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Before VGC: user experience research as a key
methodology for the development of digital
interactive services within museal contexts.
authors:
Hoang Chau Huynh, Chiara Muccitelli,
Elena Nemilova, Chiara Tortolini

Tutor
Barbara Mellini

prof.
Alessandra Talamo




research and project work held at: MasterUX @ Sapienza University of Rome
www.masterux.it
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       INTRO




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       INTRO


CONTEXT


   MASTER UX DIRECTOR
   Prof. Alessandra Talamo
                                                                                                        authors

                                                                                                        Hoang Chau Huynh
                                                                                                        Chiara Muccitelli
                                                                                                        Elena Nemilova
                                                                                                        Chiara Tortolini

                                                                                                        Tutor
                                                                                                        Barbara Mellini




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY   PREMISES




PREMISES
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISES


SERVICE DESIGN PROJECT
ON THE CASE STUDY OF MUSEI CAPITOLINI




                                                                        ROME
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISES


TWO METHODOLOGIES



USER-CENTERED DESIGN
User-centered design (UCD) is a
process tailored around the user in
which the needs, wants, and limitations
of end users of a product/service are
given extensive attention at each stage
of the design process.
                                                                      &                             SERVICE DESIGN THINKING
                                                                                                    Service design aims to ensure that
                                                                                                    services are useful, usable, and desirable
                                                                                                    from the client’s point of view, and
                                                                                                    effective, efficient and distinctive from
                                                                                                    the supplier’s point of view.
                                                                                                    (Birgit Mager, 2009)
(from Wikipedia)




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                          PREMISES


TWO METHODOLOGIES, partially overlapping...
                             PARTICIPATORY, ETHNOGRAPHIC METHOD
                                                                                                                  AN ITERATIVE PROCESS




PEOPLE



                              USER-CENTERED DESIGN                                              SERVICE DESIGN THINKING




                                                         AN INTER-DISCIPLINARY APPROACH

Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISES


USER-CENTERD DESIGN (UCD)




                                                                                                           n




    user involvment in the design process


Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY




OUR PROCESS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       OUR PROCESS




                                                                       F K
                                                                     IE OR
                                                                                                              PROJECT 1




                                                                   BR W
                                                                ON EAM
                                                                  T
               BRIEF                                                                 UX RESEARCH



                                                                                                              PROJECT 2
                                                     F K
                                                   IE OR
                                                 BR W
                                              ON EAM
                                                T




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY




USER CENTERED
DESIGN
                                                                                      THE RESEARCH TOOLS
                                                                                      # fieldwork
                                                                                      # interviews
                                                                                      # shadowing




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLS


THE RESEARCH TOOLS/NON PARTICIPANT OBSERVATION




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLS


  THE RESEARCH TOOLS/INTERVIEWS
   needs                                                                                                                     ease
expectations                                                                                                            satisfaction
 motivations                                                                                                             of the visiting




                                                                          &
                                                                                                                        experience




                       PRE-VISIT                                                                      POST-VISIT
                       INTERVIEWS                                                                     INTERVIEWS
   Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
   MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLS


THE RESEARCH TOOLS/INTERVIEWS
                                                                                                                       emerging
“We just love to walk around and see local people” (couple, 20 y.o., RU)                                              patterns and
“We are interested in Ancient Rome history” (couple, 30 y.o., RU)                                                    behaviours
“I just wonder around the museum”(visitor, 30 y.o., USA)
“It seems that the museums of Rome have not a clear historical path” (couple, 30 y.o., ESP)
“I only know there’s the Shewolf inside the museum” (couple, 30 y.o., RU)
“We read information stands to know the name of the exhibit” (3 girls, 20 y.o., GER)
“They would like to have more information about orientation inside” (2 friends, 20 y.o., USA)
“We don’t understand how to use this map to visit the museum” (3 girls, 20 y.o., USA)
“The visit path was ok, but i would like to have had some more light that would
improve the fruition of the paintings” (visitor, 83 y.o., ITA)




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                          UCD RESEARCH TOOLS


THE RESEARCH TOOLS/SHADOWING
                                                                                                Shadow Stalking is a tough job...think it like a Safari!


VISIT PATHS AND ORIENTATION

TURNING POINTS AND HOTSPOTS

FAVORITE EXHIBITS

TIME AND PAUSES

PAIN POINTS




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY




USER CENTERED
DESIGN
                                                                                      THE DESIGN TOOLS
                                                                                      # user ethnographic map
                                                                                      # personas
                                                                                      # mental model




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP




The user ethnographic map (UEM) is a tool for analysing extremely heterogeneous
data which come from the ux research, and works as a bridge between the research
and the design phase.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP




SAY: What does the user says?

