Moderated by
Gaby Prado
Gaby has transitioned from analogue to digital design, from digital products to physical and omnichannel services, and from service design to organisation design and transformation, across five countries on three continents.
A born changemaker with a systemic and empathic approach, she moves across silos and hierarchical levels, bringing together people, design, research, content, tech, and business strategy in startups, corporations, and non-profit organisations.
She has built and led design teams; introduced research and content practices; championed a C-level CX role; advised executive teams; and defined ways of working adapted to each organisation’s culture as part of a digital transformation initiative.
Since 2015, she has mentored startup founders, CX and UX leaders and teams, and taught UX and product design, strategy, methodology, and research at Barcelona design schools and universities.
Panellists
Marcela Machuca
Marcela is a Mexican Service Designer based in Copenhagen. Currently, she works at Nordea, one of the leading banks in Scandinavia.
She has more than 15 years of experience leading service design projects within large organisations such as Verti, Mapfre, Telefónica, Docomo, ING, Santander and BBVA. Throughout her career, she has supported the growth of the practice by teaching in several universities and organising Service Design Drinks in Madrid, fostering knowledge sharing in the local design community.
She holds a BA in Information Design from her native Mexico; her studies have expanded to interactive media and research methods. In her spare time, she organizes Collage sessions with her local community.
José Manuel Villanueva
José Manuel is a designer, educator and photojournalist whose practice is evolving from designing experiences to documenting them.
For more than 20 years, he has worked as a designer across Europe and the United States, creating products, interfaces and visual experiences for corporations, design studios and public initiatives. His work has always been grounded in listening, observation and understanding people’s needs—then turning those insights into meaningful solutions.
Today, photography is increasingly changing the way he approaches that process. Where design often asks him to intervene, photography asks him to slow down, observe and listen. His emerging work in photojournalism and documentary photography explores people, places and social change, using images to question assumptions and make lived experiences visible.
The two practices now inform each other: design has taught him how to frame problems; photography is teaching him to stay with the questions a little longer.
Adam Walker
Adam Walker is a strategic design and CX leader, former MD & Partner at Manyone, with 15 years leading research and transformation across Europe, the US and Asia.