Steve Maraspin
Steve Maraspin is a software engineer with extensive experience in UX design, based in Udine, Italy. He is a co-founder of MV Labs and has collaborated with leading international companies, including Nestlé and Siemens. Deeply passionate about travel, technology, and languages, he resides near Venice with his family, cultivating a broad appreciation for diverse cultures and perspectives.
In an exclusive interview with Startupcity Europe, Maraspin shared his views on industry 5.0 and digitalization.
1. What personal experiences or early moments sparked your passion for digitalization and Industry 5.0 and how did these experiences shape your leadership style and paved the way to your current role?
Ten years ago, we were primarily focused on reservation systems, where competition was intense, and delivering a great user experience was essential. Then, an unexpected request came in: to develop software for a recycling facility.
We took on the challenge - and delivered. Operator mistakes and operational waste dropped by 90 percent. But it wasn’t the numbers that stayed with me. It was a single moment: the smile on an operator’s face as he thanked us for making his job easier and his life better every day.
That smile. That’s what sparked everything and has motivated me ever since.
I realized that technology can be a powerful enabler of both efficiency and satisfaction, driving results while reducing frustrations for both managers and operators.
Ever since, I’ve focused on solutions that optimize processes while improving operators’ daily lives—ensuring both efficiency and job satisfaction at the same time. Striving for solutions that reconcile seemingly conflicting goals continues to guide my work.
2. How do you envision digital transformation reshaping the green economy, particularly in harmonizing sustainability with operational efficiency?
Digitalization enables streamlined processes, waste reduction, and smarter resource management in ways previously impossible. Technologies such as remote data collection and real-time monitoring make it easier to access critical insights and quickly identify inefficiencies across operations.
One of the key benefits of digital transformation is the ability to analyze vast amounts of data with precision, which contributes to minimizing energy consumption and identifying areas where efficiency can be improved and environmental impact reduced. At the same time, the integration of AI further amplifies this by enabling predictive analytics, allowing businesses to make smarter, data-driven decisions driving both operational excellence and sustainability.
3. How do you see user experience (UX) design evolving in industrial settings, and what role does it play in ensuring that technology adoption actually improves productivity rather than complicating workflows?
To drive progress in industrial settings today, it is essential to prioritize user experience (UX) design alongside technological advancements. By focusing on contexts and user needs, companies can ensure accurate data, minimizing errors that could hinder AI’s potential.
Investing in UX not only improves results through better data, though. It also strengthens the connection between workers and their tasks, making their jobs more intuitive and less stressful. As skilled labor becomes harder to find in many parts of the world, companies prioritizing human-centered design will most likely retain their workforce and attract top talent. Beyond improving efficiency, thoughtful UX integration fosters a more motivated, satisfied workforce, ultimately becoming a valuable asset.
4. With 20 years of experience leading enterprise software projects, how do you balance cost-effectiveness with functionality, especially in industries that demand efficiency and long-term reliability?
Balancing cost-effectiveness with functionality definitely requires a long-term vision. At the same time, while it’s essential to think big, another key is to act small - starting with manageable, scalable steps. As Jim Collins puts it, success isn’t about being constrained by the “tyranny of the-or” - in this case, choosing between cost-effectiveness and functionality; it’s about achieving both. The top-down approach helps define the strategic goals, while the bottom-up approach ensures that we address real-world challenges efficiently. By focusing on user needs and building adaptable, modular systems, we ensure long-term reliability and flexibility, avoiding costly changes later on. It’s about creating solutions that deliver both immediate value and sustainable results.
* Jim Collins – Build to Last – Harper Business - ISBN-10: 0060516402, ISBN-13: 978-0060516406
5. How do you think the integration of human-centered design in industrial software solutions will redefine the future of work in manufacturing and infrastructure?
The integration of human-centered design in industrial software solutions will be a driving force in reshaping the future of work within manufacturing and infrastructure.
By combining interconnected machines, reliable data from human input, and AI, we can create systems that not only optimize operational efficiency but also support sustainability and waste reduction efforts.
This synergy will enable us to achieve seemingly conflicting objectives—enhancing operational productivity while improving the well-being and satisfaction of employees. Ultimately, this approach fosters a balanced, sustainable future where technological advancements lead to both greater efficiency and a more positive work environment.
I see it as a fundamental pillar of what the European Union defines as Industry 5.0.
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6. What advice would you give to industrial companies looking to embrace Industry 5.0 in a way that enhances operational efficiency while supporting the green economy?
For industrial companies seeking to embrace Industry 5.0, enhance operational efficiency, and support the green economy, I offer the following three pieces of advice:
- Focus on needs, not just technology: It’s easy to get caught up in the excitement of the latest technology trends, but it’s crucial to prioritize the needs of your operations and workforce. Too often, companies invest in new tools or AI solutions without fully understanding how they will directly address existing challenges or impact the organization. Begin by identifying core issues and designing solutions that genuinely meet those needs. Avoid falling in love with technology before understanding it. Start with a proof of concept or pilot project to test how well it addresses your needs. This approach allows you to uncover real requirements without committing prematurely.
- Adopt a multidisciplinary approach: Embrace a collaborative approach that involves all relevant stakeholders, particularly operators, in the setup and piloting of new technologies. Involving them early on not only leads to valuable insights but also helps ensure smoother adoption, avoiding resistance and ensuring systems are designed with the end-user in mind. This will also facilitate refinements and improvements based on real-world feedback.
- Develop a data strategy first: AI and other advanced technologies are only as effective as the data that powers them. If you haven’t established a solid data strategy yet, investing in AI is premature. First, build a strong foundation: ensure your infrastructure can effectively collect, manage, and analyze data across operations. A centralized approach to data management will reduce costs, prevent fragmentation, and provide the foundation for scalable AI applications down the line.
By taking a holistic approach—engaging your workforce, prioritizing data strategy, and seamlessly integrating technologies—you can drive operational efficiency while building a sustainable, future-proof organization that supports both the green economy and employee well-being.
