User experience, according to its father Donald Norman, is a system that is everything. Moreover, in the last years “User Experience Design” has become a widely used as well as misunderstood terminology. Through the analysis of the academic literature, cases and articles regarding the ‘User Experience’, in the first section of this thesis we will provide answers to the following questions: - What is User Experience Design? - What are the main methodologies of User Experience? - What is A/B testing? In the second part, the thesis presents a case study conducted on the field, in a company located in Pavia: Dietidea. The case study will focus on the analysis of the company website and it will try to demonstrate how a rigorous analysis is unavoidable when it comes to understanding the impact of small changes. The general conclusion is that User Experience, as stated by Don Norman, is a system that is everything and so it cannot be evaluated alone. The analytical, managerial and design competencies must work together to deliver the best experience to the customer in each step. The study finally argues the necessity for a shift to a lean process: indeed, the realization of this change means a new way of doing business.
L'esperienza utente, secondo suo padre Donald Norman, è un “sistema che è tutto”. Negli ultimi anni "User Experience Design" è diventata una terminologia diffusa e spesso usata impropriamente. Studiando la letteratura, i casi studio e gli articoli scientifici, la seguente tesi si propone di rispondere alle domande: - Cosa si intende quando si parla di User Experience Design? - Quali sono le principali metodologie applicate nei processi di User Experience? - Che cosa significa A/B Testing? La tesi presenta inoltre un caso studio condotto sul campo, in una società con sede a Pavia: Dietidea. Il caso studio si concentrerà sullo studio del sito aziendale e ha come obiettivo dimostrare come una rigorosa analisi dati sia necessaria, anche e soprattutto quando la tematica sono piccoli cambiamenti. La conclusione generale è che la User Experience, come afferma Don Norman, è un sistema che è tutto e quindi non può essere valutata in modo indipendente dagli altri fattori del business. Le competenze analitiche, manageriali e di design devono lavorare in modo sinergico per fornire la migliore esperienza in ogni fase. Lo studio si conclude con una nuova proposta aziendale: lo switch ad un processo di UX snello, questo però significa radicalmente modificare il modello di business attuale.
USER EXPERIENCE DESIGN AND A/B TESTING. The butterfly effect of small details: a case study
ANSELMO, GIULIA
2019/2020
Abstract
User experience, according to its father Donald Norman, is a system that is everything. Moreover, in the last years “User Experience Design” has become a widely used as well as misunderstood terminology. Through the analysis of the academic literature, cases and articles regarding the ‘User Experience’, in the first section of this thesis we will provide answers to the following questions: - What is User Experience Design? - What are the main methodologies of User Experience? - What is A/B testing? In the second part, the thesis presents a case study conducted on the field, in a company located in Pavia: Dietidea. The case study will focus on the analysis of the company website and it will try to demonstrate how a rigorous analysis is unavoidable when it comes to understanding the impact of small changes. The general conclusion is that User Experience, as stated by Don Norman, is a system that is everything and so it cannot be evaluated alone. The analytical, managerial and design competencies must work together to deliver the best experience to the customer in each step. The study finally argues the necessity for a shift to a lean process: indeed, the realization of this change means a new way of doing business.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/20.500.14239/165