The Lifestyle Tech Competence Center is pleased to announce the appointment of Francesca Manna as UX Researcher, joining LTCC to lead an innovative project in collaboration with VF Corporation. The project officially started on 15 September 2025.
The initiative involves an international team composed of:
Lorenzo Cantoni, Director of the Institute and co-director of the Master in Digital Fashion Communication at USI, who supervises and signs all project outputs
Nadzeya Sabatini, Assistant Professor in Digital Transformation at USI and Gdańsk University of Technology
Francesca Manna as the dedicated UX Researcher
Master students from USI’s Digital Fashion Communication program, representing over 30 nationalities with diverse academic backgrounds
Under Francesca’s guidance, the project aims to reimagine the digital shopping experience for three iconic VF brands: Vans, The North Face, and Timberland. By designing a seamless, engaging, and user-friendly mobile e-commerce journey, the project seeks to inspire, guide, and convert users effectively.
To achieve this, a comprehensive research approach is employed, including expert reviews, user testing, analytics, eye tracking, mystery shopping, and creativity sessions. The team focuses on analyzing VF-related digital assets with particular attention to communication, storytelling, user experience (including navigation and human-computer interaction), and inter-cultural as well as inter-generational communication strategies.
Students bring a valuable perspective aligned with global young consumers, enhancing the identification of key usability and communication challenges. The research also applies argumentation and framing theories to evaluate specific website features and user scenarios such as product pages, checkout processes, newsletter sign-ups, and social recommendation interactions.
Francesca recently introduced the Human-Computer Interaction and User Experience framework to students, signaling a strong start to this collaborative endeavor.
LTCC thanks Carsten Trenz, Silvia Di Gianfrancesco and Professor Lorenzo Cantoni for their leadership and support in this initiative.
We look forward to the innovative findings and creative solutions that will help shape the future of digital fashion experiences.
Contact information
Lorenzo Cantoni – lorenzo.cantoni@usi.ch – +41 78 922 68 96
Alberto De Zaiacomo – a.dezaiacomo@ltcc.ch – +41 76 517 87 74
