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Journal of Experiences

Journal

Why a journal?

Because we love to show you what happens in our places. Because we believe in sharing the expertise and experiences that we live every day. Because being in touch with people prompts us to share their diverse views, their goals and their worlds.
The different qualities of the experiences declined in 6 sections: Laboratories of Experiences, Research into Experiences, Design for Experiences, Marketing with Experiences, Experiences in our Projects and obviously an Archive with all our history (the section with the past articles has not yet been translated into English and can therefore be consulted here in Italian).
in Design for Experiences
How is the role of the UX designer changing in the age of artificial intelligence?
In the AI era, the role of the UX Designer is evolving. The focus is increasingly on research, interpretation, and understanding of people.
2' reading time
in Experiences in our projects
Research guides brand strategy: the evolution of Macron
How is the perception of the Macron sportswear brand evolving? TSW's research project analyzes the positioning, values, and impact of the O.N.E. collection.
2' reading time
in Experiences in our projects
Listening to people in global UX research: how we worked with Armani
When a global brand chooses to observe how people experience digital, research becomes a space for shared understanding. This is what happened in the project we created for Armani.
3' reading time
in Experiences in our projects
Digital experience and AI innovation with Poltrona Frau
Since 2020, we have been working with Poltrona Frau on a project that combines visibility, strategic data analysis, and digital expertise to build a coherent, evolving, and relevant online presence across the brand's various markets and touchpoints.
2' reading time
in Research into Experiences
Modern camping: a study of the criteria and trends that guide decisions
The TSW Research Observatory investigates, by listening to users, how camping is changing today: between the desire for nature, the need for comfort, and new decision-making logics.
4' reading time
in Experiences in our projects
Verti Assicurazioni chooses AMPLIF-AI to measure brand experience in LLMs
Verti Assicurazioni has chosen AMPLIF-AI, TSW’s proprietary infrastructure, to measure how large language models (LLMs) portray the brand and compare it to competitors in people’s decision-making processes.
2' reading time
in Design for Experiences
From meaning to sign:
an experiment in synthesis
Transforming a party game into a visual language experiment: 5 people, 20 words, a timer, and many interpretations. A timed drawing game as a co-creation tool to make shared meanings, ambiguities, and metaphors visible.
4' reading time
in Marketing with Experiences
Social listening: when listening guides decisions
Social listening today goes beyond monitoring: listening to online conversations allows you to guide strategic decisions, improve processes, and respond to people's real needs.
8' reading time
in Experiences in our projects
Pet Food Observatory: how AI influences pet parents’ choices
TSW Pet Food Observatory: we listen to pet parents and analyze how LLMs influence choices, to transform real needs and conversations into actionable insights and clearer, more credible, and useful experiences.
4' reading time
in Experiences in our projects
Measuring brand experience in LLMs: the Amplif-AI approach
TSW's AMPLIF-AI measures how generative AI systems represent a brand and how it changes the information mediation that impacts people's perceptions and choices.
3' reading time
in Marketing with Experiences
How Google handles Clustering and Canonicalization
How Google handles clustering and URL canonicalization to avoid duplicates, optimize localization, and improve a site's indexing.
7' reading time
in Marketing with Experiences
Tarpit and Data Poisoning: antagonism towards Generative AI and online visibility
Tarpit and data poisoning techniques negatively impact Generative AI and online visibility.
4' reading time
in Marketing with Experiences
SEO copywriting in the AI era: a guide to GEO
A guide to Generative Engine Optimization (GEO), how to create content that stands out in new AI-driven searches.
9' reading time
in Experiences in our projects
Grimaldi Immobiliare partners with TSW to redesign its agencies’ digital experience
Grimaldi Immobiliare revamps its website with TSW: the goal is to create an intuitive and accessible digital experience, designed by listening to users and agencies to facilitate the search and listing of properties throughout Italy.
1' reading time
in Marketing with Experiences
TikTok Shop: how social commerce revolutionizes the shopping experience
With the arrival of TikTok Shop, businesses and creators can sell online by combining entertainment and shopping in one platform.
2' reading time
in Experiences in our projects
Connections between AI, research and people: the experience at the center of brand visibility
TSW investigates how AI influences brand experience and brand trust, putting people and their choices at the center of research.
1' reading time
TAG: usability test experience design product and service design retail analysis qualitative research antropological marketing The Sixth W approach user testing SEO UX and UI CRO digital marketing eye tracking
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