Challenges of user research


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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.

Published in: Design, Services

Challenges of user research

  2. 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. 3. Listen to the users!
  4. 4.
  5. 5. Users don’t know what they want.
  6. 6.
  7. 7.
  8. 8. Designning for users
  9. 9. Designing by users
  10. 10. Who is the user?
  11. 11. >buyer >consumer >manager >operator
  12. 12. NEEDS and INTERESTS
  13. 13. business
  14. 14. people
  15. 15. business people
  16. 16. “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
  17. 17. experience relationship
  18. 18. brand environments products usability
  19. 19. brand environments products usability
  20. 20. Usability >efectiveness >eficiency >satisfaction
  21. 21. Usability It’s not about taking care on mistakes made by the users.
  22. 22. Usability It’s about improving systems inteligence to match people’s needs.
  23. 23. Challenge Understand business (business thinking).
  24. 24. Challenge Know methods, techniques and procedures.
  25. 25. Challenge Practice and show results.
  26. 26. Challenge Match business interests to peoples needs.
  27. 27. Challenge Turn research results into project recommendations.
  28. 28. The challenge has started.
  29. 29.
  30. 30. Wanna play?
  31. 31. Thank you! @interfaceando Lisboa, June 3rd, 2013
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