The document discusses user experience (UX) design and why companies should invest in design innovation. It states that companies often focus too much on adding features without considering basic usability. UX design combines user-centered design, information architecture, and interface design to create meaningful user experiences. The document argues that great UX goes deeper than just screens or workflows and, when done right, can provide a strong competitive advantage by enriching customer relationships. It concludes that good design benefits from user feedback that enables rapid improvements to products and services.

1. research, design and strategy
LSP Fest
La user research con LSP
#research #brand #visual
October 2016

2. presentiamoci
che è sempre educato…

3. 7
Why invest in design innovation?
In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needs
business goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
3
Fifth Beat designs products and services,
with and for people.

4. 7
Why invest in design innovation?
In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needs
business goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
4
Competences

5. 7
Why invest in design innovation?
In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needs
business goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
5
t
EMPATHIZE
user research
business goals
market research
competitive research
EXPLORE
strategic insights
tech constraints
design patterns
creative brief
EXECUTE
interaction
wireframes
visual design
information architecture
IMPLEMENT
tech realization
flexibility & scalability
EVALUATE
user testing
performances
KPI
PROTOTYPE
low and high-fi prototypes
ENGAGE
launch strategy
brand activation
Iterations
Process

6. 7
Why invest in design innovation?
In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needs
business goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
36 Profile
Gabriella Fazzi
Research Designer
Daniela Ferrazza
Research Designer
Domenico Polimeno
UX Designer
Alex Subrizi
Client Services
@ghebry @bicedadda
@elmook
@alexsubrizi
Lorenzo Franchini
User Research
@iamthefreshguy
Simona Rosati
Change Management Coach
@rosillix
Raffaele Boiano
Co-founder
@rainwiz
Vincenzo Barone
Co-founder
@wooda
Stefano Stravato
Co-founder
Francesco Testi
Client Services
@stetto @esperienzaee
Mino Parisi
UX Designer
Stefania Scolamiero
Visual Designer
Francesco Vetica
Head of Design
@minoparisi
@lapanenka
@francescovetica
Founded in italy in 2014, Fifth Beat is a rapidly-growing research, design and digital strategy
consultancy with thirteen in Rome and Berlin.
?
You
Your role
@5thbeat

7. la user research
in che si differenzia dagli altri tipi di ricerca?

9. MikeKuniavsky
the user research is the
process of understanding
the impact of design on
an audience

10. Stories
Proverbs
Personas
Scenarios
Content Inventories Analytics
User SurveysConcept MapsSystem Maps
Process Flows
Wireframes
Storyboards
Concept Designs
Prototypes
Narrative Reports
Presentations
Plans
Style Guides Specifications
Design Patterns
User EXperience Treasure Map
by Jeffery Callender and Peter Morville

11. J. Kritz
Ogni ricerca è un lungo sentiero con
molti bivi e diramazioni, e a ogni bivio
deve essere presa una decisione […]
Nessuna regola, nessun algoritmo può
dire qual è la decisione giusta […]. Più il
ricercatore concepisce il metodo come
una sequenza rigida di passi, più
decisioni prenderà senza riflettere e
senza rendersene conto.

12. 7
Why invest in design innovation?
In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needs
business goals
feasibility
Meaningful User Experiences
User Experience
Design
Research question
scegliere la giusta domanda della ricerca è
fondamentale sia per la ricerca quantitativa
che per quella qualitativa: precede la
costruzione del metodo.
Rende meno impliciti gli assunti della
ricerca e specifica la direzione delle
risposte che il committente sta cercando.

13. The questions behind!

14. discovery
Human Centered Design!
The reason this process is called “human-centered” is because it starts
with the people we are designing for. The HCD process begins by
examining the needs, dreams, and behaviors of the people we want to
affect with our solutions.
We seek to listen to and understand what they want. We call this the
Desirability lens. We view the world through this lens throughout the
design process.
Once we have identified a range of what is Desirable, we begin to view
our solutions through the lenses of Feasibility and viability. We
carefully bring in these lenses during the later phases of the process.

15. l’esperienza
e la sua natura narrativa

18. MaxWeber
La cultura è una sezione
finita dell’infinità priva di
senso del divenire del
mondo, cui è attribuito senso
e significato dal punto di
vista dell’uomo

19. esperienza
un ritaglio di senso all’interno di questo fluire
indistinto che chiamiamo esistenza.
[es-pe-rien-za]
n.
io, appoggiandomi sulle capienti spalle di Weber, 1922

20. PaoloMontesperelli
Esperiamo il tempo attraverso i
significati che gli attribuiamo.
Un ricordo riaffiora lungo un nesso di
significati tra presente e passato; a loro
volta questi significati scaturiscono dagli
ambiti di produzione simbolica, tra la vita
quotidiana e l’orizzonte della nostra
storicità.

21. L’esperienza, in quanto atto
di sense-making è
situata
personale
dinamica

22. La struttura narrativa dell’esperienza
quando parliamo delle nostre esperienze, il
nostro discorso assume i caratteri del
racconto.
La struttura narrativa si esprime
attraverso un frasare orientato alla
temporalità, cioè esprime una sequenza
temporale di eventi.

