Our presentation will focus on defining the role of User Research&User Validation in the process of product&service development. We wish to approach the topic not just from the perspective of fulfilling user needs, but also with a strong emphasis on the clients’ business needs. We will answer questions such as “Can extensive user involvement kill design vision?” & “How can User Validation generate better business for clients?”How big should user involvement be in the product development process and where should the company’s strategic vision lead? Achieving the right balance between the two can be the key to offering clients genuine business growth opportunities. As designers are the facilitators between end-consumers and companies, User Research&Validation can prove to be a vital tool for designers. The presentation will also be supported by examples from the Pilotfish portfolio, from different fields, such as automotive design and design for the medical industry.
Creative Director; Undergraduate in Product Design at University of Bucharest, Romania (1999); Master in Human-Centered Product Design with focus on User Research for Design Development at Institute of Design (IIT) Chicago, USA (2003); Mobile phone Designer at Motorola, USA (2003-2005); with Pilotfish since 2005; numerous award-winning designs; specialised in human-centered product design.