Portfolio2023

Sara Dalla Rosa

PORTFOLIO 2022

UX Researcher and Strategist

HELLO! I’m a UX Researcher and Strategist who deeply believes that empathic design and collaboration can change the world.

For more information ! dallarosa95@gmail.com +39 3409603053

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UX Business Strategist Connexia, Milan (IT) 09/2021 - current

What?

At Connexia I had the opportunity to work as a UX strategist with clients from different fields: educational, medical, energy.. most of the time with the aim of improving the user experience within the digital ecosystem How? - In-depth analysis of digital platforms to detect useful elements to optimize the ecosystem

- Heuristic analysis to detect the effectiveness of navigation, content and functionality

- Creation of an ecosystem map and proposal of optimization solutions: from taxonomy, labels and contents to wireframes..

GOALS

- Improve the user

experience on the website - Understand business needs - Support in the migration from one platform to another

TOOLS

- PPT - Miro - Google Analytics - Hotjar - Google workspace

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Example of heuristic analysis starting from the page of a site for specialist doctors, information architecture and wireframe proposal.

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Example of mapping a purchase flow, introduction of the shopping cart element, wireframe optimization proposal and prototyping of new screens using FigJam and Figma

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UX Researcher intern ProntoPro, Milan (IT) 10/2020 - 08/2021

What?

At ProntoPro Product Researchers have the goal to understand the Whys behind the What. By being data-informed on what people do on our platform, we deep-dive exploring behaviors and motivations to reveal what users need from our product, whether they are looking for a plumber, or if they want to provide their services as a psychologist.

Most importantly, product researchers help the company to see users as humans, segmenting our users based on their motivations; by sharing our insights and research outputs, we contribute in shaping the product strategy, inspiring new features and helping the product team to make smart decisions.

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+20

How?

- Conducting user research with consumers and

professionals to understand who they are, their habits, needs and frictions in using our product;

+200 +10

- Collecting insights and share them in a synthetic way with the product team;

- Running user test sessions; - Contribute in defining segmentation to describe the

different types of consumers and merchants we have on the platform;

10 +5 1

- Collaborate with product management, business

intelligence, designers and engineers to implement new solutions or validate new ideas. +20

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Kind of research

Qualitative Most of the research carried out during this period was of a qualitative nature with the aim to understand how people experience the product, to understand concepts, opinions, or experiences. Given the numerous issues addressed, I was able to experiment with different techniques and tools normally used for this type, for example the “jobs-to-be-done” interviews.

METHODS

TOOLS

- Phone/Video interviews - Workshop (internal and external) - Card Sorting - Discussion group - Observations

- Google Meet - Optimal Workshop - Miro - Mural - Airtable

- Survey - A/B test - Usability Test

- Google Form - UsabilityHub - SurveyMonkey

Quantitative For this type of research where it was necessary to have a high number of answers we used surveys for most of the cases. Generally this is a type of research from which to draw initial insights and subsequently structure a qualitative research.

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Process: general overview For each research carried out, both qualitative and quantitative I took care of the following phases:

Research protocol definition Recruiting

- Research protocol definition (scope, modality, target, questions, scenarios); - Recruiting by email, calls or text message (find contact list from Tableau, schedule appointment with Calendly etc.)

Presentation to the team

- Conduct research; - Insight analysis and general conclusions (for the debrief we use Airtable, Google Sheet, Google Doc);

Conduct research

- Presentation to the team (PM, designer, PO, etc.) in a synthetic way.

Insight Analysis

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Example of qualitative research: Video interviews with costumers and Email communication flows analysis

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Data Visualization - Big Data and Algorithm Politecnico di Milano, Milan (IT) - 09.2018 / 02.2019

What?

During our final synthesis design studio held by DensityDesign, we started from the controversial theme about big data and the use of AI to develop a project which aim was to present a controversial topic through visualizations.

The first phase's aim was to collect and visualize structured data from official sources. We developed a website and also a visualization for La Lettura of Il Corriere della Sera.

In our research, we found three main actors involved in the topic of big data and algorithms: companies, governments and people. By the end of this phase we arrived at a question: will these three actors be able to work together to build a new world based on data trading?

! Go to phase one

Team: Dalla Rosa, Manelli, Musio, Pellegatta, Pilotto Role: Data researcher, Graphic designer

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We found a possible answer to that question in Social Credit System: in China, government is giving a score to every citizen based on what they do, both online and offline. In this second phase, we mapped the controversial topic using digital methods and we delivered a website which shows the process we followed, all the visualization designed and the data mined.

This website won the Bronze at the Information is Beautiful Award 2019 in the category Politics & Global. We received the award at the London ceremony, on November 2019.

