Anthropology and design

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From the anthropological perspective, the user does not exist. “The User” has been a category used by sciences and industries to name the relationship between people and digital interfaces. However, more than fifteen years of “user experience research” have demonstrated the need for applying a broader approach when an understanding of human behaviour is required in technological and business innovation processes. In this scenario, Applied Anthropology brings a useful perspective for managing the complexities of global markets and large groups of stakeholders. Maritza Guaderrama (PhD) wants to point out the advantages of anthropological gaze: questioning the traditional design process and introducing the importance of taking into account the sense-making as a central human activity. Thus, the user experience research, boosted by social science contribution, becomes more than a set of exploratory methods or a group of techniques for getting customer data in a validation stage for business design. The anthropological approach provides framework and tools that allows multidisciplinary team to access to a powerful source of inspiration thus by the immersion in people realities as by self-distance from their pre-concepts and prejudices.
  • 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 @garua Thanks Gracias Gràcies Danke Tak Takk Tack Obrigado ‫תודה‬ 谢谢
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