organizations to face situations of uncertainty in a creative and collaborative manner. She is driving change and growth across businesses, industries, and societies matching big-picture thinking with creativity and technology.

Maritza’s vision of change is centered around creating a human-shaped world, where everything is designed around real human needs.

Event role
Masterclass leader

'Service Design Bootcamp: Co-creating customer value'

Curious about what service design is all about? In this bootcamp you will explore service design methods and techniques to co-create value with the customers that you want to serve. From discovering who that customer can be to defining the interaction between the customer and you, the service provider, analysing and identifying the touchpoints and artefacts that create value for both you and your customer.

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