Antonella Sassu

Antonella Sassu

Experience Designer

London, Greater London, United Kingdom (London, United Kingdom)

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Antonella Sassu's Overview

  • User Experience Manager at HeyStaks
  • Research assistant - HRI, HCI, User Experience at Clarity - Centre for Sensor Web Technologies
  • UX Designer at Attoma
  • Instructional Designer at facoltà di Scienze politiche_ Università di Sassari
  • Interviewer for statistic research at ISTAT
  • Speaker, journalist, direction at Radio Mon Pais
  • Urban IxD Summer School - University of Split
  • Dublin Institute of Design
  • Progetto INDEX - Interaction Design Experience

485 connections


Antonella Sassu's Summary

I am an Experience designer with experience in many areas, including social search, healthcare, energy monitoring, smart environments, public transport user experience.

Tools and creative techniques:
# Ethnography // focus group, participant observation, interviews, context of use map, mental model analysis
# Design // brainstorming, scenarios, personas, information architecture, UI, cognitive walkthrough, task analysis, touchpoints, user journey, blueprint, mind map
# Prototyping // mock-ups, wizard of oz, wireframe, paper and pencil, storyboarding
# Evaluation // usability testing, heuristics, user testing, AB testing
# Design Softwares // Photoshop, Illustrator, InDesign, Balsamiq, Axure

Specialties: Interaction Design, Human-Computer Interaction, User Experience Design, User Centered Design, Design Research, Service Design, User Evaluation, Design Thinking, Mobile Design.

Portfolio available upon request.

Antonella Sassu's Experience

User Experience Designer

Vodafone Group Services

Information Technology and Services industry

July 2014Present (3 months) London, United Kingdom

User Experience Products team | Customer and channel department



August 2013December 2013 (5 months) Sardinia - Italy

User Experience Designer | Interaction Design Researcher

CASALA - Centre for Affective Solutions for Ambient Living Awareness

Nonprofit; 11-50 employees; Information Technology and Services industry

August 2012July 2013 (1 year) Dundalk, Ireland

Design on projects about: Health and Wellbeing, Telecare, Ambient Assisted Living, Health for elderly, Energy monitoring, Intergenerational design.

Research | User Centered Design | User testing | Information Architecture | Participant Observation | Interviews | Focus Groups | iPad app Design | Android app design | User Interface Design | Interaction Design | User Experience | Graphic | Human Computer Interaction

UX Consultant


Partnership; 11-50 employees; Design industry

December 2012January 2013 (2 months)

Mobility and Public Transport UX
User journey | Analysis | Touchpoint | Blueprint | Service Design | User Experience

User Experience Manager


Privately Held; 1-10 employees; Internet industry

January 2011June 2012 (1 year 6 months) HeyStaks, Nova UCD, Belfield, Dublin

User experience related to the Heystaks website, browser applications (Firefox, Chrome, IE), mobile applications (iPhone, Android), tablets apps (iPad, Android).
User experience related to the Ovoto website ( and mobile apps (Android and iPhone).

Interaction | Task Flow | Task Analysis | Mock Ups | Personas | Scenarios | Information Architecture | SEO | User Interface Design | User test (direct evaluation and use of heuristics) | Interviews | Design Research and Concept | Usability | Accessibility | Flow chart | Communication plan and Marketing | Product RoadMap | Mobile Ad Campaign Lead | Social Media management

Research assistant - HRI, HCI, User Experience

Clarity - Centre for Sensor Web Technologies

May 2010April 2011 (1 year) Clarity Centre, UCD campus Belfield, Dublin

Research about human-robot interaction, social robotics, ubiquitous robotics, user experience, Ambient Assisted Living for elderly.The work was conducted in the Ubirobot laboratory at the Clarity-UCD as part of Ambient Assisted Living (AAL) Project.
I was involved in other activities such as interface design and leading brainstorming sessions.

Research | Experiments | User Evaluations | Interface Design | Lego Mindstorm Programming | Brainstorming | Design Support | HCI | HRI

UX Designer


Partnership; 11-50 employees; Design industry

September 2009October 2009 (2 months) Paris Area, France

Study of the interaction and cognitive issues in transport public spaces (case study: Châtelet Les Halles). Creation of a conceptual background for the design (shaping, presentation and distribution) of information in public spaces and transport.
Work commissioned by RATP (Autonomous Operator of Parisian Transports).

Instructional Designer

facoltà di Scienze politiche_ Università di Sassari

May 2007June 2007 (2 months) Scipol UNISS

Design of e-learning courses | Mentorship to students and teachers | Team work

Interviewer for statistic research


Government Agency; 1001-5000 employees; Research industry

February 2007February 2007 (1 month)

Interviewer for statistic research about italian family habits.Data entry.
ISTAT is the National Italian Institute of Statistics.

