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Deborah Nas | Contact | Keynote Speaker | Author | Thought Leader in Innovation | Consultancy | Sparring Partner | Help Innovation Teams Become Successful
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deborah nas

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Deborah Nas is a technology enthusiast, professor, keynote speaker and an active participant in the tech innovation space as an entrepreneur, consultant and non-executive board member at startups.

Acting at the crossroads of technology, psychology, and business, Deborah knows how to improve innovation success rates.


Design Things That Make Sense is Deborah’s debut business book. It provides valuable insights into the unique challenges of technology-based innovation and offers a complete set of human-centered design strategies to help tech innovators develop ideas into successful products.

about the author


Dec 3, 2021

Capgemini Innovation Day

Define the Future!

Technology, innovation & people


Sep 10, 2021

De Volkskrant

Dutch Newspaper

Uitgeschakeld na een update: hoe apparaten steeds minder van ons worden


Jan 11, 2021
Dura Vermeer 165 year anniversary magazine
Page 60 (Dutch article)
Elon Musk was laughed at

December 7, 2020

BNR Newsradio


Werkprofessor: Collaboration between industry and academia


October 16, 2020
BNR Newsradio
Big Five of 5G



March 16, 2019

VG Visie

Dutch Real Estate Magazine

Innovations in real estate: we’re heading for digital twins


Jan 03, 2018


Dutch Newspaper

Own bike to be made obsolete by shared bikes?



Dec 01, 2017

De Volkskrant

Dutch Newspaper

Brilliant idea! But we’ll do differently. Why great ideas never make it.



Nov 29, 2017

Dutch NewspaperAlgemeen Dagblad

How shared bicycles are creating a mess.



Aug 30, 2017

Dude Magazine

Dutch Designers Magazine

Always looking for a surprise

My view on the role of experiments in the design process.



Over 70% of tech startups fail.
Their products are often hard to understand, expensive, raise (privacy) concerns, or are simply lacking the right set of features.
Innovators can, and must, do better.
Combine design strategies to strengthen product benefits and mitigate consumer resistance and you might strike gold.
With technology being ubiquitous, engineers are often in charge in product development. They haven’t been trained as designers; Design Things That Makes Sense offers them a shortcut to thinking as a designer by putting customer needs at the heart of the innovation process. 
Too many tech products simply don’t make sense and fail. I made it my mission to help tech innovators do better.


Dec 3, 2021

Capgemini Innovation Day

Define the Future!

Technology, innovation & people


Design Things That Make Sense
Tech. Innovator's Guide


Design Things That Make Sense (out May 25th) is the first and complete guide to designing technology-based products and services. It answers questions like: Why do so many new tech products fail? What accelerates technology adoption? How do you design products that make sense? 

Deborah Nas transformed the knowledge she gained in her 25 years of experience as a designer, professor, and thought leader in technology-based innovation into practical design strategies. These design strategies will guide you in developing successful new products and improving existing products. They will help you design products and services whose technological benefits far outweigh their potential drawbacks. In other words, it will help you to “Design Things That Make Sense” for your future customers; products people will love to use and will continue using.

Product owners, product managers, and innovation managers can utilize this book to help their teams become better innovators. It can help start-up founders improve their value propositions and speed up adoption of their products. It can enable design professionals to fast track their design process. Design students can use it as a reference manual in their design projects and design tutors can use it to boost their students’ design knowledge. Design Things That Make Sense is a hands-on book that will help you develop great ideas into successful products.

The book comes with a free online toolkit designed for teamwork, workshops, brain storming sessions and co-creation sessions.



About the author


Deborah Nas is a technology enthusiast, entrepreneur, keynote speaker, and thought leader in technology-based innovation. She has been an active participant in the tech innovation space for the last 25 years.


From working with startups to serving as a consultant for companies looking to future-proof their innovation strategies, her experience has given her valuable insight into the factors behind the failure or success of new tech products. Nas is Professor of Strategic Design for Technology-Based Innovation at the Delft University of Technology, a visiting professor at Politecnico di Milano, and holds several board positions.


She acts at the crossroads of technology, business and psychology. Her knowledge, experience, and ability to bridge academia and practice make her a thought leader in innovation.

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