{"id":4037,"date":"2017-05-18T10:16:21","date_gmt":"2017-05-18T10:16:21","guid":{"rendered":"http:\/\/stratio.com\/?p=4037"},"modified":"2021-01-21T18:37:23","modified_gmt":"2021-01-21T18:37:23","slug":"uxspain-2017-understanding-user-needs-from-different-perspectives","status":"publish","type":"post","link":"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/","title":{"rendered":"UXSpain 2017: understanding user needs from different perspectives"},"content":{"rendered":"

On 12-13 May 2017, \u00a0the 6th edition of UX Spain took place. If there was a scale enabling us to measure when an event has reached its maturity, UX Spain would be, after this edition, at the top. Once again, an impeccable organization, outstanding speakers with juicy content and two consecutive days as a trending topic on Twitter have turned UXSpain into a\u00a0<\/span>reference in the Design and UX sector<\/b>. Well done to the organizers! \u00a0<\/span><\/p>\n

<\/p>\n

This event was a fun-packed 2-day experience centered on networking and usability in idyllic Gij\u00f3n. 500 professionals (300 on waiting list according to organizers!) carefully listened to the words of 20 speakers. Expectations were high\u2026 And highly-fulfilled they were.<\/span><\/p>\n

1st day: Chasing the best user experience<\/h2>\n

The first day started quite peacefully, trying to figure out\u00a0<\/span>how to impact users<\/b>.\u00a0<\/span>Anna Vilalta<\/span>\u00a0<\/a>from myABCkit.com had a clear message: \u201cno decision without data\u201d. \u00a0Research should be key when making decisions.\u00a0<\/span>Itziar Pobes<\/span><\/a>\u00a0talked about services design and how technology should just be a means to an end (design) and not the focal point.<\/span><\/p>\n

The rhythm of the day slowly increased.\u00a0<\/span>\u00d3scar M\u00e9ndez Soto<\/span><\/a>, CEO of Stratio, immersed his audience in an \u201capocalyptic\u201d atmosphere, led by machines and AI. The speech revolved around the idea of applying AI to get the best Customer Experience (CX).\u00a0<\/span>Big Data<\/span>\u00a0<\/a>provides extraordinary possibilities to extract value and define a better CX.<\/span><\/p>\n

\"\"\u00d3scar M\u00e9ndez Soto\u00a0at UXSpain 2017<\/strong><\/p>\n

Javier V\u00e9lez<\/span><\/a>\u00a0and\u00a0<\/span>Mart\u00edn \u00c1lvarez-Espinar<\/span><\/a>\u00a0g<\/span>a<\/span>v<\/span>e<\/span>\u00a0t<\/span>h<\/span>e<\/span>i<\/span>r<\/span>\u00a0r<\/span>e<\/span>s<\/span>p<\/span>e<\/span>c<\/span>t<\/span>i<\/span>v<\/span>e<\/span>\u00a0a<\/span>u<\/span>d<\/span>i<\/span>e<\/span>n<\/span>c<\/span>e<\/span>s<\/span>\u00a0l<\/span>e<\/span>s<\/span>s<\/span>o<\/span>n<\/span>s<\/span>\u00a0i<\/span>n<\/span>\u00a0component development<\/b>\u00a0and\u00a0<\/span>web standards<\/b>.<\/span>\u00a0W<\/span>e<\/span>\u00a0w<\/span>e<\/span>r<\/span>e<\/span>\u00a0a<\/span>b<\/span>l<\/span>e<\/span>\u00a0t<\/span>o<\/span>\u00a0l<\/span>e<\/span>a<\/span>r<\/span>n<\/span>\u00a0a<\/span>\u00a0l<\/span>o<\/span>t<\/span>\u00a0i<\/span>n<\/span>\u00a0t<\/span>e<\/span>r<\/span>m<\/span>s<\/span>\u00a0o<\/span>f<\/span>\u00a0good approaches to standardization.<\/span><\/p>\n

