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Start with questions, not ideas! Why design research matters


15/06/2017, 18:00 - 19:00

Location: Galerija Miroslav Kraljević, Šubićeva 29

Lecturers: Alexandra Matz & Ena Muraspahić

In this interactive talk, Alexandra and Ena will illustrate why asking questions before coming up with design ideas will lead you to good quality in design and satisfied users. Empathy for your users is the basis for successful design decisions. We will discuss how to understand your user’s and target audience’s needs by asking (the right) questions. Also, we will cover what it takes to leverage your and your team’s creative confidence to go the step from understanding user needs to ideating possible solutions, while still making a statement in the design solution. Finally, you will learn to ensure that you meet your users’ expectations by iteratively validating your design ideas with them.


Alexandra Matz is a User Experience Design Researcher and Design Thinking Coach at SAP SE in Germany. Having worked as an interaction designer for over 12 years, she currently leads the design research activities of diverse teams consisting of developers, product managers, designers and other stakeholders. Alexandra helps the teams to understand and get empathy for their end users and to generate solution ideas, leading to innovative and user friendly designs.

Ena Muraspahić holds a M.Sc. in geography, specializing in regional and spatial planning. She is passionate about the creative, humane design of space, both physical and virtual: by applying her skills to ‘digital’ spaces in information design & technology and by exploring ways of improving environmental and landscape planning through modern technologies. She is an expert in multi-cultural communication and in her spare time unleashes the creative potential in children through drama play-acting and storytelling.

Special notes: Photo: Mirjam Pfeiffer