The competitive challenge today lies in the ability of companies to continuously innovate their products, processes, services, customer journey, leveraging on three fundamental aspects: reduce lead time, improve performance and functionality (high degree of customization) and finally meet the needs of the consumer by acting on physical factors (physical and functional ergonomics), psychological (cognitive ergonomics) and social (stimulating the sense of affection and recognition). The last two aspects highlight the fundamental role of the consumer in the product development process, which today is no longer oriented only towards reducing the gap between the quality designed and that perceived by the end user, according to a traditional User-Centered Design (UCD) approach, but is increasingly oriented towards creating meaningful experiences. Experience Design (XD) represents today the fundamental paradigm of integrated design that aims to develop products, more and more complex and interactive, but at the same time inclusive, able to offer emotion and psychophysical well-being to individuals while ensuring high levels of performance. The main problems that can be found in the implementation of an XD approach are: difficulty in involving the user/consumer in the evaluation of the design from the early stages of design, high costs of physical prototyping necessary to perform tests for the evaluation of the user experience, increase in time to market due to a highly iterative process that involves designers, psychologists, cognitive science experts and designers.
The research activity carried out in this area focuses mainly on the following aspects
The activities are carried out in the Virtual Prototyping and Virtual Reality laboratory