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Value design + Experience design = Business design

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Le esperienze sono determinanti nella decisione di acquisto: progettarle in modo strutturato massimizza il valore percepito, l’unico per cui le persone sono disposte a pagare.
Per raggiungere gli obiettivi di business è necessario modellare gli impatti del servizio nelle loro vite.
Nel nostro intervento al Web Marketing Festival di Rimini del 2018, io e Massimo Azzolini abbiamo evidenziato perché la UX strategy è cruciale nella progettazione ed è funzionale al business.

Published in: Design
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Value design + Experience design = Business design

  1. 1. value design + experience design = BUSINESS DESIGN Massimo Azzolini Irene Capatti #wmf18
  2. 2. Massimo Azzolini Coach & Service Designer /in/massimoazzolini Irene Capatti UX & Service Designer massimo@giallocobalto.it irene@giallocobalto.it /in/nekorin/
  3. 3. I HAVE A DREAM
  4. 4. PROFITABLE VALUABLE MEANINGFUL
  5. 5. MEANINGFUL SIGNIFICATIVO
  6. 6. VIVIAMO DI ESPERIENZE Ogni giorno viviamo continuamente esperienze d’uso e di consumo con brand, prodotti e servizi.
  7. 7. ESPERIENZE
  8. 8. CON BRAND
  9. 9. IN LUOGHI
  10. 10. CON PRODOTTI
  11. 11. CON SERVIZI
  12. 12. COMPRIAMO
 ESPERIENZE Un’esperienza migliore rappresenta il motivo per cui una persona sceglie un servizio
  13. 13. Commodity Prodotto Servizio Esperienza
  14. 14. L’ESPERIENZA GENERA VALORE Commodity Prodotto Servizio Esperienza PREZZO / VALORE / LOYALTY Pine and Gilmore | The Experience Economy
  15. 15. L’ESPERIENZA GENERA VALORE Commodity Prodotto Servizio Evento/Contesto PREZZO / VALORE / LOYALTY Nathan Shedroff | The Value Design brings to business ESPERIENZA
  16. 16. EXPERIENCE
 ECONOMY
  17. 17. STRATEGICA L’ESPERIENZA È
  18. 18. PROGETTABILE L’ESPERIENZA È
  19. 19. EXPERIENCE
 DESIGN
  20. 20. Everything we create is an experience. – Nathan Shedroff California College of the Arts”
  21. 21. Al centro abbiamo sempre le persone e le loro emozioni
  22. 22. LIMINAL THINKING
  23. 23. LIMINAL THINKING
  24. 24. LIMINAL THINKING
  25. 25. LIMINAL THINKING
  26. 26. ”Liminal thinking is the art of creating change by understanding, shaping, and reframing beliefs.  Beliefs form the basis of everything people say, think, and do. – Dave Gray autore di Liminal Thinking
  27. 27. Quale dobbiamo modellare? ESPERIENZA
  28. 28. Interviste Shadowing Osservazione safari Co-progettazione con il cliente Web analitycs Ecc. Facciamo RICERCA
 sulle persone
  29. 29. Bisogni Frustrazioni Aspettative Comportamenti Job to be done Valori Analizziamo gli INSIGHT
  30. 30. Bisogni Frustrazioni Aspettative Comportamenti Job to be done Valori Analizziamo gli INSIGHT
  31. 31. VALORE È TUTTA UNA QUESTIONE DI
  32. 32. VALUE
 DESIGN
  33. 33. VALORE
  34. 34. VALORE Qualcosa che fa quello che ci aspettiamo
  35. 35. Qualcosa che fa meglio di quello che ci aspettiamo VALORE
  36. 36. Qualcosa che fa più di quello che ci aspettiamo VALORE
  37. 37. questi PARLIAMO DI PENNARELLI
  38. 38. quale SCELGO?
  39. 39. VALORE UX di prodotto Micro UX
  40. 40. VALORE UX di servizio sketchnoting
  41. 41. VALORE Un disegno più
 professionale
  42. 42. VALORE REALE VALORE PERCEPITO 21
  43. 43. È determinato dal costo necessario a produrre un prodotto e a venderlo per trarne profitto VALORE
 REALE
  44. 44. È il valore attribuito dal consumatore per un prodotto: VALORE
