This event is intended for UX Design professionals of all expertises, from students to leaders, that look for sharing knowledge and meeting people in the Portuguese northern region. You will have the chance to get to know the Deeploy team and its host Mao Barros, a 20-year experienced Designer and Entrepreneur, currently specialised in UI Design and No-Code tools. As CoFounder and CCO at Deeploy, he leads teams from Brazil and Portugal in strategic Design and portfolio curatorship. The speaker The special guest Rafael Burity is a 8-year experienced Design Leader, who has been working as Designer for the past 20 years helping companies synthesize the content and context, offering the best solutions for the business, and sharing knowledge with the UX community through videos, podcasts, and articles. Main topics addressed: The different kinds of markets Clarifying the real fit between company and professional Designer profiles and how to identify your own Tips on how to stay prepared Sponsored by Ironhack Portugal and supported by Ladies That UX Porto, Friends of Figma Portugal and Porto Digital, Deeploy is bringing you an in-person UX event.

2. Hello! I am
• Bachelor in Computer Science;
• Specialist in information architecture;
• Data processing technician;
• Comics and illustration technician.
DESIGN LEADER, PROFESSOR
AND PODCASTER
Rafael
Burity

4. As a result, hiring skilled UX designers is
a top priority among businesses.
In fact, UX designers are being recruited
as heavily as software engineers.
Jeff Bezos invested 100 times more
into customer experience than advertising
during the first year of Amazon.
According to CNNMoney/PayScale’s
top 100 careers with big growth, great pay and
satisfying work (i.e. 100 Best Jobs in America),
UX design ranked #14 with top pay hitting
$138K and a growth rate of 18%.”
Forester Research shows that,
on average, every dollar invested in
UX brings 100 dollars in return.
That’s an ROI of a whopping 9,900 percent.
AirBnB’s Mike Gebbia credits UX with taking
the company to $10 billion.

5. Source: forbes.com

6. The global market for design services reached
a value of nearly $153.2 billion in 2018, having
grown at a compound annual growth rate (CAGR)
of 11.6% since 2014, and is expected to grow at a
CAGR of 13% to nearly $249.5 billion by 2022.
As a result of increasing internet penetration
and smartphone users, online content marketing
campaigns are expected to be three times more
effective and cost 62% lesser than traditional
campaigns.
Multiple software categories used in
design will grow more than 20% this year.
The number of designers is probably
going to grow even faster.
Our recent global survey of design teams
found that half expected to grow in 2021 and
one-third expected to grow by more than 25%.
2019
2021
Source: https://uxtools.co/survey-2021
Company Size
"How many employees work at your company?"
Design Team Size
"How many designers are on your design team?"
1200
1000
800
600
400
200
0
Freelancer 1-10 11-100 101-500 501-1000 1000+
1800
1600
1400
1200
1000
800
600
400
200
0
1 2-10 11-20 21-50 51-100 100+
How many total employees work at your
current place of employment? (including
yourself)
1200
1000
800
600
400
200
0
Freelancer 1-10 11-100 101-500 501-1000 1000+
How many total designers work at your
place of employment? (including yourself)
1600
1400
1200
1000
800
600
400
200
0
0 1 2-10 11-20 21-50 51-100 100+

7. Adobe set out to uncover the latest hiring trends in UX design
and the results point to one big conclusion:
‘UX designers’ are now as in demand as software engineers, and
that demand is only going to increase.
Eighty-seven percent of managers said hiring more UX designers
is the top priority for their organization:
higher than graphic designers (76%) and product managers (74%),
and tied with software engineers for top spot.
UX design is slated for more growth: 73% of managers said they
plan to double the number of UX designers in their organization
in the next five years.
There are anywhere between 8,000–24,000 UI/UX design job
openings worldwide today. As of August 2020, there were 2,347 UX
designer jobs posted on LinkedIn alone.
Moreover, businesses are being forced to invest more into their UX
in order to maintain a competitive edge in today’s tech-heavy
market. In some places, the need for UX design team members is
higher than the number of designers available. This gap is keeping
UX designers in high demand across the globe.
293k
New UX Designers emerging from
Google's UXD Certificate alone
$15
a common starting price for UX
gigs on Fiverr
700+
newcomers joining our UX Group
on Linkedin every day
289%
increase in interest in UX roles in
2020 according to Hired.com
Source: trends.uxdesign.comZ Source: https://careerfoundry.com/en/blog/ux-design/are-ux-designers-in-demand/

