The User eXperience Lab focuses on user experience research and design activities. It follows the various stages of design and development of a product/service: research on user needs is conducted to define requirements, qualitative and quantitative surveys on the target audience, usability evaluations, and customer satisfaction surveys; wireframes and low- and high-fidelity prototypes are developed, leading to the final product. The most suitable methodology is identified based on the project's characteristics; users are always involved in the process, and the human-centered design approach is emphasized.

Among the methods used are: task analysis, focus groups, card sorting, ethnographic analysis, interviews, Kano Model analysis, and eyetracking research.