Gianluca Vitale

The Change Journey: from technology driven to design oriented in a B2B company

Key Learnings

  • How to make UX measurable to the top management
  • How to start a change project that can impact the organization
  • What issues can be encountered in the introduction of a UX oriented approach


In a technology driven B2B company often there is the belief that technology is innovation. Application of the latest technology is done by pure focusing on the technical solution of a problem with no regards to how the final user will perceive and use the technology. This can result in a very complex solution, which generates a “wow” effect when presented by the experts, but unfortunately, it is destined to stay in the customer’s drawer: unused.

If we really care about innovation, we must consider the customer experience. Indeed, new technology is really an innovation when it meets customer needs.

We want to share with you our change journey to make our software products more user-oriented.

Date: Wednesday, October 16th
Time: 14:00 - 14:45
Location: Hall 11


Gianluca Vitale

Global Business Segment Manager, AVL

Gianluca studied electrical engineering and started at AVL in 2003 as mechatronic engineer for diesel management systems. He has more than 10 years’ experience in powertrain development, covering different roles within AVL: from Project Leader up to Department Manager for Diesel Engine Calibration.

Since 2014 he is the Segment Manager for the SW business unit Smart Calibration and Virtual Testing, which encompass software solutions in the area of virtual testing, calibration data management, artificial intelligence applications and in-vehicle testing.

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