Gianluca Brugnoli holds a Master Degree in Architecture and a Ph.D. in Industrial Design from the Politecnico di Milano (Italy). He is Associate Creative Director in the FrogDesign Milan studio. Throughout the years he designed digital services and applications for some of the most important international companies. His research and approach to design is focused on untangling the complexity of systems and processes, seen as frameworks and platforms which enable different user experiences and behaviors. From 1996 he is Professor and Researcher at the Faculty of Design of the Politecnico di Milano, where he explored the connections (and alsothe necessary disconnections) between design and business, starting a strategic design research team and developing the “product system” concept.