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Simon Sinek developed the Golden Circle model to help companies communicate more effectively. This model focuses on starting with the purpose, the "why," which initially creates a different connection with people. In this way, it promotes a clear and simplified vision for both customers and employees. (Thinking, n.d.)

The Three Layers of the Golden Circle

The Golden Circle is divided into three concentric circles, each representing a level of communication and thought.

1. Why

It is at the center and is the primary circle of this model. Why does the company exist, or what led to the creation of the project? According to Sinek, the most successful companies start by explaining why they do things instead of addressing how or what they do.

2. How

The second circle explains "how" the company does what it does, that is, what processes or approaches allow the company to achieve the "why."

3. What

This is the outer circle, representing the products or services the company offers. Most companies communicate this first since it is the most visible layer.

According to Simon Sinek, most companies and workers, in general, communicate from the outside in, meaning they begin by presenting "what" – the product or service – then move to "how," and finally "why." (Company, n.d.)

Companies generally try to compete with each other by using what they do and how they do it to stand out, but they forget that the true reason that sets them apart in the market is what drives the origin of the project – the "why." A project with a clear purpose will always stand out because it presents not only the product but also the reason it was created.

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Bibliography

Company, S. S. (s.d.). The Golden Circle. Obtido de Simon Sinek's Optimism Company: https://simonsinek.com/golden-circle/

Thinking, T. T. (s.d.). The Golden Circle by Simon Sinek. Obtido de The Training Thinking: https://thetrainingthinking.com/en/the-golden-circle-by-simon-sinek/

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Design Thinking is often referred to as an effective methodology for problem-solving in creative and innovation areas. However, the success of this process depends on how the Define phase is conducted. This stage is not just about organizing data, but also synthesizing insights and turning them into actionable problems for design.
The Define phase is essential because it defines the project's focus. Without a good understanding of users and relevant insights, the risk of creating superficial or irrelevant solutions increases. The true value of Design Thinking, especially in the Define phase, lies in the ability to translate complex and dispersed data into clear and well-directed questions, as suggested by the use of "How Might We" questions.
Insights are presented as the result of an empathetic process with users, where one cannot focus on the obvious but instead tries to understand what truly motivates the user. A good insight should be able to connect emotional and practical aspects to reveal how the final solution can not only solve the problem but also improve the user's life when using the product.
The Define phase in Design Thinking and insights are interconnected. In the Define phase, raw data collected during the Empathy phase is transformed into insights, which reveal users' motivations and needs. These insights are essential because they help clarify the problem to be solved in a precise and targeted way, thus allowing the design team to create solutions not only for functional problems but also to emotionally connect with the user.
In my opinion, the Define phase in the Design Thinking process is one of the most important moments to ensure the project's success, as it is in this stage that the true essence of the problem to be solved is identified. What differentiates an average project from an innovative one is the ability to organize the data collected during the Empathy phase into insights. These insights are more than mere observations, they are revelations that expose users' motivations, needs, and, often, hidden desires.

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References

DesignKit. (n.d.). Create Insight Statements. Retrieved from DesignKit: https://www.designkit.org/methods/create-insight-statements.html

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4.Context of Communication - Visual Identity Is Not Just Aesthetic, It's Strategic

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4.Context of Communication - Visual Identity Is Not Just Aesthetic, It's Strategic

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Nowadays, there are countless brands and digital content, and it has never been easier to create a product. But with so many options, how can a product stand out from the rest?
This is where visual identity comes in—it is what turns a product into “THE PRODUCT” and makes it different.

When we talk about visual identity, we are referring to all the elements that characterize the product, from the logo, the colors that define it, the typography used, and so on. But are these elements merely graphical? Is visual identity just about aesthetics? It is not. It goes far beyond the appearance of the brand.

For example, when we talk about Nike, where the logo is just a swoosh, it represents a symbol of movement, something correct... values that the brand has cultivated over time. These values make Nike's visual identity more effective, turning it from a simple and attractive design into one that tells a visual narrative, conveying a message to its target audience.

A brand's visual identity is an extension of its overall strategy. When it is well-developed, every design decision, from color choices to typography, should be deliberate and aligned with the message the brand wants to convey. For instance, brands that want to promote sustainability and environmental responsibility should avoid using colors like red or black and instead opt for greens or blues. This isn’t a random choice but a strategy designed to create a mental association between ecological values and the brand itself. Similarly, a technology company should go for a clean and futuristic design to communicate innovation and modernity.

