2025-10-15 –, Hall 2
A crucial phase of a design project is when design choices are created and substantiated, often driven by the business vision. We tend not to question these initial assumptions and the preconceived ideas that formed them. Cognitive biases affect not only users but also designers and clients. This talk will explore how designers' biases can influence the methods and measurements used to evaluate the effectiveness of the experience. By combining behavioural science and UX-Business research, we will discuss how biases in design hypotheses can influence test results. Understanding and mitigating cognitive biases in design and research is essential for creating effective user experiences. Creating consensus and context for informed decisions can only be guided by those who understand these mechanisms well.
I'm a 43yo married man with 2 children. I live near Milan and I try to play guitar at my best.
In my job, I have led teams of designers to evolve clients' businesses towards a digital world.
I have bridged the gap between business motivations and user needs.
I currently work as an Experience Lead at Publicis Sapient Italy.
From the beginning, I have based my work on five principles, which I still believe are valid:
- Understand "why" before how and who.
- Interactions always happen between humans.
- Beauty matters.
- Design a context, and let people be free.
- Be clear about your mental model. People are smart enough to follow your way.
Aside this, I am one of the founders of theincipit.com, a community of writers where it is possible to play with storytelling.