In this episode of VistaTalks, we discuss UX with Alberto Ferreira, User Research Manager at Vodafone and Author of Universal UX: Building Multicultural Experience and Internationalization. Vodafone Group plc is a British multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. Vodafone predominantly operates services in Asia, Africa, Europe, and Oceania.

Alberto has attended many Think Global Forum events and is a Forum Executive. (The Think Global Forum is a community of global individuals, including forum participants, industry experts, speakers, and Forum Executives. The Think Global Forum is designed to provide insights and thought leadership in a growing number of sectors worldwide.) He is a member of the World UX roundtable discussions hosted by Vistatec. The World UX sessions included Alberto Ferreira, Vodafone, Tarja Karjalainen, Oura, Pat Higgins, Verizon Connect. Ryan Moroz, LINE Plus Corp, Sergio Valero Notari, Doctoralia who were in conversation with María Jesús de Arriba Díaz of Vistatec.

In the conversation, Alberto discussed how localization is quite often just seen as content, and from a UX perspective, this is very dangerous for many products. He shares how every time we talk about localization, it is not seen as part of UX by many companies, which is a huge mistake.

Priscillia and Alberto touch on his teaching at Kingston University, where he supports students and modeled UX research coursework. Alberto dives into
how you have UX architecture and service design, which is connected to the work of UX psychologists.

The conversation includes thoughts on the generational differences of users and how most people have a degree of familiarity and digital literacy,
at least with the Internet and using online services.

Alberto shares why inclusiveness and accessibility are essential and how they should be a concern for every company. This topic leads into the area of programs around research. One of these is the Dream Lab application, which is freely available to everybody and collaborates with the Imperial College London.

He discusses his book Universal UX Design: Building Multicultural User Experience and how it is written within, capturing what he knew about localization
and UX at that point—bringing together some esteemed friends and colleagues to provide evidence and examples of how UX is featured worldwide.

An exciting topic includes how you have to go through digital channels and how this is the future if you want to reach an audience. In terms of websites
and how we think about apps, Alberto believes that this will change a lot and become lighter and more streamlined.

Alberto recommends that organizations talk to their customers and listen to what people are saying about their products, services, or website and bring
this information back to the product teams. (even if you don’t have that open channel.) He states that UX is trying to deliver something that matters to people and to be curious and persistent.

About VistaTalks

VistaTalks is a leading industry podcast from Vistatec. VistaTalks focuses on interesting discussions with interesting people from around the world. VistaTalks has a growing list of guests and topics. The podcast has a strong focus on international communication, content, language, non-profit, business, and culture.