The first edition of the Festival explored the theme Beyond the user?. Professionals, companies, design agencies reflected on professional practices and on contemporary innovation mechanisms. Some of the starting questions were:

How is technology affecting process management?

What are the needs of the firms and people of the future?

How is the service offer changing?

What is the impact on the design, production and distribution system?

How can service design support such processes in order to enrich the economic, social and environmental system?

Evgenij Morozov, the main speaker, reflected on the importance of data in the design and delivery of public and private services.

Ezio Manzini and Andrea Saviane enriched the debate through their reflections on new collaborative practices for innovation in cities and new mobility models.

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