Parsons ELab is a design-driven business lab dedicated to entrepreneurship practice and research.


LEADING Parsons Elab Team

Rhea Alexander, is an award-winning interdisciplinary designer, global innovation consultant, mentor, author, educator, 3BL entrepreneur, founder of the Parsons Elab and of DIGS a strategic design agency.  Currently an Assistant Professor of Strategic Design and Management, she recently served a three year term as Co-director of the Strategic Design and Management Graduate Program at Parsons School of Design in The New School after helping to launch and scale the program for over 5yrs.

Skilled in Human-centered Design, Product design and development, Business Strategy, Sustainable Development, Supply Chain Management, Design Management, and mentoring startups.

Ben Rubin represents the Center for Data Arts and is leading the interactive visualization for the Genome Project. A media artist, designer, and the Director of the Parsons Institute of Information Mapping at the New School. Ben creates video and sound sculptures, projections, and large-scale public art installations. In 2013, Ben co-founded the Office for Creative Research with Jer Thorp and Mark Hansen. He currently runs EAR Studio, a multimedia design practice he founded in 1993.

Kip Nattakarn Tapasanan is a Research Assistant with Parsons ELab who has an in-depth background in communications design. Kip is a first year Strategic Design & Management student leading research and graphic design for Timeline Project & Centennial Timelines at the ELab. 

Juan Herrera is a second year student in the Design and Technology program at Parsons. He has a background in digital design, web development and interactive data visualization using D3.js.



The Genome Study would not be possible without a network of partners and cross-collaboration across The New School. 

The Department of Data Visualization
Aaron Hill, Dept. Lead

The Office of Alumni Relations
Amy Garawitz
Thandi Penant

Center for Data Arts
Ben Rubin



Steven Hubbard, Ph.D. is currently studying data science and visualization at Parsons School of Design. He also teaches courses at NYU in learning assessment, leadership, and career advising. Most recently, he conducted a research project with NYU's Faculty Resource Network.  His current research concentrates on learning analytics and data visualization with partners at Parsons.  With a deep interest in photography, he recognizes the importance of visualization to communicate complex data problems and facilitate data driven decision making. Hubbard has over 15 years of experience in higher education administration at The University of Iowa, Hamline University, and New York University. Dr. Hubbard started his professional career as a city planner for local governments in rural southwest Iowa. He now lives in Brooklyn, NY with his husband Daniel and pug Doralee.

Rose Pember is a developing design strategist, and currently is in her 2nd year as a graduate student in the Strategic Design & Management program at Parsons School of Design. She leads engagement and strategy at a social technology startup, Comake, and currently serves as lead Research and Venture Associate for the Parsons ELab. Rose completed her undergraduate degree at Cornell University and currently serves as design thinking mentor, workshop lead and facilitator for events through Entrepreneurship at Cornell.