Jan-Christoph Zoels is partner in charge of user experience at Experientia, an experience design company based in Turin, Italy. Experientia's mission is helping companies to innovate their products, services and processes by creating valuable user experiences. Until recently he was a senior associate professor at Interaction Design Institute Ivrea, where he led the Applied Dreams initiative: collaborative innovation workshops with industry leaders such as Mattel, Sony, Hitachi, Nokia, Alcatel, Orange, Fiat and Telecom Italia. In his work Jan-Christoph focuses specifically on people?s experience of mobile services and applications, and on using information technology to support simplicity, and advocates a strategic integration of user experience modeling, design, prototyping and iterative testing to improve the desirability of products and services. Originally from Germany, he lived for many years in the USA, where he taught at RISD, and was director of information architecture for Sapient (New York), and senior designer at Sony Design Center USA, responsible for strategic product development. He holds four patents. Zoels received his Master Degrees in Industrial Design from the Rhode Island School of Design, Providence, USA, and the Academy for Art and Design in Berlin, Germany. He has taught at Rhode Island School of Design, the Jan Van Eyck Academy (Maastricht, Netherlands), and Samsung's Innovative Design Laboratory (Seoul, Korea).