DO: What does the user do?

MEAN: What meaning s/he attributes to his surrounding?

FEEL: How does he feel?

SEE: What does s/he see around that has an impact on his actions?

HEAR: What does s/he hear from people that may orient beliefs?

NEED/WANT: What does s/he need to improve her/his experience?

STRUGGLE: What kind of problems s/he encounters?

Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


THE DESIGN TOOLS/THE MENTAL MODEL




The mental model or affinity diagram helped us to reduce all the relevant data from
the UX research in a more manageable form.



Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


THE DESIGN TOOLS/THE MENTAL MODEL




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY   UCD DESIGN TOOLS


THE DESIGN TOOLS/PERSONAS




A persona is a realistic character sketch -an archetype- representing an entire group
of real people. Personas summarize user research findings and are communicative
tools that bring the research to life.
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY




FINDINGS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                           UCD DESIGN TOOLS


FINDINGS/OUR MENTAL SPACES
Decide to visit the museum                                                                      Share the visit experience
Prepare the visit                                                                               Have satisfying information
Get to the museum PROJECT 2                                                                     Interact with staff
Manage visit time                                                                               Have information in one’s language
Have a guided visit                                                                             Relax and rest
Select what to see fulfilling one’s needs/                                                      Get excited PROJECT 1
passions PROJECT 2                                                                              Get memories PROJECT 1
Follow a path                                                                                   Talk about the experience afterwards
Orient oneself PROJECT 2                                                                        Deepen the knowledge afterwards
Find a service or a POI PROJECT 2

OUR mental spaces shape the architecture of our interactive service project, and
choosing some mental spaces instead of others is a key turning point for the project.

Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                                 UCD DESIGN TOOLS

                                                                                                                         I want to see

 FINDINGS/OUR SIX PERSONAS                                                                  it’s all so perfect!!        something roman




     Vengo a rivedere il
     Caravaggio!!




                               La conoscenza ci
                               permette di
                                                                                                                                                              Poco tempo e così
                               apprezzare!                                                                                          Kate,turista emozionata
                                                                                                                                                              tante cose da
                                                                      Marta and Iasmina
                                                                                ,                                             Kate                            vedere!


                                                                                          Vorrei trasmettere le
                                                                                                                    The emotion catchers
                  ’arte                                                                   stesse sensazioni che

  Linda   , italiana




                                               Allan
                                          Allan, l’appassionato
                                                                                                                                       Sophie:
The experts: focus on art                                                                                                              The frequent traveller
                                                                            Robert:
                                                                            The Cicero for passion
 Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
 MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


FINDINGS/MAGNIFY ROMA




For the tourist, who wants to be guided on an emotional journey, “Magnify” is a
digital lens on the world that allows you to see through layers of information to
gain contextual orientation and, unlike traditional navigation and guiding technolo-
gies, “Magnify” is not just tailored around the surroundings, but around You and the
World’s Connections.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLS


FINDINGS/MAGNIFY ROMA




Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
Thank you!
:-)

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Before vgc i_sayevent_leicester_2013

