Itamar Medeiros

Originally from Brazil, I currently live in the Heidelberg Area (Germany), where I work as Director of Design Strategy at SAP and promote User Experience Design as a Project Management for UX lecturer at M.Sc. Usability Engineering at the Rhein-Waal University of Applied Sciences.

Working in the Information Technology industry since 1998, I’ve been a juror for several international design competitions, including the IxDA Interaction Awards 2016, the 13th, 12th, 11th, and 10th editions of the Brazilian Graphic Design Association Biennial, and the IxDA Global Student Design Challenge in 2010 amongst others.

I’ve helped truly global companies in several countries (Argentina, Brazil, China, Germany, Hong Kong, The Netherlands, Poland, United Arab Emirates, United States) 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 a 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 Universidad LCI Monterey (Mexico), Visiting Lecturer of User Experience Design at the MA Integrated Design at Köln International School of Design, 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”.

You can support my work by spreading the word on social media (I’m pretty active on LinkedIn and Mastodon)


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

3 replies on “About”

%d bloggers like this: