Interview with Michela Di Nuzzo, CEO and Co-founder of Dotfarm
November 23, 2021
Interview with Michela Di Nuzzo, CEO and Co-founder of Dotfarm, a company that makes virtual reality its strong point.
We often hear about the process of digitalisation that is revolutionizing the present world. The sector that has been most influenced by this change is definitely the company area. The ability to create new online markets, to reduce time and business costs are pushing more and more companies to enter the digital world.
What better way than to use virtual reality? Dotfarm was born from this idea, with the aim of enhancing the involvement of resources in the processes and business logic.
What is Dotfarm
It is a digital company that develops immersive products with a high engagement rate thanks to gamification logic. Dotfarm focuses on the development of emotional intelligence through solutions in AR and VR, based on individual sectors and needs. Let’s see in detail how it works.
VR and AR games
The game is a fun tool to test skills, inform and analyze useful data. A technological solution that can be used within every business strategy, encouraging monetization and profiling. Surely one of the most important aspects is access to useful data such as:
- Game choices made
- TPC (timing by choice)
- Success score
- Global Score
- Gamification
- Individual profile
- Aggregated data
Applications
EDUCATIONAL
In the educational field, in particular in the process of onboarding and upskilling.
E-COMMERCE
Through modules in AR and VR it improves the shopping experience, adding visual and immersive details to the products.
MANUFACTURING
Through solutions in AR and VR you can tell the products, explain how they work and how they are stored. Risks and costs are reduced and an engagement process is encouraged.
APP IN AR PER LA LILT
Dotfarm together with LILT Milan Monza designed and built SKINTIP, an app in AR that supports the user in knowledge and self-analysis of the skin. An app that aims to bring young people closer to prevention, also developing a focus on diagnosis. Technology is an excellent support to create interactive dynamics, promoting information without scaring.
VIRTUAL SOMMELIER
In the field of Food & Beverage, the company has just launched a very ambitious project. A virtual 3D sommelier, offering you useful tips on what to drink and how to match it. Thanks to augmented reality you will have the feeling of having in front of you a sommelier in the flesh ready to advise you. Useful solution for companies because the virtual sommelier interacts with the community, collects data about tastes and preferences, analyzes them, and offers valid results to decide the best business strategy.
If you want to know more, read the interview with Michela Di Nuzzo, CEO of Dotfarm
How and when was the idea of Dotfarm born?
About eight years ago, after a London experience of two years, I decided that I wanted to go back to Italy and do something to encourage the digitization process of my country. Thus was born Dotfarm, a company with a focus on immersive technologies, which is responsible for creating and developing technological solutions to stimulate monetization and engagement processes. We have worked on several important projects in particular in the fields of Educational, Healthy and Food & Beverage.
How long did it take to build such a varied company?
In the early years we worked with a diverse team, focusing on development and strategy resources. We have always been convinced that the real strength of a tech company lies in the integration of skills, from analysis, to creation until development. But what has driven us to realize so many different projects has always been the urgency to contribute to digital transformation both within companies, through recruitment and training activities, and in the dynamics of promotion and positioning on the market.
How is your workflow organized?
Well, in a very simple way, we focus on the realization of the project in a collaborative and participatory way. With Covid we streamlined the internal processes even more, focusing on listening to the customer. In particular, our first step is to analyze the market, be constantly updated on trends and interactive dynamics, and then create innovative solutions and launch them on the market. For us, the strategic and creative part, on which we focus a lot of our energies, is fundamental because we are convinced that there are no optimal solutions at all. On the contrary, the value and effectiveness of a specific proposal is related to the need and the objective of the individual customer. Personalization is for us the strategy for the future.
What exactly does “immersive marketing” mean to you?
Every time we imagine and realize an immersive solution we are increasingly convinced that there is no other technological solution that can give the same emotional impact. When we study a Vr and Ar application we always start from the needs of the customer, and we focus on the final goal. Often mistakenly people think of immersive applications only to give a WOW effect, people focus on the element of surprise, relegating to the background the most important part, that is the one related to DATA. Each application in Virtual and Augmented Reality must be studied and realized with the aim of structuring a more engaging path, with strong impact, so that the user can feel free to express their thoughts and share their emotions. In short, for us, immersive technology is a unique tool for understanding and knowing users .
How did you launch your brand?
Since we are on the market every day we promote our company through work and passion. We have created a magazine (Dotmug) where we talk about startup’s life, technological innovation and the history of entrepreneurs who work every day to establish themselves in our country. In particular, both through the magazine and our social channels we share ideas, as well as our projects on which we ask for discussion and opinions. We are convinced that it is essential to feel part of an ecosystem that, beyond the healthy competition on individual projects, focuses on innovation and technological growth in our country.
Curiosity: Was there a job in time that you were most attached to? If so, which one?
We have worked a lot in the social sector and we are particularly proud to have created and managed all the channels of Luciana Littizzetto (Italian showgirl). We worked hard to make her feel comfortable, sharing her thoughts and her uniqueness. Just as I am particularly attached to the Skintip app, created in collaboration with LILT Milan Monza. A way to support the user in the knowledge and self-analysis of the skin. What makes me proud of this project is the realization of a technological solution, which supports the diagnosis and encourages a process of training and sharing also with respect to such complex issues, without scaring. Proof that technology can be an excellent ally, even and above all with respect to such important objectives, provided that it is used in an effective and conscious way.
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