At the end of the day,\u00a0<\/span>Nacho Gil<\/span><\/a>\u00a0brought to the stage a subject ever-present over the last few UXSpain editions: parity in the work place. The tendency is clearly optimistic: women are taking their place in the world of UX and also their\u00a0<\/span>presence at events<\/span><\/a>\u00a0is increasing. \u00a0During the post-event dinner, Nacho posed some important questions: In what state is UX nowadays? What is the future of the profession? When will it be our turn to take decisions within a company?<\/span><\/p>\n

2nd\u00a0day: Ideas around product and service design<\/h2>\n

It\u2019s the calm after the storm… A more realistic and idealistic approach to\u00a0the future of<\/strong>\u00a0<\/span>UX<\/b>, with cases studies and reflexions around product and services. The audience was able to witness pure research based on projects adapted to specific users with 2 brilliant speeches:\u00a0<\/span>J\u00falia Ivorra<\/span><\/a>\u00a0of BBC Sports looking for new online services to improve audiences at Tokyo 2020 Olympics and\u00a0<\/span>Ana Ormaechea<\/span><\/a>\u00a0with her Cuba Diary: she shared a story of trying to spread content in a country blocked by transition.<\/span><\/p>\n

The same idea flew over our heads throughout the whole event: the human factor as an agent of change. As explained by\u00a0<\/span>Laura Garc\u00eda-Barrio<\/span><\/a>\u00a0and\u00a0<\/span>Luis Arnal<\/span><\/a>, users must be understood within a personal context, from a unique social and cultural perspective.<\/span><\/p>\n

\"\"
\nMart\u00edn \u00c1lvarez-Espinar\u00a0at UXSpain 2017<\/strong><\/h6>\n

After a nice lunch,\u00a0<\/span>Wences Sanz<\/span><\/a>\u00a0and\u00a0<\/span>Danny Saltaren<\/span><\/a>\u00a0introduced 2 cases oriented at product design from different perspectives. On the one hand, Wences demonstrated\u00a0<\/span>the homogenization of the web<\/b>\u00a0from a nostalgic point of view: how the designer is losing part of his freedom creating functional but boring products. On the other hand, Danny showed\u00a0the importance of working with design systems<\/strong>\u00a0to give value to products, highlighting the significance of the UX professional to take responsibility and beat on consistency as a successful model.<\/span><\/p>\n

Once more, a great experience with many ideas to chew on. Let\u2019s hope this booming sector continues to grow and that we\u2019ll have much more to discuss at the next edition of this great event.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

On 12-13 May 2017, \u00a0the 6th edition of UX Spain took place. If there was a scale enabling us to measure when an event has reached its maturity, UX Spain would be, after this edition, at the top. <\/p>\n","protected":false},"author":1,"featured_media":4039,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"ppma_author":[795],"yoast_head":"\nUXSpain 2017: user needs from different perspectives - Stratio<\/title>\n<meta name=\"description\" content=\"Outstanding speakers with juicy content and two consecutive days as a trending topic on Twitter have turned UXSpain into a reference in Design and UX.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UXSpain 2017: understanding user needs from different perspectives\" \/>\n<meta property=\"og:description\" content=\"Outstanding speakers with juicy content and two consecutive days as a trending topic on Twitter have turned UXSpain into a reference in Design and UX.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratio\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-18T10:16:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-21T18:37:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.stratio.com\/blog\/wp-content\/uploads\/2017\/06\/UXSP.png\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"312\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Stratio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@stratiobd\" \/>\n<meta name=\"twitter:site\" content=\"@stratiobd\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stratio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\"},\"author\":{\"name\":\"Stratio\",\"@id\":\"https:\/\/www.stratio.com\/blog\/#\/schema\/person\/d0377b199cd052b17e15c9ba44c45ab7\"},\"headline\":\"UXSpain 2017: understanding user needs from different perspectives\",\"datePublished\":\"2017-05-18T10:16:21+00:00\",\"dateModified\":\"2021-01-21T18:37:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\"},\"wordCount\":671,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.stratio.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.stratio.com\/blog\/wp-content\/uploads\/2017\/06\/UXSP.png\",\"articleSection\":[\"Events\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\",\"url\":\"https:\/\/www.stratio.com\/blog\/uxspain-2017-understanding-user-needs-from-different-perspectives\/\",\"name\":\"UXSpain 2017: user needs from different perspectives - 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