Welcome to my website!
I'm Edoardo, a service and interaction designer based in Amsterdam.

I transform complex information into smart user experiences that engage and entertain.
I love editorial articles from subjects as diverse as politics and maps and opera and doodling and long essays on history.
If you agree, that when it comes to design, intelligence is where the real beauty is, contact me!


Information processing through doodling

Event Sketchnoting

Sketchnotes are a relaxing and stimulating excercise for drawing skills and information processing.

This simple technique is extremely useful while analyzing problems, brainstorming and conceptualizing.
This examples comes from different events I attended in Amsterdam, like Creative Mornings and This Happened.

  • Personal Project
  • Year: from 2013

Design Workshop Facilitation

Service design

Design Workshop Facilitation

Service Design workshops are one of the most stimulating activities I am involved with DesignThinkers Group. I had the change to collaborate with professionals coming from different fields, and facilitate sessions about many different topics, from customer experience analysis to business models creation for future startups.

Photos are from PicNic Festival 2012 in Amsterdam and Van Hot Naar Her,workshop about mobility and transportation for AgentschapNL.

  • Client: DesignThinkers Group
  • Role: Workshop organization and facilitation
  • Year: from 2012

Startup Canvas

Game toolkit to create a new startup

Startup Canvas

Developed with DesignThinkers Group, the Startup Canvas is a design driven framework and process to use when building a value driven Startup.
It will show the users of the tool how to align values with organisational models, culture, propositions, business model and customer values and goals.

The canvas tool box includes:
An instruction sheet which will guide the teams through the game process. One group member (the People Guru) is responsible for time and checking the instructions.
Persona cards. These persona cards are used to give information to the participants playing the role of End-User during the game. This way we want to help them play the role of the End-User even better.
Assignments cards with challenges the groups can choose from after they understood the values and purpose the group members share.
The groups can choose the Assignments and Persona’s they feel belong together.
Participant Roles. Every participant will have a role. A key role is the End-User. Each team should assign to players to be the End-User, the instruction sheet will explain what these players should do exactly and when they should do it. Another Key role is the People Guru which is responsible for monitoring the teamwork and timekeeping.

The canvas is one of the tools used by the DesignThinkers Academy.

  • Client: DesignThinkers Group
  • Role: Graphic design, Game design
  • Year: 2012

Service design tools

Maps and toolkits

Service design tools

With DesignThinkers Group I collaborated in the improvement and the creation of new service design tools. These maps are used to create value networks of stakeholders, customer journeys and service blueprints.

Such simple tools are impressively useful during workshops with participants with no experiences in service design creation. Many professionals coming from banking, insurance and law (fields recently dealing with the changes of business models with their customers) have great benefits in using these tools as first approach to user centered design methodology.

You can find them on the DesignThinkers group webpage.

  • Client: DesignThinkers Group
  • Role: Graphic design, Information architecture
  • Year: 2012


A radio-robot from space


ROBERTA is a radio for households, designed to create emotional interactions with her users.

Shaped as a cute robot, Roberta needs to be fed, cuddled and cherished to play music. This radio becomes a house pet, with a specific position in the home environment.

Roberta shows how the use of normal products can be enhanced with the wise use of emotions and interaction models.

  • School: Copenhagen Interactive Institute of Design
  • Role: Concept design, Prototype building, Arduino programming
  • Year: 2012

Snoop the Poop

City poop prevention service
Snoop the Poop

Snoop the Poop

Snoop the Poop is a service proposal for smartphone to help fighting the “poop” problem in city communities.

The service has its roots in a the Danish tradition to place a flag on the dog left over, in order to mark it and elicit shame on the dog owner.
Thanks to DNA tracing, the application shows you the dog identity, and according to the number of offenses, to start a public trial to judge the offender.

  • School: Copenhagen Interactive Institute of Design
  • Role: Service design
  • Year: 2012

Bamboo tablet Installation

First User Experience

Wacom Bamboo tablet Installation

These two Flash files show the architecture of the interfaces designed for the introductive experience for new Bamboo users.

The first interface is designed to drive new users in the different installation phases. Following, the wireframes of the main screen and the complete interface. The video link in the installation interface launches the presentation video that you can find further.


  • Client: Wacom
  • Role: Interaction and UX design, Interactive mock-up
  • Year: 2010

I’m Edoardo Costa, Italian designer originally from Milan and now based in the Netherlands since 2009.

My work

My focus is on designing interactions, covering the entire design process from user research, definition of personas, UX and interaction visions, conceptualization through visualization techniques, service design tools, rapid prototyping and user testing.

My inspiration

My personal interpretation of innovation is inspired by D. Norman:

The innovation process can be described as “Hill Climbing”: you keep on climbing to reach a a project solution , but you use a not determined path of holder to go on, without knowing where is the peak you are trying to reach. Movements inside this path are determined by Human Centered Design, Meaning switch an Technology discovery and application.”

This is my definition of interaction design: a development process based on methodology (design research), skills & tools (technology), personality & culture (meaning creation).

A simple dream

Efficiency is not enough to solve the complexity of a world where information, knowledge, services, interfaces are connected.
A world controlled by a button or by a black shiny screen is not a human world. Technology should help people to improve their skills and abilities, both personal & social.

My aim as interaction designer is to create products and services that employ the full potential of digital technologies to impact in an emotional and smart way the every day life of people.
“Target users” are no more just clients, but active stakeholders of every design process. I want my design interventions to make people empowered both on sensorial and rational level.