What does it mean User Experience? How are companies dealing with this subject? These two questions are the base of this Master Thesis. The objective of the thesis is to try to reduce the gap between the theory and practice of the User Experience discipline, supported by the first-person experience as Product Manager trainee in the German company Bosch. This Master Thesis aim, in a first stance, to provide a theoretical mainframe to the User Experience topic, collecting the notion and knowledge about the discipline from two different type of sources: the “grey literature” (the more unofficial but up to date) and from a more official point of view, the academic database. The initial task is to make clear on how UX itself is defined, taking into account also the surroundings terms and concepts, with an attempt in outlining the boundaries on how to approach the argument, highlighting the differences and peculiarities. The need for a clarification on the background of this topic arouse when it has been noticed that the definition fragmentation of the discipline. The next step will be an attempt in bringing to the reality the to shape, starting from comparing the figure of professional UX specialists to more traditional managerial positions, studying the trend of the market / companies on how they are more and more considering UX specialization as key strategic skills; creating from scratch or to be implemented into the departments, integrating the preparation and knowledge of managers, bringing evidence of a birth of consciousness in the strategic role of UX. In the following part, the discipline will be contextualized to the B2B market, supported by practical, concrete and first-person experience cases from the German colossus Bosch, providing examples of how the company is evolving and innovating throughout the User Experience approach. The cases will be treated in such a way not to be Bosch related only, but with a broader use and applicability to other business scenarios.
Che cosa significa User Experience? Come le aziende stanno affrontando questo tema? Queste due domande sono la base di questa Tesi di Master. L'obiettivo della tesi è quello di cercare di ridurre il divario tra la teoria e la pratica sulla disciplina User Experience, sostenuta da un'esperienza di prima persona in qualità di Product Trainer presso la società tedesca Bosch. Questa tesi di Master tenta, in una prima posizione, di fornire un mainframe teorico all'argomento User Experience, raccogliendo la nozione e la conoscenza della disciplina da due diversi tipi di fonti: la "letteratura grigia" (più informale ma aggiornata) e da un punto di vista più ufficiale, il database accademico. Il compito iniziale è quello di chiarire come è definito UX stesso, tenendo conto anche dei termini e dei concetti di ambiente, con un tentativo di delineare i confini su come affrontare l'argomento, evidenziando le differenze e le peculiarità. La necessità di una chiarificazione sullo sfondo di questo argomento suscita quando si è notato che la definizione di frammentazione della disciplina. Il passo successivo sarà un tentativo di portare alla realtà la forma, a partire dalla comparazione delle figure degli specialisti professionisti UX a posizioni manageriali più tradizionali, studiando l'andamento del mercato / le società su come essi stanno sempre più considerando la specializzazione UX come competenze chiave strategiche; creando da zero o da attuare nei dipartimenti, integrando la preparazione e la conoscenza dei manager, portando alla prova della nascita della coscienza nel ruolo strategico di UX. Nella parte successiva la disciplina sarà contestualizzata al mercato B2B, supportata da casi pratici, concreti e di prima persona dal colosso tedesco, fornendo esempi di come l'azienda si sta evolvendo e innovando in tutto l'approccio User Experience. I casi saranno trattati in modo da non essere solo Bosch correlati, ma con un uso più ampio e l'applicabilità ad altri scenari aziendali.
User Experience topic as a key strategic driver to business success supported by the evidence from aBOSCH CASE STUDY
RICCI, MARCELLO
2016/2017
Abstract
What does it mean User Experience? How are companies dealing with this subject? These two questions are the base of this Master Thesis. The objective of the thesis is to try to reduce the gap between the theory and practice of the User Experience discipline, supported by the first-person experience as Product Manager trainee in the German company Bosch. This Master Thesis aim, in a first stance, to provide a theoretical mainframe to the User Experience topic, collecting the notion and knowledge about the discipline from two different type of sources: the “grey literature” (the more unofficial but up to date) and from a more official point of view, the academic database. The initial task is to make clear on how UX itself is defined, taking into account also the surroundings terms and concepts, with an attempt in outlining the boundaries on how to approach the argument, highlighting the differences and peculiarities. The need for a clarification on the background of this topic arouse when it has been noticed that the definition fragmentation of the discipline. The next step will be an attempt in bringing to the reality the to shape, starting from comparing the figure of professional UX specialists to more traditional managerial positions, studying the trend of the market / companies on how they are more and more considering UX specialization as key strategic skills; creating from scratch or to be implemented into the departments, integrating the preparation and knowledge of managers, bringing evidence of a birth of consciousness in the strategic role of UX. In the following part, the discipline will be contextualized to the B2B market, supported by practical, concrete and first-person experience cases from the German colossus Bosch, providing examples of how the company is evolving and innovating throughout the User Experience approach. The cases will be treated in such a way not to be Bosch related only, but with a broader use and applicability to other business scenarios.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/10647