In October 2017 I pitched Samsung top management a new business opportunity: Bixby EDU, an educational marketplace to improve Samsung phone users learning, using computer vision and AR.
After the pitch I received an internal seed funding to run a POC for 5 months.
I’ve been responsible for product strategy, design direction, partnerships and hired UX designers, UX researchers, Front-end engineers and VR Artist.
While designing the experience (UX/UI) and securing strategic partnerships I lead the team during the creation of the POC and directed the research for the user testing sessions.
Why Bixby EDU
Too often, internet and our smartphones are becoming the external hard drive for our memories.
We are experiencing an increasing lack of attention, often coupled with difficulties to memorize or fully understand.
There is a surging need to reconcile the use of mobile devices with the experience of our surrounding environment. The demand for educational tools is huge, and mobile devices can play an important role in this movement, provided that we develop products that actively engage the users with real-life experiences as well as methodologies designed to foster information retention and knowledge building.
Imagine walking in a museum, in a park, in a new city and being able to learn in a fast and interactive way from monuments, art pieces, nature, and more. Bixby EDU is the first computer vision-assisted mobile learning platform, with the ambition to provide fun and engaging learning experiences based on surrounding objects. Bixby EDU leverages Samsung Bixby Vision technology in order to bring interactive educational content to every Samsung phone’s camera. Arts, History, Languages, Science, and more disciplines will be offered via the Bixby Vision function.
The vision I proposed to Samsung is to create the first marketplace for computer vision-assisted educational content.
Samsung will develop the apps framework and CMS allowing external partners to upload their content using Samsung APIs. In this way we will offer meaningful content on every Samsung device and retain our Bixby users.
On the other side our partners, museums, cultural institutions, cities and so on, will reach new customers through our platform. So this is a win-win situation. Think like an Apple Store or Google Play of mobile education.
During the first 5 months of 2018 I lead the Proof of Concept for this project. I hired a UX researcher, a Front-end engineer, and a VR Artist, I secured a partnership with two fine arts museums in San Francisco, Legion of Honor and de Young museum and worked together with their team to define the main paint points and visitors needs.
With the UX researcher we conducted a landscape analyses on mobile learning methodologies, contextual learning using AR and computer vision, learning frameworks and mobile educational games.
From the current research and trend in adult m-learning and gamification, we learned that we should have focused our design and ideation on educational features that take in account adult experiential learning through augmented reality, spaced repetition opportunities (like Memrise App) and gamification tools.
Learning Objectives: Edutainment
We believe that merging edutainment with experiential learning is the most effective way to engage and retain users in experiencing memorable and educative moments through their mobile devices. We created an edutainment framework by creating a mix of stories, visual materials and games.
User Interviews & Testing
In March and May 2018 we conducted 2 user testing sessions with 5 participants each. The user interviews goals were to gain insights into participants: smartphone behaviors and preferences, art museum experiences and attitudes about tech in art museums. The user testing goals have been designed to test assumptions relates to: educational and entertainment content and the edutainment lenses usability for the during and post experience.
Samsung Research America
Jan 2017 - present
What is Samsung Pay?
Samsung pay is a payment app used for both in-store and online payments. It allows users to securely digitize and store their payment cards on a mobile device, eliminating the need for the physical cards. Samsung Pay is the most widely accepted digital wallet — about 80 percent of US merchants are available — with approximately 35M registered users just in US. The product is present in 25 countries worldwide.
My role: Senior UX Designer
Conducted benchmark studies, user testing sessions, users interviews, influenced the new branding direction, produced wireframes, flows, UI and GUI guides. I conducted initial evaluation of the in-app experience and ideated on effective ways of surfacing content on the Samsung Pay home page and for the overall app redesign.
Worked on a daily basis with the creative team, engineers, researchers, PMs and high level management in US and Korea.
Took part of the hiring process for a UX Designer, UX Researcher and Motion Designer.
Once the team expanded, we conducted many collaborative group design workshops to define Samsung Pay new experience, architecture and functionalities. I used my initial findings in both individual and group concepting sessions to inform the evolution of sketches, wireframes, and idea clustering sessions.
