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La qualità non paga

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La presentazione che ho tenuto allo UX Camp Italia 2010 a Firenze, sul tema della qualità e dell'eccellenza nel design (user-centered design, user-experience design, user-interface design, web design, ecc.) e dei rischi connessi al perdere di vista la vera natura del proprio lavoro e le richieste del committente.

Publicada em: Design, Tecnologia, Negócios
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La qualità non paga

  1. 1. La qualità non paga. (O almeno, non come ci aspettiamo!)
  2. 2. Presentazione
  3. 3. Cristiano Rastelli ➜ Developer & designer da oltre un decennio ➜ Web + App UI + Mobile ➜ UX, AI, Agile come “tools” ➜ Freelance (“Area Web”) UX Camp 2009 - Firenze
  4. 4. Disclaimer
  5. 5. Sì, lo so... • sono generalizzazioni • sono semplificazioni • sono luoghi comuni • ma... voglio “metterla giù semplice”
  6. 6. Probabilmente... • mi toglierete il saluto • mi prenderete per pazzo • mi massacrerete (“bunga-bunga”) • ma... proverò lo stesso a “dirvi la mia”
  7. 7. Il mio scopo “Provocare” Composto di PRO, avanti, e VOCÀRE, chiamare. Sfidare, eccitare, stimolare.
  8. 8. Il mio scopo “Provocare” Composto di PRO, avanti, e VOCÀRE, chiamare. Sfidare, eccitare, stimolare. Siate proattivi!
  9. 9. Considerazione #1
  10. 10. #iias2010 • tutti presentano evidenti problemi di IA (trovabilità, fruibilità, stratificazione) e UX (homepage, pubblicità) • eppure hanno ogni giorno milioni di visitatori che usano questi siti web “Esperienza utente e fruizione dei contenuti nei quotidiani online in italia”
  11. 11. Che ne pensano gli utenti? • gli utenti colgono realmente questi problemi di “cattiva” UX? • oppure sono falsi problemi di un architetto o un designer troppo scrupoloso? • oppure sono ormai semplicemente assuefatti o rassegnati ?
  12. 12. É questione di “percezione”? • “temperatura percepita” • “inflazione percepita” • “sicurezza percepita” Quindi... quale è la percezione della propria “experience” per uno user ?
  13. 13. È una questione di “valore”! IA/UXD Cliente Utente
  14. 14. È una questione di “valore”! IA/UXD Cliente Utente VALORE
  15. 15. È una questione di “valore”! IA/UXD Cliente Utente VALORE COSTO
  16. 16. È una questione di “valore”! IA/UXD Cliente Utente VALORE COSTO PREZZO
  17. 17. È una questione di “valore”! IA/UXD Cliente Utente VALORE COSTO PREZZO
  18. 18. La qualità non è necessaria • i sistemi, le interfacce, gli oggetti possono funzionare comunque • le persone : – si adattano o trovano dei workaround – non notano la differenza o non gli interessa – non sono disposte a pagare per essa
  19. 19. Considerazione #2
  20. 20. La qualità si può misurare
  21. 21. La qualità “ideale” “perfezione” tempo qualità
  22. 22. La qualità costaqualità tempo => sforzo => denaro ...a parità di tempo dedicato incrementi diversi di qualità... 10 10 10 1
  23. 23. La qualità “percepita”qualità tempo || denaro marketing? Apple
  24. 24. Il posizionamentoqualità huge-budget zona di “non percezione” della qualità? low-budget
  25. 25. La crescita professionalequalità huge-budgetlow-budget dovendo lavorare su progetti low/mid-budget, come posso crescere dal punto di vista professionale, come faccio a consegnare sempre maggior qualità?
  26. 26. La modica quantità La qualità a piccole dosi non viene “percepita” Allora, che fare? http://www.flickr.com/photos/psyberartist/2447542822/
  27. 27. Considerazione #3
  28. 28. “C’è qualcosa che non va” • Periodo di insoddisfazione: qualcosa nel mio lavoro non andava come volevo • La qualità complessiva dei lavori consegnati era decisamente bassa • Molto tempo dedicato all’analisi, perciò ne restava sempre poco per il design Vasco Rossi - C’è chi dice no (1987)
  29. 29. Ansia da “prestazione” Ti è piaciuto? Riuscirò a durare di più? Cosa vorrà?
  30. 30. Ansia da “prestazione” User-testing Metriche & Misure Personas
  31. 31. La qualità non paga? • Più inseguivo la “qualità totale” (cit.), minore era il risultato complessivo • Il cliente era “freddino” sui risultati del mio lavoro (troppa aspettativa?) • Io non ero per niente appagato • Spesso andavo fuori budget
  32. 32. Rimettersi in discussione • rivedere il mio modo di lavorare, di “pensare” il mio lavoro • riconsiderare la mia relazione con il “committente” • ricostruire il mio “percorso” di crescita professionale
  33. 33. Ero in buona compagnia...
  34. 34. Misconceptions
  35. 35. Cocktail o minestrone? • 1 parte di UX • 1 parte di AI • 3/2 parti di Design • 1 parte di UCD • 1/2 parte di Agile • Un po’ di Marketing (q.b.)
  36. 36. Serve un budget minimo • “N” giornate per la UX • “N” giornate per la AI • “N” giornate per il Design • “N” giornate per lo User Testing • Agile e Marketing (a piacere)
  37. 37. NONPOSSO FARE TUTTO!
  38. 38. Back to roots
  39. 39. Occorre fare tabula rasa • Che cosa sono bravo* a fare? • Che cosa mi chiedono i clienti? • Cosa mi distingue/differenzia? • Che cosa mi viene riconosciuto dai clienti come capacità? * opinabile, ma tant’è...
  40. 40. Design
  41. 41. E il resto?
  42. 42. Prima... Cliente Io UX AI Design UCD Agile Marketing
  43. 43. Dopo... Cliente IoDesign UX AI UCD Agile Mkt
  44. 44. Conclusione
  45. 45. Se torniamo alla curva...qualitàdeldesign budget “eccellenza”
  46. 46. In principio era il verbo... Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.” Steve Jobs “
  47. 47. Design Eccellenza
  48. 48. Nel concreto
  49. 49. Ultimi 4 progetti...
  50. 50. Ultimi 4 progetti... ✔così cosìcosì così ✔buono ✔ottimo ✔ottimo Per non parlare poi della mia soddisfazione dal punto di vista lavorativo/professionale...
  51. 51. Una citazione dotta :-)
  52. 52. Perché Andreas, anche nei momenti peggiori, fa di tutto per rimanere a Runaway? Una domanda (ir)risolta...
  53. 53. Perché Andreas, anche nei momenti peggiori, fa di tutto per rimanere a Runaway? Eccellenza Una domanda (ir)risolta...
  54. 54. “Posso fare qualcosa d’altro per te?” La risposta Andreas Miranda
  55. 55. “Posso fare qualcosa d’altro per te?” “Il tuo lavoro.” La risposta Andreas Miranda
  56. 56. Lavoro Fare il mio
  57. 57. Grazie. www.didoo.net @areaweb Cristiano Rastelli

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