In a world where first impressions are made in seconds, visual identity plays a crucial role in a brand's success. Therefore, every design decision must be thoughtful and guided by a clear and coherent strategy, ensuring the brand is not only aesthetically appealing but also meaningful and memorable.

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Bibliography

UNIFY. (n.d.). The Importance of Visual Identity for a Brand. Retrieved from UNIFY: https://unify.pt/a-importancia-da-identidade-visual-para-uma-marca/

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Nowadays, the ability to communicate is an indispensable skill, regardless of the environment (professional or academic). One must always be very careful when preparing a presentation, both in how the presentation is structured and in how the audience’s interest is captured.

There are various methods for structuring a presentation, among them stands out the “hamburger-like narrative.” This method is based on three main parts: the hook, the core, and the closure.

1. The Hook Just like when eating a hamburger, if the first bite isn't good, we feel disappointed with the burger. The same applies to presentations—it's crucial that the opening of the presentation is well-structured and objective. In the context of the narrative, the hook serves to capture the audience's attention. This moment must be carefully planned, as it establishes the initial connection between the presenter and the audience. It’s not just about grabbing attention; it's also important to convey the purpose of the presentation from the very beginning.

2. The Core If the hook symbolizes the “bun” that introduces the presentation, the core is the “filling,” the most substantial part—the content. This is where the main idea, the method, or the proposal should be clearly and logically detailed. A very common mistake in presentations is to include too much information. The "hamburger-like narrative" teaches us that the core must be concise, focusing only on what is essential. There's no need to go into excessive detail, especially because often there is limited time for the presentation.

3. The Closure Just as the bottom bun in a hamburger is essential to give the sandwich its form, the closure of a presentation serves to consolidate the message and leave a lasting impression. This is the part of the presentation where the objectives should be reiterated, and the next steps explained. An effective closure allows the audience to leave with a clear understanding of the presentation and a curiosity to learn more about the topic.

A well-structured closure can and should include a promise or a prediction—something that will keep the audience thinking about what was presented, even after the presentation is over.

The "hamburger-like narrative" is not just a useful technique for organizing presentations, it’s a method that shows us that communication can and should be simple and clear. If we continue with the comparison between a hamburger and a presentation, a good hamburger has quality ingredients but few of them, similarly, a good presentation focuses on limited but essential information.

In a world where time is scarce and people’s attention is a limited resource, giving a good presentation makes all the difference. What matters most in a presentation is not that the audience hears us, but that they remember our presentation.

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Bibliography

ARDUENGO, M. (2016). Back to Basics: Organizing Your Writing like It’s a Hamburger. Obtido de promega connections: https://www.promegaconnections.com/back-to-basics-organizing-your-writing-like-its-a-hamburger/

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6. The Importance of User Flows for an Intuitive Digital Experience

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6. The Importance of User Flows for an Intuitive Digital Experience

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In digital projects, creating user flows is essential to ensure a smooth and intuitive experience. By mapping each touchpoint and decision, user flows help design teams understand the journey the user takes, from entering the system to completing a task.

But what exactly is a user flow? A user flow represents the complete path a user takes on a website or application, considering each interaction and decision along the way. Unlike a page layout, it focuses on the steps and choices of the user, providing a practical view of the navigation needed for the user to reach their goal.

This practice is especially relevant considering that many digital products fail to meet users' needs. By planning the user flow, teams can anticipate and correct potential pain points, enhancing the overall experience.

User flows have several benefits, among which the following stand out:

Clarity and Efficiency: A well-structured user flow provides a clear view of the user’s journey, allowing teams to identify problem areas and adjust navigation to make it intuitive and direct.

Informed Decisions: The design team has a solid basis for making decisions about truly essential functionalities, avoiding unnecessary complications.

Time and Resource Savings: With a defined user flow, development follows a more focused path, reducing the need for rework and complex changes in the future.

Along with benefits, user flows come with some challenges, the greatest of which is maintaining simplicity. Often, in trying to predict every possible interaction, teams create complex paths, which can confuse users. An effective user flow, therefore, prioritizes the main actions, offering a straightforward and easy-to-understand experience.

