Uncovering User Insights & Trends with Gabriella Piccolo & Elena Novati

Design Ethnography & Trend Research is the exciting new adventure in the Master’s program! With experienced guides Gabriella and Elena at the helm, students will delve into the fascinating world of service design research from a human-centered perspective.

This course is all about discovering the everyday lives and experiences of users; the faculty will lead students on a journey through the process of setting up an on-the-ground research strategy. They will do this by using ethnographic tools for data collection, students will learn how to collect meaningful insights and analyse trends. By the end of this module, students will have acquired a range of skills, including the ability to conduct interviews, draft persona profiles, and critically interpret data.

Think of this course as a treasure hunt for design insights, where students will set out on a quest to uncover the needs and perceptions of users. So pack your bags and get ready for an exciting journey filled with learning, discovery, and growth!