1. ANA AMORIM
www.ana-lytical.com : ana.camila.amorim@gmail.com : (+45) 223 93309
Who am I? I am an interaction designer and design strategist. My focus is on the quality of the relationship between
people and technology and how this interaction is designed in order to create meaningful, useful and delightful
experiences.
In two years of practice in a global design consultancy like IDEO, I developed the ability to combine the
innovative, perceptive and holistic insights of a designer with the pragmatic and systematic skills of a planner
to guide strategic direction in context of brand intent, design quality and customer values.
My next professional step should follow this same direction. As a lateral thinker, I want to develop work for a
variety of industries and user types as I believe this allows me to gradually build an understanding of global
patterns, trends and business implications that are fundamental for the design practice.
Skills Summary Insight finding & Problem framing Concept development Information architecture
Trend analysis Storytelling Onscreen prototyping
Idea sketching Experience modeling Functional interface design
Experience Oct 2006 - Nov 2008 (2 years)
IDEO Chicago
Middle-level consultant / Interaction designer
* Development of innovation projects across a variety of industries, user behaviors and development phases. I worked
with multi-disciplinary teams of anthropologists, architects, software developers and business specialists to develop
future vision concepts, new products, services and interactions.
My contribution as a designer was diverse - I was a graphic interface designer (Navteq), information architect (Bayer)
user experience analyst (AT&T), design strategist (PFPC), foresight thinker (CitiBank) and project manager
((RED)works).
For more detail please visit www.ana-lytical.com/aboutme.html
June 2005 - Aug 2005 (3 months)
Nokia Technology Platforms, User Experience unit
Interaction design intern
*Research and initial concepts on social conventions getting established around the mobile call handling practice
and how infrastructure currently constrains social behavior. I was asked to focus on the social aspects of the inter-
action and identify opportunities for a more ‘polite’ enabled technology.
Feb 2003 - May 2003 (3 months)
C.I.T.I. ñ Center for interactive Technologies research, New University of Lisbon
Part-time researcher
*Collaborative mobile storytelling: game concept development, interface design & communication.
April 2002 - Dec 2002 (8 months)
OniWay Infocomunicoes SA
Portal and campaign designer
* Design, management and support of the mobile online web portal content development and integration. I worked
directly with the managers of each content area to guarantee consistent look & feel, brand intent and design quality
across the multi-platform experience.
* Conception and specification of the webmail offering through deep-customization of Microsoft Exchange ‘off the
shelf’ package in order to fit multi-device and service application integration needs.
* Conciliation and specification of portal’s brand guidelines based on Wolff-Olins and Icon Media Lab design direction.

2. Experience (cont.) July 2000 - July 2001 (1 year)
Innovagency BBDO Worldwide Network
Junior creative
*Creative development of advertisement campaigns for the web.
Education Sept 2004 - June 2006 (2 years)
IDII - Interaction Design Institute Ivrea, Italy.
Graduated with a Master in Arts in Interaction design
Graphical user interface, Tangible user interfaces, Service design, Design for play, User research, Physical computing
and Experience prototyping.
This master program radically expanded my understanding of design beyond its aesthetics and functional limits to
include meaning, emotion and playfulness. I was introduced to systemic thinking and the design of complex ecologies
of touchpoints, stakeholders and interactions over time.
The second year of this course was dedicated to the thesis project. My topic of research was on people’s management
of personal time and space when their availability is expected 24/7. I approached this problem both from a macro/
systemic level - what if people, rather than mobile operators, had ownership over their ID? - and from a micro/tac-
tical one - what are the opportunities to develop a ‘body language’ for technology mediated communication?
The outcome of this project was a service model and a new desktop metaphor based in people and time in opposition
to files and folders.
Sept 2003 - Aug 2004 (1 year)
Technical University Lisbon, Portugal.
Post-graduate specialization in Ergonomics in Information design
Human Factors, Cognitive Psychology, Information Architecture, Accessibility and Visual Communication
My final project was an comparative usability study of three online mobile portals operating in the portuguese market.
I submitted the proposal to the main telco operator in Portugal that agreed to sponsor my project even though this
was a novelty area for them. My final report was well received by the company and was object of internal discussion
around the relevance of usability & user experience studies in the telecommunications service practice.
Sept 1996 - Jan 2002 (5½ years)
School of Fine Arts, University of Lisbon, Portugal.
Graduated with a Honors Degree in Communication design
Graphic Design, New Media design, Aesthetics, History of Art, Geometry, Anthropology and Sociology
Studying in a fine-arts centric institution gave me strong grounding on abstract and conceptual thinking, aesthetics,
history and culture. My final one-year project was focused on the relationship between public and private space,
personal distance and creative detachment.
Software tools Adobe Photoshop Adobe Flash Final Cut Pro
Adobe Illustrator Dreamweaver iMovie
Adobe InDesign Adobe Acrobat Professional online publishing tools
Languages Portuguese (native); English (written/spoken: good); Spanish (spoken: basic)

