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Head of HumanFX Research & Design, Alexa Devices @ Amazon  
Founder, Design Fellow, Designed By Us™ Design Corps | Co-Founder, Earth DNA
CEO, CognitiveExperience.Design Foundation | Host, DesignedBy.Show Podcast



Joanna Peña-Bickley, is a 21st century renaissance woman, a design technologist, known as the mother of Cognitive Experience Design. She is propelled by a multidisciplinary acumen in design, code, data, media and artificial intelligence (ai), her insatiable curiosity moves the C-Suite beyond obvious ideas and products, towards enduring market making experiences for the connected era. 

Joanna’s award-winning artist hand has helped the world’s most recognized companies and brands, such as Land Rover, Nokia, Sephora, American Express, John Deere, Boeing, MTV, Pepsi, and Jay Z imagine and make innovative breakthroughs, with a philosophy of radical collaboration, empathetic conviction and remarkable digital craft.  Whether creating one of the first streaming video players, that changed the delivery of live news events for ABC, designing the first banking app for the Apple Watch, that made banking personal again for Citibank, reinventing the connected car as a cognitive mobility platform for General Motor’s OnStar, or inventing new Alexa Devices for Amazon, Joanna’s tenacious creativity disrupts industry and makes new markets.


Named one of 2020’s Most Powerful Women Internationally by Fortune, a Power Woman of New York, 2019 President of the D&AD Digital Jury and one of Silicon Alley’s “Top 100 Rising Stars" her creativity and excutive design leadership are fueled by the belief that human truth, data and creativity are inextricably linked to designing inventions that matter for business and Spaceship Earth. Joanna stands as a powerful voice, community organizer and advocate for women in the fields of design and tech. Her inspirational leadership and activism has advanced the inclusion of women on US currency, the S.T.E.A.M.D. education movementdesign and digital literacy for women and girls globally, as well as increased funding for public school music and arts programs, making her a sought after speaker at conferences such as Cannes Lions, IxDA, CES, The One Show, WNorth, SxSW, D&AD, TriBeCa Film Festival, 3% Conference, C2 Montreal and Fortune's Brainstorm Design.

You can follow Joanna as she explores spaceship earth on: TwitterBehance or LinkedIn


Interested In Joanna as a speaker, panel, podcast guest or interview?  See her Speaker Profile, Book a Date or simply Contact Her.



Visionary leadership powered by a belief in life long learning and a dedication to public service and civic tech.

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  • Research: Generative, Formative, Evaluative, Qualitative & Quantitative

  • Industrial Design: 3D Modeling, 3D Printing, Fabrication, Laser Cutting & CNC Carving

  • Interface Design: Visual, Touch, Voice, Sound & Conversation Gesture, Taste and Brain | Menu Driven, Touch Grapical Interfaces

  • Systems Design: System Decompisition, Conceptual Data Modeling and Entity Relationship Model.

  • Cognitive Experience Design: Human Factors, Cognitive Ergonomics, Neuroergonomics

  • Computational Design: Parametric + generative geometry, geometric modeling, algorithmic generative modeling

  • Natural Language Processing (NLP): named entity recognition (NER), Part of Speech tagging (POS), Text catagorization, machine translation.

  • Natural Language Understanding (NLU): relation extraction, semantic parsing, sentiment analysis, paraphrase & natural language inference, dialog agents, summarization

  • Machine Learning Modeling: Classification Algorithms, Regression Analysis Neural Networks, and Ensenble. 


  • Research: Field, Human Factors & anthropometric inquiry, human reliability, Usability, Survey, correlational, applied experimentation, data havesting, longitudinal studies, probability sampling, Stratified random sampling, Cluster sampling, Cross-tabulation, TURF Analysis.

  • BioDesign: Anthropometric & human musculoskeletal data usage to inform Biomimetic, Biomimicry, Biomechatronic design, sensors & physiological measurement systems (EEG, EMG, PPG, GSR)

  • Interface Design: command line, graphical user interface (GUI), menu driven, form-based, natural language

  • Computational Design: HTML5, CSS3, PHP, MySQL, Node JS, REACT.JS, p5.js, Python, Lambda

  • Systems Design: Capture & simulate, Designbe & Synthesize, Validation & Verification, Specify & refine.

  • Cognitive Experience Design: Mental Workload Measurement, Brain and Inhibitory Mechanisms, Non-linear Effects of Neuromodulation, Attentional Dynamics and Dominance Effects, Performance Monitoring and Effort Withdrawal

  • Machine Learning Modeling: Scikit-learn, decision tree, Support Vector Machine (SVM), perceptron, Generative Adversarial Networks (GANs), Anomaly Detection, Stacking, random forest


  • Research & Data Science: Pen, Paper, Calipurs, Excel, ClickTake, UsabilityHub,UserTesting, Qualtrics,Tableau, D3.js, MATLAB, Tensor Flow, Weights & Biases

  • Industrial Design: 
    Spline, AutoCAD 360, 3ds Max, Fusion360, Inventor, Rhino3D, GrassHopper

  • Computational & Interface Design: Sketch, Figma, NotePad, BBEdit, Visual Studio Code, Blue Works, Xcode, Sublime Text, Python 3, SQL, TensorFlow, Google Cloud ML Engine, Pytorch.

  • Protoyping: Figma + Framer.js, Sketch, AdobeXD, InVision, Flinto, Qt Design Studio, Marvel, Proto.io.




Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

View Talks
Book A Date with Joanna
+ ReadyToWear The Future Blog
+ CognitiveExperience.design
+ DesignedByUs.org


TALK: Making Magic with Ai

Ai is the tool of the modern magician. At the nascent stages of the another industrial and social revolution, magic + math, multiplied by design makes what is invariable hard — seem remarkably easy.

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Begin the week with a health dose of inspiration, exploration. #5Things is a springboard for creativity, invention and thinking big. Join the optimistic intersection of design, tech and modern life on spaceship earth. 

Connect with Joanna as she explores spaceship earth | LinkTree

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