Maritza Guaderrama discusses the intersection of anthropology and user experience (UX) design, highlighting the conflict between the universalizing tendencies of design and the appreciation of human differences. The document critiques concepts in user-centered design, such as structural sampling and experience design, while emphasizing the challenges of managing complexity in the design process. Ultimately, it calls for a more nuanced understanding of human-centered design, acknowledging the unpredictability of both risks and successes.

1. UXSpain
ANTHROPOLOGY & DESIGN:
What can we learn from a 19th-century science?
Maritza Guaderrama, PhDUXSpain 2014

2. Opposite approaches?
Maritza Guaderrama, PhDUXSpain 2014

3. “The purpose of anthropology is
to make the world safe for human
differences”
Ruth Benedict (1887-1948)
Maritza Guaderrama, PhDUXSpain 2014

4. The disciplines linked to UX have a
“universalizing” sense:
Transform through design
the relationship with interfaces
into something…
Maritza Guaderrama, PhDUXSpain 2014

5. UXSpain 2014 Maritza Guaderrama, PhD
simple,

6. Maritza Guaderrama, PhDUXSpain 2014
simple, useful,

7. Maritza Guaderrama, PhDUXSpain 2014
simple, useful,
funny,

8. simple, useful,
funny, even
emotionally
exciting :P
Maritza Guaderrama, PhDUXSpain 2014

9. What can the contribution be of a science that seeks to
explain human differences to the universalizing claim of
“user-centered” design?

10. Problems, only problems…
Maritza Guaderrama, PhDUXSpain 2014

11. Questioning the concept of
user
Structural sampling
Stakeholders map
IT-team involvement
Maritza Guaderrama, PhDUXSpain 2014

12. Questioning creativity as exclusive to the
design process
Co-creation
Translation
Prototyping
Redesign
Maritza Guaderrama, PhDUXSpain 2014

13. Questioning the concept of
Experience design
Interpretation and appropriation
Ecosystems
Continuity of the experience
Onmichannel
Maritza Guaderrama, PhDUXSpain 2014

14. Inspiration
Immersion
Self- distance (estrangement)
Maritza Guaderrama, PhDUXSpain 2014
Questioning the concept of
research

15. In conclusion
Challenges of
human-centered design
Maritza Guaderrama, PhDUXSpain 2014

16. Naïve vision of the designer as
provider of solutions
Maritza Guaderrama, PhD
UXSpain 2014

17. The unpredictability of risks
(and success)
Maritza Guaderrama, PhD
UXSpain 2014

18. Dealing with complexity
Maritza Guaderrama, PhD
UXSpain 2014

19. Maritza Guaderrama, PhD
Managing Partner Spain & Latam
+34 913 080 890
Maritza.guaderrama@designit.com
@garua
Thanks
Gracias
Gràcies
Danke
Tak
Takk
Tack
Obrigado
‫תודה‬
谢谢