Alexandre Brito

"No design leader should report to the CEO" is a thing that design leader Peter Skillman (he/him) 🇺🇸🇳🇱 says on the latest episode of Finding Our Way. Peter now serves as global head of design for Dutch healthtech powerhouse Philips, where Philips Design is celebrating its 100th anniversary. (𝘏𝘰𝘸 𝘮𝘢𝘯𝘺 𝘤𝘰𝘮𝘱𝘢𝘯𝘪𝘦𝘴 𝘤𝘢𝘯 𝘤𝘭𝘢𝘪𝘮 𝘵𝘰 𝘩𝘢𝘷𝘦 𝘢𝘯 𝘢𝘤𝘵𝘪𝘷𝘦 𝘋𝘦𝘴𝘪𝘨𝘯 𝘧𝘶𝘯𝘤𝘵𝘪𝘰𝘯 𝘧𝘰𝘳 100 𝘺𝘦𝘢𝘳𝘴?) In our discussion, Peter draws upon that experience, as well as his time at IDEO, Nokia, Microsoft, and Amazon, to share what he's learned about leading design at scale, the anti-hierarchical manner of Dutch corporate leadership, surviving the gauntlet of Silicon Valley culture, and the mindset design leaders need to embrace in order to succeed. We're grateful for Peter's frank forthrightness, including such commentary as: "𝗡𝗼 𝗱𝗲𝘀𝗶𝗴𝗻 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗵𝗼𝘂𝗹𝗱 𝗿𝗲𝗽𝗼𝗿𝘁 𝘁𝗼 𝘁𝗵𝗲 𝗖𝗘𝗢. It is way better being one layer away… You have an escalation path. You're not pulled into a lot of discussions that are not relevant to ensuring you raise the bar." "[𝗔𝗜] 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝘁𝗵𝗿𝗲𝗮𝘁𝗲𝗻 𝗼𝘂𝗿 𝗷𝗼𝗯𝘀 𝗮𝘁 𝗮𝗹𝗹. It does not. You just have to be able to use them or else you will get hurt. Spun out by others that do." "There's one unavoidable truth. 𝗧𝗵𝗲𝗿𝗲'𝘀 𝗻𝗼 𝘀𝘂𝗯𝘀𝘁𝗶𝘁𝘂𝘁𝗲 𝗳𝗼𝗿 𝗽𝘂𝘁𝘁𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸. That means a bias to action and ownership for execution. 𝗘𝘅𝗲𝗰𝘂𝘁𝗲, 𝗲𝘅𝗲𝗰𝘂𝘁𝗲, 𝗲𝘅𝗲𝗰𝘂𝘁𝗲." Listen on Apple Podcasts: https://lnkd.in/g7X6nEt Spotify: https://lnkd.in/gnV-CKFm Any podcatcher: https://lnkd.in/gMCTKZU Website with complete transcript: https://lnkd.in/gzCwnrPf

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We've been deep in 2025 planning mode over here at Athlon Studio, and we're chatting with companies that are already booking their Q1 research & design projects. 🙌 Does your UX team need research and/or design support in the new year? ⚡️ At Athlon, we specialize in unlocking user insights through research and creating user-centric experiences through design. We've worked on some great projects in 2024 - some of my favorite include: ✴︎ Measuring the business impact of a year of UX research & design work resulting in additional UX headcount for the team in 2025 📏 ✴︎ Leveraging both in-person and remote user research to triangulate data, uncovering critical user pain points that informed full product redesigns (digital AND physical)🔺 ✴︎ Collaborating with our industrial design team on field research to identify and solve ergonomic challenges, creating safer and more efficient physical product experiences 🔍 Whether you need quick usability testing or full-scale product redesign, we can help. We work with companies of all sizes, from startups to enterprises, with flexible engagement models including embedded teams and fixed-cost projects. We have experience in all different industries, too, from logistics to healthcare to e-commerce. Let's make 2025 the year of happiness by design 💛 DM me to book a quick chat about your 2025 UX needs - I have pre-holiday slots available this week! ☃