The initial phase:
Deconstructing the experience
The business and project management teams looked to our team to evaluate the Samsung Pay experience and figure out how to increase user engagement with Samsung Pay. There were many newly proposed features from the product management team to boost user engagement, but all of them took the approach of the building on top of what already exists rather than looking at deeper structural issues that might hinder engagement.
I worked with a co-designer and the design lead to deconstruct the status-quo. There was no design researcher, and so it was up to the three of us to go out and pinpoint the issues. There was limited budget and very limited time to make the next release, so our initial hypothesis was shaped by observations from internal members of the Samsung Pay team, as our own personally mapped out experiences.
Market adoption and content surfacing
The US team inherited the Korean app in January 2017 and the main challenge was to transform a Korean product into a product first for the US market and pave the new experience, architecture and GUI guides for the rest of the 24 countries in the world.
There was so much content and functionality built into Samsung Pay, but users weren't aware of most of it. During my internal studies, the first thing to come to mind was adding/changing card information, and that was where exploration stopped. Most of Samsung Pay's content was burried 5 layers down, well out of sight and mind.
Our problem statement: How might Samsung help users save time and save money, while helping them make useful discoveries along the way?
More than just a payment
What if Samsung Pay were a shopping assistant?
What if it guided your through your shopping experience based on deals from the Samsung Pay app?
Maybe it could act as a quick reference. Scan the item of interest and find a discount relevant to the item.
What if you scanned the item of interest and Samsung Pay found you a deal from the app as well as price comparisons from retails in the area?
What if you fed Samsung your calender and could then offer you precisely timed deals or gift cards for when that friend’s birthday is coming up?
These are just a few of the many ideas that came from examining the shopping experience; I started the experience by thinking big. By looking at each moment of the experience, from the factors that are taken into consideration before arriving at the store, the moment one hits the ‘Buy’ button from their laptop or mobile device, or arrives in parking lot at the nearby mall. My manager encouraged me to look past the low-hanging fruit and to look under every stone for areas of opportunity.
I also took note of the types of shoppers.
The shopper in the explorer mentality enjoys going to the physical store and exploring things with their senses. This type of shopper compares and contrasts, and may enjoy making new discoveries along the way.
Other shoppers take the more targeted mentality; they’ve done the research even before entering the store. They have a list and they know exactly what they want. Their goal is to save time and save money.
The Payges experience
From our initial design research, many ideation sessions, multiple rounds of product management input, and dev team review, we created Payges.
Payges is a lifestyle app that surfaces content relevant to the user's likes, dislikes, and context. It is about building out a UI with efficient, reusable components and bringing the right information to the user at the right time.
Next design steps
The first release was only the beginning. Due to time constraints and technical limitations, we had to scale down to the minimum desirable product while still keeping the dream experience in mind. We continue to refine the Samsung Pay experience through focused user tests, internal feedback, and team collaboration.
May ’15- June 2016
Definition of the UX architecture and mobile experience for a personal trainer (based on clothing sensors + human coach) to deliver real time feedback on earbuds.
- Definition of the information architecture and interaction model for the mobile app.
- Definition of the behavioural interaction through a conversational UI - tone of voice, nudges, content clusters.
- Wireframe flows documentation, specs and asset production.
1 Project Manager, 1 UX designer, 1 Visual designer
Asensei approached Awake for a 6 weeks design sprint project to redefine their digital experience of personal coaching.
Here the video of Asensei
Awake team gathered together with Asensei team to understand the key issues to solve with Asensei platform, defining the vision, the why’s and pain points and the design principles.
After a workshop with a group of Rowing High School teenagers focus on understanding their motivations and needs while training, rowing and their relationship with the coaches we started gathering together the key insight from the research into 3 main scenarios.
1. Perfect practice makes perfect
2. Excellence is a habit
3. Give up giving up
After this process we validated the scenarios with the client and then proceed into developing conversational thread modules between the athlete and asensei virtual coach.
Client: NOKIA TECHNOLOGIES
August - November 2015
Design and concept development for a new wellness wearable experience acrossmobile and watch platforms.
