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Chipmaking giant, Intel, has named Australian Genevieve Bell – an Intel Fellow – to head up a major new research division based in the USA. The division, dubbed Interaction and Experience Research (IXR), will focus on defining new user experiences and new computing platforms, according to an announcement at Intel Labs’ annual Research At Intel media event.

The announcement was made by Intel chief technology officer Justin Rattner, who said innovations coming out of the labs would help re-imagine how people would experience computing in the future.
Rattner hailed Genevieve Bell – currently working at Intel’s Portland, Oregon, operation as director of a user experience team within Intel’s Digital Home Group – as one of the leading user-centred design advocates at Intel.
Born and raised in Australia, Bell has worked in the US with Intel for more than a decade. A company blurb says she has fundamentally changed how Intel envisions, plans and develops its platforms, championing consumer-centric innovation in its consumer electronics business and across all of its platforms.
Leading US analyst Rob Enderle has described Bell as “Intel’s secret weapon”. Comparing her to Apple’s Steve Jobs, he said she had the ability to not only change Intel but to change the future of technology.
Bell has a Ph.D. in anthropology from Silicon Valley’s famed Stanford University, and was recently recognised by Fast Company magazine as one of the 100 most innovative people in business.
She joined Intel in 1998 and in recent times has led an R&D team of social scientists, interaction designers and human factors engineers to drive product innovation.
Her new job will see her heading up a team who aim to create “breakthrough experiences with television, automobiles, signage and more”, Intel says.
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