Why a Digital Product Manager must be skilled in User Experience Design?

I work in Digital Communication since 2005. I’ve a humanistic university background but instead of specializing in Contents and Social Media, I’ve always studied technical, graphic and design subjects.

After almost 10 years of experiences, today I can setup and manage an ecommerce like Shopping in Italy; I can film videos like these; I can create a site like the Italia Centro di Capoeira one. Read my resume for having a look of my “technical skills”.

From March of this year, I’m frequenting the online courses of the Interaction Design Foundation, becoming at the same time the European Continent Manager, the Italian Country Manager and the Milan Local Leader.

This post question is: Why a Digital Product Manager must be skilled in User Experience Design?

Because Digital Communication is User Experience and because User Experience is Communication.

From the interface, the colours and the images pleasantness, to the functions simplicity. From the contents readability, to the reactivity of the digital products, everything is User Experience.

productmanager

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Perchè un Digital Product Manager deve saperne di User Experience e Interaction Design?

Lavoro nella comunicazione digitale dal 2005 e nonostante la mia preparazione fortemente umanistica, invece che specializzarmi su contenuti e social media, ho sempre cercato di approfondire tematiche tecniche, di grafica e design.

Dopo quasi 10 anni di esperimenti oggi sono in grado di creare e gestire un ecommerce come Shopping in Italy, girare e montare video come questi, fare un sito come quello dell’Italia Centro di Capoeira e fare una serie di altre cosine che puoi leggere sul mio CV.

Da marzo di quest’anno, a quanto imparato fino ad oggi, ho deciso di aggiungere anche lo User Experience Design frequentando i corsi dell’Interaction Design Foundation di cui gestisco sono diventato anche l’European Continent Managaer, l’Italian Country Manager e il Milan Local Leader.

Ma perché un Digital Product Manager deve saperne di User Experience e Interaction Design?

Perché nel digitale tutto è esperienza utente e tutto è comunicazione.

A partire dalla piacevolezza dell’interfaccia, dei colori e delle immagini, fino alla semplicità di utilizzo delle funzioni, la leggibilità dei contenuti e la velocità di risposta del prodotto digitale, tutto è User Experience.

productmanager_antoniopatti_wireframe

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Interaction Design related terms definitions

During the first Interaction Design Foundation Milan Chapter event, the group decided to define the most important interaction design related terms.

I started to approach professionally this field of Digital Communication a few months ago, but I care about User Experience since my first project in 2006.

My definitions are really general, almost philosophical. They are based on my daylife experience and on what I’m learning at Interaction Design Foundation courses.

UX is how users use and feel a digital product.

UI is what users see and use for interacting with a digital product.

IA is how contents and functions are titled and positioned in a digital product’s plain structure.

Usability is a digital product use efficiency rate.

Interaction Design is designing UX and IA and contributing to the UI.

Service Design is everything involves customers beyond the strictly digital product experience.

I hope you enjoy.
If you don’t, I agree with you. This is a User Experience feedback too 😉

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ANSA’s site UX critical issues

March 26th the news agency ANSA launched its new web site (read the article in Italian).

For promoting a discussion on the IDF Milan group, I analyzed the ANSA’s design and I wrote down a UX critical issues list. But first of the list, I want to declare that I never used the ANSA web site and that beyond all the critics, I think that globally they did a good job, except for the point 4.

1) The header buttons are links to different services, function and sites. They are not coherent and not really visible. They seem graphical elements.

ANSA header

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2) The search field is not visible and could be confused with the other icons.

ANSA search field

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3) The “temi caldi” is confusing because it’s positioned in the breadcrumb position.

ANSA temi caldi

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WordReference search box evolution

 

During the Interaction Design Foundation course, I answered this question:

Please identify an example where a search box has been used in a design and outline the various stages of implementing the search box in this particular instance.

I chose as an example the amazing WordReference translation service. I use it since 2004 and I clearly know the users needs: translate.

2001

WordReference search box in 2001

In 2001 it didn’t have the search box focus on the home. The multiple search boxes were displayed on the left small column. There was not enough space for long words and users had to scroll the page for certain languages. Moreover the centre of the page was full of contents that were absolutely not useful for the users.
Visit it on the Wayback Machine

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E’ nato Everything in Italy

Dopo circa un anno di esperienza su Shopping in Italy. Dopo aver parlato con i produttori, averli intervistati e aver venduto qualche loro creazione, eccovi il mio nuovo progetto.

TestataEverything_1

Everything in Italy è un progetto di promozione globale del “Made in Italy” composto da nove siti in inglese in cui ecommerce, contenuti editoriali e Social Network, interagiscono sinergicamente per promuovere il “prodotto Italia” in tutta la sua complessità.

Everything in Italy è il frutto di oltre un anno di osservazione. Un anno durante il quale ho trovato un enorme interesse nei prodotti, nella cultura, nell’arte, nei luoghi e nelle persone d’Italia, interesse purtroppo non soddisfatto da nessuna iniziativa istituzionale o privata.

Ho deciso quindi di rilanciare il concept di Shopping in Italy, ampliandolo ai settori di punta del Made in Italy come il settore enogastronimico, quello culturale, quello turistico e quello manufatturiero.

