FH-Prof. Dr. Barbara Neuhofer is a Senior Lecturer and Head of Experience Design at the Department of Innovation and Management in Tourism at the Salzburg University of Applied Sciences, Austria. Before her current role, Barbara was working as a Lecturer in Tourism and Hospitality Management and as MSc Hospitality Programmes Leader at Bournemouth University, UK. Barbara's research focuses on the experience and transformation economy. She researches, writes and speaks about customer experience design and how digital technologies transform the way we co-create consumer-centric, extraordinary and memorable experiences across the service sectors. Barbara has authored more than 25 publications on experience design, information and communication technologies, and the sharing economy in academic journals, conferences and books. She is frequently invited as a keynote speaker on experience design at scientific conferences, industry summits and business events around the globe. For her research, Barbara has received several international research prizes and best paper awards.