 PERCEPITO opinione del mercato + benefici attesi
  45. 45. Siamo disposti a pagare solo in base al valore che percepiamo
  46. 46. Quanto siamo disposti a PAGARE?
  47. 47. https://eu.neuland.com
  48. 48. 518€
  49. 49. Le componenti responsabili della differenza di percezione VALORE
 PERCEPITO FUNZIONE PREZZO EMOZIONE IDENTITÀ SIGNIFICATO
  50. 50. Le componenti responsabili della differenza di percezione VALORE
 PERCEPITO FUNZIONE PREZZO EMOZIONE IDENTITÀ SIGNIFICATO + + + + = VALORE TOTALE
  51. 51. VALORE FUNZIONE PREZZO EMOZIONE IDENTITÀ SIGNIFICATO + + + + = VALORE TOTALE componente qualitativa componente quantitativa
  52. 52. Fa quello che mi serve? Funzione
 o valore d’uso ” VALORE PERCEPITO
  53. 53. Vale la pena a questo prezzo? Prezzo
 o valore economico ” VALORE PERCEPITO
  54. 54. Come mi fa sentire? VALORE PERCEPITO Emozione
 o valore edonistico ”
  55. 55. Sono io? Mi rappresenta? VALORE PERCEPITO Identità
 o valore di status ”
  56. 56. Appartiene al mio mondo? VALORE PERCEPITO Significato
 o valore della realtà ”
  57. 57. è più potente di prezzo e funzione SIGNIFICATO
  58. 58. SIGNIFICATO IDENTITÀ EMOZIONE PREZZO FUNZIONE
  59. 59. Il significato persiste più di un’emozione
  60. 60. L’ experience design
 è il processo di evocare significati
  61. 61. SIGNIFICATIVE PROGETTIAMO ESPERIENZE
  62. 62. I TRIGGER
 dell'esperienza un colore
 una scena
 un suono
 un profumo
 un aroma
 il contatto
 un materiale
 una forma
 un concetto
 un nome
 un simbolo
 il prezzo
  63. 63. ESPERIENZA
  64. 64. ESPERIENZAVALORE IMPATTO Experience design Percezione del valore €
  65. 65. IMPATTO
  66. 66. ”È un cambiamento nel comportamento delle persone, nelle loro convinzioni o assunzioni. IMPATTO
  67. 67. ”Impact mapping is a strategic planning technique […] can help you build products and deliver projects that make an impact, not just ship software.  – Gojko Adzic autore di Impact Mapping
  68. 68. IMPACT MAPPING OBIETTIVO
 di business ChiPerché Come Cosa IMPATTO IMPATTO IMPATTO IMPATTO azione 1 azione 2 azione 3 azione 4 azione 5 OBIETTIVO
 DI BUSINESS OBIETTIVO
 DI BUSINESS
  69. 69. LIMINAL THINKINGIMPACT MAPPING IMPATTO IMPATTO
  70. 70. IMPACT MAPPING OBIETTIVO
 di business ChiPerché Come Cosa IMPATTO IMPATTO azione 1 azione 2 azione 3 azione 4 azione 5
  71. 71. Attrarre nuovi correntisti ChiPerché Come Cosa LA BANCA CON TE POCHI MINUTI Smartphone Step chiari Verifica identità immediata Ottima UX In 8 minuti ho un nuovo conto UN ESEMPIO: N26 Serve tempo per aprire un conto in banca
  72. 72. UN ESEMPIO: N26
  73. 73. TRUTH MOMENT OF
  74. 74. BUSINESS DESIGN EXPERIENCE DESIGN VALUE 
 DESIGN + =
  75. 75. EXPERIENCE ECONOMY BUSINESS DESIGN EXPERIENCE DESIGN VALUE 
 DESIGN
  76. 76. I HAVE A DREAM
  77. 77. TAKEAWAYS
  78. 78. The question is not
 what you look at,
 but what you see. – Henry David Thoreau filosofo, scrittore e poeta ” Sherlock
  79. 79. PROGETTA IL VALORE
  80. 80. PROGETTA GLI IMPATTI
  81. 81. PROGETTA L’ESPERIENZA
  82. 82. PROGETTA IL TUO BUSINESS
  83. 83. ABBIAMO CONDIVISO LA BOLLA ? :-)
  84. 84. https://www.gtmasterclub.it Value design + Experience design = Business design – Massimo Azzolini & Irene Capatti Trovo insopportabile la tua mancanza di fede! voto
  85. 85. DOMANDE?
  86. 86. Disclaimer Avremmo voluto dirvi che è tutta farina del nostro sacco, ma tutti i personaggi e i film utilizzati in questa presentazione sono stati inventati dai relativi autori. ;-)

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