User experience creates and defines the feeling of users when they are using an app or site. I never forget that the success of any venture depends on the secret ingredient: users!

Stage 1: Client needs research
I always begin with gathering preliminary information about the client environment in order to reach a deep understanding of the client's needs, and ... those of the client's client. I define the differentiation, study the internal environment, the business goals and most importantly: begin to get to know our users (and preferably closely). At the end of this stage, I produce a detailed customer profile that reflects the strategic objectives and users of the project.

Stage 2: Research and planning
After I have produced a detailed customer profile, I begin with a market analysis. Through extensive in-depth research I examine the various competitors and the digital arena in which they operate on the desktop and mobile. Only after collecting these data, conclusions can be drawn to the design of an interface aimed at targets and users.

Stage 3: Personals
Personals are a limited collection of human figures that represent the main target audience of the product. They allow us to connect with the journey, the user's use, and even the feelings of the users, and provide an understanding of the need for the product, how to use it, and the difficulties anticipated through the useage scenario.

Stage 4: Information architecture
All the data I have gathered until this point, guides me in designing a logical structure that serves both the users and the business objectives of the product. I sort, organize, and arrange the information hierarchy and the navigation structure, setting up marketing action triggers while striving to create an understandable interface with minimal learning time (who has patience and time today?), which resulting in an easy and simple set of contents based on intuitive principles and rules that are appropriate for our users.

Stage 5: Sketch
Now we are ready to cast a detailed gray-scale sketch of product structure, functionality, navigation, and action motivation so that dialogue can be developed and lessons lerned.

Graphic Concept
This is the last and final product of the user experience characterization process, in which I pour the visual language and branding of the product. At this stage, the color scale, icons, images and all the graphics required to convey the image and marketing message connected to the UI design are defined as the final moment before development.