In the early 2000’s as a research fellow at Sir John Cass school of design in London, Assa has developed the concept of Digital Forming®, a 3D software that enable designers to create ‘3D openness within safe bounders’. This software allows product personalisation and reconfiguration within safe user experience online, connecting the trilogy of user, designer and manufacturer
Assa has founded Digital Forming® and UCODO™ together with a team from the fields of engineering, business and online marketing. The two London based companies where set to democratise the personalisation of everyday products; introducing the notion of ODO – Original Designed Object and CODO – Co Designed Object, using a set of innovative 3D software solutions for online customisation and shape modification of designed objects. In summer 2009, Assa and the team where invited to show at London’s Science Museum’s 100 years anniversary featuring ‘the future of manufacturing’ showing for the first time shape changing 3D modifiable products.