Roberta Capellini Roberta is the Head of Design Research at Avanade and a PhD student in Social Psychology at the University of Milan-Bicocca. During the past years she’s worked for several companies across a variety of industries, ranging from financial to healthcare and utilities. Roberta has experience in both quantitative and qualitative research. She loves to borrow the classical experimental psychology methods and apply them to user research; she likes to play with numbers and data and try to understand how designers can best leverage data to provide useful, usable and beautiful experience.