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Simona Maschi is co-founder and director of the Copenhagen Institute of Interaction Design. Leading the overall organisation at CIID she heads a team that encompasses a world class consultancy, education programme and a research lab.

Simona is an expert in service design, scenario design and design methods and is passionate about design solutions that create a positive impact on the world. She supports this vision through creating a design culture that works in collaboration with academia and industry. Recent projects have explored topics such as private and public transportation, health and wellbeing, sustainable housing, and smart cities.

Widely respected in the industry, Simona brings inspiration on how people centred design can create new and reinforce existing innovation paths. She is a member of the jury for the IXDA Interaction Awards 2014 and part of a board of experts implementing new design strategies at the University of Macau in China.

Simona has over 15 years teaching experience at various institutions including Denmark’s Design School and the IT University in Copenhagen. She has lectured at the Politecnico University in Milan, and was a visiting scholar at the Institute of Design, Illinois Institute of Technology, Chicago. Previously she was an associate professor and researcher at the Interaction Design Institute Ivrea, Italy.

Simona studied at the Polytechnic University of Milan where where she completed both her PhD in Industrial Design and Multimedia Communication, and her MA in Architecture.

Event role
Keynote speaker & masterclass leader

Keynote

'Welcome to the future'

With the wicked global and local challenges in mind, we might forget that young generation service designers use their creativity to find new, modern ways to influence positive behaviour, design new breads of hybrid services, and connect the digital, physical and social. Until now many service designers have looked at these three distinct service environments separately, but the new generations of service and experience designers increasingly let them come together to create truly satisfying experiences for people and to design impactful services accordingly.

Simona will give an inspiring, rollercoaster keynote with a long list of services designed by optimistic digital natives. Innovative solutions in user experience at the intersection of the digital, physical and social realms.

Masterclass
'Services of the future. Do we want them all?'

This masterclass will be divided into two parts. The first part will be about imagining future services based on emerging technologies and social needs. The fact that technology creates many new opportunities for the future, does not necessarily mean that those opportunities are all equally desired and wanted by people across society. We will design services for both the best and the worst case scenarios, provoking the shift from the known ‘How might we …?’ question to the ‘Why should we…?’ one... more >


Scheduled
Saturday, April 4, 14:30 - 17:30 (masterclass)

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