Switzerland is not like most countries. It has no official capital city but makes up for it by having 4 official languages. Regional characteristics are strong, and the 26 cantons function as states within the federation. Nonetheless, there is a strong feeling of belonging together, despite the differences. To the outside world, the “Swiss” brand is thus homogenous, strong, enviable, precise, orderly. By joining forces, the Swiss federal states have achieved what they never could have done alone.


These concepts apply to the founders of this local chapter initiative as well. Our group brings together educational, research, enterprise, agency and freelance experience, backgrounds in architecture, design, human-computer interaction and business. It is along these same concepts that we have identified the SDN Swiss chapter goals:


1. Join Forces

2. Mix Differences

3. Grow Together by Building on Heritage


Martin Wiedmer
Martin Wiedmer - Architekt

Martin Wiedmer is a trained architect (Dipl. Architekt HTL) and works since 2012 as vice dean at the Lucerne School of Art and Design. He is in charge of the four research groups, the bachelor’s specializations in object design, textile design, jewelry design, design management international and the master’s degree programs in design and film. Prior to this assignment, from 2001 he built up the research at the Academy of Art and Design of the University of Applied Sciences and Arts Northwestern Switzerland. Between 2005 and 2012 he headed the Institute of Art and Design Research. During this time he carried out multiple research and service projects in art and design, especially in the fields of interaction and design thinking. Martin Wiedmer is active in various research commissions, juries and (conference) committees.

Florian Egger
Florian Egger - Owner & Principal User Experience Consultant at Telono SA

Florian Egger is the founder and principal of Telono SA, a Swiss user experience (UX) research and design agency he founded in 2005. He manages a team of UX strategists, user researchers and interaction designers who strive to make interactions with products and services more useful, more usable and more enjoyable. He has extensive international experience in sectors ranging from healthcare to finance or international organizations, where he has set up systematic user-centered design processes to achieve business success. Florian holds an MSc in Human-Computer Interaction from University College London (UK) and a PhD in Human-Computer Interaction from the Eindhoven University of Technology (NL).

Peter Tamas Horvath
Peter Tamas Horvath - EMBA

Combining experience from agency, freelance and corporate environments in communications, project/product management and digital strategy, Peter is a connector of dots. Peter has built and led Geneva’s biggest grassroots event series at the intersection of technology, business, and user-centered design. With 1500+ members and steady growth over the past 4 years, the group has conducted over 25 events with 40-80 participants, and guest speakers from organizations big and small (CERN, UN, WEF, Pictet, IBM, Goodwall, Cloudsight, etc.) Peter played a key role in rolling out user journey mapping in IBM’s developing markets marketing efforts. In his last role he worked on bringing user focus and design thinking to satellite connectivity provider Inmarsat, both on internal and external projects. He is currently doing his EMBA in innovation and management of technology at EPFL, and starting his practice in experience design.