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Francesca Gabrielli

Francesca Gabrielli

Digital Experience Managing Director
- Italy
Topic E-commerce & Personas: What are the buying behavior of online customers?

Assist, a leading User Experience and Digital CRM company based in Milan, Italy, has recently completed a qualitative research on online purchase behavior of e-commerce customers in the Italian market. The research included various market sectors, from Concerts and Tourism to Fashion and Financial services. A sample of test participants explored their typical purchase patterns on various platforms, including smartphones and tablets. In this presentation the results of the study will be shown, identifying the most common behaviors,  with the use of a set of Personas, and the most relevant, critical features of various e-commerce platforms will be described. This research highlights the UX challenges ahead of a booming cross-platform e-commerce market.


Francesca Gabrielli is Digital Experience Managing Director & Partner at Assist, a leading user experience and digital CRM company based in Milan, Italy. She has an MA in Communication Science from the University of Siena and a PhD in Telematics and Information society from the Department of Electronic Engineering of the University of Florence. She has been a visiting scholar at the University of California, San Diego, Department of Cognitive Science. In 2003 Francesca co-founded Exit consulting, a user centered design consultancy now part of Assist. Overall, she has more than 15 years of experience in the HCI field ranging from evaluation and design of interactive systems to project management of international design projects for web, mobile, Intranet, e-learning and IVR applications. The current interests are particularly focused on investigating and experimenting methods for generating concept of new services/products and new business ideas for companies.