MSc. Valencia Cardona, A.


Ana Valencia was born in 1981 in Medellin, Colombia. She obtained her title as an Industrial Design Engineer at EAFIT University (Medellin). She first arrived in the Netherlands in 2004 as part of an exchange program between EAFIT and TU Delft. During her exchange year, she followed several master courses and did an internship at a Dutch design agency to increase her understanding of the strategic role of industrial design.

She returned to The Netherlands in 2006 to follow her MSc. in Strategic Product Design (TU Delft). During her studies, she participated in several short, industry-related, projects, where she developed an interest for market analysis and consumer research. As part of her graduation project, she studied the different roles industrial designers can fulfill in a business-to-business company. After graduating, she worked at a Dutch multinational company where she further explored her interest in market analysis.

As of February 2011, Ana Valencia is a PhD candidate at the Product Innovation Management Department. Her research focuses on consumers’ evaluations and perceptions of Product Service Systems (PSS). Making use of different research techniques, she addresses how to design PSS that are perceived as a coherent whole by consumers, and whether such congruity adds value to the PSS offerings. Her research is part of the Creative Industry Scientific Program (CRISP), which focuses on the design of PSS as a means to stimulate the continuing growth of the Dutch Design Sector and Creative Industries. The CRISP program is partially sponsored by the Dutch Ministry of Education, Culture, and Science.

Ana shares her time between Delft and Venlo, where she lives with her husband Jaap.


  • 2006-2008 
    Master Strategic Product Design. Faculty of Industrial Design Engineering, Delft University of Technology, Delft, The Netherlands
  • 2000-2006  
    Bachelor Product Design Engineering, EAFIT University, Medellín, Colombia. 


  • 10/2008 – 06/2010  
    Market Analyst, Marketing & Strategic Planning Department. Océ Technologies BV Headquarters, Venlo
  • 01/2008 – 06/2008  
    MSc. Graduation Project, Application Research Department. Research & Development Océ Technologies BV
  • 06/2007 – 07/2007  
    Intern, MSc. Internship. Pater Consultants Amsterdam, The Netherlands
  • 02/2005 – 06/2005  
    Intern, Bachelor Internship. MAX Strategy by Design, Rotterdam, The Netherlands

Specialisation/Field of research

  • Consumer research
  • Product Service Systems (PSS)

Lectures and/or coaches students on

  • SPD Research Project
  • Customer Research in New Product Development