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 - Architect, Vice Dean

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 - Experience Consultant; MBA candidate

Combining experience from corporate, startup, agency and freelance environments in user / experience design, project/product management and digital strategy, Peter is a connector of dots. He has built and leads Geneva’s biggest grassroots event series at the intersection of technology, business, and user-centered design, with 1900+ members over 40 events, and guest speakers from organizations big and small (CERN, UN, WEF, Pictet, IBM, Goodwall, Cloudsight, BBC, etc.). Peter played a key role in rolling out journey-based approach 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 Management of Technology and Innovation at EPFL, and starting his own practice in experience design.

Sabine Junginger
Sabine Junginger - Head of the Competence Center for Design and Management

Sabine Junginger is a researcher, scholar and educator who engages with service design to effect organizational changes and to establish new relationships between individuals and institutions, for example, in the public sector. Her current work links service design with organizational change and policy design. She is an expert in human-centered design with a PhD in Design from Carnegie Mellon University (2006) and a Master in Design in Communication Planning and Information Design (2001). She is the author of Transforming Public Services by Design: Reorienting Policies, Organizations and Services around People (Routledge 2017). She heads the Competence Center Design & Management at the Lucerne University of Applied Sciences and Arts, Art and Design, where she teaches BA and MA students across the different programs. She is a member of the Advisory Boards of GovLab (Austria) and WITI Speyer (Germany). Previous appointments include the Advisory Boards of Mindlab (Denmark) and GovDesign (Australia). In addition, she is a member of the research committee of the Free University Bozen (Italy).