Designing Interactions / Experiences: Interpretation “Mode”

This is the 3rd (third) lecture of the “Designing Interactions / Experiences” module I’m teaching at Köln International School of Design of the Cologne University of Applied Sciences, which I’m honored to give by invitation of Professor Philipp Heidkamp. In this lecture, we discuss the general mechanics of interpreting the data collected during Contextual Inquiry interviews:

Learning Outcomes

You will learn how to use storytelling to turn meaningful insights into actionable opportunities for design


  • Tell Stories
  • Capture your learning;
  • Share Inspiring Stories;
  • Search for Meaning;
  • Define Insights


Recommended Reading

Quesenbery, W., Brooks, K., (2010), Storytelling for User Experience: Crafting Stories for Better Design, Rosenfeld Media; 1st edition (April 15, 2010)

Beyer, H., Holtzblatt, K., (1997), Contextual Design: Defining Customer-Centered Systems, Morgan Kaufmann; 1st edition (September 15, 1997)

Young, Indi. 2008. Contextual Inquiry notes in Mental Models: Aligning Design Strategy with Human Behavior. New York: Rosenfeld Media.

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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