Interview with Pedro Custódio – User Experience Strategist


Pedro, you have spent the last 6 years working and living in Germany and you were responsible for user experience design at Vodafone. Tell us a bit how you have created this job opportunity. What led to your decision to move to Germany?

I studied computer science, more exactly I studied Artificial Intelligence, maybe because of those beginnings I often found myself thinking of people while I was developing programs and working on computer projects. Years later I realised there couldn’t be computers without people and that it was from their relation what great things could happen. So I shifted my line of work towards usability and user experience. To understand and improve how we, humans, interact with technology and how to improve those interactions.

The move to Germany was a combination of professional and personal objectives. I was part of an international community already while in Portugal, but I wanted to work in a more international environment. Vodafone Group projected that path for me and in 2009 I moved to Düsseldorf.

Could you describe an aspect of the working style in Germany with an anecdote or a specific incident?

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Why do businesses go international?


A simple answer is – businesses go global to grow long-term and to become more self-sufficient. Selling services and products in several countries helps reducing the exposure to economic stagnation or decline in domestic demand. So global-minded businesses minimise their dependence on their home market. Here are three impulses and considerations for businesses to go international…

More potential clients

Globally oriented businesses have more potential clients. Germany has only a bit over 1% of the world’s population according to Worldometers. By comparison – China’s population makes over 19% of the total world population. India’s population is equivalent to 17.5% and Indonesia makes about 3.5%. The population, especially in Asia, is growing whereas Germany’s population is characterised by zero or declining growth. If businesses want to stay competitive they should consider potential global clients. How does the population develop over the next years in your home country?

A global talent pool

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