Description

Este curso pretende ajudar-te a inovar no Design e na Estratégia ao explorar a psicologia do utilizador, resolvendo problemas complexos com ética e impacto real nas organizações.

Este curso avançado (lecionado em inglês) foi criado para profissionais de UX e Produto que desejam ir além das práticas tradicionais e aprofundar-se em estratégias de Design, análise comportamental e alinhamento com objetivos de negócio.

É a progressão natural para quem já completou o curso UX/UI Design [Intermédio] ou para designers com experiência de mercado que procuram expandir o seu impacto em projetos complexos e desafiadores.

Ao longo do programa, vais explorar os fundamentos de Behavioral Design, aprendendo a aplicar princípios de psicologia cognitiva, heurísticas e design persuasivo para influenciar escolhas e promover o engajamento do utilizador. Através de estudos de caso e exercícios práticos, vais desenvolver a capacidade de analisar comportamentos e criar soluções éticas e eficazes para problemas reais, com foco em inovação e impacto.

Além disso, este curso mergulha nas nuances do pensamento sistémico, ajudando-te a compreender a interligação entre design, estratégia e o ciclo de vida do produto. Vais aprender a alinhar UX com objetivos empresariais, entender a dinâmica de Product-Led Growth (PLG) e criar experiências de utilizador que otimizam retenção e adoção. As sessões práticas incluem apresentação de soluções de design para stakeholders, criação de hipóteses e alinhamento de descobertas com metas de negócio.

No final do programa, estarás preparado para apresentar soluções de design com clareza e impacto, ligando storytelling a estratégia, e ganhando confiança para defender as tuas ideias perante executivos e equipas técnicas.

Bloco 1 / Design in a Complex World

1. Welcome to our complex world The Rise of Complexity: Why the world is more interconnected than ever Beyond Linear Thinking: Understanding Nonlinear and Emergent Behaviors The role of Design in Complex Systems Navigating uncertainty: Embracing ambiguity in the Design Process
2. What is a designer From Craftsperson to Strategist: The Evolving Role of Designers Designers as mediators between ideas and reality Ethical considerations: Responsibility in an interconnected world
3. The shortcomings of User-Centered Design The illusion of control: Why UCD falls short in complex systems From User-Centered to System-Aware: Expanding the scope When design solutions create new problems Beyond the interface: Designing for ecosystems, not just users
4. Complicated vs Complex Problems Understanding clock and cloud problems Moving beyond linear solutions Case Studies
5. A Systems Thinking Mindset Seeing the whole: Moving from parts to patterns Feedback Loops: Understanding cause and effect over time Mental Models: How they shape our design decisions Leverage Points: Identifying where to intervene in a system
6. Design Thinking & Systems Thinking Where Design Thinking and Systems Thinking meet Addressing Wicked Problems Beyond Personas: Understanding stakeholders as system participants Mapping Complexity: Visualizing Systems for better Decision-Making
7. Design Strategy within Systems Strategic Design Aligning Design with organizational and societal goals Scaling Design: How small interventions can have large impacts
8. Innovation & Impact Innovation Beyond Products: Designing for Systemic Change The Future of Design: How complexity shapes the next era of UX Design

Bloco 2 / Understand Users with Behavioural Design

9. Introduction to Behavioural Design What is Behavioural Design and why is it crucial for UX Design? Defining Behaviour: What a behaviour is (and isn’t). Distinguishing a behavior from its drivers and outcomes Q&A and discussion on ethical considerations and challenges in applying behavioural design
10. Understanding and Defining User Behaviour User research methods for understanding behaviour Emphasis on understanding behaviour in context, using the techniques of data triangulation Conducting user interviews and analysing qualitative data
11. Framing, Choice Architecture and Logic Models The power of framing in influencing user choices Case study analysis: Deconstructing the behavioural design of popular products/services Group discussion on ethical implications of nudging and persuasive design
12. Motivation, Habit Formation and the COM-B Model Understanding user motivation and drivers Applying motivational models to UX Design Designing for habit formation and long-term engagement Using the COM-B model for behavioral diagnosis. Understanding factors that facilitate or hinder the target behaviour Guest speaker session with a Behavioural Design expert Peer feedback and discussion on assignment submissions
13. Applying Behavioural Design Selecting intervention strategies, and initial behaviour change techniques, and translating them into Design concepts and features Project presentations and peer feedback

Bloco 3 / Articulate Design Decisions and Build Better Products

14. Introduction to Product and Strategy Product Strategy Fundamentals Strategic Thinking & Alignment with Business Framework - Methodologies and Techniques
15. Product Led Growth and Metrics for UX Designers Leveraging Product-Led Growth for UX/Product Designers Mapping User Journey for Activation & Retention Metrics, KPIs tracking
16. Product Roadmap, Lean UX & Agile, Prioritization and Collaboration Introduction to Product Roadmaps Product Alignment Agile Methodologies with Lean UX - Implementation and Delivery Prioritization & Collaboration with Stakeholders and Product Managers
17. Deliver, communicate, and present Design Decisions Aligning insights, discoveries, and outcomes with business needs Effective Design communication & deliverables Storytelling and presentation