class: profilo <h1>UX: make the difference</h1><h2 class="author">Stefano Bussolon</h2> --- layout: true <img src="https://www.bussolon.it/assets/logo_sfondo.svg" width="50px" height="50px" style="position:absolute;top:5px;left:5px;"/> --- ## About me Psychologist, PhD in cognitive sciences Freelance UX consultant Adjoint professor in HCI and in Data Analysis, University of Trento --- class: centraleArancio # The perspective ---  ??? Wen we work on a project, it becomes the center of our live We think about it, we work on it, we dream to see it grow ---  ??? And we begin to imagine that when our product is launched, it will be at the center of the life of our users as well. This perspective, however, is not only not true, but it becomes an obstacle to our ability to create something really useful for our users. ---  ??? So it is quite more useful to focus our attention on our users, their needs, goals, attitudes. ---  ??? When we orient our attention to the people, we recognize that their live is full of a number of activities: * they work * they stay with their families * they go outdoors Products are not at the center of the attention of the persons. Activities and experiences are. ---  ??? It is therefore useful to understand what activities are. Activities - even the simple ones - usually have a complex structure. * they are driven by the motivations of the actors * they involve other people * they follow some rules ---  ??? If we focus on the motivations, we can see that people do what they do for different reasons * extrinsic motivation: they have a goal, a target to reach * intrinsic motivation: they enjoy the experience, because the activity per se fulfills some human needs * it can be part of an habit * it is influenced by the values, attitudes, interests ---  ??? If we focus on the implicit plan, we can represent an activity as a path from the starting point to the end. Very often, we have choices, we can follow different paths. Wen we can decide, we often do an implicit evaluation of the pros and cons, the benefits and the costs of every path, and the balance can influence our choices. ---  ??? You are here. Your new idea, your new product can have a role if it contributes to the flow of the activity she is performing. The user will use your product if she believes that the pros, the benefits are greater than the costs. What matters is the difference between the benefits and the costs. If the difference is greater than those of the competitors The user experience is that difference. But what makes that difference ---  ??? The benefits: the ability to sactisfy the needs and goals and the interests of the users, respecting her values. ---  ??? On the other hand, you have to minimize - or to optimize - the resources required to use your solution. --- class: centraleArancio # ux: the difference between pros and cons, benefits and costs --- class: centraleArancio # The approach --- ## My approach to ux  --- ## Explore  --- ## Research  --- ## Synthetize  --- ## Design  --- ## Test  --- class: centraleArancio # Sounds complicated? -- ## It is complex, but really engaging --- class: centraleArancio # Are you scared? -- ## You should --- class: centraleArancio # Are you excited? -- ## you should --- class: centraleArancio # Are you ready? --- class: centraleArancio ## Go outside ## Learn from your users ## Make THE difference --- class: centraleBlu # Thank you ---  [www.bussolon.it](https://www.bussolon.it/) <https://www.linkedin.com/in/bussolon>