Attendance

After an initial part of the course focused on transferring knowledge about fundamental concepts and processes, students will systematically go through the typical phases of a UX project. Classroom activities will include hands-on experimentation with the topics discussed with the instructor, applying methods and techniques within a group project. UX Foundations What UX is: definitions and key components What we do when we do UX: activities, roles, deliverables From The Design of Everyday Things to design for a better world: the evolution of design thinking Biases and design guidelines: principles of applied cognitive psychology UX Research and Discovery Overview of UX research: qualitative and quantitative methods Discovery: exploration techniques and problem definition Competitive analysis: benchmarking and positioning Strategy and Service Design Business Model Canvas: aligning business goals with user needs Value Proposition Canvas: defining the value proposition Service design: orchestrating touchpoints and service blueprints Prototyping and Validation Prototyping: from low to high fidelity, tools and techniques User testing: planning, execution, and analysis Planning: development roadmap and prioritization AI Integration in the UX Process At each stage, the course will highlight how AI technologies can support design activities, from generating insights to assisted prototyping.

Basic digital communication skills Familiarity with basic IT tools

For attending students Students who complete the group project are not required to take an exam on the assigned readings. Course materials will be provided during the semester via the Classroom platform. ------------------- For non-attending students — Required readings All three of the following texts are mandatory for the exam: Norman, D. A. (2013). The Design of Everyday Things (2nd ed.). New York: Basic Books. Italian trans.: La caffettiera del masochista. Il design degli oggetti quotidiani (Nuova edizione ampliata). Firenze–Milano: Giunti, 2014. Bland, D. J., & Osterwalder, A. (2019). Testing Business Ideas: A Field Guide for Rapid Experimentation. John Wiley & Sons. Italian trans.: Testare le idee di business. Una guida sul campo per la sperimentazione rapida. 44 tipi di esperimenti per trovare la strada giusta. Grandi vittorie con piccole scommesse. Milano: Edizioni LSWR, 2019. Hassenzahl, M. (2018). “The Thing and I: Understanding the Relationship Between User and Product.” In M. Blythe & A. F. Monk (Eds.), Funology 2: From Usability to Enjoyment (pp. 97–106). Springer. Also available via ResearchGate: https://www.researchgate.net/publication/226420570_The_Thing_and_I_Understanding_the_Relationship_Between_User_and_Product

Attendance is not mandatory but is strongly recommended due to the practical and collaborative nature of the course. Students can choose between two paths: Attending students: active participation in class activities and completion of a group project Non-attending students: individual study of the required readings plus completion of an individual project

---- Assessment — Attending Students ----- Learning will be assessed through a group project on a topic agreed with the instructor, evaluated using a structured analytic rubric. Project deliverables Idea Summary — Executive summary of the project Discovery — User research documentation Business Model Canvas & Value Proposition Canvas — Business model and value proposition Benchmark — Competitive market analysis Service Design — Service blueprint and touchpoints User Testing & Reworks — Usability tests and resulting iterations Timeline & Costs — Project roadmap and budget Retrospective — Critical reflection on the team’s workflow Cross-cutting evaluation criteria Each component will be assessed according to: Completeness: Inclusion of all required elements Conceptual Understanding: Correct application of UX methodologies Data-driven Approach: Use of data and research to support decisions Business Orientation: Feasibility and sustainability of solutions Coherence: Internal consistency and alignment across parts Communication: Clarity and conciseness Presentation: Visual quality and professional standards of deliverables Added Value: Innovation and depth beyond baseline expectations The final grade will consider integration across components, the quality of the documented process, and the team’s effectiveness. Assessment — Non-attending Students --------- The exam consists of an oral examination including both: A. Questions on the assigned readings B. Discussion of a project A. Readings ---- Norman, D. A. (2013). The Design of Everyday Things (2nd ed.). New York: Basic Books. Italian trans.: La caffettiera del masochista. Il design degli oggetti quotidiani (Nuova edizione ampliata). Firenze–Milano: Giunti, 2014. Bland, D. J., & Osterwalder, A. (2019). Testing Business Ideas: A Field Guide for Rapid Experimentation. John Wiley & Sons. Italian trans.: Testare le idee di business… Edizioni LSWR, 2019. Hassenzahl, M. (2018). “The Thing and I: Understanding the Relationship Between User and Product.” In M. Blythe & A. F. Monk (Eds.), Funology 2: From Usability to Enjoyment (pp. 97–106). Springer. Also available via ResearchGate (https://www.researchgate.net/publication/226420570_The_Thing_and_I_Understanding_the_Relationship_Between_User_and_Product ) B. Individual Project ---- Non-attending students will apply course concepts to the analysis of an online service: 1. Select a website or application that provides products or services. Most complex applications are suitable; purely editorial projects should be avoided. 2. Obtain prior approval of the chosen site/app by emailing the instructor at emmanuel.mazzucchi@uniroma1.it . 3. Conduct an analysis of the product/service, outlining UX and usability strengths and weaknesses, demonstrating understanding of the assigned readings. Specifically address: Norman: Multistage system model; usability principles Hassenzahl: Pragmatic and hedonic attributes; ACT vs. SELF positioning; Goal mode vs. Action mode Bland & Osterwalder: Business Model Canvas; Value Proposition Canvas; hypotheses and experiments A Google Slides template is provided as a baseline for minimum content. It may be expanded and reformatted as desired. Template → https://docs.google.com/presentation/d/110LXHkDMp1rMwhLF4438CXIfZ2C4e031WvqDwQ6tqTI/edit 4. Submit the presentation (Microsoft PowerPoint, Google Slides, Canva, or similar) at least one week before the exam date.

The course adopts an experiential learning approach that includes: Interactive lectures with critical analysis of real case studies and guided discussion Hands-on workshops to practice techniques and methods (e.g., interviews, card sorting, sketching, prototyping) Design sprints to simulate real professional contexts under time constraints Guest lectures from industry professionals to connect theory with professional practice Flipped classroom sessions for theoretical deep-dives and advanced discussions Project-based learning through a group project that spans all phases of the UX process