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In this paper we describe a process used for conceiving new products for the Brazilian interactive TV platform. Considering all the restrictions and many aspects of context and usage, we proposed and refined an interaction design process. This process was applied to design three new interactive products. To capture details from context, the process started with intensive qualitative research in locus. The initial versions are presented as low fidelity prototypes which are submitted to cycled test and refinement. The results illustrated in this paper help us understanding the main challenges for creating products in the field of interactive TV.

Design da interação de novos produtos para TVD: abordagens qualitativas