Scope: develop a digital experience to help Nokia enter the smartwatch ecosystem.
- Definition of the design principles and action clusters.
- Definition of the interaction and mental model.
- Wireframe flows documentation to illustrate alternative models of interaction & notification.
1 project lead, 2 UX designers, 1 Visual designer, 1 Motion designer.
Project developed side by side with the Nokia UX Design Innovation Team, 1 UX designer, 2 Software engineers, 2 Business strategy, 1 Program Manager.
About the client
ABB is a Swedish-Swiss multinational corporation operating mainly in robotics and the power and automation technology areas. One of the largest engineering companies as well as one of the largest conglomerates in the world.
Define the new experience and touch points for EMAX 2 to fludily pass from circuit breakers to automatic power management systems for small and medium companies to increase efficiency and reduces energy consumption based on the user's needs.
The 4 man pillars to keep in mind of the new product: efficiency and control, connectivity, performance, ease of use and safety
UX Research & Design
- ABB stakeholders, end users interviews and focus group to analyse the actual ecosystem of the ABB Sace service
- Personas and customer journeys
- Market Analysis of direct competitor products, strategy and visual language
- Energy management dashboard Wireframe
1 Project Manager, 1 UX designer in collaboration with the project manager of ABB, 1 electric engineer, and 1 software engineer
Design Group Italia
Client: Oral B
The ambition: Reduce people's lifetime cavities by enabling them to brush better.
Design pitch brief: Developing an innovative and desirable device structure and define the digital screen experience on the product.
Role: UX Design
- Product definition: use cases and value proposition.
- Definition of the information hierarchy for the brush visuals.
- Production of the Interaction flows.
- Definition of Visual Identity.
- Supervising industrial designers from initial explorations to definition of the final product language.
1 project manager, 1 UX designer, 2 industrial designers, 1 mechanical engineer, external contractors for prototyping.
App development by RGA.
Design Group Italia
Client: 3M GTG
Apr - May 2014
Designing a 84inc touch screen display experience to enable remote collaboration, foster productivity and grown people skills. Frame is a corporate communication tool produced by 3M-GTG.
Showcase 'Frame it' at Orgatec 2014 fair - one month of time, since we received the brief from GTG.
Show the potential trough a simplified single app (sand box model) valuable for brainstorming and sharing meetings during the Orgatech event.
The journey to the future of collaboration started with the Intelligent Workspaces initiative conceived together with 3M GTG & Aecom. While designing a tool for corporate communication we based our research on interviews with Fortune 50 and many other highly innovative digital companies.
This information led our design team to work around four pillars:
Time - Meeting efficiency is a real issue for many companies. Improving this could enhance a company’s productivity.
Space - Companies are globally spread and handling ubiquity is not a matter of choice.
Collaborative Efficiency - A tool like this should support teamwork, proactivity, and the ablity to guide users to success.
Cognitive Efficiency - To grow people skills.
UX Design Lead
- User research with Fortune 50 companies
- Customer Journey + Storyboard sketches
- Supervising a team of UX and visual designer
- Supporting the Industrial designers team for the definition of the product, look & feel and prototype production
- Design of the interaction between the KJ wall and other digital devices as iPad
- Wireframe documentation to illustrate use cases and micro-interactions
1 Project Manager, 1 UX Design Lead, 1 UX junior designer, 1 Visual designer, 1 Psychologist 2 industrial designers, 1 external contractor for prototyping in collaboration with the 3M design team and software engineers
2014 - 2015
Revealed at the 2013 Google I/O in San Francisco and then at the Design Week in Milan, Makr Shakr unleashes the creativity of each individual while exploring new dynamics of social life.
Makr Shakr mission is to build accessible and user friendly robotic experiences to empower individual and social creativity.
Served as Product & Experience Design Lead at Makr Shakr managing the overall experience from the robot moves (based on famous dancers) to supervising the production of the digital experience (mobile, tablet, digital walls) and the design of the new robotic system inside a movable container.
