Alberto Mucignat gave a presentation on the state of UX in Italy and the future challenges. He discussed how there is confusion between different design roles in Italy. There is also a lack of true UI designers and a culture of design processes. Common challenges include a lack of reactivity since UX design takes time, difficulty estimating projects, and adapting to changes. However, the future holds opportunities to better understand user behaviors, create more business and customer value through design, and improve Italy's €9.5 billion ecommerce industry through improved usability.

1. Design che funziona.
UX in Italia:
alcune idee sul futuro
Alberto Mucignat
Firenze, 31 maggio 2012
Agile UX Camp

2. Alberto Mucignat
(12 anni in 1 minuto)
2000 2002 2004 2006 2008 2010 2012
Design che funziona.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 2

3. Cos’è la User Experience e quanto vale?
f User Experience
y conceived as a hypertextual information space;
Jesse James Garrett
jjg@jjg.net
30 March 2000
phisticated front- and back-end technologies has
nterface. This dual nature has led to much confusion,
attempted to adapt their terminology to cases beyond
he goal of this document is to define some of these
, and to clarify the underlying relationships among
Concrete Completion Web as hypertext system
Visual Design: visual treatment of text,
erface
Visual Design graphic page elements and navigational
components
Navigation Design: design of interface
te elements to facilitate the user's movement
Interface Design Navigation Design through the information architecture
se:
ion Information Design Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Interaction Information Information Architecture: structural design
time
s,
Design Architecture of the information space to facilitate
intuitive access to content
":
he site
Functional Content Content Requirements: definition of
content elements required in the site
eds Specifications Requirements in order to meet user needs
User Needs: externally derived goals
earch,
User Needs for the site; identified through user research,
ethno/techno/psychographics, etc.
other
Site Objectives Site Objectives: business, creative, or other
internally derived goals for the site
Abstract Conception information-oriented
model outlined here does not account for secondary considerations (such as those arising during technical or content development)
ring user experience development. Also, this model does not describe a development process, nor does it define roles within a
am. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
http://www.jjg.net/ia/
Alberto Mucignat - Agile UX Camp - Firenze, 2012 3

4. Il nostro lavoro è quello di ideare,
progettare e contribuire a realizzare
esperienze di valore.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 4

5. Di cosa parlerò oggi:
1. Lo stato della UX in Italia
2. Sfide che stiamo affrontando
3. Cosa ci aspetta il futuro
Alberto Mucignat - Agile UX Camp - Firenze, 2012 5

6. Design che funziona.
Lo stato della UX in Italia

7. Livelli della UX:
The Elements of User Experience Jesse James Garrett
jjg@jjg.net
che tipo di designer siete?
A basic duality: The Web was originally conceived as a hypertextual information space; 30 March 2000
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Web as software interface Concrete Completion Web as hypertext system
Visual Design: visual treatment of text,
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel") Visual Design graphic page elements and navigational
components
Interface Design: as in traditional HCI: Navigation Design: design of interface
design of interface elements to facilitate elements to facilitate the user's movement
user interaction with functionality
Interface Design Navigation Design through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information Information Design Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding to facilitate understanding
Interaction Design: development of Interaction Information Information Architecture: structural design
time
application flows to facilitate user tasks,
defining how the user interacts with
Design Architecture of the information space to facilitate
intuitive access to content
site functionality
Functional Specifications: "feature set":
detailed descriptions of functionality the site
Functional Content Content Requirements: definition of
content elements required in the site
must include in order to meet user needs Specifications Requirements in order to meet user needs
User Needs: externally derived goals User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc. User Needs for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site Site Objectives Site Objectives: business, creative, or other
internally derived goals for the site
task-oriented Abstract Conception information-oriented
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/
The elements of user experience, Jesse James Garrett: http://www.jjg.net/elements/
Alberto Mucignat - Agile UX Camp - Firenze, 2012 7

8. Confusione di figure professionali
• Interactive designer (flash o “robe animate”)
• Comunicatori e “Creativi”
• Visual puri Vs Web designer (HTML/CSS)
• Mix di competenze (scegliete cosa fare!)
• Mancanza di veri bravi UI Designer
Alberto Mucignat - Agile UX Camp - Firenze, 2012 01

9. Poca cultura della progettazione
http://www.doralab.it/come-lavoriamo
Alberto Mucignat - Agile UX Camp - Firenze, 2012 01

10. Head of UX
1. Responsabile della UX dei prodotti
2. Coltiva un “interactive team” di designer
3. Ricerca miglioramenti continui
4. C-level equivalente
5. Autonomia di budget (circa 10-15% del budget adv)
Alberto Mucignat - Agile UX Camp - Firenze, 2012 01

11. Abolire la parola “creatività”
e promuovere processi user-centered.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 11

12. Design che funziona.
Le sfide che stiamo affrontando

13. Poca reattività: UX design richiede tempo.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 01

14. Difficoltà a stimare e pianificare
Alberto Mucignat - Agile UX Camp - Firenze, 2012 14

15. Design strategico e up-front
Design
Progettazione Sviluppo
strategico
tempo
Alberto Mucignat - Agile UX Camp - Firenze, 2012 01

16. Timeboxe e Touchpoint
Customer touchpoint
Team Debrief
Alberto Mucignat - Agile UX Camp - Firenze, 2012 16

17. Adattarsi ai cambiamenti.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 17

18. Design che funziona.
Il futuro

19. Comprendere i comportamenti
per influenzare le azioni
Bisogno
Acquisto
“Informarsi, confrontare, scegliere: ricerca sul comportamento di acquisto online” (Roma, 2012) http://bit.ly/J8JGad
Alberto Mucignat - Agile UX Camp - Firenze, 2012 19

20. Business e design di valore
Alberto Mucignat - Agile UX Camp - Firenze, 2012 20

21. Un dettaglio della UX di Amazon
2.7 MILIARDI di $ in revenue
Fonte: http://www.uie.com/brainsparks/2012/05/30/uietips-magic-behind-amazon/
Alberto Mucignat - Agile UX Camp - Firenze, 2012 21

22. Alcuni numeri sull’Italia
• Ecommerce in Italia vale 9.5 MLD di euro nel 2012
• 30% di miglioramento possibile grazie all’usabilità
• 3 MLD di euro in più se i siti di ecommerce
risolvessero i problemi di usabilità.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 22

23. C’è molto lavoro da fare,
ma non dobbiamo accettare
(troppi) compromessi.
Alberto Mucignat - Agile UX Camp - Firenze, 2012 23

24. Grazie!
@AlbertoMucignat
alberto.mucignat@doralab.it
http://www.doralab.it
Alberto Mucignat - Agile UX Camp - Firenze, 2012 24