Caterina and "Her" WoodenCycle

Caterina with her Woodencycle bike at Milan Design Week 2014. Photo: Sara Pellegrino

Caterina is an Italian Strategist and Service Designer, technology lover and sailor currently based in San Francisco.

Creative thinker and entrepreneur in conceiving and implementing new design, branding, and business concepts based on both insight and foresight.

Caterina is currently UX Design Strategist at Awake a young digital design agency based in the heart of Silicon Valley.

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.

She led as Product and Experience Design Manager 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 / Axelera Global Impact Competition in Italy with ‘Freeijis project’ for a full scholarship for the Graduate Studies Program at Singularity University, 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.

Caterina has been the Executive Director of Axelera an italian non-profit whose aim is to inspire future italian leaders, entrepreneurs and technologists by spreading knowledge about exponential technologies and the importance of addressing the widespread global challenges.

Caterina is a multi-awarded designer in national and international design contest, 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, disruptive, emotionally impactful solutions at the intersection between personal habits and emerging technologies.

She is an experienced speaker having presented at conferences around the world as TEDx and Ciudad De las Ideas in Mexico and in corporation sessions as at CISCO, IBM and Nokia.

Caterina has sailed all her life. She was in the italian national team for 3 years and she sailed for national and international regattas around the world. Her latest sailing adventure brought her to cross the Atlantic Ocean as Exxpedition and Ocean explorer and advocate.

more info on: Linkedin