Anna Pestalozza
Human Centred Designer
Strategic & Systemic Thinker
Anna Pestalozza works as Service Designer in the Customer Insights team of the Immigration and Naturalisation Services (IND) of the Netherlands. Within her role she contributes to improve, define or envision (new) services & solutions based on the needs of people applying for naturalizations and residence permits, or requesting asylum.Prior to this role she worked as a Service Designer at adidas, where she supported the rollout of a global tech update with human-centered methodologies, ensuring systems were setup tailored to the needs of internal users, B2B customers and final consumers. Within adidas' Digital Strategy team, she took part in defining the portfolio and strategic positioning of adidas Circular Services offerings (adidas Made To Be Remade, adidas GiveBack) and in founding Lab A, internal department dedicated to launching pilot projects with a digital and experience-led focus.Humanist at the core, she grounds her work in understanding people’s needs, to design experiences that satisfy their expectations and simplify their lives. Attracted by complex issues and global challenges (as circular economy and migration), she is interested in exploring the contribution of the design approach when applied to the public context (healthcare, education, welfare, policy making).She worked as a consultant in strategic design and management consulting firms (Huddle, BCG). She has lectured at IED Milan from 2015 to 2018. She holds a MSc in Design for Interaction from the Delft University of Technology (the Netherlands).If she was not a designer, she would probably be a mathematician, a social scientist, a theatre actress or a sailor.