Itamar Medeiros

Originally from Brazil, I currently live in Germany, where I work as Director of Design Strategy at SAP and promote User Experience Design as visiting lecturer at the Master of Science in Usability Engineering Program at Rhein-Waal University of Applied Sciences. Working in the Information Technology industry since 1998, I’ve helped truly global companies in several countries (Argentina, Brazil, China, Germany, Hong Kong, The Netherlands, Poland, United Arab Emirates, United Sates) create great user experience through advocating Design and Innovation principles.

During my 7 years in China, I championed the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai.

As an Information Design specialist, I served as board member of the Brazilian Society of Information Design, and held several lecturing positions, including Lecturer of Hypermedia at the Department of Design of Universidade Federal de Pernambuco (Brazil), Assistant Professor of Cognition and Information Technologies at the Information Systems program of Faculdade Santa Maria (Brazil), Visiting Lecturer of Design Practice at École de Design Nantes Atlantique (France), Guest Lecturer of Design Thinking at Lasalle College (Mexico), and Assistant Program Director of the Visual Communication Department of Raffles Design Institute at DongHua University (China).

I hold a MA in Design Practice from Northumbria University (Newcastle, UK), for which I received a Distinction Award for my thesis “Designing the User Experience: Creating Innovative Design Software Solutions within Collaborative/Distributed Design Environments”.


Working in the Information Technology industry since 1998, Itamar Medeiros has developed several websites and interactive media campaigns, both as art director and, later, as creative director for several new media agencies in Pernambuco, Brazil..


Learn how I’ve blended the different lenses of information design with the different variables of user experience into a Design Philosophy.

What is Information Design?

Coined by Richard Saul Wurman in 1976, Information Design is a field and approach to designing clear, understandable communications by giving care to structure, context, and presentation of data and information, in the effort of making information as effective as possible.

Living in China

With a curious mindset, inspiration and new perspectives can be found in many places and without much preparation. Living in China can sharpen your skills in observing the world around you.

Why “designative”?

The etymology of the word design goes back to the Latin ‘designare’ which means to designate, to give meaning to things… Design is not about styling. It’s not about technology. It’s about radical change in meaning. These are things that people were not asking for, but when they saw them, they fell in love.

from Roberto Verganti’s “Changing the rules of innovation by radically innovating what things mean talk” at Design Council

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