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Visual design, emozione ed esperienza

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Presentazione fatta allo UXCamp 2011 (18.11.2011)

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  • Purtroppo non ho partecipato all'esposizione. Ma le slide sono secondo me una sintesi eccezionale del processo cognitivo nella UX. Grande!
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  • Grazie mille!
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Visual design, emozione ed esperienza

  1. 1. VISUAL DESIGN,EMOZIONEED ESPERIENZA— Nicolò Volpato
  2. 2. Chi sono?Nicolò Volpatovisual designer / UX designerEsperienza7 anni come designer c/o GNV&PartnersFormazioneformazione umanisticanon sono un “creativo”
  3. 3. @nicolovolpato
  4. 4. DOMANDA #1
  5. 5. DOMANDA #1Qual è il ruolo del visual design?
  6. 6. Personaggi:designer, clienteComparse:team di sviluppo, team di UXScena:riunione di analisi di un progetto web,il designer prende la parola
  7. 7. Designer:“Che valore dareste al contenuto e che valore dareste allapresentazione, ovvero al lato visuale-estetico?”
  8. 8. Cliente:“Non ti posso rispondere.Come posso separare sostanza da forma?...”
  9. 9. Cliente:“...Non percepiamo forse il sito, come ogni altra cosa chericade sotto i nostri sensi, in un unico atto?...”
  10. 10. Cliente:“...l’informazione percepita dal mio cervello è tantoimportante quanto l’emozione ricavata attraverso i mieisensi dalla presentazione visuale...”
  11. 11. Cliente:“...tuttavia io non capisco niente di design.”
  12. 12. FORMA SOSTANZA
  13. 13. FORMA SOSTANZA Contenuto Funzionalità
  14. 14. FORMA SOSTANZALayout ContenutoVisual design Funzionalità
  15. 15. PercezioneFORMA {LayoutVisual design + SOSTANZA Contenuto Funzionalità
  16. 16. MESSAGGIO + TONO + FORMATO
  17. 17. MESSAGGIO + TONO + FORMATO Cosa viene Come viene Come viene comunicato comunicato trasmesso
  18. 18. MESSAGGIO + TONO + FORMATO Cosa viene Come viene Come viene comunicato comunicato trasmesso Contenuto Visual Design Esecuzione Funzionalità Tecnologia
  19. 19. VISUAL DESIGN { Tono Stile Identità Personalità
  20. 20. Il visual design ha un ruolo semantico nellatrasmissione del contenuto agli utenti.Ha un suo linguaggio.Parla un suo codice.
  21. 21. Il visual design ha un ruolo semantico nellatrasmissione del contenuto agli utenti.Ha un suo linguaggio.Parla un suo codice.Costruisce significati.
  22. 22. Il visual design ha un ruolo semantico nellatrasmissione del contenuto agli utenti.Ha un suo linguaggio.Parla un suo codice.Costruisce significati.Arricchisce e completa il contenuto.
  23. 23. “Content precedes design.Design in the absence of content is not design,it’s decoration.”— Jeffrey Zeldman
  24. 24. DOMANDA #2
  25. 25. DOMANDA #2Che ruolo ha l’emozione nell’esperienza d’uso?
  26. 26. Che cosa rende un’esperienza indimenticabile?
  27. 27. Che cosa rende un’esperienza indimenticabile?L’atmosfera, il setting, la situazione, il contesto.E sicuramente le emozioni provate.
  28. 28. Le esperienze emotive vengono ricordate più alungo ed hanno maggiore impatto sulle nostredecisioni.
  29. 29. Donald Norman / Emotional design:Gli oggetti che forniscono un’esperienza esteticamigliore funzionano meglio.O quanto meno, la nostra percezione è chefunzionino meglio.
  30. 30. Donald Norman / Emotional design:Un atteggiamento emotivo positivo rende lepersone più tolleranti verso le piccole difficoltà emaggiormente flessibili e creative nel trovaresoluzioni ai problemi.
  31. 31. “Everything has a personality:everything sends an emotional signal.”— Donald Norman
  32. 32. Parlando di interfacce...
  33. 33. Bisogni dell’utente Autorealizzazione Stima Affetto/Appartenenza Sicurezza Bisogni fisiologici
  34. 34. Qualità dell’interfaccia ? Usabile Affidabile Funzionale
  35. 35. Qualità dell’interfaccia Piacevole Usabile Affidabile Funzionale
  36. 36. { Tono Stile Identità PersonalitàVISUAL DESIGN Setting Contesto Atmosfera Emozione
  37. 37. DOMANDA #3
  38. 38. DOMANDA #3Quando il visual design aggiunge valore?
  39. 39. “It’s not about asking How, but Why.It’s not about execution, it’s aboutthe purpose of what we’re doing.”— Frank Chimero
  40. 40. How Design Why
  41. 41. Making Design Thinking
  42. 42. 1 How vs. Why Esecuzione vs. ObiettiviDecorazione vs. Significati
  43. 43. 1 How vs. Why Esecuzione vs. ObiettiviDecorazione vs. Significati
  44. 44. 2Adeguatezza
  45. 45. 2 Adeguatezza{ Registro TonoSituazione comunicativa Contesto
  46. 46. 3Emozione
  47. 47. 3 Emozione{ PersonalitàTolleranza agli errori Anticipazione Sorpresa Reward
  48. 48. Impa o a cascata Piacevole Usabile Affidabile Funzionale
  49. 49. “With great power comes greatresponsibility.”— Spiderman
  50. 50. Grazie
  51. 51. Feedback?Twitter@nicolovolpatoEmailnicolo@gnvpartners.comWebwww.gnvpartners.com
  52. 52. RiferimentiEmotional designDonald Norman (2005) http://www.amazon.com/Emotional-Design-Love-Everyday-Things/dp/0465051367Designing for emotionAarron Walter (2011) http://www.abookapart.com/products/designing-for-emotionTalk at Interlink ConferenceFrank Chimero (2011) http://2011.interlinkconference.com/2011/07/frank-chimero-video-slides/

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