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Who Cares é um estudo anual sobre a empatia das marcas em Portugal, criado pela comOn com o apoio da Netquest. Este ano envolveu uma amostra representativa da população portuguesa com mais de 1000 pessoas, e considerou 60 marcas agrupadas em 10 categorias de mercado. Os resultados do estudo podem ser consultados através de uma ferramenta interactiva em www.who-cares.pt O objetivo do estudo é conhecer a perceção dos portugueses sobre a capacidade das marcas responderem às suas necessidades, sentimentos e dificuldades.

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Num mundo em constante transformação, sobrevivem os negócios e as marcas que melhor conseguem antever aquilo que os utilizadores sentem, pensam e fazem. A isto chama-se ter empatia. Mas se a empatia é tão importante para as marcas, o que sabemos sobre este tema em Portugal? Quais as categorias de mercado mais e menos empáticas para os portugueses? Estará a empatia associada a volume de negócio? WHO CARES é o primeiro estudo sobre a empatia das marcas em Portugal, criado pela comOn, com o apoio da Netquest. O objetivo do estudo é conhecer a perceção dos portugueses sobre a capacidade das marcas responderem às necessidades, sentimentos e dificuldades dos utilizadores.

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Responsive design pode ser descrito como um conjunto de técnicas de design e desenvolvimento web que dão a uma experiência digital a capacidade de se adaptar ao suporte em que está a ser acedida. No entanto, as mudanças que ocorrem nestas soluções deviam ser mais profundas, pensadas com um mindset virado para a UX. Responsive UX Strategy apresenta-se como um sistema que integra várias disciplinas, entregando experiências únicas para múltiplos dispositivos com estética apurada e conteúdo relevante, ajustados para responder às expectativas dos utilizadores.

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O Design como disciplina oferece soluções aos problemas de comunicação. A comunicação é sempre feita para estimular algo nas pessoas e parte da resposta que construímos está diretamente dependente das motivações, experiências e objetivos pessoais. Uma das ferramentas que o designer usa, por vezes sem se dar conta, é criar personagens fictícias, normalmente baseadas em casos que conhece pessoalmente, de modo a construir realidades paralelas que ajudam a identificar possíveis problemas no resultado final do seu trabalho. E quantas vezes não pensamos, quando desenhamos algo, se a nossa mãe ia ou não ter dificuldades em perceber? Esta apresentação tem como propósito usar este método instintivo como ferramenta de trabalho para sustentar cada peça de design, tendo como objetivo conseguir desenhar segundo os padrões comuns mas com focus em necessidades especificas.

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