  • 1. Before VGC: user experience research as a key methodology for the development of digital interactive services within museal contexts. authors: Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini Tutor Barbara Mellini prof. Alessandra Talamo research and project work held at: MasterUX @ Sapienza University of Rome www.masterux.it
  • 2. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 3. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO CONTEXT MASTER UX DIRECTOR Prof. Alessandra Talamo authors Hoang Chau Huynh Chiara Muccitelli Elena Nemilova Chiara Tortolini Tutor Barbara Mellini Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 4. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES PREMISES
  • 5. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES SERVICE DESIGN PROJECT ON THE CASE STUDY OF MUSEI CAPITOLINI ROME Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 6. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES TWO METHODOLOGIES USER-CENTERED DESIGN User-centered design (UCD) is a process tailored around the user in which the needs, wants, and limitations of end users of a product/service are given extensive attention at each stage of the design process. & SERVICE DESIGN THINKING Service design aims to ensure that services are useful, usable, and desirable from the client’s point of view, and effective, efficient and distinctive from the supplier’s point of view. (Birgit Mager, 2009) (from Wikipedia) Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 7. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES TWO METHODOLOGIES, partially overlapping... PARTICIPATORY, ETHNOGRAPHIC METHOD AN ITERATIVE PROCESS PEOPLE USER-CENTERED DESIGN SERVICE DESIGN THINKING AN INTER-DISCIPLINARY APPROACH Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 8. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES USER-CENTERD DESIGN (UCD) n user involvment in the design process Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 9. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY OUR PROCESS Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 10. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY OUR PROCESS F K IE OR PROJECT 1 BR W ON EAM T BRIEF UX RESEARCH PROJECT 2 F K IE OR BR W ON EAM T Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 11. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY USER CENTERED DESIGN THE RESEARCH TOOLS # fieldwork # interviews # shadowing Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 12. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS THE RESEARCH TOOLS/NON PARTICIPANT OBSERVATION Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 13. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS THE RESEARCH TOOLS/INTERVIEWS needs ease expectations satisfaction motivations of the visiting & experience PRE-VISIT POST-VISIT INTERVIEWS INTERVIEWS Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 14. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS THE RESEARCH TOOLS/INTERVIEWS emerging “We just love to walk around and see local people” (couple, 20 y.o., RU) patterns and “We are interested in Ancient Rome history” (couple, 30 y.o., RU) behaviours “I just wonder around the museum”(visitor, 30 y.o., USA) “It seems that the museums of Rome have not a clear historical path” (couple, 30 y.o., ESP) “I only know there’s the Shewolf inside the museum” (couple, 30 y.o., RU) “We read information stands to know the name of the exhibit” (3 girls, 20 y.o., GER) “They would like to have more information about orientation inside” (2 friends, 20 y.o., USA) “We don’t understand how to use this map to visit the museum” (3 girls, 20 y.o., USA) “The visit path was ok, but i would like to have had some more light that would improve the fruition of the paintings” (visitor, 83 y.o., ITA) Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 15. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS THE RESEARCH TOOLS/SHADOWING Shadow Stalking is a tough job...think it like a Safari! VISIT PATHS AND ORIENTATION TURNING POINTS AND HOTSPOTS FAVORITE EXHIBITS TIME AND PAUSES PAIN POINTS Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 16. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY USER CENTERED DESIGN THE DESIGN TOOLS # user ethnographic map # personas # mental model Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 17. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP The user ethnographic map (UEM) is a tool for analysing extremely heterogeneous data which come from the ux research, and works as a bridge between the research and the design phase. Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 18. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP SAY: What does the user says? DO: What does the user do? MEAN: What meaning s/he attributes to his surrounding? FEEL: How does he feel? SEE: What does s/he see around that has an impact on his actions? HEAR: What does s/he hear from people that may orient beliefs? NEED/WANT: What does s/he need to improve her/his experience? STRUGGLE: What kind of problems s/he encounters? Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 19. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS THE DESIGN TOOLS/THE MENTAL MODEL The mental model or affinity diagram helped us to reduce all the relevant data from the UX research in a more manageable form. Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 20. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS THE DESIGN TOOLS/THE MENTAL MODEL Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 21. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS THE DESIGN TOOLS/PERSONAS A persona is a realistic character sketch -an archetype- representing an entire group of real people. Personas summarize user research findings and are communicative tools that bring the research to life.
  • 22. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY FINDINGS Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 23. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS FINDINGS/OUR MENTAL SPACES Decide to visit the museum Share the visit experience Prepare the visit Have satisfying information Get to the museum PROJECT 2 Interact with staff Manage visit time Have information in one’s language Have a guided visit Relax and rest Select what to see fulfilling one’s needs/ Get excited PROJECT 1 passions PROJECT 2 Get memories PROJECT 1 Follow a path Talk about the experience afterwards Orient oneself PROJECT 2 Deepen the knowledge afterwards Find a service or a POI PROJECT 2 OUR mental spaces shape the architecture of our interactive service project, and choosing some mental spaces instead of others is a key turning point for the project. Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 24. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS I want to see FINDINGS/OUR SIX PERSONAS it’s all so perfect!! something roman Vengo a rivedere il Caravaggio!! La conoscenza ci permette di Poco tempo e così apprezzare! Kate,turista emozionata tante cose da Marta and Iasmina , Kate vedere! Vorrei trasmettere le The emotion catchers ’arte stesse sensazioni che Linda , italiana Allan Allan, l’appassionato Sophie: The experts: focus on art The frequent traveller Robert: The Cicero for passion Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 25. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS FINDINGS/MAGNIFY ROMA For the tourist, who wants to be guided on an emotional journey, “Magnify” is a digital lens on the world that allows you to see through layers of information to gain contextual orientation and, unlike traditional navigation and guiding technolo- gies, “Magnify” is not just tailored around the surroundings, but around You and the World’s Connections. Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  • 26. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS FINDINGS/MAGNIFY ROMA Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza