People + Prototypes

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INSITUM Director Martin Zabaleta presentation during Interaction South America '12

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  • hello every one my name is Stella and i have been married for 4years and i have a break up with my husband 3months ago and i was worried and so confuse because i love him so much. i was really going too depressed and a friend directed me to this spell caster Dr. Okaka and i made all my problems known to him and he told me not to worry that he was going to make my husband to come back to me and in just 48hours i receive a call from my husband and he was appealing that i come back to the house. i have never in my life believe in spell and but now it have just helped me and i am now so happy. Thanks to him and if you also want to have your lover back to yourself then his email is edenokunspelltemple@gmail.com
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People + Prototypes

  1. PEOPLE + PROTOTYPES Martin Zabaleta | INSITUM INTERACTION SOUTH AMERICA 2012 | SÃO PAULO, BRAZIL | 11.02.12
  2. BILL MOGGRIDGE 1943-2012
  3. Photo credit: IDEO
  4. PEOPLE + PROTOTYPES (a powerful combination!)
  5. Let me start byintroducing myself.
  6. INDUSTRIAL DESIGNER
  7. PRODUCTS
  8. EXPERIENCES
  9. SERVICES
  10. STRATEGIES
  11. AWARD-WINNING DESIGNS THAT NEVER MADE IT TO MARKET...
  12. I am privileged to haveworked for the bestcompany in the world:IDEO
  13. What can you say when your project space and prototype are between a pool table and a football table…
  14. Now I am helping buildthe best innovationagency in Latin America.
  15. INSITUM IS AN INNOVATION AGENCYWITH A USER-CENTERED APPROACH We help companies develop new products, services, brands and strategies through a deep understanding of people.
  16. 10+ YEARS700+ PROJECTS
  17. 100+ PEOPLE FROM DIVERSE DISCIPLINES AND BACKGROUNDSantropología, psicología, periodismo, economía, filosofía, sociología, lingüística, ingeniería, mercadotecnia, diseño industrial,diseño de información, diseño gráfico, comunicación social, semiología, historia del arte, diseño de interacción, relacionesinternacionales, administración de empresas.
  18. CHICAGOMÉXICO CITYBOGOTÁSÃO PAULOBUENOS AIRES+MUMBAISHANGHAIHONG KONG Insitum offices Alliance with external partners
  19. But I am not here to tellyou about how great weare at INSITUM. (We are!)
  20. Let me share arevelation…
  21. As an industrial designer,I was trained to think interms of product-basedsolutions…
  22. Then at some point in mycareer I realized that thesolution to a givenproblem not alwayshad to be a product…
  23. Better yet, as a designer,I already had the “tools”to identify problems andto define any kind ofsolution!
  24. Those “tools” could evenhelp me integrate severalsolutions to createmeaningful experiencesfor people.
  25. What are those “tools”?
  26. Exactly.People + Prototypes
  27. As an example, let’s thinkabout the METROexperience.
  28. You could design thetrain seat. Or the ticket.Or the website whereyou check the schedule…
  29. But what if you coulddesign the entire journey?
  30. From the moment youdecide you need to travelby Metro, to the momentyou leave the station andtell your friend how greatthe trip was.
  31. This is what we didyesterday during theworkshop. Check it out...
  32. The teams created anew and improved userexperience by focusing on…
  33. You guessed it.People + Prototypes
  34. PEOPLE
  35. “The only important thing aboutdesign is how it relates to people.” Victor Papanek, designer and educator (1923-1998)
  36. Very early in my career,2 people made it veryclear to me that designwas about people.
  37. One of them will speakhere tomorrow.
  38. Don Norman taughtme that design wasnot about things,but about people.
  39. Victor Papanek mademe aware of the impactof design on a social(and ecological) level.
  40. IMPACT
  41. I believe designers needto be people’s advocates.
  42. Who would otherwisecare about people?
  43. Let’s see…
  44. DESIGNTECHNOLOGY BUSINESS
  45. “Innovation begins with an eye.” Tom Kelley, IDEO
  46. OBSERVATION
  47. Why observe people?
  48. SOCIAL COGNITIVECULTURAL EMOTIONAL PHYSYCAL
  49. Who to observe?
  50. EXTREME USERS
  51. We also observe peoplelooking for empathy.
  52. Sometimes empathytakes us to interestingplaces...
  53. Luis Arnal, Founder andPresident of INSITUM
  54. PROTOTYPES
  55. “It´s about failing often to succeed sooner.” David Kelley, co-founder of IDEO
  56. Why prototype?
  57. Photo credit: Steve Bishop
  58. A prototype is a tangiblerepresentation of an idea.
  59. We build prototypes inorder to learn about anaspect of our idea and tomake it better.
  60. I believe in prototypingas an attitude...
  61. An attitude ofexperimentation,risk-taking, learning,failing, fearlessness...
  62. Prototyping should bequick and iterative…
  63. BUILD LEARN REFINE
  64. Prototypes should costnothing… but are priceless
  65. Different levels of fidelitydepending on what youare trying to achieve
  66. What can be prototyped?
  67. Anything!
  68. PRODUCTS
  69. FOOD
  70. BRANDS
  71. INTERFACES
  72. INTERACTIONS
  73. APPS Photo credit: IDEO
  74. SERVICES Photo credit: IDEO
  75. EXPERIENCES
  76. STRATEGIES
  77. BUSINESS MODELS
  78. So…
  79. This focus on people andprototypes allows us toapproach any kind ofproblem.
  80. Today, there aredesigners working withNASA to create bettermissions to space…
  81. … they are collaboratingwith governments toimprove citizens lives…
  82. … or trying to find waysto improve livingconditions for peoplein low income areas.
  83. What’s common is theattitude and approach toproblem solving.
  84. You may have heard ofDesign Thinking…(don’t say it too loud,it’s controvertial!)
  85. “Design Thinking refers to […] the abilityto combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context.” Source: Wikipedia
  86. INTUITIVE ANALYTICALTHINKING THINKING
  87. What’s cool about all thisis that it’s also happeningin Latin America!
  88. “HOW MIGHT WE IMPROVE EDUCATION IN SCHOOLS IN LATIN AMERICA?”
  89. Remember. It’s all aboutPeople + Prototypes!
  90. OBRIGADO!martinzabaleta@insitum.com

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