Andy Polaine has been involved in interaction design since the early 90s and was co-founder of the award-winning new media group, Antirom, in London. He was a creative producer at Razorfish, UK and later Interactive Director at Animal Logic, Sydney. Andy was Senior Lecturer and Head of the School of Media Arts at The University of New South Wales, Sydney before moving to Germany and holds a PhD from the University of Technology, Sydney in which he examined the relationship between play and interactivity. He now divides his time between being a Lecturer and Researcher in Service Design at the Lucerne School of Art and Design in Switzerland and his work as a service and interaction design consultant and writer. He has written over 160 articles and papers and co-authored the Rosenfeld Media book, Service Design: From Insight to Implementation (http://www.rosenfeldmedia.com/books/service-design/). He blogs at Playpen (http://www.polaine.com/playpen) and can be found on Twitter as @apolaine.