8. Source: https://www.nngroup.com/articles/100-years-ux/
100,000,000
10,000,000
1,000,000
100,000
10,000
1,000
100
10
1
1950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050
Number of UX
professionals
in the world
YEAR

9. 60
Computer Graphics
First personal computer, Alto,
Xerox research Center (PARC)
User-centered
Design
Ergonomy Cognitive
Engineering
Incorporation of Cognitive
Psychology, A.I., Linguistics, Cognitive
Anthropology, and Philosophy of Mind
Timeline
73 78 80

10. Doing things
people want
Source: inventta.net
FROM TO
Make people
want things

11. “
“
5 Design Jobs That Won’t Exist In The Future,
FastCompany
The expanding domain of user
experience and its myriad disciplines will
push the title ‘UX designer’ to a breaking
point, unbundling its responsibilities to
the appropriate specialists.

12. What are the most common
job titles in UX design?
UX Designer
User Researcher
UX Researcher
Usability Tester
Information Architect
Experience Designer
Interaction Designer
Information Architect
UX Strategist
USER EXPERIENCE
VISUAL
DESIGN
INFORMATION
ARCHITECTURE
INTERACTION
DESIGN
USABILITY USER
RESEARCH
CONTENT
STRATEGY
UX Architect
UX Product Manager
UX Analyst
UX Engineer
UX Developer
Product Designer
Visual Designer
User interface designer
Content Strategist

14. B2C, B2B, B2G, B2B2C e D2C
FORMER CLIENTS
CLIENTS
COMPETITORS
PUBLIC AGENCIES
EMPLOYEE
SOCIETY
PRESS
OTHER
INFLUENCERS
PARTNERS
SUPPLIERS
PROSPECTS
YOUR
COMPANY
B2B
Long term relationship
Purchases based on specific
needs
Niche market
Shopping on a smaller scale,
with a lot of added value
Rational relations
Seek efficiency
Long decision-making process
with interference from different
hierarchical levels
Aims for assertive and
permanent results
Aims at innovation and
technical knowledge
B2C
Short term relationship
Shopping based on basic needs
Mass market
Larger-scale purchases with
lower added value
Emotional relationships
Seeks satisfaction, economy
and status
Fast and individual
decision-making process
Aim for quick and immediate
results
Aims at trends and
entertainment

15. Startup x traditional
A startup company is a newly formed business
with particular momentum behind it based on
perceived demand for its product or service.
The intention of a startup is to grow rapidly
as a result of offering something that
addresses a particular market gap.
A traditional business is a tried and tested
conventional way of selling/producing goods or
providing services, i.e. manufacturing, trading,
brokerage, services etc. All business involves
risk, because of which the entrepreneur has
the ability to earn supernormal profits.
Customer
discovery
Customer
validation
Customer
creation
Company
building
Pivot
SEARCH EXECUTION
Source: pt.wikipedia.org/Customer_Development

16. CLIENT
USER
VS

17. PROJUCT
PROJECT + PRODUCT

18. Team’s topologies
TEAM MODEL #1
Solitary
(overlord)
TEAM MODEL #2
Centralized
TEAM MODEL #3
Federated

19. How to get prepared?
Build a strong
foundation
STEP 1
Develop the
skills
STEP 2
Create a
portfolio
STEP 3
Specialize
STEP 4
Prepare for
the job search
STEP 5

20. Who am
I?
Goal
Steps
Essency
What represent
myself?
Where we came
from?
Know
yourself is
essential.
Who
am I?
What is
my
path?
What I
want?

