May 20, 2016

The relationship between Business & Design: the Lego Serious Play case

The relationship between business and design has gone through deep changes in the past years. We are assisting at a convergence between business and design lead by the formalisation and adoption of design thinking and the revelation that good design is good business: many approaches from design have migrated into business and management enhancing the potential of business focused companies.

But there is a very special case of a method that was developed as an answer to a business need that has successfully migrated to design practices.

This is the case of Lego Serious Play: developed from the ’90s to improve the quality of strategic development meetings it has now been adopted by design companies to enhance creative processes, collaboration among different department, promote co-creation and participative design that includes customers, users, designers, and stakeholders.

Presented at #CassCreativity Seminar series on May 4th 2916, you can watch the whole Storyfy from this Link.

March 30, 2016

Why Digital Transformation has nothing to do with Digital

Why Digital Transformation has nothing to do with Digital

Why Digital Transformation has nothing to do with Digital

IDC predicts that 2016 will be shaped by digital transformation, with availability, capabilities and business needs being the biggest related issues IT leadership will face.

With this announcement comes a flurry of buzz: from the media, articles about the latest platforms, apps, software and other tools that will lead digital transformation; from companies, vague references to ‘digital’ in press releases; and from marketing departments, campaigns touting CTO and CMO initiatives investing in the latest technologies, branded as the ultimate solution to deploy ‘digital transformation.’

Let’s take a step back for a second. Continue reading

March 7, 2016

The responsibility of UX: generate Value. But what is Value?

Markets are conversations

Markets are conversations (C) P. Bertini

One of the biggest challenges today, is to deliver meaningful experiences that create value to brands and are valuable for the users. As UX and CX professionals we are today responsible for the value generation processes, because an experience is created by the understanding of what does value mean for all those involved in the experience: the brand and the users.

I recently gave a speech at UX Denmark 2016, the theme was trust & emotion. If trust is the willingness to take risks, where does trust come from and how can it be useful in the UX field? Trust is generated by interaction, there is no trust unless the parts have had – or are in the conditions of having – an interaction that can build and support a relationship that generates positive emotions.

Interaction generates trust and relationships, and relationships generate experiences, and experiences are the real value in the experience economy.

Therefore, if relationships are the (metaphorical) places where value is generated between the interacting parts, then the only way to be in a relationship is through an EXPERIENCE.

Experience is generated by experiences, and the design of future experiences requires imagination and the understanding of the perception of the present experiences through narratives and storytelling of the past.

Continue reading

February 12, 2016

When NextGen UX and embodied cognition play seriously with Lego

Recently I have spent time reading and considering the future of UX and how recent research are affecting our understanding of our cognitive experiences and our perception.

I still had no chance to organise my thoughts into a decently structured article and explain what I see happening in the future. But if you are keen to know more, Marek Pawlowsky, the man behind MEX, invited me to talk about what’s boiling… And the result is a long chat (approx from min 40′) about Lego Serious Play, principles of embodied cognition and evolving research methods for the next generation of digital experiences.

November 20, 2015

UX delivers strategy in action

Screen Shot 2015-11-20 at 13.14.25The UX practices and mindsets are evolving. It’s becoming clear that UX is not just about user validation, pixels, or wireframes. That’s the old paradigm. UX is much more. UX permeates the whole design process and the overall underlying strategy. Because UX is strategy in action.

A little bit of history: do you remember when…?

For many years UX has been dominated by the design/wireframe and testing paradigm, and this is not a surprise.

Although stemming from HCI and UCD, the real turning point in the dissemination of a user centred culture was early 2000, when Jakob Nielsen and Donald Norman have highlighted and explained the importance of usability and good design.

Continue reading

October 25, 2015

The UX mindset: a quest for values and meanings

UX mindset

UX is a mindset that connects strategy and design through the understanding of what is valuable and meaningful both for the users and the organisations. And in such a scenario, research is the link that allows organisation strategies to become experiences.

In an experience economy the value of a product or a service is not anymore limited to a price tag, but it is determined by the quality of the experiences delivered. This implies that organisations need to shift their focus from the product to embrace the intangible experiential elements and shape those elements to support the wider strategy through an effective and meaningful engagement with the users. Continue reading

July 5, 2015

From bricks to innovation

Unleash playfulness

Unleash playfulness

Lego bricks are a fascinating tool. Mostly considered a creative and engaging toy, they are much more than that. What is a toy that enhances children’s creativity and imagination, becomes a tool to enhance understanding and explore opportunities in business.

There is an increasing interests in anything that is LEGO: from the business case of a company that employed co-creation and changed a negative trend in the ’90s into a global success.

And there are an increasing number of applications that are exploiting the simplicity of systemic bricks that can be combined in countless ways and gain a number of different meanings based on individual narratives and stories.

Bricks are natural story maker tool: children imagine adventures while playing and building objects. And so do adults, although they may need some help. Continue reading

June 6, 2015

Combining co-creation with UX and CX: a cubed experience!

Cocreating experience: the power of collaboration

Cocreating experience: the power of collaboration

This is an excerpts from Co-Creation: Finding The Cubed Factor For Customer Experience (CX)

UX has helped global organizations to think and take into consideration how their users and customers interact with brands and companies through interfaces, digital services and the whole ecosystem. UX has also brought users closer to brands by involving user opinions.

However, when UX is in action, brands often leave UX to manage the conversation. UX researchers, consultants and designers often act as the man in the middle, interpreting both the brands’ goals and the users’ expectations. As much as UX accomplishes, global organizations are still not engaged and are still not talking with their customers.

This missing exchange is crucial. It has become clear, in fact, that customers are more focused on the experiential elements of a product and a brand than the product itself.   As J. Pine and Gilmore put it, “An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.”

The key to bridging the conversation gap between Global companies and their customers is “co-creation.”

Read the rest here.

May 17, 2015

Experiencing Lego Serious Play like a speed dating!

In March 2015, I was challenged by Marek Pawlowsky from MEX to do something unique to inspire the UX designers’ community and to show them the potential of Lego Serious Play.

Marek is not a novice, being a participant into one of my past workshops, and the challenge was exciting enough for me to accept it!

The goal of the session was to inspire, entertain, make the audience curious, intrigue them, challenge their ordinary ways of thinking, introduce them to new ideas, theories and opportunities.

I’ve imagined how would a speed dating with LSP look like and this is what happened…! (more in the next page)

Patrizia Bertini demonstrates Lego Serious Play and considers creative methods for future experience design from Marek Pawlowski on Vimeo.

Continue reading

March 29, 2015

Conversations, Experience Economy, UX, metaphors, & LSP

[Thoughts after Mex15, Slides at the end]

Markets are conversations

Markets are conversations

It was back in March 1999 when a group of forward thinking people published a revolutionary book based on 95 thesis that explained that the old business models were disrupted by internet and technologies. They said that markets were conversations,they explained that it was time to start listening to the consumers and to engage in conversations.

The book, The Cluetrain Manifesto, was a revolutionary and visionary text that clearly saw the direction technologies were taking society and the business.  Internet and technologies dramatically changed in these 16 years, but every change reinforced the thesis of the Cluetrain Manifesto, proving how old business models were obsolete and could lead companies and business into a quick obsolescence.

Continue reading

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