Everything in Italy network

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The Drivin’ project

I love to design even if I don’t know how to develop my projects because I can’t code. I’ve hundreds of sheets full of ideas, functional requirements and wireframes, but writing them down is really time consuming and I’ve never enough time.

For the Drivin’ project I’m doing an exception. I really want to transform my sheets in a real service so I decided to write a presentation to introduce my idea and searching partnerships.

First of all, what is Drivin?

– Drivin’ is a service that helps users to share car routes with their friends through the social networks
– Drivin’ is a platform e that puts in communication people that have similar transportation needs
– Drivin’ is a service that creates a new trusted Car Pooling network and puts the basis for a Neighborhood social platform

Read the full presentation on Slideshare and if you are interested, read at the end of this page.

I’m searching for someone that can help me to develop Drivin’.
If you are a freelance coder or a company, contact me!
We can collaborate for building something socially meaningful and that could become a StartUp.

PS I really believe in this project and I don’t care about the intellectual property. I trust in the web knowledge sharing and in the execution. If someone will copy Drivin’, it will never be the same of what I designed 🙂

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Designing my new Google Reader

Are you one of the last desperate Google Reader users like me?
Don’t worry, you can still read your feeds using other readers and then, Google Reader wasn’t that great service that we think.

I work in digital communication and I’ve three different accounts that I use for my personal branding, for the Transport Company of Milan online buzz, and for the Shopping in Italy news hunting and social monitoring.

Is Google reader enough for me? No it isn’t!

For my job I need an application that browse, save, organize, discover, edit and share contents on my social media and with my social media team.
Does Google reader have all these feature? No it doesn’t, so stop crying and being romantic!

GoogleReaderAntonioPatti

The Google Reader closure gave me the opportunity to think about my feed reader perfect tool. I thought to all my needs as a social media manager, as a project leader and as entrepreneur. Ironically I understood that I don’t need a simple reader, but a Corporate Content Aggregation and Management Application.

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My business starts from me

I started my entrepreneurial career one cold winter day some months ago.

That night I discovered by chance that the domain shoppinginitaly.eu was free, so indistinctly I bought it for 1.20 €.
After the first “big” investment I started thinking about the business models, the strategies, the technologies, the partnerships and so on.

Today, almost 10 months later, I’m ready to share with you my experience.

Shopping in Italy is the “Italian products selection by Antonio Patti”.
What does it mean? Why is it so self-referential?

The answer is in the three business models that I identified.

  • selling products
  • selling contents
  • selling brand and network

Selling products
Shopping in Italy is an ecommerce where I put on sale Italian products that usually are not on sale anywhere in english. I personally search, select and take the pictures of the products. I put on sale only the products that I’d like to buy, and the first thing that I care about is quality.

Selling contents
On the Shopping in Italy Blog and on the social media I describe my vision of Italy. I mix original posts, videos and pictures with the best contents that I find on Internet.
I aggregate and analyze contents, I try to engage people that are interested in something Italian, and at last I try to find partners that publish anything interesting.

Selling brand and network
Products, contents, followers and relationships will create the Sii network. Shopping in Italy will be the first onf line project that will aggregate people, selected contents and local businesses through the web and the social media.

I built the Shopping in Italy business strategy around me for different reasons.
The first one is that I think that I’m able to aggregate and select both products and contents, and then because I think that just being me I can differentiate my shop from the others.

How I’ll manage everything?
That’s a secret that I’ll reveal you in the future when I’ll complete the first months of activity.
For the moment you can visit Shopping in Italy and watch the show 😉

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Twitter closes to the third part applications

On 29th of June Ryan Roslansky wrote about the Twitter import in LinkedIn. He was really clear and direct writing:

Consistent with Twitter’s evolving platform efforts, Tweets will no longer be displayed on LinkedIn starting later today.

Ryan wrote that this decision is due to the new Twitter strategies that focus on the “consumption experience” improvement.

The same day Michael Sippey wrote on the Twitter developer Blog:

we’re hard at work building tools that make it easy for developers to build common Twitter features into their own sites in a simple and consistent way.

This support the new expanded Tweets annouced on the 13th of June on the Twitter Blog. The new function consists on the embedding of external sites contents directly on the Twitter home feed. In this way users can read a full article of the NY Times or comment an exclusive WWE image directly on Twitter.

Obviously these expanded tweets are a revenue source for Twitter that is searching to find the right way to monetize its success.

After a lot of year of Twitter client clones, the company want to cut their server reasources for third part application increasing the interactions between Twitter and web contents, or between surfers and contents sites through Twitter.

What about the social media instruments connected to Twitter?
What about the Twitter cross posting on Facebook and Tumblr?
What about the Twitter login on Disqus and many other web/mobile apps?

Are they doing the right move? I hope yes, because the Twitter failing strategies could be a fail for all the digital economy that can’t monetize contents. If I don’t wrong YouTube is still losing money.

For my Twitter use and needs they should improve the multi account performances and the ashtag management. They can’t expect to become a full content aggregator because people use Twitter because won’t read more than 140 character. If they fill my twitter feed of long contents, I’ll not appreciate it.

I applied to the Seedcamp selection with TwitReporter, an application for the pay per tweet and the ashtag management. I’ve just started developing it with my dear friend Chiara de Caro, but now we’ll wait a while to understand the Twitter strategies, but if someone is interested in, you can find me here 🙂

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