Frontiers Healthcare

Berlin, November 2016

Caterina Falleni

Design Strategist - Awake

Caterina Falleni is Design Strategist at Awake, product and experience design agency based in San Francisco.

She graduated in product and communication design at ISIA Firenze and worked at WAACS Design & Consultancy in Rotterdam, Netherlands, in Tanzania as interior designer and photographer and studied Product Design in Finland.

In the last years she has been based in Milan working at Design Group Italia as industrial designer, UX researcher and strategist. Her daily job was to design experiences, research trends, map new technologies and look for market opportunities for clients as 3M, ABB, Pepsico and Unilever.

Then she has been Product and Experience Design Manager at Makr Shakr, an Italian based company, started as a social experiment at MIT SENSEable City Lab in Boston, to observe how people embrace new possibilities offered by digital manufacturing.

In 2012 she won the Singularity University Global Impact Competition in Italy with ‘Freeijis project’ for a full scholarship for the Graduate Studies Program at NASA Ames Research Center in California a transdisciplinary program which combines 10 weeks of outstanding business leaders and academics from around the world to develop solutions to solve the greatest challenges facing humanity.

Her projects are based on the desire to craft new futures and by a concern for practical human demands in favour of natural and healthy ways of living. Her aim is to create global-scale, emotionally impactful solutions at the intersection between personal habits and emerging technologies.

One-Click devices: the life after the smartphone! Workshop

Introduction & warm-up (40 minutes)

The easiest and fastest interaction ever known is a "1-click" gesture.

Finally, after the smartphone era, technology allows people to access connected 1-click devices to get what

they want with the simplest interaction.

Today we can say: "Yes: there is life after the smartphone!"

In the worskshop we'll get a full overview and understanding of the 3 main implications related to a 1-click


1-Why? why should people adopt a 1-click device? what is the benefit? Why 1-click devices can be better

than a smartphone app.

2-How? How many different 1-click experiences (= design + interaction)?

3-Business model: value proposition and revenues

Also some actual real cases will be presented and discussed (La Comanda, Amazon, ...)

Hands-on (2.5 hours)

Working groups will have the opportunity to work on a real case.

A service / customer cluster target will be identified.

They will prepare value proposition and business model, together with a simple go-to-market plan.

A simple competition analisys will be welcome.

Each group will be equipped with a 3D modelling tool in order to prepare a mockup of the



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