an agronomist's unexpected path to ux design

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Is there a typical path for becoming a UX Designer? Taking a look at other colleagues’ resumes it seems not: some come from graphic design, others from cognitive psychology, information sciences or HCI - all UX-related fields. There are some exceptions though of people arriving here from more distant fields such as literature (Dick Hill), architecture (Andrea Resmini), history (Louis Rosenfeld) and theatre (Eric Reiss). My personal path started from an even more distant field: I studied Agricultural Sciences and as strange as it might sound I now realize it was a solid ground for building up the skills required for the job I’m currently doing. During the first years of my professional career I chose to undertake activities in the field that required me to interact quite intensively with people: I interviewed farmers in Africa and elderly people in my own country; I also ran focus groups with farmers, consumers and scientists for EU-funded projects. Although the focus of the research at the time was elsewhere, the lessons learned during those years were incredibly meaningful and useful for the user research I now perform as UX designer, even if at the time I wasn’t aware of the motivation that drove me and still does. By telling the stories of the people I met I’d like to share with the Euro IA audience those experiences, how they helped me developing ethnographic and human skills (observation, interview, facilitation, improvisation, lateral thinking and empathy). Also, I’d like to share what I believe is the underlying theme that brought me from there to UX design: I love people. I love listening to them and designing for them to be happier.

TRANSCRIPT

An agronomist’s unexpected path to UX Design

EURO IA 27-29 Sept 2012, Rome Raffaella Roviglioni @raffiro

Who am I?

Why this presentation?© Charles Budd

Which skills?

© FiBL

© Unitus

“User research, ethnography, is a state of mind that can infuse, inform and inspire

the design process and beyond” Will Evans (@SemanticWill)

User research

Field work!

Gathering stories

I had a dream

The daily interviews

Woman to woman

Be aware of the cultural contextYou need a helping hand

The script

The field guide is a plan!Help people answer your questions

It’s never over

Explore outside main targetBe open to surprises

The evaporation pan

People don’t do what they say!

Italian elder farmers

Embrace expectationsThe setup is not up to you!

© Unitus

Build rapportGet the story out

A real war story

Evaluating farmers

Limited timeframe

Obstacles

A quick fix

Improvise!

Seize the moment

“The Element is the place where the things we love to do and the things we are good at come together” Ken Robinson

The journey to our passion

My Element

Special thanks to: Rome UX Book Club, for support and inspiration Steve Portigal, for his lessons and the war stories

raffaella@roviglioni.it@raffiro

“Never underestimate the vital importance of finding early in life the work that for you is play”

Ken Robinson,“The Element: How finding your passion changes every thing”

Thank you!

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