Caterina Amato

When I grew up I wanted to be a hero.
I wanted to be one of those people who work hard every day to help others.
The path seemed clear to me: I wanted to become a doctor.
Who else could help the world get better/become a better place?
I became convinced that this was my path.

However, during the first year, I didn't pass the medical test: the first door was shut on my face. The second door shut when I passed the test the following year and the third one when I realized that anatomy and histology were not really my cup of tea. And it was at that moment, when all my certainties had disintegrated and my convictions blurred miserably, that I found out about Industrial Product Design at UNIBO.

When I read the course plan I was immediately impressed and decided to enrol, firmly convinced about following this new path.

After three years of spatial designing where I kept on failing 3D modelling and mechanical drawing exams, I realised that I was deeply in love with design, but not designing objects. It was not yet the right path. Something was missing. There was a lack of heroism. The experience of designing products and furniture lacked that feeling of actually helping people.

And it is during this frantic attempt to find a connection between my love for design and my not yet extinct dream of being a hero that I discovered Service Design.

After leaving behind my thesis project about a product-service system on pets obesity and treatment, during which mechanical design and 3D models wouldn’t leave me alone, but thanks to which I approached digital experiences and artefacts design, I started a Master's degree in Advanced Service Design. I had finally found my way and understood what kind of hero I wanted to become.

I chose Tangible for my MSc internship because it was love at first sight. When visiting its website I was immediately captivated by its way of working, its freshness, innovation-driven approach and values.
Tangible believed in me and chose to help me become the hero I wanted to become.

Don't worry folks, your problems with bad digital experiences will soon be over, because now I'm here: the super experience designer of the future! (Or at least I like to believe so).