Roberta Capellini is a behavioural scientist and design researcher with a background in psychology, holding a PhD in Social and Cognitive Psychology from the University of Milan-Bicocca. Her academic work focused on social attention, User Experience (UX), and digital behavioral change interventions.

At Avanade, a joint venture of Accenture and Microsoft, she led Behavioural Design, User Research, and Service Design practices across sectors such as finance, healthcare, and utilities.

Currently, Roberta is the Service Design and User Research Lead at UniCredit’s Customer Experience Design, the in-house design studio, and a lecturer at NABA. In her role, she combines quantitative and qualitative research with science-based insights to design services that support desired cognitive, emotional, and physical experiences.

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