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Simona Maschi
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Personal Interactions as a Catalyst for Change





Simona Maschi

CEO, Copenhagen Institute of Interaction Design





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Change lives at the intersection of, and with the synergy between research, consulting and education.




In a qualitative research study for Novo Nordisk- leading diabetes care provider - CIID Consulting identified a critical factor in successful diabetes treatment: When patients’ emotional needs are addressed, they are more empowered to make lifestyles changes that contribute to better disease management. It’s a simple insight but one that inspired Novo Nordisk to re-examine its mission to “change diabetes” and support patients better. CIID designed a novel approach that examined the networks of personal and professional support that emerge around individual patients. The result was a rich and emotional view into the complex interactions and relationships encompassing a patient’s journey with diabetes. By creating a research framework that looked beyond traditional modes of health care delivery, the approach ultimately provided the team with a more holistic view of diabetes management, enabling them to identify systemic gaps and define opportunities for more empathetic approaches to diabetes care.

This presentation will provide a case on how CIID Consulting and Novo Nordisk used insights on patient care and behavior to inspire a new healthcare service that has the potential to significantly improve how people with diabetes navigate their care. Furthermore we believe there is an inspiring story to be told about how designers, as natural entrepreneurs, can help corporations innovate in the healthcare space. This case study will demonstrate how a user-centred design approach can help organizations think openly and provocatively to bring new ideas into the world, that will foster positive change in the healthcare system.


Simona Maschi is a 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 industry, Simona regularly speaks at conferences and events, bringing 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 (DKDS) 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. Until June 2006, she was an associate professor and researcher at the Interaction Design Institute Ivrea, Italy and she been nominated Affilate Professor at Kolding Design School in Denmark in January 2014. 

Simona studied at the Polytechnic University of Milan where where she completed both her PhD in Industrial Design and Multimedia Communication (2002), and her MA in Architecture (1996).



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10/7/2018 » 10/9/2018
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