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The course, designed for managers who want develop transversal skills, useful for designing technological products and services, introduces participants to fundamental concepts for the development of empathic competence applied to new products analysis and design.
Essential cognitive constructs will be present related to how users perceive, understand and process the information contained in a new design driven by intentionality, expectations, cognitive patterns and visual reasoning.
The main idea underneath the workshop is that good design contains an excellent level of complexity and that “good complexity” is associated with a more elegant design and more rewarding user experience. However, this optimal point depends on the ability of users to absorb and process complexity receiving at the same time the expected type and level of performance; hence the need to develop an empathic approach to analyze users’ needs and abilities.
To put this idea into practice, we use a pedagogical approach based on the analysis of artistic and design masterpieces to show how great artists and designers have succeeded in offering users an aesthetic experience that simplifies the distribution of information content eliminating all that is not relevant and significant but at the same time maximizing aesthetic pleasure and practical effectiveness. Participants will learn a set of design heuristics and will be able to apply them to the current design of a new product.
Case studies and academic research materials will be used to provide a practical and advanced understanding of the subject together with art and design workshops and museum visits.
- Introduce participants to the latest research and current practices supporting perceptual learning, visual thought development, and sense-making processes and user decision heuristics;
- Apply these concepts and theories to new products analysis and design;
- Analyze new products from a perspective of complexity with particular attention to the cognitive and emotional heuristics that individuals routinely use in their experience to solve complexity.
17 luglio - Understanding complexity
17 luglio - Thinking like an artist
17 luglio - Structuring complexity
17 luglio- Photo Walk
18 luglio - Empathy ergonomics
18 luglio - Design Lab
18 luglio - An afternoon at the museum
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