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Communications within the team end up consuming an

excessive amount of time, a time which otherwise could be
employed in the creative process itself.

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Editors have to meet tight deadlines and are generally involved with the publication
of more than two books per month

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Customer Archetype
Andrea, a 32-year old woman, works as a junior editor at a small publishing company.
Has less than 5 years’ experience as an editor.
Academic formation: two bachelor’s degrees, one is directly related to her line of
work.
Her main concentration is the publishing of popular Christian authors.
Editorial target set for her by the company: coordination and publication of at least 2
books per month.
Andrea and her husband live in the city of Sao Paulo.

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extensive publications = 500 pages or more

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1: Once the term is standardized, it can be revised throughout the duration of the
project.
2: Whenever changes occur in the source text, the color signals who made the
decision.
3: Intellectual property is preserved.

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1: saving research time for those who work on the text and have to make important
linguistic decisions throughout the developmental stages of book production.

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1: whose attention can be more focused on the creative project itself

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1: Usually, we are accustomed to starting from the product, making potential buyers
gravitate around what we think is the best solution to their needs. I learned that, in
fact, it is the opposite process: we develop the customer first, not the product.
2: Ideally, all our concepts will be translated in a finished product/service; in practice,
however, that is not always the case.
3:While there is no single, direct way to move through the design process, simple,
straightforward ideas form a solid ground from which to begin developing something
that adds value to the customer.

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