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DESIGN FOR EXPERIENCE
Marco Camilli, PhD
Head of UX | co-founder
17/09/14 EXPERIENCE DESIGN
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Start-up dal 2012 | Innovazione di processo e prodotto
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Traduciamo gli obiettivi dei nostri clienti in esperienze digitali innovative, progettate intorno all’utente finale
European Regional Development Fund | ERDF 2010-13 Working Capital Award | Telecom Italia Spa Programma EGO | Lars Magnus Ericsson Sapienza Università di Roma | Partner di ricerca
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Designing for User Experience
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User Experience | Definizione
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“…le percezioni e le risposte che vengono suscitate in una persona dall’uso di (o dall’idea di usare) un prodotto, un sistema o
servizio.”
“…include tutte le emozioni, le credenze, le aspettative, le percezioni, le risposte fisiche e psicologiche, i comportamenti e
gli obiettivi raggiunti in relazione all’uso di un prodotto.”
ISO 9241:210. Human-centered design for interactive systems
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Designing for User Experience
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UserPie.it
Innovazione di processo (+ prodotto) UX research
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UserPie | UX analytics
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UserPie | UX analytics
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UserPie | UX analytics
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UserPie | New project
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UserPie | Tool setting & launch
17/09/14 Portfolio | Web
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UserPie | Feedback tool
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UserPie | Feedback tool
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17/09/14 Portfolio | Web
UserPie | Feedback tool
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UserPie | Survey tool
17/09/14 Portfolio | Web
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17/09/14 Portfolio | Web
UserPie | Survey tool
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UserPie | Survey tool
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UserPie | Feeling tool
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UserPie | Survey tool
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UserPie | Business model P
rice
Long tail
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Ericsson Connection App
UX design Mobile
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Ericsson Connection App | Commitment
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effetto WOW +
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+
Ericsson Connection App | User research
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Ericsson Connection App | User research
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Ericsson Connection App | UX design
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Experience Design | Interaction Design
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Experience Design | Test e validazione
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Experience Design | Test e validazione
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Experience Design | Test e validazione
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Experience Design | Test e validazione
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Experience Design | Graphic Design
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Ericsson Connection App
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Ericsson Connection App
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Ericsson Connection App
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Experience Economy
Oltre il prodotto e il servizio
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Cosa fa la differenza?
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Oltre il prodotto
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Oltre il servizio
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Cosa fa la differenza?
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Emotional design
La reazione emotiva dell’utente all’uso di un prodotto o servizio: Comportamentale – Usabilità, semplicità, facilità di apprendimento, usare la funzione principale, realizzare il proprio obiettivo primario. Viscerale – Apprezzamento per le caratteristiche esteriori di forma, colore, consistenza, odore, similitudine con altri oggetti. Riflessiva – Memoria di eventi e relazioni riguardanti sé stesso e il prodotto o servizio.
“Identificazione con il brand e aumento della loyalty”
Norman (2004). Emotional design, Basic Books
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Experience Economy
Innovazione tecnologica
Perfezionamento
Maturazione
Mercificazione
Differenza basata sulle funzionalità
Differenza basata su affidabilità e consistenza
Differenza basata sulla convenienza
Valore emozionale Differenza basata sulle esperienze
Differenza basata solo sul prezzo Candi, M., & Saemundsson, R. J. (2011). Journal of Product Innovation Management, 28(4), 536–557.
Christensen, C. M. (1997). European Management Journal, 15(1), 21–41.
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Experience Economy
Contesto tecnico-economico Trasformazione da un’economia di servizi a un’economia di esperienze. Obiettivo dello UX design Creare “punti di contatto” (touch point) tra l’utente e il prodotto o servizio in modo che questi diventino “esperienze memorabili”. Risultato atteso Incrementare la fidelizzazione, creando un rapporto positivo con l’intero brand oltre il singolo prodotto o servizio acquistato.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 86(4), 97–105.
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Experience Design Process
Processo iterativo che alterna fasi di progettazione e di validazione, coinvolgendo gli utenti finali sin dai primi step.
ISO 9241:210. Human-centered design for interactive systems
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Experience Design | proto-persona
Anni: 37 Formazione: Laurea triennale Occupazione: Informatore farmaceutico
Residenza: Todi (Umbria) Famiglia: Marito e 3 figli Abilità informatiche: Medie
Uso internet: Quotidiano Disponibilità banda: Flat casa e ufficio Device: Medio
Marina Rossi | L’ambientalista “Per è importante sapere da dove proviene il cibo che acquisto per la mia famiglia”
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Experience Design | customer journey
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User Experience Design
Wireframing Mockup
Prototyping User testing
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UX FUNDAMENTALS
Design thinking + Agile + Lean Startup
17/09/14 Portfolio | Web
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Innovazione guidata dalla diretta osservazione di come le persone target si comportano, di cosa a loro piace o non piace, di cosa vogliono o hanno bisogno, in relazione ad un particolare prodotto o servizio. Questo metodo usa soluzioni tecnologiche fattibili e strategie di business sostenibili per dare maggiore valore ai prodotti e creare opportunità di mercato.
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Design thinking
Tim Brow (2009). Change by design. Harper Collins
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Individui e interazioni. Tutto il team deve essere coinvolto nel trovare soluzioni. Si dovrebbe promuovere lo scambio di informazioni e la conversazione tra colleghi, limitando l’uso di alcuni tradizionali tool di sviluppo (es. debugging e PM). Software funzionanti. Dato che ogni membro del team ha una sua opinione, avere parti di software funzionanti in breve tempo da la possibilità di testare le diverse alternative ricevendo feedback dal mercato e dagli utenti. Collaborazione con il cliente. Coinvolgere il cliente nel trovare soluzioni piuttosto che dipendere da documentazioni troppo restringenti e lunghe negoziazioni. Rispondere al cambiamento. L’assunto di base è che l’iniziale prodotto di design è un errore. Prima si trova cos’è sbagliato, prima si riesce a trovare le soluzioni che conducono verso ciò che è realmente richiesto dal mercato.
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Agile software development
www.agilemanifesto.org
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Il processo avviene attraverso un loop “realizzare-misurare-imparare”. Ogni proposta di design è un’ipotesi di business. Quindi, il minimo prodotto fattibile (minimum viable product: MVP) deve essere realizzato e testato direttamente sul mercato per proseguire il processo di progettazione sulla base dei feedback dei consumatori.
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Lean Startup
Eric Ries (2011). The Lean Startup. Crown Publishing.
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Via Anagnina 203 - Roma +39 338 7718849
[email protected] www.uxi.it
Grazie per la vostra attenzione! Marco Camilli, PhD | Co-founder