The Experience Design Academy develops researches on frontier issues related to the experience of products and services, thanks to the broader polytechnical skills. Research projects range from a more scientific and/or cultural dimension to an applicative one, with different levels of possible integration.
01. Methodology
Scenario vision & planning
Research about scenarios related to the user experience of products, services and/or interactive environments. The topics are defined in agreement with partners and clients.
Market research & Surveys
In collaboration with experts, XDA carries out specific market research and surveys on user experience, both for internal activities related to Experience Matters and on commission.
User Research
The extensive skills of the XDA faculty allow the implementation of structured (foundational or evaluative) research processes that involve users at different levels, from the contextual research phases and problem framing to analysis and evaluation, through the use of dedicated methods and technologies: field research, netnography, A/B testing, Eye-tracking, VR.
02. Automotive UX
Base 5G
Research project funded by the Lombardy Region and coordinated by the Politecnico di Milano (Departments DEIB, DESIGN, MECC, DASTU) and by a pool of Lombard companies (Vodafone, LIFE, AnotherReality, Yape and AKKA). The goal of the research is the design, prototyping and testing of new use cases and new experiences in the fields of Smart Cities and Smart Campus.
The Experience Design Academy manages the in-car user experience design part for a car sharing service, ensuring vertical integration of 5G technology with IoT platforms.
- Design
- Research
Master in Transportation & Automobile Design
Experience Design Academy collaborates with the Master in Transportation & Automobile Design by providing a personalized didactic module of Experience Interaction Design for Vehicles.
The goal is to provide fundamental theoretical and practical knowledge for the conscious development of projects in the field of transportation design integrated with a systemic approach that pays particular attention to the user experience.
- Frontal lessons
- Project Work
Developed for
03. Phygital Acculturation
Phygital means not only the dimension of coexistence between Physical and Digital elements, but 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 the definition of advanced user experiences with phygital products, services and environments.
Four levels of implications and ten principles have been defined on the basis of which products and services will be developed in the near future. The research, with a strong cultural matrix, included a comparative analysis in the field of Japanese and Western culture and has given rise to a series of experimental training proposals and new areas to explore.
04. Experience Matters
In collaboration with GreatPixel and Personalive, the format includes a research phase and a related event to present the results. The initiative shows that Design and Marketing are not two separate areas, but instead can collaborate to build a strategic and successful mix to increasing digital performance.
The research is oriented towards to understand how the main digital patterns fit into the ecosystem of marketing and how they affect businesses and consumers. The phenomenon was investigated through an online survey submitted to a sample of 1.000 users, representing over 11 million Italian heavy users of e-commerce.
- 1st edition: Dark Patterns
- 2nd edition: Artificial Intelligence
The results are disseminated annually through an event open to the public held at the Politecnico di Milano. The research confirms the importance of the User Experience in establishing a long-term relationship between the customer and the brand.
Promoted and organized by
Under the patronage of
In collaboration with
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
