pH-auna is a multidisciplinary collective of design pioneers in the field of animal centered design that work at the intersection of animals, design, business, and ethics.
Animal-centered design is a design philosophy that considers the needs and perspectives of non-human animals. It entails creating products, environments, and systems with the goal of improving animals' well-being and experiences. This can include the creation of pet habitats, toys, and other products, as well as the creation of environments and systems for farm animals and wildlife. The goal of animal-centered design is to legitimize animals as users of products and services, to improve their lives, and to foster more harmonious human-animal relationships.
The brainchild of Luisa Ruge, pH-auna - the combination of pH (balance and wellbeing) and fauna (all animals) - is the culmination of a decade of study in designing for and with animals. As many children are, Luisa was very interested in animals from an early age; but as seen in the image on the right taken from her 4th grade science notebook, she was already trying to understand design challenges from the animal’s perspective - with due credit to her dear friend Liliana. Dated November 9, 1989, it describes a patent application for an automatic dog feeder. A tired and hungry dog is tempted with a bone that hangs from a string. When the dog bites the bone and pulls the string, the plate of food appears.
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Luisa is a creative entrepreneur and a pioneer in the emerging field of animal-centered design. As the world’s first designer with a Ph.D. in Animal Computer Interaction, her work focuses on the intersection between animals (both non-human and human), design, business, and ethics. Previously, she has worked as a business designer, design strategist, design researcher, adjunct faculty member, color, material & finish designer, and a certified service dog trainer.
Luisa grew up between Colombia and the US and has since lived in 11 cities in 5 countries. She describes herself as a very curious warm-blooded chameleon that loves to consume knowledge, observe, detect patterns, and share her insights. She is fascinated by animals and could spend her days watching their interactions and thinking up ways of improving them. She is an avid sports fan and seasonal knitter.
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PhD Animal Computer Interaction 2021, The Open University
MA Product Design 2003, Academy of Art University
BFA Industrial Design 2001, Univerisdad de Los Andes
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LinkedIn // Google Scholar // Twitter
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Before focusing on animals, I worked with humans. See samples of my work here.
Luisa Ruge
ANIMAL CENTERED DESIGN
“Context is fundamental to experience, methodical thinking is creative, and asking “why?” is essential.”
Elizabeth Allen Cox
ANIMAL BEHAVIOR
“My passion is to give every dog the best life, harnessing their natural behaviors to create solid human-animal partnerships.”
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Liz is the founder and Head Trainer at The Dog Nose. She specializes in helping dog guardians to understand their dogs and to work with their breed-specific behaviors and innate traits to build the best life together. She uses a variety of methods in her work with dogs and their guardians which include force-free positive reward training, scent work, ACE free work, and Tellington TTouch.
She is also a qualified vet nurse who, in addition to being involved with animal rescue for the last 30 years, has had the privilege of having dogs in her life since childhood, reaping the benefits and delight that a strong human/dog bond can bring. Although no longer working in veterinary practice, Liz is an active member of the Royal College of Veterinary Surgeons in the UK.
She has published two research papers in her capacity as a Visiting Fellow at the Open University’s Animal Computer Interaction Laboratory, focused on dog behavior and personality. Liz also writes bi-annual articles for In Full Cry, a magazine by the rescue charity Beagle Welfare.
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Puppy Lab Graduate 2020, School of Canine Science
Accredited Scentwork Trainer 2018, Talking Dogs Scentwork
MRes Animal Behavior & Welfare 2017, University of West England
Registered Veterinary Nurse 2008, Royal College of Veterinary Surgeons
BA(Hons) Applied Language 2006, University of Brighton
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Daniel Perez
BUSINESS AND STRATEGY DESIGN
“My curiosity and passion is found when helping business leaders and brand teams be more user-centered.”
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Dan is a seasoned creative marketing leader with global experience developing, implementing and executing customer-focused initiatives utilizing human-centered methods. Recognized as a hands-on leader experienced in the application of user insights, design thinking, and strategy coupled with strong program management skills. Dan has helped marketing leaders and executive teams build structured and measurable innovative solutions that drive growth and exceed customer expectations globally.
Dan is fluent in English and Spanish and has worked with clients across multiple markets in Latin America, Europe and South East Asia.