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Great topic. Thanks for the episode, Marc Fonteijn and Joe Macleod. Your (one's) company/client probably doesn't care much about endings because they "know" things will never end (or they know someone else is responsible for cleaning up the mess). But it's worth thinking about, planning for, designing for, and having the possible endings inform how you begin. #serviceDesign #productDesign #ux https://lnkd.in/gmEnSsY5

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Preparing for the workshop in Utrecht. Using 3d models as metaphorical spaces to talk about digital platform places. The dichotomy of Transaction and Transformation Towns is to concentrate opinions about what is built (or not). However, the real meaning is in the Affinity Bubble space that is a hard to perceive and manage liminality. It’s the space held by Community Connectors (with possible support by Useful Outsiders). The work of Cormac Russell is critical here and the book The Connected Community (co-authored with John McKnight) is a great resource. The affinity that is needed to find and bind a community is held by connectors. The workshop will be about technologies and platform structures but those are all empty architectures with community connectors. The participants need to understand that.

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NEW. For my followers. Substack content about life and health. Work and restoration. And writing monetization. Subscribe for free or become a member. #substack #nature #systemicdesign #complexity #simplicity #abundance!

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Let’s Talk About UX in Amsterdam 😃 End-of-year reviews are coming up, and it’s always good to walk into those conversations with a bit of insight. AmsterdamUX is running a quick survey to understand the state of UX in Amsterdam and the Netherlands. It’s a great way to get a pulse on what’s happening in our community—and your voice can help shape the story. Why take part? • Get a sense of where UX is headed locally. • Share the challenges and wins we’re all navigating. • Walk into your review meetings with real insights to back you up. It only takes 10 Minutes at the most —and it makes a difference. 👉 Here’s the link to join: https://lnkd.in/epxJTjcR

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𝐓𝐡𝐞 𝐇𝐚𝐫𝐝𝐞𝐬𝐭 𝐔X 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐈 𝐅𝐚𝐜𝐞𝐝... As the founder of Zenesen, I've encountered numerous UX challenges, but one stands out as the toughest. This experience not only tested my skills but also reshaped my approach to design and problem-solving. 𝐓𝐡𝐞 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞: A client approached us with a complex project—a multi-functional platform that needed to cater to diverse user groups with varying needs. The goal was to create an intuitive, seamless experience for all users, regardless of their technical proficiency. 𝐇𝐨𝐰 𝐈 𝐨𝐯𝐞𝐫𝐜𝐚𝐦𝐞 𝐭𝐡𝐢𝐬 : We started by analyzing user data, conducting surveys, and studying user behavior. According to a study by Forrester, a well-designed UI can raise your website's conversion rate by up to 200%. This statistic underscored the importance of getting the design right. 𝐑𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐧𝐠 𝐨𝐧 𝐭𝐡𝐢𝐬 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞, I realized that understanding the psychology behind user interactions was crucial. We had to ensure that the design was not only functional but also emotionally engaging. This meant incorporating elements that would resonate with users on a deeper level. One of the biggest hurdles was balancing simplicity with functionality. There were moments of doubt and frustration, especially when initial designs failed to meet user expectations. However, these setbacks taught me the value of perseverance and continuous iteration. 𝐌𝐲 𝐭𝐚𝐤𝐞 𝐟𝐫𝐨𝐦 𝐭𝐡𝐢𝐬 : Tools: We leveraged tools like Google Analytics, Hotjar, and Crazy Egg to monitor user behavior and gather insights. Processes: Implementing a regular UI audit helped us identify and address issues promptly. Resources: Following UI/UX blogs and forums kept us informed about the latest trends and best practices. Hidden Secrets: One hidden secret I discovered was the power of micro-interactions. These subtle animations and feedback mechanisms significantly enhanced user engagement and satisfaction. 𝐀𝐝𝐯𝐢𝐜𝐞 𝐭𝐨 𝐌𝐲𝐬𝐞𝐥𝐟 𝟓 𝐘𝐞𝐚𝐫𝐬 𝐀𝐠𝐨: If I could go back, I would advise myself to focus more on user feedback and less on my assumptions. User-centric design is key to creating successful interfaces. This challenge also highlighted my insecurities about keeping up with rapidly evolving design trends. It pushed me to continuously learn and adapt, ensuring that our solutions remained relevant and effective. 𝐖𝐡𝐚𝐭'𝐬 𝐲𝐨𝐮𝐫 𝐇𝐚𝐫𝐝𝐞𝐬𝐭 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 ? P.S. Ready to design results, not just interfaces? Let’s talk → my inbox is open!

