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Villa Necchi Campiglio

User Research

applied qualitative methods such as ethnography, netnography and semi-structured interviews to reimage the reception area of Villa Necchi Campiglio

Workshop FAI

The challenge

The first workshop of MSD IX at was focused on user research and explored the potential of ethnographic research applied in business, in collaboration with FAI (Fondo per l'Ambiente Italiano), the National Trust of Italy.

As it was presented on the first day, FAI aimed at redefining and redesigning the visitors' experience at Villa Necchi Campiglio, with a focus on the touchpoints available in the reception area.

Our course investigated how the research strategy plays an important role in the early stages of the design process, helping to have an in-depth understanding of the business, useful to orient the concept stage in the right direction.

Workshop FAI

The method

We applied a series of methodologies online and offline, discovering the principles of qualitative methods such as ethnography, netnography, and semi-structured interviews.

We used specific tools (such as observation grid, interview study guide, persona modeling, social media) to develop a meaningful analysis and find pros&cons among the insights we collected.

We also analyzed and interpreted the data we collected during the fieldwork at the Villa and we had to make sense of them to define potential pain points as well as future opportunities to develop.

After this qualitative analysis, we used tools such as persona model/archetype, customer journeys, Moments that Matter, and so on, to transform the findings collected into relevant insights and put them into a meaningful narrative.

At the end of the research, each team built a short report to present during the last day of the workshop.

Workshop FAI

The solution

My team focused on a solution aimed at making the visitors more autonomous, through an improvement of the information visibility and availability, and a self-ticketing process.

We also investigated the possibility to create an integrated journey by improving digital functionalities to hybridize the online experience with the offline one.

Another important aspect that emerged is the importance of the feedback system, wondering how to involve the visitors and gather their points of view.

Lastly, some ideas involved also a spacial redesign of the reception area, as well as the touchpoints redesign and relocation around the Villa.