Sambuddha Saha

Experience Design
Strategy + Creative Direction

driving innovation in complex ecosystems 
#AutoMobility #Cities #Humans #Behavior #Culture

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me

I am motivated by the need for human- and planet-centered innovation & creativity to tackle the urgent challenges and radical opportunities of our time.
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Inspired by the ability of digital technologies to connect us across distance, time, cultures, actualities, etc. Also w
ary of the gravitational pull of mass distraction.
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Committed to impact through guidance as well as influence – from within & without. 
Leadership is situational, and we live in funky times.
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Fence-jumpers leapfrog gatekeepers.
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Draw together every day.
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focus areas

• Research & Insights
• Foresight
• Vision & Concept
• Strategic Direction
• Design
• Writing
• Consulting

worked with

Automotive & Mobility 
Volvo Cars, GM, Ford, AutoTrader, Manheim
Energy & Sustainability  
GE Energy
Retail
 
Target, Home Depot
Fashion & Apparel  
Prada, Mi Ola, Topology Eyewear
Consumer Goods
 
Coca-Cola
Travel & Hospitality 
OpenTable, Hyatt
Technology & Communications
Telenav, AT&T, Sprint
Media 
Esquire, Harper's Bazaar
Logistics 
DHL
Government 
UK Inland Revenue
Agency & Consulting  
Sapient, Digitas, Icon MediaLab

Two people riding bikes on a street near trees.

autoMobility /

autoMobility /

Mobility Innovation Ecosystem

ongoing / Experience Strategy

Not just a device on wheels

As the industry struggles through a wholesale reconfiguration of the many mutually-reinforcing systems that have enabled its success over the past century – but have since stagnated and hindered its progress – the digitalization of the car offers the opportunity to transform not just the car, but the industry into a more open innovation ecosystem – allowing customers to do more on-the-go, with cars that fit better into a broader and more sustainable portfolio of mobility formats refactored for an increasingly-urbanized world.

DEFINING
VEHICLE
SOFTWARE
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REDESIGN
URBAN
MOBILITY
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To many of us it has become a self-evident truth that car-dominant transportation systems are simply unsustainable — the negatives spanning from their no-longer-deniable environmental impact, to other degradations of our quality of life — the loss of time & economic value due to congestion, road safety & fatalities, spatial dominance by the necessary infrastructure, noise, stress & unwell-being, isolation & asociality, etc.

But personal cars will not be disappearing anytime soon. So in addition to reducing car ownership and replacing car use with alternate modes when suitable, it is imperative that when we do choose to use our cars, we do so in more considered and sustainable ways:

Reducing the Costs and Harms

• Minimizing Pollutants
• Reducing Other Usage Impacts
• Reducing Manufacturing Impacts

Increasing the Benefits

• Increasing Vehicle Utilization
• Trip Purpose Should Drive Vehicle Size
• Increasing Peak Road Capacity
• Improving Fit for Urban Access/Use
• Broadening Vehicle Utility

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