- Managed the product definition of the new robotic system ‘on the road’ scope, design constraints, look & feel
- Defined and maintained a creative vision, across physical and digital touch-points
- Managed Brand Strategy definition and documentation for the launch in NY & UK
- Supervised a team of visual and interaction designer
- Collaborated with mechanical, software engineers for development and production
- Scouted suppliers and subcontractors and contributed to recruitment for several positions
Client: 2045 Tech
Floome measures your blood alcohol concentration (BAC) and sends the results directly to your smartphone. How does it work? Just plug it into your smartphone via a standard audio jack, open the mouthpiece and blow – no batteries required.
Design an engaging experience for millennials to inspire the use of a breathalyzer during social activities and during the night life with friends.
My role has been from design research for the physical product, to benchmark analyses, wild ideas and concepts development, sketches and the development of the final product collaborating with one industrial designer, mechanical engineer and prototyping company.
Also I've been supervising the development of the branding and company positioning with the CEO of Floome for the launch of the Kickstarter campaign and the launch at CES 2014.
The design has been patented with the USPTO (US) and it’s now available on the Floome official website or on online stores like this the Vodafone e-store.
Design Group Italia
Client: 3M GTG
Designing the new 3M headquarters media installation system. The main goal was to communicate the brand values to guest and employees while promoting collaboration between 3M employees.
UX Research & Design
- User research and data aggregation
- Definition of motivational and action tools
- Scenarios ideation and clustering
- Experience storyboard and UX Map
- Definition screens media installation interaction
- Ideation of look & feel
1 Project Manager, 1 UX Designer, 1 Psychologist in collaboration with the 3M design team and software engineers
I worked on this project from idea sketching , to user-interface design to the mock up phase.
The whole UI is about balancing between targeting your weight and not getting focused on numbers.”
Monitor your health, target your desired weight!
Medisana’s brand new TargetScale, as designed by Waacs, is part of the VitaDock product family.
All VitaDock products are made to visualize your health.
The Bluetooth-enabled TargetScale communicates with your iPhone, iPod or iPad. Managing your body weight is simple and fun with the TargetScale, instead of disappointing and frustrating. The concept as well as the innovative design are developed by Waacs.
At the beginning of 2014 I found myself having a curios conversation with Lunk Jayanata an Indonesian investor and entrepreneur who was dreaming of starting a wooden bicycle company from recycled wood.
Few months after we were launching Woodencycle at the Design Week in Milan.
As Creative Director I’ve been developing from the first design sketch in December 2013 to the brand identity strategy and product launch during the design week in Milan April 2014.
- Designed 3 bikes and managed the production phase in Indonesia
- Envisioned the brand identity and strategy
- Managed partnerships with bike elements producers as Brooks for the saddle and Italian bike shops for the wheels
- Managed partnership with Jill Sander for clothes and shooting day
- Hired and collaborated with Art Director, Video Producer, Photographer, Models, and Milan bike shops owners
- Managed the brand and product launch at the Design week, venues, logistics & press
Woodencycle are now exposed at Triennale Design Museum exhibition 'Women in Italian Design' and are available on request on the company website.
So much is written in the human genome — the complete genetic instructions needed to build a human being. To explain its complexity, Riccardo Sabatini invited Craig Venter, the first man to sequence human DNA, to join him on TED 2016 stage.
But as Sabatini finishes the introduction, not one but five people appear, wheeling library carts full of massive volumes.
“Not the man in his flesh,” Sabatini says with a smile. “But, for the first time in history, this is the genome of a specific human, printed page by page, letter by letter — 262,000 pages of information.”
From these 175 books, Sabatini reads a sequence of eight letters — Venter’s eye color — and another that, if just two letters appeared in a different order, would mean he had cystic fibrosis. Now that we have the technology to read the genome, how can we use it to improve our lives?
Using machine learning, Sabatini and his lab at Human Longevity can predict things like height, eye color, skin color and even facial structure based on a person’s genome. Perhaps more interestingly, scientists may soon be able to use the same technology to personalize treatments for diseases. “This is the code of life” Sabatini says. “Whatever we want to do with it, whatever question we want to pose, now is the time to do it.”
So when Riccardo asked me to design the Human Code Enciclopedia, well I couldn’t say no!
