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Watch Andrew Hinton’s “Users Don’t Have Goals” talk at Interaction’12 | IxDA Conference

Much of user-experience design borrows from methods that assume users have discrete & identifiable goals. However, this assumption can seriously inhibit designing for real human behavior, which (as we will see) often has less to do with rationality than we tend to think […]

Andrew Hinton
Andrew Hinton

Much of user-experience design borrows from methods that assume users have discrete & identifiable goals. However, this assumption can seriously inhibit designing for real human behavior, which (as we will see) often has less to do with rationality than we tend to think.

Andrew Hinton is Principal User Experience Architect at Macquarium, a user-experience consulting firm based in Atlanta, GA. Andrew has designed information systems and interfaces for Fortune 100s, small businesses and non-profits alike, as both an internal employee and an external consultant. Andrew has served as a co-founder and past board member of the Information Architecture Institute, and is a long-time member & supporter of IxDA.

via Andrew Hinton: Users Don’t Have Goals | IxDA.

By Itamar Medeiros

Originally from Brazil, Itamar Medeiros currently lives in Germany, where he works as VP of Design Strategy at SAP, where he leads the design vision for the entire Human Capital Management product line, ensuring cohesive product narratives and establishing best practices.

Working in the Information Technology industry since 1998, Itamar has helped truly global companies in multiple continents create great user experience through advocating Design and Innovation principles. Itamar has also served as a juror for prestigious design competitions and lectured on design topics at universities worldwide.

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

Itamar holds a MA in Design Practice from Northumbria University (Newcastle, UK), for which he received a Distinction Award for his thesis Creating Innovative Design Software Solutions within Collaborative/Distributed Design Environments.

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