AXD. Advanced Experience Design is a multidisciplinary research group of professors, researchers and professionals with more than ten years of activity in the design and research of both digital and physical products and experiences.

AXD takes a responsible approach to design, ranging from meta design to strategic and service design, and focuses its activities:

The group's goal is therefore to develop innovations based on solid research roots, covering all phases of the product or service life cycle: from preliminary research to requirements definition and information and interaction design, adopting an iterative process according to Research Through Design principles.

AXD uses a flexible approach that integrates adaptable tools and multidisciplinary competences to constantly improve the interaction between research and practical application. Thanks to collaborations with the Management Engineering (Prof. Lucio Lamberti) and Mechanical Engineering Departments of Politecnico di Milano (Prof. Giandomenico Caruso) and the Communication Psychology Study and Research Centre of the Università Cattolica del Sacro Cuore (Prof. Andrea Gaggioli), it has created the AXD Laboratory, an experimental space equipped with advanced technologies that hybridise different competences, from virtual modelling to biometric evaluation in order to design user experiences that are aware and informed by qualitative/quantitative approaches. An example of this hybridisation is the Automotive eXperience Design test platform, a physical simulator that enables the evaluation of multi-sensory interaction in vehicles by integrating digital screens, voice, light and sound in a realistic environment.

The core of AXD's activity is structured around three key dimensions: Advanced, Experience and Design.

AXD stands out for its innovative and integrated approach, capable of connecting research, training and practical application, promoting inclusive and sustainable design that allows it to deliver and organise: