El departamento de Experiencia de Usuario presentó en EuroIA 2011 “Take your client into your User eXperience team”. Explicamos como los proyectos de usabilidad y experiencia de usuario enfocados de forma colaborativa dan como resultado soluciones innovadoras y de más valor. EuroIA también sirvió de plataforma para mostrar otras aproximaciones de cómo conseguir más participación/involucración de los clientes en sus proyectos. El programa fue altamente interesante y se trataron muchos temas: se revisó la evolución de la Arquitectura de la información, como la AI cobra volumen al diseñar soluciones multiplataforma; diseño para móviles, diseño para niños; ejemplos sobre social media; e incluso una muy interesante dedicada a cómo identificar resistencias cuando comunicamos ideas nuevas, cómo redirigir situaciones complicadas.

1. everis @
Europe's Seventh
Information Architecture Summit
Take your Clients into your UX team
We were there to present a Pitch on
UX and Collaborative Strategy
30 de septiembre de 2011

2. índice
Estuvimos en
Europe's Seventh
Information Architecture Summit
El presente documento recoge
• Datos del evento………………………………………………..p3
• Resumen visual y Link a nuestra Presentación…..…….….p.4
• Highlights y Links a presentaciones interesantes…..…..p.5-11
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3. EuroIA
Datos del evento
Website del
Acceso a slides y posters
evento
http://www.euroia.org/ http://lanyrd.com/2011/euroia/
#euroIA
Resúmenes Johnny Holland: http://johnnyholland.org/2011/09/26/euroia-2011-day-two/
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4. EuroIA
Nuestra presentación
http://www.slideshare.net/silviacalvet/take-your-clients-into-your-ux-team-let-them-design?from=ss_embed
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5. EuroIA
Presentaciones seleccionadas
• Designing for Today's Web , LukeW 
Interesante
• No os la podéis perder!!!
más allá de
UX
http://www.lukew.com/presos/preso.asp?24
“outline several important Internet trends and the impact they have on Web application design:
Mobile: The explosive growth of the mobile Web provides you the opportunity to re-contextualize your data and interactions through mobile
use cases. This means moving away from content pages and site maps AND focusing on real world uses that take advantage of people's
current position in the world and the things around them.
Everywhere: But the Web is headed to more places than just your pocket: TVs, Cars, Appliances, e-readers, and more are connecting to the
Web at an increasing pace. In order to take advantage of this opportunity, think about where your service makes sense and integrate in ways
that focus on your application's core value.
Real Relationships: Thanks to increasingly available Web services, the things we‟ve done online can now be used across multiple Web
products. Today, the most interesting information available to Web applications is our identities and connections. Over time that should
expand to our interests, tastes, and more. Access to this kind of information can create great new product experiences like instant start-up with
relevant content and people and drive increased engagement through real relationships.”
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6. EuroIA
Presentaciones seleccionadas
• Where, What, Now - Designing for
collective, contextual experiences

Interesante
experienceshttp://www.lukew.com/presos/preso.asp?24 más allá de
Contiene buenas referencias de behaviors de check-in y How
UX
to para aplicarlo en proyectos.
“What’s this about?
Behaviour of „Checking-in‟
• What we can do with it
• How it can be an enabler for behaviour changing
experiences that blur the real world and digital
• How it‟s enabling brands to shape their own
innovative services „Design toolkit‟””
http://www.slideshare.net/LBiUE/where-what-now-designing-for-collective-contextual-
experiences-9403996

• Tablets-and-Kids-Creative-Opportunities-with-Apps- Interesante
Empowering-Young-Children más allá de
UX
• Consideraciones para diseñar para niños.
• Las bases de diseño cambian considerablemente
• Human factors
to consider
• .
• Contiene algunos How to:
• Participatory Design with kids http://clients.userintelligence.com/euroia/download/Tablets-and-Kids-Creative-Opportunities-
with-Apps-Empowering-Young-Children-EuroIA2011.pdf 6

7. EuroIA
Mensajes principales
>> Acaban de publicar
un libro para crear AI
• Pervasive IA for the sentient city Resmini&Lucarosati multicanal.
From physical structure to information flow.
La presentación es muy visual pero sirve para presentar los
conceptos de su libro:
Information is going everywhere, bleeding out of we thought was
cyberspace and back into the real world: increasingly, many tasks we
perform every day not only constantly require us to move between
different media, but actually have us move from the digital to the
physical environment and back.
Web del libro & blog: http://pervasiveia.com/
http://www.slideshare.net/resmini/pervasive-ia-for-the-sentient-city
•Beyond the Polar Bear
Como el Domain Modelling permite crear una IA que permite:

