Anthropology and design

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  From the anthropological perspective, the user does not exist. “The User” has been a category used by sciences and industries to name the relationship between people and digital interfaces. However, more than fifteen years of “user experience research” have demonstrated the need for applying a broader approach when an understanding of human behaviour is required in technological and business innovation processes. In this scenario, Applied Anthropology brings a useful perspective for managing the complexities of global markets and large groups of stakeholders. Maritza Guaderrama (PhD) wants to point out the advantages of anthropological gaze: questioning the traditional design process and introducing the importance of taking into account the sense-making as a central human activity. Thus, the user experience research, boosted by social science contribution, becomes more than a set of exploratory methods or a group of techniques for getting customer data in a validation stage for business design. The anthropological approach provides framework and tools that allows multidisciplinary team to access to a powerful source of inspiration thus by the immersion in people realities as by self-distance from their pre-concepts and prejudices.
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