1 Behaviours Design The Design focus transition from products to experiences. Loredana Di Lucchio, PhD Sapienza Università di Roma Section Arts, Design and New Technologies | Dept. I.T.A.C.A via Flaminia, 70 – 00196 Roma, Italia loredana.dilucchio@uniroma1.it International DMI Education Conference Design Thinking: New Challenges for Designers, Managers and Organizations 14-15 April 2008, ESSEC Business School, Cergy-Pointoise, France