Interaction design, often abbreviated IxD, is heavily focused on satisfying the
needs and desires of the majority of people who will use the product.
IxD is concerned most signiﬁcantly satisfying the needs and desires of the
people who will interact with a product or service."
We must truly understand the goals of a user (both personal and objective) in
order to solve the problem in the best way possible and that the current
approach is much oriented towards solving individual problems from the
perspective of a business or other interested parties.
The aim of a persona is to "Develop a precise description of our user and what
he wishes to accomplish.”
The best method is to fabricate users with names and back stories who
represent real users of a given product. These users are not as much a
fabrication but more so as a product of the discovery process.
The reason for constructing back stories for a persona is to make them
believable, such that they can be treated as real people and their needs can be
USER EXPERIENCE DESIGN
User experience design incorporates most or all of the above disciplines to positively
impact the overall experience a person has with a particular interactive system, and its
provider. User experience design most frequently deﬁnes a sequence of interactions
between a user (individual person) and a system, virtual or physical, designed to meet
or support user needs and goals, primarily, while also satisfying systems requirements
and organizational objectives.
Typical outputs include:
• Site audit (usability study of existing assets)
• Flows and navigation maps
• Site maps and content inventory
• Wireframes (screen blueprints or storyboards)
• Written speciﬁcations (describing the behavior or design)
• Prototypes (for interactive or in-the-mind simulation)
• Graphic mockups (precise visual of the expected end result)
VISUAL (UI) DESIGN
Design and responsibility
The Visual Designer ﬁnalizes the design in the details for all the screens/pages.
Create eventually new items that the development phase requires. He deﬁnes
colors of the buttons, margins, font sizes, characters etc..
He also prepare the Specs Doc for the developers.
Obviously the most important here, the one that we need to convince that we are the
best and all that we propose will be the solution of all his problems
The Sales team is the one that bring the signed contract at home. They speak with the
client, and then they speak with the CTO, with the PM and with the Art Director/Ixd & UX
designer to deﬁne the best solution to sell.
Is the connection between the internal team and the client once the job is deﬁned. He constantly
speak with the client, monitoring the internal team progress, set up the time lines and pay attention
that those will be respected. He speaks with the client and his reference for the internal team is the
Art Director/IxD Ux designer. He doesn't speak directly with the developers and he doesn't take
decisions about the project.
Is the answer to almost all the questions that the Art director or Devs have. He knows the
architecture, the db information etc, this because he speaks with the client and try to ﬁgure out all
the structure that the internal team is going to work with.
He is the ﬁgure that makes an analysis about the needs of the client trying to propose the best
solution for the Design Process. He coordinates the creative team and communicate with the devs
and CTO and the PM. He is the ﬁlter between the PM and the Devs and vice versa. He has the last
word on the IxD, UX and UI.
Once the wireframes and the layout is deﬁned and approved the UI Designer starts the phase of
the design, providing at the end the Specs Design document.
They develop the web/mobile applications. Every doubts, questions or clariﬁcation about the
interaction and ux design that the Developers have, they need to ask to the Art Director. They
study together the best solution sometime with the CTO if needed.
Typical engagement model