Research

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.

The State of UX in Italy

An annual survey of the professional design community in Italy. The aim is to identify the practices, challenges and trends shared by those working in the sector – from freelancers to in-house teams – in order to provide the market with a practical report, rather than an academic publication. The results are free and available to everyone: anyone can download the report and use it to inform decisions, comparisons and positioning.

• 1° edizione (2025)

• 2° edizione (2026)

Experience Matters

A format created using GreatPixel and Personalive in collaboration with Artificial Intelligence Observatory and Design Thinking For Business Observatory.
The survey explored how key digital patterns fit into the marketing ecosystem and how they impact businesses and consumers.

• 1st edition (2017): Dark Patterns

• 2nd edition (2018): Artificial Intelligence

The research phase involved an online survey of a sample of 1,000 users, representative of over 11 million Italian heavy users of e-commerce.
The results were presented at a public event held at the Politecnico di Milano. The research confirmed the importance of user experience in establishing a long-term relationship between the customer and the service or brand.