Un briciolo di Customer Experience avrebbe evitato la figuraccia degli Oscar

[Photo: Eddy Chen/ABC/Getty Images]

AICEX: Replichiamo un post pubblicato su fastcodesign.com secondo cui la figuraccia la notte degli Oscar è dovuta al fatto che i cartoncini dove sono scritti i vincitori non hanno un titolo adeguato. Alla fine di questo post trovate una proposta di modifica del cartoncino. Considerando Warren Beatty come un cliente una semplice Customer Journey o un banale test di User Experience avrebbe fatto emergere l’anomalia. O forse no? 🙂

Anyone who watched the Academy Awards live could tell something was wrong. Warren Beatty looked at the card, which supposedly held the winner for Best Picture. And then he looked again. He could clearly tell something was amiss, but he couldn’t put his finger on what.

Then he showed it to Faye Dunaway who took the fall on his behalf. She announced La La Land for Best Picture. As we know now, she was reading the Best Actress card, which had both Emma Stone and La La Land listed.

The winner was actually Moonlight—printed on a card hiding somewhere backstage.

UPDATE: Read our follow-up post, which fixes the design, here.

[Screenshot: via Reddit]

Of course, this was an operational SNAFU. The most important moment of the night was ruined because Beatty was given the wrong card. But it could have been easily avoided by good design, argues Redditor ShinyTile. And it’s true.

The winning cards at the Academy Awards are layer upon layer of bad typographic design. For one, the Oscars logo is the biggest thing on the card. Which would only make sense if the announcer were blindfolded, stuck in a trunk, and dropped onto one of many stages at many award shows, and he didn’t know which one until he opened the envelope.


Right below “The Oscars,” the winner is listed centered and in quotes. This decision makes some sense. Positionally, to make a word center-aligned makes it obvious and important—like the title of a book. But why isn’t this winner big or in any way bolded? Why isn’t the type presented to be more important through its weight or size than all the names listed below it—even just for pure legibility under the stage lights?

Finally, the card’s category label is in fine print. Best Picture or Best Actress is barely visible—tiny, italicized, and of a finer weight. Of course, that doesn’t matter when everything goes right. But the role of design isn’t to be a solution for when things so often go right, but for when things so often go wrong—which is, as it happens, exactly what happened last night.

“Just make “Best Picture” and “Moonlight” in huge text. That’s it,” writes ShinyTile. Exactly. It’s really that simple.

UPDATE: One designer re-worked the card to solve this issue. Check out his simple, clever solution.

SOURCE: https://www.fastcodesign.com/3068535/this-simple-design-change-would-have-saved-the-oscars

NOTA AICEX: Cliccando QUI vedete come potrebbero modificarsi i cartoncini, evitando l’invisibile titolo in basso “Best Picture” e mettendolo bello grande in alto.


Come le aziende potrebbero utilizzare i dati che possiedono

 AICEX: La tecnologia ci consente di tenere facilmente traccia del 100% delle customer journey sui canali digitali, ma i processi e le organizzazioni aziendali talvolta rappresentano un ostacolo.

It is no longer enough for businesses to have a dedicated mobile website — in fact, Gartner predicts that 20 percent of brands will abandon their websites by 2019. Realizing this trend, some companies have already adopted a “mobile first” approach. Separate versions of a site are unwieldy and introduce unnecessary confusion, both when a visitor accesses a site via a different device, or when an IT department attempts to fix a bug on the back end. While individuals still advocate for a central company website, the growing importance of social media cannot be denied.

In a similar way that customers expect a consistent experience across multiple channels and devices, it only makes sense that advanced enterprise digital analytics solutions, such as session replay, click maps, and conversion optimization solutions will converge as well and be supported by web and mobile unified platforms. This convergence of analytics will enable companies to move away from a siloed channel-centric approach and embrace a truly customer centric approach. With 2017 being the tipping point for this shift, below are four predictions that will revolutionize the way enterprises look at customer data:

Continue reading “Come le aziende potrebbero utilizzare i dati che possiedono”

Ecco cosa stanno sbagliando Apple, Google, e Tesla


But that doesn’t mean Norman isn’t critical of the direction of Silicon Valley’s powerhouse companies often celebrated for merging technology and design. In a casual, stream-of-consciousness conversation with Co.Design, Norman dissected what’s wrong with Apple, Google, Microsoft, and, as a little bonus we pushed for, Tesla.


In 2015, Norman penned a scathing review of Apple’s design. We asked if he’d seen the company improve since then.

“I think Apple’s products have gotten worse, not better.

Continue reading “Ecco cosa stanno sbagliando Apple, Google, e Tesla”