SID Next.
How do you design an experience?

To answer this question, we started from a daily experience: paying for a product through an app.

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A familiar action, but far from trivial if we look at it from a design point of view.

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Designing an experience — even the simplest — doesn't just mean tracing an ideal path. Above all, it means predicting what happens when things don't go as planned, evaluating all possible alternative routes and any changes of direction. When this complexity is ignored, the user pays the price — often literally —.

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For this reason, when designing an experience, we designers cannot work alone: we must always and first of all involve all the actors who contribute to creating the product/service and listen to the potential users who will use the product/service.

It is a topic that we often deal with — in the studio, during university lessons, in blogs, — and we also talked about it during “SID, next: a comma that opens up to the future”, the event organized by Scuola Italiana Design: below, in the video, you can watch and listen to our full speech. It only takes 8 minutes!