UX at emergent market in Brazil

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My presentation as invited speaker at UX LX 2010. …

My presentation as invited speaker at UX LX 2010.
Lisbon, Portugal.

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  • O C.E.S.A.R – Centro de Estudos e Sistemas Avançados do Recife – é uma instituição privada de classe mundial que cria produtos, processos, serviços e empresas inovadoras usando Tecnologia da Informação e Comunicação (TIC). Atuando há mais de 11 anos em âmbito nacional e internacional, o C.E.S.A.R interliga centros de inovação numa rede de conhecimento que torna possível realizar projetos de desenvolvimento conectados ao futuro, com qualidade e agilidade.


  • 1. UX at emergent market in Brazil May | 2010
  • 2. context
    • Results of 16 years of economic and political stability, increase in average incomes and government incentives in social. Today who is the Brazilian average class?
    • - 100 million of brazilians (a total of almost 200 million)
    • - 50% of the brazilian income
    • Monthly income of US$ 700
    • 67% of credit cards in Brazil.
  • 3. context - They have TV, refrigerator, stove, stereo, DVD player, washing-machine, computer and mobile (prepaid and sometimes from 2 or 3 phone companies). Pay TV and broadband internet are offered by illegal operators. In the garage, a semi-new car with 10 years of use.
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  • 9. Project roadmap
    • 1 - Quantitative Research (first mapping of consumers)
    • 2 - Setting the user profile
    • 3 - Definition of market share and regions in Brazil
    • 4 - Qualitative research ("Small ethnography")
    • 5 - Defining the "uses of computer“
    • 6 – Information Architecture / Interaction design
    • 7 – Prototyping
    • 8 – Evaluation (usability tests)
    • 9 – Design and Redesign...
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  • 11. Nine families with three months of research = many hours of audio and video record.
  • 12.  
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  • 14. Everyone wants technology
  • 15. ...connected
  • 16. understanding relationship between user and PC setup use transport buy maintenance
  • 17. understanding setup use
  • 18. ideation
  • 19. Use of computer
    • Many electronic devices at home
    • Need to show improvement of living
    • Residence reduced
    • On average 4 people per home
    • Low education
    • Low computer skills
    • But, always connected
  • 20. Solution: software
    • It is a software that runs from the boot of the OS in use on the computer and has shortcuts to the main activities (applications) held by users.
    • Besides working as a shortcut, the main innovation is found in the nomenclature used in the user interface. Normally computer programs use technical language or program names. For the big part of the population that is new. The software proposes to use a nomenclature associated with the activities that you intend to do.
    • E.g.: MS Word change to Write text.
  • 21. The emphasis in the name of the task to be performed due to the difficulty that faces the lay public does not know which program to use to write a letter or listen to music, for example. ?
  • 22. Use of computer Write text Listen music Make presentation Play
  • 23. Use of computer See photos Watch movies Access e-mail Read news
  • 24. Use of computer Talk Navigate Access communities Find
  • 25. Wireframe
  • 26. User interface design
  • 27. Usability tests Usability tests and user experience evaluation with high-fidelity prototypes
  • 28. Product
  • 29. next steps - Expand the concept of Easy PC (buy, transport, setup and maintenance) - Think of new features - Think the computer of the future for those consumers How? Combining the Innovation Process with co-participation in design
  • 30. our vision In emerging markets, innovation is changing the behavior of agents such as producers and consumers. Everything is changing. Innovate with money and for rich people is easy. Hard is innovate for emerging market. Because innovate when you have not money, you must be accurate.
  • 31. User must be at the heart of the projects. That´s innovation! We believe it
  • 32. Thank you! UX Lx | 2010 Érico Fileno Interaction designer @efileno