With the growing ability to understand the human genome through machine learning and simulation, the next years will open a new chapter in the history of medicine.
An amazing scientist, entrepreneur and good friend Riccardo Sabatini, engaged me in his outstanding and inspiring research project of his lab at Human Longevity that we called The Human Code : the first Human Code Enciclopedia in the world.
Few Articles about the project
FastCo: A few Drops of your blood can tell scientists almost exactly what you look like
Huffington Post (ita): Il genio italiano del DNA
Nova 24 Tech: Ecco l’algoritmo che predice un volto da una goccia di sangue.
Design Group Italia
Client: PepsiCo - Design & Innovation
February - April 2014
In collaboration with the Pepsico Design & Innovation team we defined a strategy for near future new Pepsico Vending Machines that led to the development of Spire 2.0.
UX Research & Strategy
- Organised internal workshops with Pepsico design and management team to define brief, scope and project timeline.
- Research, mapping and tech scouting
- Ideation of possible ‘moments’ features and scenarios to develop new vending machine experiences
1 project manager, 1 UX Designer in collaboration with 2 designers from Pepsico Design & Innovation Centre
2010 - 2011
Bachelor Thesis at ISIA Firenze
Freeijis is my bachelor final project: a cooling system which uses no electricity.
This system is adapted from an “evaporative cooling” process melded with advanced “PCM” smart materials to create a new, innovative cooling system that improves the quality and length of refrigeration without using electrical power. This idea can be applied in a variety of fields globally, including food preservation and transportation, medical and in construction, highlighting the great potential of transferring knowledge and technologies from developing countries to our own.
This project was born during the 2012 Graduate Studies Program at Singularity University.
The idea behind X&Y Genomics is to allow the interaction with personal genetic data to inspire awareness and turn personal genetic data into unique virtual & physical objects.
X&Y Genomics envisions a world where everyone has the knowledge to understand, articulate, and share their personal genetic information.
On the “DNA by Me” platform the user can interact visually and intelligently with genetic information, discover how behaviour can influence the risk of disease, learn to be aware of “what you are” & accept “what you can and can’t change”. The platform has two main components: 1) An algorithm that takes the results of a consumer genetic scan and turns them into 3D-printable shapes. 2) A web-based 3D configurator in the integrated into the process that allows users to customize and personalize their genetic data into physical objects.
X&Y Genomics combines science, technology, and aesthetics to create tools that empower people. During this adventure of 5 months I was the CEO and founder of X&Y Genomics, and I learned a great deal about genetics, teamwork, and my own confidence.
Project at Kuopio Academy of Design
Design Concept for the future of a personal agent
“Plastics are dead. Now we have nanotechnology! Materials themselves does not exist anymore.
A single nano molecule can simulate every kind of material. Nano molecules can change their shape, transforming themselves as we wish. They can become what I want. Everything is little, portable, wireless, linked to everything else, online contemporaneous.
This is dematerialisation era. I’m ubiquitous, I can be everywhere at the same time.”
Stony is a new kind of personal assistant, it’s a new kind of technological device. It can change its shape in a while, can be modeled as clay and change its color and material.
It’s a phone, it brings a lot of music, a camera, a laptop, a GPS and more.
It replaces every kind of “physical” money with virtual money because Stony can be used as credit card.
Stony can substitute all the keys that people usually uses during the day life.
He is a wireless remote that uses internet web connection to communicate with your equipment at home, like owen, fridge, bathroom and so on. How to switch on: the first shape is a natural yelding stone. With a finger printing stony will start to breath and to switch on.
Arpa Project has the aim to combine the characteristics of the acoustic Phonoflex material of Donati Group with interactive and sensory intelligence of smart materials.
Sound waves in the environment are “captured” and returned in the form of dynamic lighting effects.
The intensity of illumination, colors, and the dynamic effects themselves vary depending on the intensity of sound waves perceived by the sensors of the object.
With this project you can create rooms, areas, paths, walls, or “totem” detectors / indicators of sound “live” only thanks to the presence of the individual, household and urban noises, music and generally anything that emits a sound frequency.