Another challenge is capturing the different perspectives of users. Usability tests help verify if the flow makes sense for real users, allowing for adjustments that better reflect their needs and intentions.

Well-designed user flows are crucial for a good user experience (UX). When the flow is simple and logical, users can navigate smoothly, feeling understood by the system. This increases satisfaction with the product and encourages continued use, promoting loyalty.

User flows are the backbone of efficient and intuitive navigation. By carefully planning each interaction and decision, teams ensure that the final product offers a clear, pleasant experience aligned with user expectations. In a competitive digital market, investing in user flows is investing in the product's success.

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Bibliography
Kaplan, K. (April 16, 2023). User Journeys vs. User Flows. Retrieved from NN/g: https://www.nngroup.com/articles/user-journeys-vs-user-flows/

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2.Research by Design  Stakeholders Map and Personas

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2.Research by Design  Stakeholders Map and Personas

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Nowadays, the design of any product must be tailored to its target audience. Among the most commonly used tools when conducting user research are Personas and the Stakeholders Map.

Personas are models created from the observation and analysis of users. They serve as fictional representations of real users. Although they are widely used in the design process, they also have disadvantages. One of the major problems with using personas is the tendency to generalize or stereotype users, which often leads to solutions that do not focus on the target user but on a general user. Furthermore, when personas are not based on deeper and updated research, they can fail to accurately represent the user.

The Stakeholders Map is a tool that identifies and analyzes the relationships between different users who influence or are influenced by a project. It allows understanding the interactions and expectations of each stakeholder (a person, group, or entity that has an interest in or is directly involved in a project, organization, or process), and how these interactions affect the development of products or services. The use of a Stakeholders Map provides a broader view of who the interested parties are and how they are connected. This way, there is more effective management of expectations and external influences, and it allows all decisions made to be more effective since it helps prioritize the stakeholders with the greatest impact on the project. Like personas, the Stakeholders Map also has disadvantages, one of them being the increasing complexity. That is, as the project becomes more complex, the mapping needs to be more detailed, which makes extracting useful information more difficult. Moreover, the map can prioritize individuals with more power or influence, potentially ignoring information that other parties may hold.

The way the Stakeholders Map and Personas are connected in the design process is very interesting since the former allows for a broader view of the relationships and influences that may or may not affect the project, while personas help maintain focus on a specific user. However, when these two "tools" work in isolation, they can fail to obtain the necessary data.

Although Personas and Stakeholders Maps are essential for research, all designers should be mindful of the fact that these models are fixed. They should try to adopt a more flexible and interactive approach to keep up with the project’s evolution and the changing context of users and stakeholders.

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Bibliography

Gautam, L. (April 10, 2023). Stakeholder Analysis and Mapping: Part 2 of 4 Steps of Stakeholder Engagement. Retrieved from Scrum.org: https://www.scrum.org/resources/blog/stakeholder-analysis-and-mapping-part-2-4-steps-stakeholder-engagement

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7. Donald Norman's Usability Principles: Foundations for Effective Design

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7. Donald Norman's Usability Principles: Foundations for Effective Design

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In the digital world, where information and innovation grow rapidly, usability is essential to ensure that users navigate efficiently and intuitively. More than a technical detail, usability differentiates a good digital product from an obsolete and frustrating one. Donald Norman's usability principles are crucial for effective interface design.

1. Visibility
This principle is related to the clarity of options in an interface. When functions are visible, the user feels more confident about the next steps. A common problem is hiding options in ambiguous icons, such as the "hamburger" menu. Making options visible facilitates navigation and creates familiarity in complex digital environments.

2. Feedback
A system must respond to the user's actions. Feedback is essential for the user to know whether their action was registered. If, for example, they click a button and nothing happens, the user may doubt whether the action was successful. Visual, auditory, or tactile feedback informs about the state of the interaction and helps guide the user.

3. Consistency
Consistency in design is crucial for learning and efficiency in an interface. When a system follows consistent patterns, such as the same icon for "edit" or the same gesture for "back," the user feels oriented and spends less time learning, dedicating more time to meaningful interaction.

