// TALK · MOBILE TEA UNCONFERENCE @ CODEMOTION · DECEMBER 2015
Data Driven UX: is TIM IS UX UX at all?
A case study on reading user needs from the data people already publish. The trigger was TIM IS UX, a contest on Desall asking designers to wireframe a new feature for TIM's Impresa Semplice business portal, with no word on who the users were. So we went looking for them. With my colleague Natalia we crossed conversations on Facebook, Twitter and Google, treating social caring as a research source and our hypothesis as something ready to be proven wrong. Numbers alone don't tell people's stories, but they help you find the right ones.
The data surfaced frustrations nobody was handling, later confirmed by interviews: requests that couldn't be tracked, slow customer care, poor site usability and unreliable information. The most shared content on TIM IS was about international rates. From there came personas and a proposal built on the findings, where the brief had asked for a feature nobody would be able to live without. Followed in October 2016 by a talk on the same topic at a McGraw-Hill Lunch and Learn. 38 slides, about 600 views on Slideshare.
The data surfaced frustrations nobody was handling, later confirmed by interviews: requests that couldn't be tracked, slow customer care, poor site usability and unreliable information. The most shared content on TIM IS was about international rates. From there came personas and a proposal built on the findings, where the brief had asked for a feature nobody would be able to live without. Followed in October 2016 by a talk on the same topic at a McGraw-Hill Lunch and Learn. 38 slides, about 600 views on Slideshare.