I Content Strategist e gli Experience Designer negli ultimi vent’anni sono passati da poche migliaia a oltre un milione. Un tempo lavoravano solo nelle agenzie digitali più all’avanguardia. Oggi sono profili ricercati da tutte le aziende. Nessuna esclusa. Tuttavia capire di avere bisogno di loro non vuol dire anche essere pronti a gestire il cambiamento che l’inserimento di queste nuove competenze comporta, da entrambi i lati. Il percorso di integrazione è lungo e pieno di insidie, rappresentate dai luoghi comuni, dalla difficoltà di dialogo e dalla resistenza al nuovo. Partendo dalla mia esperienza in Avanade, dove ho fatto “nascere e crescere” un team di User Experience Designer, Visual Designer e Content Strategist, analizzeremo insieme le sfide di questo innesto. E capiremo come sia possibile non perdere la propria identità, pur aprendosi al dialogo e alla collaborazione con data scientist, esperti di CRM, specialisti di IoT e sviluppatori di ogni tipo. Francesca Tassistro Experience Design Global Lead – Avanade

1. Main PartnerORGANIZZATO da
CONTENTMARKETINGisthestrategicmarketing
approach of creating and distributing valuable,
relevant and consistent content to attract and
acquire a clearly defined audience – with the
objective of driving profitable customer action.
- Content Marketing Institute
“ “
CONTENTWARE SUMMIT
LESOLUZIONIPERILCONTENTMARKETING
BASEMilano30ott2018
Content Strategy, User
Experience e IT:
un’unione possibile?
FRANCESCA TASSISTRO • AVANADE

2. CONTENT STRATEGIST UX DESIGNER

3. WHO ARE THE OTHERS?

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Accenture
Deloitte
RTL
Snap
Cision
Rhythmone
Cognizant
Singtel
Altice Group
Moduslink Global Solutions 476
391
310
252
213
180
146
145
144
1026
Source: Consultancy.co.uk Analysis, M3 data
TOP UNCONVENTIONAL BUYERS
($/MILLION)

9. Combining Zone with Cognizant
strengthens our end-to-end capabilities
Santosh Thomas | Executive Vice President and President, Global Growth Markets - Cognizant
30 October 2017 | Authored by Consultancy.uk

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MERGE OR GROW?

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MERGE OR GROW?

12. Evangelize Design
(or What the Hell is Design?)
Challenge #1
Main PartnerORGANIZZATO da

13. Main PartnerORGANIZZATO da
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CREATIVITÀ
PROGETTAZIONE
UNDERSTANDING
BUSINESS AND
PEOPLE NEEDS
LOOK&FEEL
ESTETICA
IMMAGINE, COLORE
WHAT DO YOU MEAN BY DESIGN?

14. © Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

15. Would you
make it prettier?

16. Might you
add some colour?

17. Might you
add some icons?

18. Design has no subject matter, this is what
makes it so powerful
Richard Buchanan at Interaction '11

19. © Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

20. BOT
CRM
System
IOT
Solution
ERP
System
Product
© Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

21. Main PartnerORGANIZZATO da
Useful
Desirable Usable
Product
© Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

22. © Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

23. The problem with the
designs of most
engineers is that they are
too logical. We have to
accept human behavior
the way it is, not the way
we would wish it to be.
Donald A. Norman,
The Design of Everyday Things
Featured image by UXLx (CC BY-NC 2.0) Link: https://www.flickr.com/photos/uxlx/
5733370314/

24. © Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

25. Main PartnerORGANIZZATO da
What the
hell is
design?

26.
Richard Buchanan - Design Issues: Volume 17, Number 4 Autumn 2001
Design is the human power of
conceiving, planning, and making
products that serve human beings in the
accomplishment of their individual and
collective purposes.

27. © Copyright 1999 Richard Buchanan Design Issues: Volume 17, Number 4 Autumn 2001

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Tips to
Evangelize
Design
How the be taken seriously in account when you’re
only the 3% of the company
Have designers inside the leadership team, or at least a strong
sponsor in there
Don’t wait for the right project to start, start from the wrong one
and make it right
Make internal presentations about design is fine, but workshops
that help expose people to design thinking as a new approach
are much better
Define with the leadership a way to incentivise sales to promote
a design approach to clients
Define with the leadership a way to incentivise business units
to collaborate with designers that younger talents see
including design as a path to success rather than as a career
risk

29. Main PartnerORGANIZZATO da
Go Out and Socialize
(or even if they’re not designers, they might be cool)
Challenge #2

32. The lone designer, sitting alone in
a studio and meditating upon the
relation between form and
function, has yielded to the
interdisciplinary team.
Tim Brown (Change by Design)

33. Tim Brown (Change by Design)
In a multidisciplinary team each
individual becomes an advocate for his
or her own technical specialty and the
project becomes a protracted negotiation
among them, likely resulting in a gray
compromise. In an interdisciplinary team
there is collective ownership of ideas and
everybody takes responsibility for them.

34. Main PartnerORGANIZZATO da
©2017 Avanade Inc. All Rights Reserved.<34
Giuliana Sovran
ERP Lead
Leonardo Mercatelli
Modern Workplace Architect
Roberto Mezzotero
Data&Analytics Lead
Superpower
Leadership, Coaching & Mentoring
Superpower
Catastrophe prevention & Tetris
Superpower
Food & drink lover

35. Main PartnerORGANIZZATO da
©2017 Avanade Inc. All Rights Reserved.
Andrea Silvestri
Blockchain SME
Fabio Chiodini
IoT Lead
Antonio Savasta
Artificial Intelligence Lead
Superpower
Rational Persuation!
Superpower
Relentless Debater!
Superpower
Amateur Astronomer

36. Main PartnerORGANIZZATO da
36
How do
we blend?

38. Sitting all together

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Tips to
Go out
&Socialize
Icebreakers for designers and technologists…
Find advocates, and start creating a dialogue with them
Ask your colleagues to create sessions to explain what they do
and how
Improve your ability to communicate effectively across
disciplines
Involve all the key internal project stakeholders since the
beginning, in reseaerch and ideation
Accept that «non-designers» can be creative and innovative,
even more than us (and that we have a lot to learn from them)

40. Main PartnerORGANIZZATO da
Realize Results
(or having a good idea is no longer enough)
Challenge #3

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42. A disappointed client
This is not even distantly related to the
prototype you presented me three
months ago

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Somewhat Not much Not at AllVery Much
20%62%
*Sample 15 clients and prospects, mainly from Italy
7%13%

44. Main PartnerORGANIZZATO da
©2017 Avanade Inc. All Rights Reserved.!44
The designers migration toward new projects

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Why does it happen?
Budget
Constraints
Detailed Design
is bo(oo)ring

46. Main PartnerORGANIZZATO da
46
Tips to
Realize
Results
How to stay on the boat until it's safe
Front-end developers are designers and should sit in the design
team
Consider your job done only when the «product» is delivered to the
final users (and they’re happy)
Stay onboard until the end (it means sitting in the same room)

47. Main PartnerORGANIZZATO da
#1 Evangelize
Design
#2 Go Out &
Socialize
#3 Realize
Results
Embrace
Diversity
at Work

48. CONTENTWARE SUMMIT
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Main PartnerORGANIZZATO da
FRANCESCA TASSISTRO
TWITTER @lamagacirce
LINKEDIN www.linkedin.com/in/ftassistro/
Grazie!