| Phase | Methods | |
| Methods applied to on-line context | Methods applied to social context | |
| Explore | The tool “Personas” allows building a prototype of single user. The prototype represents the desires of users | The tool “Ethnographic research” allows the identification of social groups in terms of needs of users and relative service |
| Create | The instrument “Cognitive walkthrough” allows the Personas to walk into the service and define each stage of the on-line service | The instruments of “Stakeholder Map” and “Touch Points Map” allows students to elaborate and develop more complex conceptions/attitudes of the users respect the service hypothesized |
| Implement | The definition of “Indexes and Indicators” for the simulation of the hypothesized service | The definition of “Indexes and Indicators” for the analysis of the hypothesized service |
| Reflect | The use of the Indexes and Indicators already defined represent the rings of feedback and dynamic analysis of data. Providing possible scenarios where to rethink the service if it doesn’t fit with user expectations/needs/desires | |