Luca Petroni is one of the Partners at Assist., a leading user experience and digital CRM company based in Milan, Italy. He has a PhD in communication sciences from the faculty of Sociology of the “La Sapienza” University in Rome. He has led the Human Computer Interaction team of IconMediaLab, a multinational web design agency. In 2003 he founded “ExitConsulting” a user experience consulting company now part of Assist. He has managed and directed complex interaction design projects for high-profile companies such as Nokia and Vodafone. He teaches cognitive ergonomics at several universities in Italy including the Politecnico di Milano and the University of Siena.