The Experience Design Academy develops research projects on cutting-edge topics related to the experience of products and services, thanks to its broad polytechnic expertise. The research projects range from a more scientific and/or cultural dimension to an applied one, with different levels of integration possible.
01. Methodology
Scenario Vision
Research and scenarios relating to user experiences of products, services and/or interactive environments. The topics are defined in agreement with partners and clients.
Market Research & Surveys
Working with expert partners, we conduct market research and specific surveys on user experience topics, both for internal activities related to Experience Matters and on commission.
User Research
The expertise of the Experience Design Academy’s extensive faculty enables the implementation of structured user research processes at various levels, from preliminary analysis, problem finding and problem framing to ongoing and ex-post analysis and evaluation, using dedicated methods and technologies: field research, netnography, A/B testing, eye tracking and VR.
02. Automotive UX
Base 5G
Research project funded by the Lombardy Region and coordinated by the Politecnico di Milano (DEIB, DESIGN, MECC, DASTU departments) and a pool of Lombardy-based companies (Vodafone, LIFE, AnotherReality, Yape and AKKA). The aim of the research is to design, prototype and test new use cases and new user experiences in the areas of Smart Cities and Smart Campuses.
The Experience Design Academy manages the design of the user experience in cars for a car-sharing service, ensuring vertical integration of 5G technology with IoT platforms.
- Design
- Research
Master in Transportation & Automobile Design
The Experience Design Academy collaborates with the Master in Transportation & Automobile Design by providing a customised teaching module on Experience Interaction Design for Vehicles.
The aim is to provide the fundamental theoretical and practical knowledge for the informed development of projects in the field of transportation design, integrated with a systemic approach that pays particular attention to the user experience.
- Lectures
- Project Work
Elaborated for
03. Phygital Acculturation
Phygital does not refer exclusively to the coexistence of physical and digital elements, but rather to the interactive dimension (active or passive) of products, services and environments with and for the user. The aim of the research was to identify some strategic guidelines for defining advanced user experiences with phygital products, services and environments.
Four levels of implications and ten principles were defined, on the basis of which future products and services will be developed. The research, with a strong cultural matrix, involved a comparative analysis of Japanese and Western culture in the field and gave rise to a series of experimental training proposals and new areas to explore.
04. Experience Matters
A format in collaboration with GreatPixel and Personalive that includes a research phase and a related event to present the results.
The initiative demonstrates how Design and Marketing are not two separate areas, but rather a strategic combination for increasing digital performance.
The research aims to understand how the main digital patterns fit into the marketing ecosystem and how they impact businesses and consumers.
- 1st edition: Dark Patterns
- 2nd edition: Artificial Intelligence
The phenomenon was explored in depth through an online survey of a sample of 1,000 users, representing over 11 million Italian heavy users of e-commerce.
The results are being disseminated through an event open to the public held at the Politecnico di Milano. The research confirms the importance of user experience in establishing a long-term relationship between the customer and the service/brand.
Promoted and organized by
Under the patronage of
In collaborazione con
Osservatorio Artificial Intelligence
Osservatorio Design Thinking For Business
Board
Venanzio Arquilla
Professore associato Politecnico di Milano
Andrea Boaretto
Founder & CEO Personalive
Giovanni Pola
Founder & CEO Great-Pixel
Giuliano Simonelli
Presidente POLI.design
Francesco Zurlo
Professore ordinario Politecnico di Milano
Panel I edition
Roberto Liscia
Netcomm
Roberto Chieppa
Fastweb
Francesco Sala
Lastminute.com
Elena Guglierame
Leroy Merlin
Marco Loguercio
FIND
Panel II edition
Francesco Samorè
Fondazione Giannino Bassetti
Roberto Chieppa
Fastweb
Giancarlo Cobino
Quilsar
Giuseppe Leoni
i3Lab
Alessandro Piva
Osservatorio Artificial Intelligence
Simone di Somma
INNAAS
Cabirio Cautela
Osservatorio Design Thinking for Business, Politecnico di Milano
Aldo Fumagalli
Hoover Candy Group
05. Publications
Design & Autism
An unconventional approach to inclusion through product innovation
V. Arquilla, F. Caruso
Maggioli Editore, 2025
Embracing change and supporting transitions
Approaches to systemic change in products, services and systems
S. Broadbent, S. Ferraris.
Franco Angeli 2024
V. Arquilla, F. Caruso
An exploration of meta-design and a reflection on its actualisation for fostering inclusivity
Strategic (Multiform) Design
The wide spectrum of applications of Strategic Design
G. Carella, F. Zurlo
Maggioli Editore 2024
V. Arquilla, A. Paracolli, D. Genco
The strategic value of Experience Design
Multidisciplinary Aspects of Design
Objects, Processes, Experiences and Narratives
F. Zanella, G. Bosoni, E. Di Stefano, G. Iannilli, G. Matteucci, R. Messori, R. Trocchianesi
Open Access 2024
V. Arquilla, D. Genco, F. Caruso, C. Parise
Designing a new user experience for the travel sector. A research project reimagining the role of travel stakeholders in the digital post-pandemic age.
#UX Designer
Progettare l’esperienza digitale tra marketing, brand experience e design
J. Pasquini, S. Giomi, M. Caratozzolo
Franco Angeli 2018
V. Arquilla, D. Genco
UX Design, fra metodo e cultura
Intenzioni Creative
Creative Ways
V. Arquilla
Maggioli Editore 2011
