Designing good solutions for real problems are a very challenging activity. We have been assumed that it is knowing the user is the key for a good design. But it is very important to know the business side of the project. Sometimes we need to adapt the formal methods and techniques and just have ours eyes and ears open to understand what is happening in the real life. In this small talk we will discuss five main issues we need to keep in mind when designing services and products aligned to both people and business needs.

1. CHALLENGES OF
USER RESEARCH
ROBSON SANTOS, D.Sc.

2. Robson Santos
Senior UX researcher
Doctor in Arts and Design,
PUC-Rio, Departamento de Artes e Design
Master in Arts and Design,
PUC-Rio, Departamento de Artes e Design
Bachelor in Industrial and Graphic Design
Esdi/Uerj
Itaú Unibanco | Nokia Institute of Technology |
Credicard | Phillips | Google

3. Listen to the
users!

4. http://www.dreamstime.com/royalty-free-stock-image-see-hear-speak-no-evil-businessman-image16464296

5. Users don’t
know what they
want.

6. http://wiki.videolan.org/images/Ipod.jpg

7. http://corvopatins.blogspot.com.br/2010/10/campeonatos-e-amigos.html

8. Designning for
users

9. Designing by
users

10. Who is the
user?

11. >buyer
>consumer
>manager
>operator

12. NEEDS
and
INTERESTS

13. business

15. people

17. business
people

18. “If [an organization] able to better
understand customers, it will best meet
their needs. This is the most reliable
source of long-term profitability and
sustainable growth.”
Tim Brown

19. experience
relationship

22. brand
environments
products
usability

23. brand
environments
products
usability

24. Usability
>efectiveness
>eficiency
>satisfaction

25. Usability
It’s not about taking
care on mistakes
made by the users.

26. Usability
It’s about improving
systems inteligence to
match people’s needs.

30. Challenge
Understand business
(business thinking).

31. Challenge
Know methods,
techniques and
procedures.

32. Challenge
Practice and show
results.

33. Challenge
Match business
interests to peoples
needs.

34. Challenge
Turn research results
into project
recommendations.

38. The challenge has
started.

39. http://www.inteligemcia.com.br/wp-content/uploads/2013/11/Nike-camisa-da-sele%C3%A7%C3%A3o-2014.jpg

40. Wanna
play?

41. Thank you!interfaceando@gmail.com
@interfaceando
Lisboa, June 3rd, 2013