Fred Voorhorst holds a Master of Science in Mechanical Engineering, and a PhD in Industrial Design Engineering, both from the Delft University of Technology and completed a Post Doc at the ETH Zurich in the field of man-machine interaction. His academic research focuses on intuitive interaction in the tradition of Gibsons’s Ecological approach to visual perception, which he applies to a wide field, ranging from medical tools & devices to consumer products, Virtual Reality and Augmented Reality systems. He is teaching interaction design at BSc course of Industrial Design Engineering at the University of Arts and Design Zurich as part of the human factors module he is coordinating. In his professional career he has worked in various companies (mainly) in the IT sector, and occasionally in the field of high-end fashion. Positions are diverse but always within the area of process, product development and/or business development, bringing in a strong customer focus. Currently he holds a part time position at the SUPSI/ICIMSI, and the remaining time he is working as independent on innovation and project management for various companies.