I believe that a well understood problem leads to an effective design solution. My view focuses on the real needs of people and requires a holistic understanding of them: what are people's dreams, what moves them, what is the importance of the product in a societal context. Establishing a communication with people about their experiences, is a process that helps me to generate a sense of empathy. By creating empathy with people I believe I can assure that the final solution will be well received, considering people's values, goals and pleasures to feed them afterwards into the design process.

I want to design for experiences by using technology as a means and not as an end itself, trying to make technology to seamlessly merge into the context of everyday life, searching for a balance in the use of tangible and digital resources.

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