December 15th 2023

Beyond User-Centered Design: Shaping a Future of Inclusive and Invisible Innovation

Having a user-centric design process aming to optimise user satisfaction is no longer enough if you want to create true user-centered design. Including dimensions like inclusion and sustainability has become increasingly important for Nexi which now embeds it into its design processes.

Matteo Piuri, Group Head of Design, Digital & Customer Experience, shares his perspective on a needed paradigm shift within product and solution design processes. 

Matteo Piuri,
Group Head of Design, Digital & Customer Experience Nexi

How has the concept of user-centered design evolved over time what are the challenges nowadays if you want to develop an excellent product design?

If you want to address the intricate issues we face today you can no longer rely on a traditional user-centered design process. It’s time we evolve beyond, towards a holistic, sustainable´, and inclusive approach.

Designers who embrace user-centered design navigate a delicate balance between technology and individual needs, anticipating the broader societal repercussions. Renowned human-centered designers, such as Don Norman, urge for a recalibration of values and understanding that the impact of change may take time, encouraging us to think differently and align our innovations with the evolving needs of society.

How is Nexi responding to these challenges?

Being a trailblazer in the realm of digital payments and innovation, we are not merely trying to evolve to adapt to the new reality, but aiming to pioneer a paradigm shift in our approach to design by committing to a future that embraces sustainability and inclusivity.

How does Nexi prioritize its customers, and in what ways does the customer-centricity mindset shape decision-making, innovation, and overall customer experiences?

Our approach to customers goes beyond mere user satisfaction— it’s about understanding, anticipating, and meeting the diverse needs of each individual. Our customer-centric mindset should foster a culture where the client lies at the center of all decisions, innovations, and experiences crafted across our Group, creating a digital landscape that enhances the lives of each customer.

How does Nexi prioritize functional and seamless experiences for its customers?

Nexi adopts the concept of invisible design, in which experiences are seamlessly integrated into everyday life, being felt but not seen. We aim to be at the forefront of crafting intuitive experiences, where functionality and aesthetics become second nature. Our ambition is to make interactions almost invisible, allowing users to focus on what truly matters as technology fades into the background.

How does Nexi integrate sustainability into its products’ design?

Beyond user-centered-design, we emphasize a sustainability-based approach that considers economic, societal and environmental impacts - we recognize that sustainability aligns with ethical values while contributing to the economy, creating a holistic perspective that ensures every design decision caters to the planet and our future generations.

How does Nexi concretely create innovation?

Our commitment to sustainable and inclusive design is rooted in collaboration, working with a strategic design network to envision and prototype the next generation of financial products. This multidisciplinary approach covers the design of complete digital ecosystems, ensuring that we address challenges in a holistic manner and contribute to positive, lasting change.

How does Nexi integrate its commitment to inclusivity and diversity into its product design and services?

Our creativity is driven by inclusivity, as we design accessible products and services for all. Embracing inclusive and invisible design, allows us to address both explicit user needs and the often-overlooked implicit aspects, that define a truly inclusive and invisible experience. This pledge extends beyond our products, lying at our very ethos of fostering a diverse and inclusive work environment. Our commitment to customer-centricity and the principles of inclusive and invisible design allows us to shape digital payments while contributing to a sustainable and seamlessly integrated world.