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Question to the Community: Implementing the European Accessibility Act (EAA) Dear Colleagues, Who among you has started implementing the European Accessibility Act (EAA) for your products, specifically in terms of product design and front-end development? 🛠️✨ My main question is: will the WCAG 2.2 A+AA standards meet the requirements of the EAA? 🤔 I have a few more questions and would greatly appreciate any insights or experiences you can share. 🙏 Thank you for your help! Web Content Accessibility Guidelines (WCAG) W3 European Commission #ux #accessibility #productdesign #EAA #research #Europeanaccessibilityact

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For his PhD research Jan-Erik Baars focused on defining the organizational capability that companies need to optimize design (or “form-giving”). His research revealed that design capability isn’t solely about designers’ expertise; it also hinges on effective management. By understanding this, companies can strategically improve their design activities. 🌟   #PhDResearch #DesignCapability #BusinessOutcomes

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I can't recommend the Meaning Crisis from Dr. Vervaeke YouTube series strongly enough. Well, now there's the book. For UXers, especially Researchers, the insights about Relevance Realization are highly recommended. Think "shared stories" and insights from divergent thinking. Also, what I posted on LinkedIn about Ways of Knowing comes the Meaning Crisis. I don't know if I can package / repurpose this material well enough for yet another UX playbook or technique. But at least I'm trying to add some of Dr. Vervaeke's concepts and vocabulary in how I talk about CX/ UX / Product design. And here's that new book: https://lnkd.in/gYqs7VfY

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Reigniting our valuable service design community - that’s our goal as the Dutch Chapter of the Service Design Network - with the help of Birgit Mager. With a great Meetup on Design Research with Geke van Dijk and Elisa Maira completed 😍, we’re ready to take the next plunge! As a SDN Chapter, we love putting our own Dutch thought leaders in the spotlight, but simultaneously don’t want to limit ourselves to the borders of our own tiny country. We love to expand our boundaries, because there’s just so many interesting perspectives out there! So therefore, we are proud to announce… 🥁🥁🥁 SDN PairUps, a brand new virtual meetup series! 🤝 In every episode of this new series, two thought leaders in the field of service design are invited and paired up – one from the Netherlands, one from elsewhere. The two guests will deep dive into a shared service design topic (e.g. ‘Service Implementation’, ‘Service Prototyping’ or ‘Journey Management’) and explore the similarities and differences between their perspectives. Let’s expand our boundaries! Different backgrounds. Different perspectives. Different ideas. We will announce our first PairUp and guests in the coming weeks. And the good news is that it will not only be available for our Dutch community, but for everyone to join! We would also love to know what you would love to see and hear during these PairUps! What topics would you love to have discussed? Who should we definitely invite as a guest (both Dutch and non-Dutch)? Any questions you think we should ask? Leave your thoughts in the comments 👇👇👇

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What is an idea? An idea is not a random thought or expression. An idea is a potential solution. That's my definition at least. Do you agree or disagree? Why? - Knack is the industrial design studio that packs pipelines with value-creating innovations. We do so by supporting product innovation teams with new product concept creation & illustration. Follow us for more sneak peeks of Knack's work. #productinnovation #innovation #conceptcreation #conceptgeneration #conceptillustration #industrialdesign

