Human-Centered Industry: Technology Acceptance

November 30, 2023, 11:00 – 12:00 (CET)


The concept of a human-centered industry (HCI) is gaining momentum as a driving force for sustainability and inclusivity in industrial sectors. The transition from Industry 4.0 to emerging Industry 5.0 signifies significant transformations in manufacturing. While Industry 4.0 emphasizes efficiency and automation, Industry 5.0 envisions a future where technology and humanity collaborate to foster sustainability and innovation. This evolution presents both opportunities, such as new avenues for value creation and revenue generation, and challenges, including humanizing work, increased automation, and advanced services.

In the EARASHI project, we will deliver HCI coaching services to the selected companies and four webinars—An overview and Human Factors (1), Inclusiveness and Ethics (2), Tools for Human Factors Evaluation (3), Technology Acceptance (4)—to help organizations develop products and services that are truly centered around the needs and preferences of their users towards Industry 5.0.


This last webinar, in the series of four webinars, will introduce Technology Acceptance Models that will be used in EARASHI experiments to assess how end-users perceive and accept collaborative technologies, including robots and automation. The analysis of the user acceptance of these technologies will help practitioners and designers to understand the factors that influence the acceptance of technolgoies by shopfloor end users, and to tailor these technologies to their needs, thus speeding up the broad-based utilization of these technologies for the benefit of European industry and society.


Maitane Mazmela

Lecturer and Researcher at the Polytechnic School of Mondragon Unibertsitatea (MU). She earned her Bachelor’s degree in Industrial Design Engineering in 2010, followed by a Master’s degree in Strategic Design of Products and Associated Services in 2012. Her academic journey culminated in a PhD with Cum Laude distinction, awarded in 2020 by Mondragon Unibertsitatea.

Since 2012, Maitane has held the role of Digital Strategy and User Experience Lead at several design agencies, where she has spearheaded projects for various institutions and companies. She has been teaching at MU since 2016, focusing on Industrial Design and Product Development Engineering and the Master´s in Strategic Design of Products and Services.

Maitane has contributed to several privately funded projects and has been involved in European initiatives. She is also an author of numerous scientific papers focused on technology acceptance and human-robot interaction. Since 2019, she is a member of the scientific committee for the International Congress on Human-Computer Interaction.

Sabine Hafner-Zimmermann

Sabine is a senior project manager at Steinbeis-Europa-Zentrum/Steinbeis 2i GmbH (SEZ/ S2i) and has more than 15 years of experience in conducting international RTDI projects. At present, she is mainly involved in the development and implementation of consultancy services and international innovation projects (technology foresight, stakeholder management, future work, digitalisation and open innovation strategies) on key challenges such as digitalisation/IIoT, industry 4.0/5.0, sustainability/circular economy. An important part of these activities include participatory and interactive workshops, implemented both physically and virtually.

Sabine gained her professional experience in international economic and development policy, innovation policy and strategy, and a broad range of public and private technology foresight activities. She joined SEZ in 2005 and implements projects for national and regional ministries, for intermediary organisations, several EU DGs as well as private contractors of all sizes. The combination of strategic policy and business intelligence applied to strengthen competitiveness and innovation in Europe’s regions is one of her main fields of interest. All activities aim to strengthen innovation capacities and market success of both public and private actors by way of cluster development, technology transfer, open innovation, smart specialization, innovation management and strategy development.

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