Xue Pei, PhD is assistant professor in strategic design and design management at the Department of Design of Politecnico di Milano, Italy. Her research mainly focuses on applying design (thinking) approaches and methods as a strategic catalyst for fostering innovation in organisations in both private and non-profit sectors. Particularly, her research interests are strategic design for responsible business, design for the third sector, and design for systemic transition. Currently, her work addresses the development of design-driven strategies to transform the furniture sector through servitization towards sustainability and circularity.