This interactive system of lighting uses piezoelectric material which absorb the sound waves, accumulating and restoring it in the form of light games, thus creating an object totally self-sustaining and does not need electricity, it is self-sustaining.
So we can speak of a space “polisensuale”, which is evaluated the totality of the senses, in line with the new approach of the individual, the new body experience, the centrality of the self in which man is re-educate their senses to discover bodily sensations in all their amplitude.
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away” — Antoine de Saint Exupéry
Exxpedition is an all women’s voyages to make the unseen seen, from the toxics in our bodies to the toxics in our seas. I’ve been part of the first Atlantic Voyage in December 2014 as Innovation and Ocean advocate and I’m stil volunteering to spread eXXpedition Vision & Mission.
My role has been to have all the needed technologies for our one month ocean crossing from environmental and health sensors to conceptualising the first Ocean & Seas Health Global Database to collide all the data about oceans and seas with fish and human health data in one platform.
Thousands of toxic chemicals, many of which pollute ocean ecosystems and contaminate marine products, potentially cause human diseases (www.atsdr.cdc.gov).
The main industrial chemicals of concern include bis-phenol A, triclosan, perfluorochemicals, phthalates, pharmaceutical residues, hydrocarbons and metals (e.g. mercury and arsenic), and pesticides in terrestrial runoff (Centers for Disease Control and Prevention (CDC) 2012; Crinnion, 2010).
Chemicals enter marine ecosystems through many routes and can be deliberately introduced into estuaries, coastal and open seas as complex effluents, or enter via atmospheric deposition or as a result of agricultural practices or inadvertently contaminate marine ecosystems through product use or discard. (Depledge et al 2012)
Creating life changing all female research missions exploring the unseen problem of plastic and toxic contamination while creating an inspiring narrative of female leadership, personal and environmental exploration, and cultural conversation space aboard Sea Dragon, a scientific exploration vessel.
Our mission is to explore the issue of chemicals, endocrine disrupters and carcinogens in our personal and global environment that can cause disease, in particular raising awareness of those linked to the rise in breast cancer rates.
Our aim is to engage women in scientific narratives relating to the consumer choices they make, and their long term health impacts on themselves and our environment.
During an eXXpedition voyage we collect environmental samples to assess plastic and pollutants, feeding in these samples to wider studies investigating the impacts of toxics and plastics pollutants and linking this sampling to narratives of ecosystem health, personal health and the products we consume.
The eXXpedition crew participate in biomonitoring with the UN founded initiative ‘Safe Planet‘ to assess personal exposure to known toxic substances. Through personal exploration of our internal environment (MeSearch) we aim to better understand the levels of toxic exposure in women. Through our shared mission to understand this invisible pollution we hope to create a conversation which sheds light on the science of ecotoxicology and inspire positive actions to tackle the root causes.
WHY I DECIDED TO JOIN THIS MISSION
I decided to join this mission for three main reasons.
First of all I have always had a deep desire to sail around the world. I’m a sailor since I was seven and I deeply love the sea and its ecosystem, I think it’s our responsibility to start to act and activate a positive impact to really “Make the unseen seen” from the toxics in our seas to the toxics we are used to eat, wear or breath every day.
My second reason is because as Designer I always felt a duality on being creative in designing amazing things, products and services to improve our life but also to design systems which are respecting the environment and the limited resources we have on our planet. I’m concerned of how hidden cocktail of chemicals, mostly generated by our life style, are concealed in our body and I’m interested in understanding the deep connection between health of the environment and of our bodies. I’m aligned with this mission because I believe I can make more aware choices in my daily design activity even with the big corporations clients I’m used to work with, to inspire a change in the way of designing, producing and delivering products and services generating a better cradle to cradle process.
The third reason, not the last of relevance, is because I really think we can make a huge difference starting from the bottom. I believe that with eXXpedition team we can launch a global conversation around the issue of how environmental toxics and consumerism choices can cause diseases, and how we might consciously improve our health related to the environment and the whole planet ecosystem we are living in, starting from our daily life little-big choices.
Google Exercise test…