23. Hannah Arendt
storytelling reveals
meaning without
committing the error
of defining it

24. Personal data
Age: 29
Sex: F
Edication: High school
Skill
Work experience: 6 years
IT skill: low
Legal skill: medium
Business processes skill: high
Language: low
Profile
Claire is a 29 year old clerkwho lives in Brighton, UK.
Claire is extremely active. She travels once a season and speaks a bit
of French. She is proud of her job because considers herself as a
customer advocate, someone who has to give a service to a ill citizen.
Claire uses the computer at work. She has a deep understanding
about claim procedures & regulations, because she deals with
requests on a regular basis throughout each workday.
Claire (another clerk persona, merged into Anna Impiegato) works for employment and
support allowances; she processes claims from customers who were lastly insured in the UK
(have worked in the UK and paid the insurance for the last 2 years) and who are unwell and
need medical treatment or support.
These customers receive up to 52 weeks (1 year) benefits according to the nature of the
illness, disability or limited capacity to work. In case of severe disabilities, the benefits are
entitled for longer periods, up to 2-3 years, pending some reviews.
She receives a significant number of claims from migrant workers, especially from Eastern
European countries.
Sample Tutorial Materials - Claire - proto persona

25. A1
Sample Tutorial Materials - Asking the doctor
G4
Claire receives a phone call directly from a customer (most of the times) [G4]. She creates the
case [A1] and verifies that the conditions for the benefit are met [A2] and sends the E210 form
(sometimes the E213 generic form) with other forms requesting a medical questionnaire (ESAN
54C and 54B) that an independent doctor needs to fill in for the customer [E3].
Once she receive everything back from abroad [E3], she forward the documents to the
medical advisory team, which is external, to evaluate the eligibility and the severity of the
condition [E5]. The medical team reply with their indication, requesting additional medical
examinations [E5]. In that case, she sends a communication to the foreign authority and to the
customer alerting them on this request for additional medical examination [E3].
A2 E3
Delay in communication loop
E5 E5 E3
Claimant &
3rd party
National
institution
Foreign
institution
EU future
system
"
#
$
%
& &
'
(
(
% (
(
(
(
(
' ' ' '
story 2015/01

26. inst. system inst. intranet inst. website EESSI/RINA paper letter email telephone offices self care contact center
@
suitable but not ideal unsuitable
cross institution communication touchpoints
A rapid
deferred
communic.
Face to face
relations &
solutions
Allow 24/7
self-service
Exchange
of original
documents
Allow the
electronic
exchange of
informations
Satisfy the
information
needs of the
claimants
Satisfy the
information
needs of the
employees
Business
processes &
IT updates
A rapid
simultaneous
communic.
Manage
customer
relation
Primary: Case management
Secondary: IT, HR, legal, internal auditing, business process modeling
MS institution procedures & content platforms claimants & 3rd parties communic. touchpoints
Electronic exchange of social security information
Transform paper into SEDs
EU: system architecture modeling, service & application development, user research, design, process analysis, knowledge base management, copywriting, launch & adoption
MS: national system integration, training
EU system
DG EMPL - RINA project - storygraph early draft
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
6. Learn & knowledge
management
3. Communication
foreign instutions
4. Communication
with colleagues
Process
LINE OF USER INTERACTION
7. Send feedback
Operations
1. Case management
2. Identity &
requirements
5. Communication
with claimant & tp
Ideal
Strategy
Area
Mission
8. Monitoring and
reporting
A B C D E F G H I L M N
Sample Tutorial Materials - storygraph early draft

27. 2015/01
inst. system inst. intranet inst. website EESSI/RINA paper letter email telephone offices self care contact center
@
suitable but not ideal unsuitable
cross institution communication touchpoints
A rapid
deferred
communic.
Face to face
relations &
solutions
Allow 24/7
self-service
Exchange
of original
documents
Allow the
electronic
exchange of
informations
Satisfy the
information
needs of the
claimants
Satisfy the
information
needs of the
employees
Business
processes &
IT updates
A rapid
simultaneous
communic.
Manage
customer
relation
Primary: Case management
Secondary: IT, HR, legal, internal auditing, business process modeling
MS institution procedures & content platforms claimants & 3rd parties communic. touchpoints
Electronic exchange of social security information
Transform paper into SEDs
EU: system architecture modeling, service & application development, user research, design, process analysis, knowledge base management, copywriting, launch & adoption
MS: national system integration, training
EU system
DG EMPL - RINA project - storygraph early draft
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
6. Learn & knowledge
management
3. Communication
foreign instutions
4. Communication
with colleagues
Process
LINE OF USER INTERACTION
7. Send feedback
Operations
1. Case management
2. Identity &
requirements
5. Communication
with claimant & tp
Ideal
Strategy
Area
Mission
8. Monitoring and
reporting
A B C D E F G H I L M N
Sample Tutorial Materials - visualizing paths

28. A landscape of techniques!

29. here’s LSP!

30. serious
Il gioco profondo♥
“Si può scoprire di più su una persona in un'ora
di gioco, che in un anno di conversazione”
Attribuita a Platone nel 1670 da Richard Lingard

31. !

32. Thank you!
Keep in touch…
5th Beat s.r.l.s. - VAT IT07859411212
Rome | Berlin
info@fifthbeat.com - www.fifthbeat.com