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Art Directorcolours lover
traveller
lighthearted
inspired
fashionista
Creative Thinker
Italian
dreamer
cat lover
sweets addict
OUR EXPERIENCE
+
COGNITIVE EMOTION
7 fundamental 

principles of design
MONDAY
WHAT I LEARNT ABOUT DISCOVERABILITY
TRACKPAD
The problem
A SMALL NOTE
The SOLUTION
DISCOVERABILITY
01 • The first impression counts
• Design intuitive & Simple things
LESSON
LEARNT
It is possible to determine 

what actions are possible

and the current state of the device.
TUESDAY
WHAT I LEARNT ABOUT AFFORDANCES
INSECT SCREEN
The problem
A STICKER
The SOLUTION
AFFORDANCES
• DON’t HURT ANYONE
• PERCEPTION IS IMPORTANT
LESSON
LEARNT
02
The relationship between the properties 

of an object and the capabilities of 

the agent to determine just how

the object could possibly be used.
WEDNESDAY
WHAT I LEARNT ABOUT SIGNIFIERS
DESTINATION-CONTROL
The problem
SINGLE CALL BUTTON
The SOLUTION
CALL
BUSY
SIGNIFIERS
• PROVIDE CONTEXT
• Provide cues
• LESS IS MORE
LESSON
LEARNT
Any sign or sound, any perceivable
indicator that communicates 

appropriate behaviour to a person.
03
THURSDAY
WHAT I LEARNT ABOUT MAPPINGS
LIGHT SWITCHES
The problem
HALL KITCHEN
STAIRCASE
BATHROOM STORAGE CLOSET
LIVING ROOM
LABELS
The SOLUTION
MAPPING
• Group objects IN 

A MEANINGFUL WAY
• USE SPAtIAL CORRESPONDENCE
• PRIORITISE INFORMATION
LESSON
LEARNT
The relationship between the layout 

of the controls and the devices 

being controlled.
04
FRIDAY
WHAT I LEARNT ABOUT FEEDBACK
QUEUE
The problem
INFORMATION
The SOLUTION
BLA BLA
BLA BLA
FEEDBACK
• Reduce DELAYS
• communication is key
• PLAN AND INFORM
LESSON
LEARNT
The results of actions 

and the current state 

of the product or service.
05
SATURDAY
WHAT I LEARNT ABOUT CONCEPTUAL MODELS
DIGITAL CLOCK
The problem
OUT OF THE WINDOW
The SOLUTION
CONCEPTUAL MODELS
• the user is not like you!
• Switch shoes
• Be Consistent
LESSON
LEARNT
An explanation 

of how something works.
06
SUNDAY
HOW I LEARNT ABOUT CONSTRAINTS
DRAWER
The problem
SPOT THE DIFFERENCES
The SOLUTION
CONSTRAINTS
• Present few choices
• Suggest the DESIRED action
• prevent errors (or redress

Them)
LESSON
LEARNT
Physical features of an object that limit 

its relationships with other objects, 

the operations that can be performed 

on it and the possible behavior.
07
OUR EXPERIENCE
+
COGNITIVE EMOTION
The positive reinforcement Cycle
APPEALING
VALUABLE
MEANINGFUL
3 FUNDAMENTAL QUALITIES
OUR EXPERIENCE
+COGNITIVE EMOTION
DISCOVERABILITY

AFFORDANCE

SIGNIFIERS

MAPPING

FEEDBACK

CONCEPTUAL MODELS

CONSTRAINTS
APPEALING
VALUABLE

MEANINGFUL
THANK YOU!
@ChiaraAliotta

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A day in the life of a UX designer