4. Mapping
Mapping refers to the clear relationship between controls and their effects. Good mapping makes interactions intuitive. For example, on a remote control, it is expected that the volume button increases or decreases volume according to its position. This alignment between expectation and reality is fundamental for the user to feel in control and avoid frustrations.

5. Constraints
Constraints are an effective way to prevent errors and guide the user. By limiting options in a given context, the probability of errors is reduced, and correct interaction is facilitated. In a form, for example, restricting the insertion of numbers to the phone field helps the user complete the process without frustrations. Constraints make interfaces more accessible and efficient.

6. Affordances
Affordances are visual cues that suggest how to interact with an element. A button that appears three-dimensional suggests it should be pressed, while a text field suggests inserting information. These cues make the design intuitive and help the user understand easily what to do at each moment.

Donald Norman's usability principles are an essential guide to creating effective interfaces. They contribute not only to a pleasant experience but also to accessibility and inclusion. Usability is a designer's responsibility, ensuring that anyone can interact intuitively with digital products. When these principles are well applied, the result is a useful, pleasant, and welcoming interface that responds to the true essence of design: serving people.

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Bibliography
Conheça os 6 princípios de design de Donald Norman. (October 2, 2020). Retrieved from Homen-Maquina: https://www.homemmaquina.com.br/principios-de-design-donald-norman/

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Flat Design, or "design plano", has become one of the main trends in contemporary digital design. It is a minimalist approach that avoids the use of shadows, gradients, and elements that mimic real-world objects. But is Flat Design really the best approach for all contexts?

The visual simplicity of Flat Design is one of its main characteristics. It features clean and minimalist interfaces that help reduce the cognitive load on users, making navigation and understanding of the presented information easier. In a world where we are constantly bombarded with visual stimuli, Flat Design comes as a relief, providing users with a more tranquil and objective experience. The clarity of Flat Design makes information more comprehensible, significantly enhancing the usability of interfaces.

Another positive aspect of Flat Design is its compatibility with responsive design. The use of simple, two-dimensional elements adapts well to different screen sizes, ensuring a consistent experience, whether on a smartphone, tablet, or computer. Furthermore, the use of bold colors and clear typography contributes to effective visual communication, maintaining focus on the essential and avoiding unnecessary distractions.

However, Flat Design has some drawbacks. By eliminating visual elements that simulate real-world objects, such as shadows or textures, it can make the design less intuitive for inexperienced users. The absence of visual cues can make interaction more difficult, as users may not immediately identify interactive elements. In this sense, a lack of familiarity with digital conventions can make navigation more confusing for some users.

Flat Design, when poorly implemented, runs the risk of compromising usability. Being overly minimalist can result in insufficient visual feedback, which is essential for users to understand whether their actions have been successful. To address this issue, "Flat Design 2.0" or "Semi-Flat Design" emerged, combining the simplicity of Flat Design with subtle elements of depth, such as soft shadows and gradients, providing greater clarity and a more intuitive experience.

In conclusion, Flat Design represents a significant advancement in the evolution of digital design, promoting simplicity and functionality. However, it is crucial that designers are able to adapt this approach to user needs, finding a balance between minimalism and usability. It is not a one-size-fits-all solution for all design problems, but when well-executed, it can provide a clean, modern, and effective experience that places the user at the center of the interaction.

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Bibliography

Certa, F. (January 13, 2020). Design Flat | Graphic Trends for 2020. Retrieved from Forma Certa: https://www.formacerta.com.br/blog/design-flat-tendencias-graficas-para-2020/

Moran, K. (September 27, 2015). Flat Design: Its Origins, Its Problems, and Why Flat 2.0 Is Better for Users. Retrieved from :

https://www.nngroup.com/articles/flat-design/

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9. Schemata. Living in an Era of Information Overload

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9. Schemata. Living in an Era of Information Overload

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We live in an age of information overload. Whether at work, on social media, or almost anywhere, we are constantly bombarded with stimuli and data vying for our attention. Despite this, we manage to organize and interpret the world around us with remarkable efficiency. This ability is largely thanks to schemata—mental structures that shape how we perceive and interact with the world.

Schemata, or cognitive schemas, are "mental shortcuts" that we create based on experiences and knowledge we have acquired. They help us process information by categorizing and interpreting new stimuli according to existing patterns. For example, when we see a chair, we don’t need to analyze it in detail to know it’s meant for sitting. That knowledge is stored in our mental schema for "chairs."