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BA Industrial and Product Design 1994, Illinois Institute of Technology
IDSA Member
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Mike Simonian and Maaike Evers
INDUSTRIAL DESIGN AND INNOVATION
“Our work is marked by experimentation, substance, and strong conceptual narratives.”
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Mike & Maaike is a progressive industrial design studio led by Mike Simonian and Maaike Evers. Maaike is Dutch, Mike, Californian. Their distinct backgrounds inform a diverse body of work marked by experimentation, substance, and strong conceptual narratives.
Their work spans from furniture design, industrial design collaborations as well as artful projects, all rooted in new experiences for companies such as Google, Headspace, Haworth, Belkin, and Xbox. Their designs have achieved success both critically with international awards and exhibitions as well as commercially, with products produced in the millions.
Previously, Mike & Maaike built and led Android’s Industrial Design Team and established early industrial design culture at Google while designing some of Google’s most successful hardware products. Later, they joined Google X, where they collaborated with scientists, researchers and engineers on some of Google’s most experimental projects including energy kites, drone delivery, autonomous vehicles, and advanced medical devices.
Mike & Maaike have been named on over 70 patents and are featured on Fast Company’s list of 100 Most Creative People in Business
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Mike Simonian
Art Center College of Design, 1995
Art Center Europe, 1994
Maaike Evers
Design Academy Eindhoven, 1993
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Chun Saw
PRODUCT, SERVICE, AND BUSINESS DESIGN
“My passion is to connect the creative process with a viable and sustainable business model.”
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Chun is a designer, strategist, and entrepreneur, working on human-centered design (HCD) innovation projects with organizations. He has helped companies like Toyota, Daihatsu, General Motors, Tokio Marine Life Insurance, and AXA General Insurance design customer-centric solutions by leveraging insights generated through in-depth user research using the Human-Centered Design methodology.
Chun spends most of his time with his three dogs when he is not working to solve social issues in the emerging market. Chun is fluent in English, Mandarin, and Malay and has worked with clients across multiple markets in Asia and Latin America.
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Certified Financial Planner 2022
BFA Industrial Design 2001, Academy of Art University
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Paola Avellaneda
UI/UX DESIGN AND DIGITAL INNOVATION
“I inspire clients by changing their relationship to their data and digital experiences.”
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Paola is a lead user interface designer working on digital innovation projects across a variety of industries. She has helped companies understand how to best craft their digital presence, understand the importance of their brand narrative, and helped them to implement a seamless transition between their digital and non-digital product and service offerings. You can find samples of her work here.
Paola is fluent in English and Spanish and has worked with clients across multiple markets in Europe, Latin America and the US.
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MA Graphic Design 2015, Elisava
Diploma Motion Graphics & Digital Arts 2012, Fundación GRAU
BA Marketing, Advertising and Graphic Design 2009, Universidad de Santander
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The Collective
Company Ethos
How we engage
RECIPROCITY
The practice of exchanging things with others for mutual benefit. As domain leaders, we stay out of comparison and competition. Instead, we rise to the challenge of extending the most generous interpretation possible to the intentions, language, behaviors, and actions of others.
How we communicate
TRANSPARENCY
Transparent communication is the act of both good and bad information being shared upward, downward, and laterally in a way that allows all to see the why behind the words. Because our goal is for others, it enables open, honest and straightforward communication.
How we understand
VULNERABILITY
The emotion that we experience during times of uncertainty, risk, and emotional exposure. As creatives, we have learned to express our passions, ask for help, know when to say no, and take responsibility for our actions.
How we innovate
IMPARTIAL CURIOSITY
Recognizing a gap in our knowledge about something that interests us, and becoming emotionally and cognitively invested in closing that gap through exploration and learning while withholding bias. As innovators, we know that remaining curious of others and the world around us without passing judgment is what drives collaboration and sparks meaningful ideas.
How we design
PURPOSE
The reason for which something is done or created or for which something exists. Design with purpose means understanding feasibility, viability and desirability. Playing out the details and expected outcomes, guarantees meaningful products and experiences.
How we learn
ACTIVE REFLECTION
A concerted effort to maintain a practice of active reflection. As creators, we acknowledge the responsibility of care we have towards our users by reflecting on the stories we tell ourselves and how these influence our decision-making.