Anthropology and design

transcript

UXSpain

ANTHROPOLOGY & DESIGN:What can we learn from a 19th-century science?

Maritza Guaderrama, PhDUXSpain 2014

Opposite approaches?

“The purpose of anthropology is to make the world safe for human differences”

Ruth Benedict (1887-1948)

The disciplines linked to UX have a “universalizing” sense:

Transform through design the relationship with interfaces into something…

UXSpain 2014 Maritza Guaderrama, PhD

simple,

simple, useful,

simple, useful, funny,

simple, useful, funny, even emotionally exciting :P

What can the contribution be of a science that seeks to explain human differences to the

universalizing claim of “user-centered” design?

Problems, only problems…

Questioning the concept ofuser

Structural sampling

Stakeholders map

IT-team involvement

Questioning creativity as exclusive to the design process

Co-creation

Translation

Prototyping

Redesign

Questioning the concept ofExperience design

Interpretation and appropriation

Ecosystems

Continuity of the experience

Onmichannel

Inspiration

Immersion

Self- distance (estrangement)

Questioning the concept of research

In conclusion

Challenges ofhuman-centered design

Naïve vision of the designer as provider of solutions

The unpredictability of risks (and success)

Dealing with complexity

Maritza Guaderrama, PhDManaging Partner Spain & Latam

+34 913 080 890Maritza.guaderrama@designit.com@garua

ThanksGraciasGràcies Danke Tak Takk Tack Obrigadoתודה谢谢

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