These schemas also shape our expectations. For instance, when entering a restaurant, we expect to see tables, menus, and staff ready to serve. This "mental guide" simplifies our experience and allows us to focus on more complex tasks.

Schemata play an essential role in communication and design. Designers and communicators often rely on the audience's mental models to create clear and effective messages. For example, icons like a magnifying glass for "search" or a shopping cart for "checkout" are instantly understood because they align with collective schemata.

When schemata are not considered, the result can be harmful. A digital interface that ignores intuitive patterns leaves users frustrated, making the interaction confusing and inefficient. Therefore, understanding schemata is crucial for creating accessible and intuitive experiences.

Although useful, schemata can also be limiting. Stereotypes, for example, are social schemas that oversimplify groups of people in inaccurate ways, leading to prejudice and unfair judgments. Furthermore, excessive reliance on schemata can restrict creativity, as it binds us to what already exists, hindering innovation.

Schemata are a fundamental part of human cognition, enabling us to organize information efficiently and make quick decisions. However, conscious use is essential to avoid limitations and biases. Designers and communicators have a responsibility to align their messages with the audience’s schemas, promoting clarity and understanding. Understanding schemata is not just an advantage but a necessity in a world where information grows at an unprecedented pace.

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Bibliography

1. Schema Theory. (n.d.). Retrieved from Discourses on Learning in Education: https://learningdiscourses.com/discourse/schema-theory/

2. The Cognitive Limit: Why Overloading Short-Term Memory in App Design Is a No-Go. (n.d.). Retrieved from Dynamic Layer: https://www.dynamiclayer.io/news/the-cognitive-limit-why-overloading-short-term-memory-in-app-design-is-a-no-go

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DAwAI - 2. Research by DesignStakeholders Map and Personas

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DAwAI - 2. Research by DesignStakeholders Map and Personas

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Personas and Stakeholder Maps are widely used in design, but their application is far from infallible. Both approaches have significant limitations that can undermine the effectiveness and inclusivity of the design process.

For example, the use of Personas tends to oversimplify the complexity of users, resulting in homogeneous profiles that don't reflect the true diversity of needs, contexts, and motivations. Creating fixed representations can lead to stigmatization or the false impression of truly understanding the user.

In the case of Stakeholder Maps, there is often a tendency to prioritize those with more power or influence, which can marginalize essential voices, especially from groups most affected by the project. Freeman (1984) discusses how this can create a hierarchical decision making structure, where the needs of stakeholders overshadow the real needs of users.

Both tools quickly become outdated in a dynamic context, where user needs and stakeholder interactions are constantly evolving. More flexible and iterative research methods are more effective at capturing these changes and ensuring that solutions meet emerging needs.

So, the key to more effective and inclusive design lies in adopting interactive, dynamic, and based on real, up-to-date data research methods, allowing solutions to evolve alongside the changing needs of users and stakeholders.

In contrast to this approach, my classmate critical reflection identifies valid drawbacks but need to explore more their implications. While acknowledging stereotyping in Personas and power prioritization in Stakeholder Maps, it fails to address how these issues affect inclusivity or lead to unfair outcomes. The discussion on the adaptability of these tools is underdeveloped with limited exploration of how evolving contexts render them ineffective. Integrating examples or referencing relevant theories, such as Freeman’s stakeholder model, could have strengthened the argument and made the critical reflection more solid.

References:

Freeman, R. E. (1984). A Stakeholder Approach to Strategic Management

Prompt:

No ficheiro que te anexei, lê o ponto 3 e utiliza essas indicações. Argumenta contra esta reflexão critica abaixo, fundamentando as contradições com referências.

[reflexão critica escolhida]

Ficheiro anexado: DCW-2024-Guiao-RC.pdf

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DAwAI - 5. Context of Communication-Hamburger-like narrative

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DAwAI - 5. Context of Communication-Hamburger-like narrative

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Surprise is one of the basic emotions, with a unique power to amplify other emotions, acting like a true amplifier. It intensifies the emotional experience of those who feel it (Kerkhoven, O. J., 2021). This can help with creating a strong emotional response that makes the audience more receptive and enthusiastic.

