Dr. Anxo Cereijo Roibás is Principal User Experience Research & Design Consultant and founder of Acanda Ltd. He has been User Experience Research Manager at Vodafone Group Services, Senior Lecturer at the University of Brighton, Visiting Lecturer at Westminster University, at the Politecnico di Milano, the National Institute of Design and the IIT Mumbai (India). He has been a Human Interface Engineering Director at the Mobile Internet Services Provider, HiuGO SpA and user experience consultant for Omnitel-Vodafone and the Nokia Research Center among others. He has been British Telecom Fellow at the BT IT Mobility Research Centre and his work has also been supported by institutions such as the Vodafone Group Foundation and the British Royal Academic of Engineering. He is panel member of the Peer Review College of the Arts and Humanities Research Council (AHRC) and has been expert-evaluator for the in IST, eContent and Science & Society research programs at the European Commission and member of the Executive Committee of the British HCI Group chairing the Events sub-group and UX ambassador for the South East of England. Anxo has a Licenciatura in Industrial Engineering at the University of Navarra (E), a Laurea in Managerial Eng., School of Engineering, Politecnico di Milano (I), a MA in Design Direction at Domus Academy (I) and a Ph.D. in Communication Design from the School of Architecture and Design, Politecnico di Milano (I).