Speaker, journalist, direction

Radio Mon Pais

January 2005March 2005 (3 months) Radio Mon Pais, place saint sernin, toulouse

Author | journalist | speaker | direction for radio journal and entertain programs;
Audio editing (spot; interviews; communicates etc).

Antonella Sassu's Projects

  • Why can we learn from ants and bees? Talk at Defuse 2010 (Dublin) organised by the Dublin IxD association

    • October 2010 to Present
    Team Members: Antonella Sassu

    Ants and bees are less intelligent than human, yet they can build complex structure like the anthill and the hive. These creatures are not aware of the entirety of their organization which is an emergent product of their interactions.
    The real world is complex (and sometimes complicated!). Understand the structures and the relations of the world (in terms of whole-parts) can help us to render a good and simple design and to find the best solution for the problem we are trying to solve. We'll try to skip from a mechanistical point of view to a complex one.

  • Member of the local organising committee at the iHCI13 - Irish Human Computer Interaction 2013

    • 2013 to Present
    Team Members: Antonella Sassu
  • Jams and Hackathons Participant

    Team Members: Antonella Sassu

    2014:: PARTICIPANT - FIRST PRIZE :: GIVE YOUNG PATIENTS A VOICE - Cosmic Children's Hospital Hackathon :: London :: Design of Cosmic Buddy: a buddy that goes with the young patient during the medical treatment and after. The buddy collects information and feedback about the medical service. [ ]

    2014 :: PARTICIPANT :: AGE UK SERVICE DESIGN HACKATHON #HACK- FORLIVING :: London :: Design of a service that helps elderly - with a physical or a cognitive impairment that would like to do some activity that they are anymore able to do - with others (volunteers or peers) that can make it happen.

    2014 :: PARTICIPANT :: GLOBAL SERVICE DESIGN JAM:: London :: Design of a service that make girls feel safe when going back home in the night. The service is called Guardian Angel.

    2012 :: PARTICIPANT :: DESIGN JAM:: Dublin :: Design of service that gamifies the turist’s experience through storytelling with physical artefacts.

  • Necrotopia

    • August 2013 to Present

    We investigated the future of personal data after death in a critical design perspective.

Antonella Sassu's Education

Urban IxD Summer School - University of Split

Summer School, Urban Interaction Design, Critical Design


The Urban IxD Summer School was held at the Department of Visual Communication Design at the Arts Academy in Split. The summer school topic was 'Designing Interaction in the Networked City'.
More information at

Activities and Societies: Urban IxD, Critical Design

Dublin Institute of Design

High National Diploma, Graphic Design


Grade: Level 5 English QCF [BTEC/Edexcel] - Level 6 Irish NFQ, Merit

Activities and Societies: Visual Communication in Art and Design, Design Methodology, Contextual and Cultural Referencing in Art and Design, Ideas generation and Development, Typography, Technical Drawing, Project Design Implementation and Evaluation, Illustration and Digital Image Creation, Editorial Design, Printmaking, Packaging in Graphic Design, Production and Publication for Graphic Design, Photographic Materials Techniques and Technology, Art Direction for Advertising, Interactive Media and Web Authoring

Progetto INDEX - Interaction Design Experience

Taught Master (post degree), Interaction Design - HCI


Grade: 98/100

A partnership between: Department of Architecture, University of Sassari; Domus Academy; Sardinia Government; Edugov; CCIA.

Activities and Societies: UX, Design and Architecture, Design of multimedia web application, 3D, Antropology, Psychology, Sociology, Cultural Experience, Interactive Communication, Interactive Models, Physical computing, Programming languages, Multimedia, Sardinian languages, Business Administration, Management, Marketing and web marketing, Copyright, Accessibility, HCI

Università degli Studi di Sassari

Master Degree, Multimedial Communication, Publishing Industry and Journalism


Grade: Summa cum Laude

Activities and Societies: Sociology, Sense Making in Organisation, Events Production, Design of Multimedial Products, Psychology, Logics, Philosophy of Mind, Cognitive Science, Political Communication, European Media Regulation, Interaction Design, Publishing

Università degli Studi di Sassari

Bachelor, Communication Science and Journalism


Grade: 108/110

Thesis: L'informazione economica e il giornalismo (trad. The Economic Information and the Journalism). It is a study about how the journalistic information affects economy.