In both creative and technical presentations, this emotion is proven to increase interest and excitement, which makes the environment more dynamic. So, when the audience is surprised, they become more engaged and open to new information, making the experience more captivating and impactful.

On the other hand, the hamburger-like narrative, being rigid and predictable, doesn't leave room for moments of surprise. This structure, focused on linearity, becomes monotonous and limits audience engagement, as they already know what to expect. Predictability reduces the impact of the presentation and weakens the message, making it less compelling. Also, when a presentation follows an overly simplified structure, like the hamburger-like narrative, it can obscure the complexity of ideas which are essential in collaborative and creative contexts.

In methodologies like Design Thinking, where flexibility and exploring multiple perspectives are key, the rigidity of this structure can block the creative interaction needed. In such contexts, the ability to explore different approaches and allow the audience to experience moments of surprise is crucial for the success of the creative process. A rigid narrative not only limits the freedom to think innovatively but also reduces the opportunity to engage the audience genuinely.

At the end of the day the hamburger-like narrative can be effective in conventional and straightforward presentations but it can really become a hindrance in more creative and collaborative settings. Flexibility, surprise, and the ability to adapt the structure to the audience are often more valuable than the predictability of the traditional format. When we allow the audience to experience surprise, we create a more stimulating environment that generates stronger emotional responses, fostering engagement and positive evaluations of the ideas presented.

References:

Kerkhoven, O. J. (2021). The effect of surprise on creative performance

and surprise bias: A study on surprise in creativity (Master’s thesis, Tilburg

University). Tilburg School of Humanities and Digital Sciences.

Prompt:

No ficheiro que te anexei, lê o ponto 3 e utiliza essas indicações. Argumenta contra esta reflexão critica abaixo, fundamentando as contradições com referências.

[reflexão critica escolhida]

Ficheiro anexado: DCW-2024-Guiao-RC.pdf

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Flat design, known for its minimalistic look presents challenges for user experience. Research by Nielsen Norman Group reveals users often struggle due to the lack of visual cues like shadows or gradients, making it hard to identify interactive elements. This increases cognitive load, which negatively impacts usability.

Studies of Nielsen and Norman show users spend more time navigating flat design pages compared to traditional designs with depth because they can't easily distinguish clickable elements. This leads to frustration and inefficient navigation, reducing user satisfaction and task completion rates. The absence of visual depth - features like shading or texture - impairs discoverability and necessitates trial and error, especially for users unfamiliar with minimalist design.

Flat design also offers less feedback after user actions, making users unsure if their actions succeeded. This uncertainty slows efficiency and reduces confidence. While flat design may look clean and simple, its usability issues are significant, particularly for novice users or those unfamiliar with digital interfaces.

Flat design can work in professional settings if implemented thoughtfully. Balancing simplicity with clear feedback is vital to maintaining usability and interactivity.

The critique reflection fails to notice significant usability challenges associated with flat design and lacks empirical evidence to support its claims. While some drawbacks are acknowledged, it fails to address how flat design can hinder comprehensibility, particularly for elderly users, individuals with visual impairments, and those with limited digital literacy. By prioritizing aesthetics over function, flat design creates interfaces that, while visually appealing, lack necessary depth and interactive cues, making them difficult to use intuitively. This approach also risks excluding users with diverse cognitive processing styles. The claim that flat design offers a "tranquil and objective experience" is unsupported by empirical evidence and overlooks practical usability challenges.

References:

Nielsen, J., & Norman, D. (2017). Flat UI Elements Attract Less Attention and Cause Uncertainty. https://www.nngroup.com/articles/flat-ui-less-attention-cause-uncertainty/

Nielsen, J., & Norman, D. (2015). Long-Term Exposure to Flat Design: How the Trend Slowly Decreases User Efficiency. https://www.nngroup.com/articles/flat-design-long-exposure/

Nielsen, J. (2015). Flat Design. Flat Design Decreases User Efficiency. https://www.nngroup.com/videos/flat-design/

Prompt:

No ficheiro que te anexei, lê o ponto 3 e utiliza essas indicações. Argumenta contra esta reflexão critica abaixo, fundamentando as contradições com referências.

[reflexão critica escolhida]

Ficheiro anexado: DCW-2024-Guiao-RC.pdf