We also won the Gold award in the Students category at the Malofiej International Infographic Awards, on August 2020.

! Go to phase two

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With the third phase, we were asked to present the debate around Social Credit System to engage a broader audience. Welcome to Cameraville! was designed as a gamified experience, through which the user can discover what it means to live in a world in which a number tells you what you can or cannot do.

! Go to phase three

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Interaction design - Cromina Politecnico di Milano, Milan (IT) - 02.2018 / 06.2018

What?

Cromina is the result of a project carried out at the Polytechnic of Milan during an Interaction Design Laboratory. The main purpose was to define a sphere of intervention, in this case the consequences of color blindness and to create an object that would solve one of the problems encountered.

How?

We began to map the problem through a series of qualitative and quantitative research. Following what we discovered, we defined our target (children between 6 and 11 years), and defined the personas. Thus was born Cromina: a smart object capable of generating immediate feedback so that the child is likely to associate an object with its color and then be able to create his own personal archive on a platform.

Team: Dalla Rosa, Interlandi, Manelli, Musio, Pilotto Role: UX researcher, Communication designer

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Discover and problem framing

To be able to deepen the theme of color blindness and design a solution that could really use the user, we used different research methods both qualitative and quantitative:

- Online research - Surveys - 1:1 Interviews - Focus group and 1:1 activities - Dialogue with an expert - Comparison with a facebook community This analysis was fundamental to direct the project towards a specific target and to create scenarios, customer journeys and use cases.

“Consider that the color blind person enters a crisis when he collides with beliefs and interfaces and there is a lot to work on these” - Giulio Bertagna

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Part of the application wireframe and website section created as a window shop for Cromina

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A learning system

After drawing the shape of the object we made the prototype of our pen by printing the casing with a 3d printer and inserting an arduino technology inside.

But Cromina is not just a pen, it is a system consisting of a smart object capable of generating immediate feedback so that the child is able to associate an object with its color and then be able to create his own personal archive on an application.

FUNCTIONALITY - interactive device: small, pocket-sized object with an intuitive operation that detects color and returns it immediately through a small monitor EMOTIONALITY - through the application the child creates his own personal color archive that he can exchange with other members of the community.

Working prototype of the pen

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! You can find more videos here

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Master’s Thesis - Incipit Politecnico di Milano, Milan (IT) - 2019 / 07.2020

What?

Incipit is not only the project of a workshop but it is also the set of tools that are part of a guided path to get to define one's own reference archetype as well as one's values and objectives. It represent a particular type of versatile, flexible and creative group activity. They are training activities that lead to practical results and are divided into various experiences.

How?

This set of tools gathered in a packaging specially designed to contain them inside and facilitate their transport. A practical folder consisting of 4 sections: the two lateral ends equipped with pockets contain the canvases to be filled in, the circle of archetypes and the list of nouns while the deck of cards is positioned in the upper part thanks to an elastic band.

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Pattern

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The 12-card deck

4 canvas to complete

The list of nouns The circle of archetypes

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Final output and 1st test Once the structure of the workshop was defined I considered it necessary to proceed with a first test in order to validate the project.

I was able to confirm:

- The effectiveness of the path divided into phases, it is easy to see that evolution hypothesized in the concept phase that marks the transition from the state of discovery to that of definition;

- The idea of implementing each activity with the

results obtained from the previous one. This allows you to proceed in order to point out the main values of your project and the secondary ones that instead constitute the "outline “.

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ArchivUX 05.2020 - current

What?

During the last few months I decided to work on the contents to post on an instagram profile that I decided to call ArchivUX. At the moment it is not visible yet because I am working on creating content to post.

Why? After starting to work as a UX Researcher I decided to undertake an online study path at the Interaction Design Foundation.

At the same time I tried to consult books, read articles or listen to podcasts and I needed a way to be able to group all the information I was acquiring.

Hence the idea of creating a personal, but at the same time shareable, archive of contents redone by me.

Content example for Instagram feed

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Memories of Portugal Porto (PT) - 2020

What?

A few years ago I developed a passion for analogue photography, I started shooting with an old Yashika FX3 that belonged to my mother. The emotion of the surprise that each roll of film reserves, the grain of the photographs and the “uncontrollable colors" immediately fascinated me.

During the quarantine period I decided to create a collection of analog photographs that I took during my Erasmus in Portugal in 2019 to celebrate the beauty of the country that hosted me for 6 months!

It’s impossible to talk about Portugal without referring to the word “Saudade” which is also the main reason why I I feel so attached to this country that I have tried to represent through this small collection.

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! You can find the book here

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“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.”

- Tim Brown

THANKS!