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Product design excels with continuous research and iteration. I was inspired by ✨Jochem van der Veer's recent thoughts on customer experience, which shares similarities with product design. Both are horizontal functions in a business, often needing coordination across groups. Check out his post: https://lnkd.in/gUz3jnEC Product design can significantly benefit an organization by aligning different teams. Like CX, it can coordinate efforts, facilitate processes, conduct research, and smooth out minor issues in the user experience. Product design can significantly increase user value and help other teams capitalize on it when done well. However, as Jochem highlights with CX, problems arise when teams focus on mapping the entire experience in one process. Testing only at the end of a cycle provides little value because there is no time to make improvements. This approach often discourages changes that could benefit users before releasing features. Teams should remember that value can be continuously unlocked by breaking down problems into smaller parts and testing them with users throughout the process. I like this: Think big → start small → scale fast We built Helio to avoid wasting time waiting for participants, perfecting the design, and validating decisions before finishing a project. Instead, there's much more value in learning continuously throughout the design process with stakeholders. By testing concepts along the way, you can explore and validate together, gaining valuable insights at every step. #productdesign #productdiscovery #userresearch #uxresearch

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👀 UX is everywhere! 👀 Even in those storefront signs placed on sidewalks to attract foot traffic 🛍️🚶🏻‍♀️ Let's do a quick UX analysis🔎 of the one right in front of mintbrussels.com ⬇️ Positive Aspects: ✅ Clear Communication: Informs consumers that the store is open and highlights available categories ✅ Visual Appeal: Modern and attractive pastel gradient background ✅ Humor: 'Bad Vibes' toggle switch adds a playful touch ✅ Branding: Mint logo maintains brand identity ✅ QR Code: Easy access to more info or promotions online Areas for Improvement: 🔧 Readability: Increase text contrast for better visibility, especially outdoors 🔧 Toggle Switch Clarity: Indicators like checkmarks are more suitable in this context rather than toggle buttons 🔧 Consistent Colors: Stick to a single color for active & inactive categories 🔧 Layout and Space: Utilize space more efficiently for better balance 🔧 Text Hierarchy: Increase category text size for readability 🍜 Also, can we please talk about food as an additional category? Mint was a food place that transformed into a clothing store. Although context in design is an added value, in a highly touristic area, this info is rather irrelevant. 💡 Conclusion: Functional and Aesthetic Integration This sign has a solid foundation with its clear categories and modern look. While the toggle switches add a fun element, the color inconsistency can be confusing. Opt for a unified color scheme to improve visual logic. I would also recommend using consistent indicators such as checkmarks. Toggles are iOS-style, which is more suited for digital interfaces rather than graphic prints. Did I miss anything? Share your thoughts below! 👇 #UXDesign #Storefront #CustomerExperience #DesignThinking #Branding #UXAnalysis

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In Canoe, we have pledged to work daily on creating a future for those we love. That means helping our customers with a people-centered approach to change. I am very happy to co-write this article with Jan van der Kaaij for IMD on how to bring life to sustainability strategies using principles from design thinking. https://lnkd.in/d3jDn_dG #sustainability #canoe #strategy

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New Tutorial! This time out I'll show you how to create a reusable circular loader in Lottielab and ProtoPie. This is the first of new tutorials that focus on the whole range of new no-code interaction design tools. I'll be focussing on single tools and also blending tools together. The ultimate goal for me isn't just to show you how to use these tools but also ways to use them on real projects in real workflows. Check out the full tutorial here: https://lnkd.in/eNg_fz7m #lottie #protopie #nocode #tutorials #uxdesign #interactiondesign

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Interesting article with suggestions on powering through Design critique sessions. https://lnkd.in/eDSWrfZ2 #design #designthinking #designbuild #designstrategy #product #producctdesign #productmanagement #productstrategy #designprinciples #innovation #designers #digitaltransformation #ux #uxdesign #uiux #uidesign #designinnovation #application #software #softwaredesign #usability #userresearch #research #usercentereddesign #productleadership #uxwriting #designsystems #empathy #interfacedesign #usabilitytesting #userexperience #productdesign #accessibility #ui #ai #genai 

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