Shared model + shared language + shared understanding =
consistent UX.
“Think How the web has changed
-It‟s still about making the shortest route to well-organised
content
-Primary routes to content have shifted from silos to
aggregators
-Design for a world where Google is your
homepage, Wikipedia is your CMS, and humans, software
developers and machines are your users”
Notas: http://storify.com/johnnyholland/euroia-beyond-the-polar-bear-michael-
http://www.slideshare.net/reduxd/beyond-the-polar-bear
atherton
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8. EuroIA
Mensajes principales
• Users, Experience, and beyond. Eric Reiss

Eric‟s 1st Law of UX :If a site does not solve your user‟s problems, it
will not solve your company‟s either.
Eric‟s 2nd Law of UX :User experience is the sum of a series of
interactions between people, devices, and events.
Eric‟s 3rd Law of UX :There are three types of interaction:
active, passive and secondary
Eric‟s 4th Law of UX: UX design represents the conscious act of
coordinating interactions, acknowledging interactions, and reducing
negative interactions.
NOTAS: http://storify.com/johnnyholland/euroia-users-
experience-and-beyond-eric-reiss
http://www.slideshare.net/ericreiss/users-experience-and-beyond
>> Ideas a importar: cómo trabajar conjuntamente la estrategia
de la experiencia de usuario con los clientes. Es una
aproximación muy practica, visual y quantitativa de dónde
estan los pain points.

•Understanding the Nature of Resistance Interesante
más allá de
Genial! Cómo identificar resitencias cuando comunicamos UX
ideas nuevas, cómo redirigir situaciones complicadas:
“We are all consultants. You can
advice, recommend, influence
Attend to feelings that are under the surface.
Resistance is futile natural
Resistance is an emotional process
Resistance is discomfort expressed indirectly”
NOTE: http://www.currybet.net/cbet_blog/2011/09/euroia-alla-zollers.php http://www.slideshare.net/azollers/understanding-the-nature-of-resistance-9404907
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9. EuroIA
Mensajes principales
• Does a rich GUI make the bank richer
Ejemplos de rediseño de paginas de gestión para un banco 
escandinavo.
Es muy visual, muestra las nuevas pantallas.
“The old website did not support the bank's business goals.
The old graphic design did not evoke the special "western
Norway feeling”.
More than half of the bank‟s 240.000 customers do their
online banking 6 times a month on average! “
http://www.slideshare.net/haakonha/does-a-rich-gui-make-the-bank-richer
•Extending the storytelling: Blending IA and content
strategy”
Boon argues that all of the different disciplines that make up the 
family of UX should borrow types of deliverables from each other.
Nobody “just does site maps” or “just does wireframes”. He also isn‟t
a fan of the agile-driven mantra that deliverables are not worthwhile.
He said:
“People say „don't do the deliverables, do the work‟. I‟m not sure
when deliverables became evil”
Boon suggested two types of lo-fidelity “blended deliverable”
that could be used early on in projects, which bring together
aspects of content strategy, IA and product strategy.
Notes http://www.currybet.net/cbet_blog/2011/09/euroia-
boon-sheridan.php http://www.slideshare.net/CoincidentalArts/blended-deliverables-9661922
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10. EuroIA
Presentaciones seleccionadas
•Filling in the IA gap
In her closing plenary at EuroIA in Prague, Margaret Hanley
shared what make Information Architecture unique and 
valuable for user experience design.
---- es una buena reflexión de IA, UX despues de 10 años-----
NOTAS:
http://www.lukew.com/ff/entry.asp?1412
http://www.currybet.net/cbet_blog/2011/09/euroia-mags-
hanley.php
http://storify.com/johnnyholland/euroia-closing-plenary-mags-
hanley
http://www.slideshare.net/magshanley/euro-ia-closing-keynote
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11. EuroIA
Presentaciones seleccionadas
•Truth and Dare, Jason Mesut 
Fue muy controvertida. Lo que veis no es la portada, es una
de la slides, os invito a leerla para dejar de pensar en las
grandes estrellas: TODOS somos unos Rock Stars
“Truths
• There is no universal truth in UX
• I am here to: help because I care, learn from
practitioners, recruit real talent
• Sometimes the quietest people have the best things to
say
• Silver bullets aredangerousWe need
multipleweapons, and to knowwhen and how to use them
• There are no silver bullets in UX. Repeating them can http://www.slideshare.net/jasonmesut/truth-and-dare-04
weakens us.
• Most UX people don"t articulate what they do and how
they are different from others NOTAS: http://storify.com/johnnyholland/euroia-truth-or-dare-jason-
• Our bubble will burst unless we stamp out the greedy
pretenders mesut
• There are more non-UCD success storiesthan UCD
successstories
• Most UX people are not built for strategy
Dares
• Don"t tweet soundbites
• Critique conference talks
• Call bullshit on celebrity UX rockstars
• Map your UX shape and focus your future
• Get into the heads of others
• Try more designing, less researching
• Commit to strategy, or focus on UX
• Share opinions & be prepared to change”
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12. Silvia Calvet
silvia.calvet@everis.com
www.everis.com