3. INTERACTION LANGUAGE USER RESEARCH
How do you make quality time?
USER RESEARCH
How do you recover from overload?
FOR PERSONAL AVAILABILITY
MANAGEMENT
Uni.me is a mobile communication service that supports people on
FIRST CONCEPTS CONCEPT DEVELOPMENT
the management of their social life by defining who, how and how What if... Outgoing mail in limbo
much others can access to them and their personal information.
http://www.ana-lytical.com/projects/proj01.html
UI STUDIES UI DETAILING UI DETAILING UI DETAILING
Information visualization Scope of availability Non-availability note Search for contact
FUNCTIONAL PROTOTYPE STORYTELLING FUNCTIONAL PROTOTYPE USER FEEDBACK
Flash demo Video prototype NFC enabled device Learn & iterate

4. WHAT’S THE FUTURE BACKGROUND RESEARCH
What is currently being done?
LITERATURE REVIEW
What do the experts say?
OF RETAIL BANKING?
Citi enlisted IDEO’s foresight and storytelling expertise to create
TREND ANALYSIS TECHNOLOGY LANDSCAPE
innovative concepts on the future of retail banking 6-8 years out. What is shaping tomorrow's world? What is enabling?
The outcome portrayed opportunities on social lending services and
global bank experience for traveling customers.
http://www.ana-lytical.com/projects/proj09.html
WORKSHOP PREPARATION EXPERT WORKSHOP EXPERT WORKSHOP FIRST CONCEPTS
Formulating thoughts starters Religion, culture, technology & others. Synthesis What if...
CONCEPT DEVELOPMENT STORYBOARDING PRODUCTION COMMUNICATION
Accross multiple touchpoints Over time interactions Color keying Future facing scenarios

5. CONTINOUS BLOOD MEDIUM CONTRAINTS
Hardware migration
FEATURES ANALYSIS
Underlying navigation model
GLUCOSE MONITORING
FOR TYPE 1 DIABETES
Bayer asked IDEO to migrate a full set of functionalities between two
ONE DAY IN THE LIFE UNDERSTAND THE CONTEXT
devices after user testing had shown that the hardware component What’s it like to have Type-1 diabetes? What’s the therapy like?
being used was much larger than most users wanted.
We were asked to develop a new information architecture, screen
layout and interaction behavior in order to fit a smaller form factor.
LEARN FROM PEOPLE LEARN FROM EXPERTS INFORMATION ARCHITECTURE USER FEEDBACK
Show & tell Diabetes nurses & educators Design device behavior Task based protocol
FUNCTIONAL PROTOTYPE PIXELMAPS COLOR CORRECTION AUDIO FEEDBACK
Nokia 770 Tablet PC hack + Flash Fonts & iconography From the computer to the hardware What does it sound like?