putting people first

by experientia
by experientia
18 September 2007

Ferrari on the importance of understanding users

Be the first to share
putting people first
by experientia

Antonio Calvosa
The user as an unconscious sensor of the environment” was the title of Antonio Calvosa’s (Ferrari S.p.A.) keynote speech today at the Ubicomp conference in Innsbruck, Austria.

Abstract:
This talk adheres to the vision that in order to bring key benefits to human daily experiences with products and specific environments, new collaborative, ubiquitous and pervasive systems need to be developed, thus moving away from a stand-alone and computer-centred vision technology. The idea of the user as an unconscious sensor of the environment will be presented together with the possibilities offered by the application of adaptive systems to a particular user experience such as driving high performance vehicles. The example of the Ferrari’s Innovation Team will be brought as a case study of a multidisciplinary group which, by accounting for corporate needs and research trends, is active in shaping research directions and facilitating the market exploitation of both new paradigms and technological achievements. This will be presented by means of a series of initiatives in the area of ubiquitous and pervasive adaptation.

Mr. Antonio Calvosa, currently leading the Ferrari’s Innovation Team Project, is in charge of bringing knowledge into the Company with respect to future and emerging technologies that can play a relevant role in enriching the Ferrari’s driving experience. He developed a series of international collaborations with leading institutions, mostly within the Seventh Research Framework Programme of the European Commission. In particular, attention has been paid to the identification and exploitation of new concepts for future human-machine interfaces.

He is a co-author of a series patents at Ferrari on human-machine interface and of a patent on electron microscopy held at Philips Research. Antonio Calvosa graduated cum laude in Electrical Engineering from Politecnico di Milano (Italy) and also received his ‘Diplome d’Ingenieur’ from Ecole Supérieure d’Electricité (Paris, France) within the Top Industrial Manager for Europe Programme. He also holds a Master in Physics of nanostructures from Paris XI (Orsay, France).

According to Rachel Hinman of Adaptive Path, who attended the keynote,

Calvosa encouraged the audience to “…get your mind out of the lab – put your mind into figuring out how to communicate your technology to everyday people like your mom, or to your friend.”

He also talked about how in the end, you should always be thinking about the end user and putting people at the center of what you do. He gave an example of the Moen Revolution shower head created by Design Continuum Inc.

“Moen Revolution was an example of engineering the product based on the design. We worked in reverse to design the inner working that would improve the shower experience.”

He stressed that user need drove the design and development of this product – not technology and engineering.

Be the first to share
Related Article
20 December 2014
Why Mozilla conducts qualitative user research
"Technology and business organizations often default to a positivist worldview and subsequently believe that quantitative results that provide numeric measures have the most value," writes Bill Sellman, Lead User Researcher on Firefox. "The hype surrounding …
Related Article
19 December 2014
Beautiful users: book and exhibition
BOOK Beautiful Users: Designing for People Edited and designed by Ellen Lupton Princeton Architectural Press, 2014, 144 pages In the mid-twentieth century, Henry Dreyfuss, widely considered the father of industrial design, pioneered a user-centered approach to design that focuses …
Related Article
16 December 2014
World Development Report 2015 explores “Mind, Society, and Behavior”
WASHINGTON, December 2, 2014 — Development policies based on new insights into how people actually think and make decisions will help governments and civil society achieve development goals more effectively. A richer and more accurate …
Related Article
8 December 2014
Understanding human behaviour to improve mobile research design
Shirley Eadie, founding member and CEO of Pondering Panda, explored some of the idiosyncrasies of the human condition at last month's MRMW Africa conference [Market Research in the Mobile World], in order to help attendees …
Related Article
5 December 2014
Using sensors in design research
Elliott Hedman is the founder of the design consultancy mPath, where he’s pioneering a new approach to design research. It combines stress-testing sensors with traditional observational techniques. The idea is to uncover the tiny, often …
Related Article
4 December 2014
There is no such thing as UX Design
Peter Merholz argues that the entire “field” of user experience emerged for one reason — to accommodate, and overcome, poor (or non-existent) product management practices. He now wants to retire the term: "'User experience design' served a …
Related Article
3 December 2014
Ericsson’s new ConsumerLab report about the smart citizen
Last month, Ericsson published its latest ConsumerLab report, entitled "Smart Citizens: How the internet facilitates smart choices in city life." The study covers 9 cities worldwide-Beijing, Delhi, London, New York, Paris, Rome, São Paulo, Stockholm and …
Related Article
27 November 2014
Deep dive into drinking occasions
Five years into his role as head of strategic insights at Heineken UK, Mick Doran believes that the brewing industry is learning valuable lessons from other FMCG sectors in becoming more consumer inspired and brand …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

25 October 2014
Experientia president to speak at User Friendly 2014 in China

Experientia president Michele Visciola is one of the keynote speakers at User Friendly 2014, the annual user experience conference of UXPA China, to be held in Wuxi, China, 13 to 16 November. The theme of the 11th conference is the “new era of the experience economy,” thus underlining the importance of transferring UX concepts and […]

19 October 2014
Event: Why the world needs anthropologists

An upcoming event is encouraging anthropologists to “come out of their ivory towers” and work more closely with their colleagues in the field, in order to bridge the gap between “pure” and “applied” anthropology. The international symposium “Why the world needs anthropologists” (Facebook page) will be held on 5 December 2014 in Padua, Italy. Experientia […]

See all articles