Strategic Design Director, Madrid
Natalia Castán has more than 15 years of professional experience in design consulting. As a psychologist, her interest is understanding how our mental models interact with the outside world. Her expertise evolved with the field: from human-computer interaction and usability to strategic design.
As teacher, she has been in charge of creative problem solving in h2i for the last years. In addition, she has incorporated techniques used in improvisational theater to facilitate creativity and innovation.
For the last four years, she’s been in charge of building up the Designit studio in Medellín, Colombia: selling, planning and leading strategic projects together with the team from the very first client briefing to final implementation; Leading and growing a team of multidisciplinary designers and supporting their professional development; Building and executing together with the Executive Director the studio strategy and business development planning. It has been a great adventure!