Watch Jason Ulaszek & Brian Winters’ “From Design Research to Experience Roadmap” talk at Interaction’13 | IxDA Conference

Have you ever been enlisted by your company or client to create a consumer “vision” for the evolution of their product or service? As design-thinking principles and activities continue to become centerstage in transforming business models, creating new products and services to meet consumer and market demand, we’ll be counted on to leverage our skill to help inform business direction.

So, how do you do it?

Design research is critical. Creating foundational, living documentation about the needs, beliefs and behaviors of your customer is of the utmost importance. And, being able to identify needs, opportunities and the future direction for the business, based on both sound process and analytical thought, will be your keys to short and long-term success.

In this session you’ll learn how to turn design research activities into a mental model, identify potential new business opportunities and derive business and experience direction from your newly found consumer insight. And, you’ll look like a freakin’ rockstar in your company doing it.

Publicly, Jason Ulaszek is a leader in the user experience practice at Manifest Digital and serves as an adjunct faculty member in the HCI Masters program at DePaul University. For more than 15 years, he has relied on his complex problem solving capabilities, entrepreneurial spirit and business acumen to connect and establish successful client relationships. Privately, he’s a crazed evangelist for user experience design – accosting strangers with sermons on its value in solving business and social problems.

Jason is also the co-founder of UX for Good, an annual event that brings together the brightest designers around the country to assist non-profits by applying design-thinking practices to their challenges.

Brian Winters is a design researcher and user experience consultant at Manifest Digital in Chicago, IL with over 12 years experience in user-centered design. Brian works to connect his clients with the human aspects of their customers so their solutions can have purpose beyond just making a profit. By deeply understanding their customers, organizations can begin shift their own internal perspective beyond incremental improvements and achieve leaps in innovation.

Brian is also studying the structure of communities and how they foster a collaborative environment for solving tough challenges. He believes strong communities provide everyone with a shared purpose, and changes our conversations from what we can’t do, to what’s possible.

When Brian is not sorting post-it notes from his latest research project, he’s digging in the dirt on his never-ending edible landscape project

via Jason Ulaszek & Brian Winters: on Vimeo.

Itamar Medeiros

Originally from Brazil, Itamar Medeiros currently lives in Germany, where he works as Lead Product Design Strategist at SAP and promotes User Experience Design as visiting lecturer at Köln International School of Design. Working in the Information Technology industry since 1998, Itamar Medeiros has helped truly global companies in several countries (Argentina, Brazil, China, Germany, Hong Kong, India, Mexico, The Netherlands, Poland, United Arab Emirates, United States) create great user experience through advocating Design and Innovation principles. During his 7 years in China, he championed the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai

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