Serena Fruttaldo

Master degree in Business communication with honors at Suor Orsola Benincasa, Naples.
Post-university degree in International Sales and Marketing Management.

Pronouns: She/her
  • Doctoral Researcher

Serena is a Life designer and helps people design an easier and happier life.
She is the founder of LaMusa, an Atelier where Art and Design support her work with people.

In the last 15 years, she has worked as a project manager and communication manager.

She was responsible for the development of a component within the department of Electric and Electronics Systems at Ferrari S.p.A.

Over her career, she has led international research groups on transport and mobility, HMI (Human-Machine Interaction), technology, safety, mainly in the Automotive field. She has led workgroups on HMI and User-Centered Design (from concept development to rapid prototyping). She has managed communication activities for companies and research projects, including the organization of international events.

She has been a keynote speaker at several scientific and industry conferences and has published several scientific articles and papers.

She has also worked as an Assistant Export Sales Manager, in particular with customers in Europe and the USA.

Title of thesis: Design for behavioural change: study of a concept and recommendations for information systems supporting eco-driving

The scope of Serena's PhD is to contribute to the development of a design theory of innovative user interfaces for electric vehicles which support users in reducing their energy consumption through data visualization, information framing, and nudging.

Supervisors: Professor Andrew Morris, Tracy Ross.