21. Source: The Science of Character
1 JUSTICE AND IMPARTIALITY
The values
That guide us everyday
2 COURAGE AND HONESTY
3 HUMANITY AND HOSPITALITY
4 WISDOM AND DISCRETION
5 BALANCE
6 TRANSCENDENCE

22. Source: https://www.forbes.com/
Self-
actualization:
Esteem needs:
Belongingness and love needs:
Safety needs:
Physiological needs:
Achieving one's full
potential, including
creative activities
Prestige and feeling of accomplishment
Intimate relationships, friends
Security, safety
Food, water, warmth, rest
Self-fulfillment
needs
Psychological
needs
Basics
needs
RELATEDNESS STATUS CURIOSITY
ACCEPTANCE GOAL POWER
FREEDOM HONOR MASTERY
ORDER
Hierarchy
needs
FROM MASLOW
Source: https://management30.com/practice/moving-motivators/

24. ● Connect with business and finance
● Decide and disseminate design
STRATEGIC
TACTICAL
OPERATIONAL
MANAGER - DIRECTOR - C-LEVEL
LEAD - COORD - MANAGER
SPECIALIST - LEAD - COORD
Source: Katz’s Three-Skill Approach
● Leading and Working as a Team
● Communicate and articulate projects
● Develop projects
● Streamline and facilitate projects
CONCEPTUAL
SKILLS
TECHNICAL
SKILLS
HUMAN
SKILLS

25. “
“
DESIGN IS ALL ABOUT THE
CULTURE OF A BUSINESS
Donald Norman

26. SURFACE
SKELETON
STRUCTURE
SCOPE
STRATEGY
CONCRETE
ABSTRACT
IT'S NOT BEING
STRATEGIC!
Understand the user, test,
interview them, use a
business model canvas, and
so on

27. COMPETENCY INDEX TECHNICAL SKILLS
Research Analysis
Problem definition
Ideation
Prototyping
Validation
Facilitation
Interviews, desk research, survey, etc. Personas, Journey, Jobs to be done, Affinity
Maps, etc.
Prioritization, user focus, product vision, etc.
Sketch, wireframe, design sprint, etc.
Information architecture, flows, software, user
interface, etc. User tests, a/b tests, etc.
Co-creation, design thinking, agility, etc.

28. COMPETENCY INDEX HUMAN SKILLS (BEHAVIOR)
Communication Leadership
Curiosity Autonomy
Alignment Collaboration
Negotiation
Storytelling / Presentation / active listening /
fluency
People management, project management,
engagement, motivator, etc.
Restlessness, dissatisfaction, humility, etc. Organization, Planning, balance, etc.
Connection, Integration, documentation,
relationships, etc.
Teamwork, sharing, etc.
Patience, diplomacy, argumentation,
proposition, etc.

29. COMPETENCY INDEX CONCEPTUAL SKILLS (BUSINESS)
Analytical Vision Systems Vision
Market view Data driven
Identification of opportunities
Articulation
Critical Thinking
Data analysis, priority management, logical
reasoning, etc.
Processes, awareness, balance between
design and business, etc.
Product thinking, competition, business
value, etc.
Analytics, data driven, goals, metrics, etc.
Mentoring, change agent
Didactics, creativity, adaptability, convincing,
etc.
Humility, transparency, pragmatism, etc.

30. CLEARLY DEFINE THE
OBJECTIVES
KNOW OUR STRENGTHS
AND WEAKNESSES
GIVE AND RECEIVE
FEEDBACKS
1
2
3

31. SELF-EVALUATION.
COLLECT FEEDBACK.

32. Step 1: Get to know yourself.
Step 2: Explore your
occupational options.
Step 3: Make your decision by
evaluating your career options.
Step 4: Take action to achieve
your career goals.
What are the 4 stages
of career planning?
Source: thepersonalcanvas.com

33. WHY
Does my work make sense?
Why do you do what you do?
HOW
Am I making an impact?
Am I investing my efforts correctly?
WHAT
What skills and knowledge do I have?
WHY
HOW
WHAT

35. “
“
There is nothing so useless as
doing efficiently that which
should not be done at all.
Peter Drucker

36. ARE YOU COMMITTED TO
TAKING ACTION?
Even when the result takes time?
What task will be
done?
Action steps
Who will do it?
Responsible
By when?
Deadline
What do you need
do complete this
step? (People,
money, tools,
etc.?
Resources
What could get in
the way of task
completion? How
will you overcome
them?
Potential
Barriers
What is the
outcome of the
task?
Result

37. “
“
The future is not some place we are going,
but one we are creating. The paths are not
to be found, but made. And the activity of
making them changes both the maker and
the destination.
John Schaar

38. Thank you.
Good flight.