Activities and Societies: Sociology, Anthropology, Political Economy, History, Statistic, Informatic, Mass Media Communication, Cinema, Journalism, Laws of Media and Communication, Public Communication, Enterprise Communication, Political Theory, Media Industry

Université de Toulouse-le-Mirail (Toulouse II)

Erasmus project


Activities and Societies: French Language, Journalism

Istituto d'istruzione superiore "G. Musinu" Thiesi

Leaving Certificate, Accountant and Commercial Expert


Grade: 80/100

Activities and Societies: Business Administration, Marketing, Management, Business Economics, Political Economy, Italian Law, Commercial English, Commercial French, Italian Financial Law, Economic Geography, Italian Literature, History, Biology, Chemistry, Word Processing

Antonella Sassu's Publications

  • Evaluating Social & Ubiquitous Human-Robot Interaction

    • URAI 2010 The 7th Interarnational Conference on Ubiquitous Robots and Ambient Intelligence, Busan, Korea
    • November 2010
    Authors: Antonella Sassu, Mauro Dragone, Thomas Holz, Gregory M. P. O'Hare

    (Dragone, Holz, Sassu, O'Hare) While many robotic initiatives now share the thesis that robots are a compelling instance of those artefacts which comprise and deliver smart and ubiquitous environments, reconciling the social interface aspect with pervasiveness and ubiquity still remains a largely unexplored area of research.
    We argue that specific studies must be carried out to explore possible inconsistencies between the keystones of social human-
    robot interaction and the new features exhibited by ubiquitous robots.
    To this end, we conducted a pilot study to explore how the ubiquity of a robot’s sensing capabilities affects the un-conscious human perception of the robot as a social partner.
    Specifically, the experiment investigates whether people prefer a
    robot exhibiting ubiquitous sensor access or a more traditional robot whose capabilities are confined to its on-board sensors. We report qualitative results from the experiment and how results from the pilot study affect the design of the full-scale experiment.

  • Facilitating Ubiquitious interaction using Intelligent Agents

    • in Human-Computer Interaction : The Agency Perspective (Marielba Zacharias ; José Valente de Oliveira) Springer Berlin, Heidelberg
    • 2012
    Authors: Antonella Sassu, Abey Campbell, Rem Collier, Mauro Dragone, Levent Gorgu, Thomas Holz, Michael J. O'Grady, G.M.P. O'Hare, John Stafford
  • Health and Wellness Self- Management for Older Adults

    • CHI 2013
    • April 2013

    (Doyle, Walsh, Sassu) ACM SIGCHI Conference on Human Factors in Computing Systems, Paris 27 April - 2 May 2013

  • A Fear of Falling Self-Monitoring Application Design

    • [Poster] iHCI, Irish Human Computer Interaction Conference 2013 - ACM Proceedings
    • June 2013
    Authors: Antonella Sassu
  • “We were all the same age once” – Experiences of Intergenerational App Design

    • BHCI 2013
    • September 2013

    (Doyle, Sassu, McDonagh) Paper accepted to the British HCI conference 2013

  • Designing a Wellness Self-Management Tool for Older Adults – Results from a Field Trial of YourWellness

    • Pervasive Health 2014 conf
    • 2014

    (Doyle, Walsh, Sassu, McDonagh) accepted to Pervasive Health 2014

Antonella Sassu's Languages

  • English

    (Full professional proficiency)
  • French

    (Full professional proficiency)
  • Spanish

    (Limited working proficiency)
  • Italian

    (Native or bilingual proficiency)
  • Sardinian

    (Native or bilingual proficiency)

Antonella Sassu's Courses

  • Master Degree, Multimedial Communication, Publishing Industry and Journalism

    Università degli Studi di Sassari

    • E-Learning theory and practice (2006-2007) (Università di Sassari)
  • Independent Coursework

    • Film Maker (2006) (Aguaplano - Arci SS)
    • Spanish Intermediate Level (2006) (Instituto Alhambra Alican)
    • Creative Writing (2007) (Aguaplano - Arci SS)
    • Donne, Politica, Istituzioni (2005) Equal opportunities and Women in Business and Politic (Università di Sassari)

Antonella Sassu's Certifications

  • Gamification

    • Coursera
    • October 2012

Antonella Sassu's Skills & Expertise

  1. User-centered Design
  2. User Interface Design
  3. User Experience
  4. Human Computer Interaction
  5. Interaction Design
  6. User Experience Design
  7. Usability Testing
  8. Persona
  9. Information Architecture
  10. User Scenarios
  11. Prototype
  12. Usability
  13. Task Analysis
  14. Ethnography
  15. Mobile Design
  16. Storyboarding
  17. User Interface
  18. Creative Direction
  19. Accessibility
  20. Wireframes
  21. Information Design
  22. Research Design
  23. Mockups
  24. Experience Design
  25. Heuristic Evaluation
  26. Wire Framing
  27. Site Maps
  28. Design Thinking
  29. Axure
  30. Service Design
  31. Rapid Prototyping
  32. Design Strategy
  33. Information Visualization
  34. SEO
  35. Front-end
  36. HTML 5
  37. Card Sorting
  38. Human Factors
  39. Adobe Fireworks
  40. Prototyping
  41. Personas
  42. Usability Design
  43. User Research
  44. Usability Engineering
  45. Mobile Devices
  46. Heuristic Analysis
  47. Focus Groups
  48. User Journeys
  49. Paper Prototyping
  50. Participatory Design

View All (50) Skills View Fewer Skills

Antonella Sassu's Additional Information


cognitive science, technology, art and design, interaction design, embedded system, emergent system, complexity

Groups and Associations:

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