designing how we design
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 1
how we design@kimgoodwin FBTB, Stockholm, April 2014
designing
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 2
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 3
context drives design
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
The long & lonely road to shipping good UX
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new exec
bad attitude
budget issue
arbitrary deadline
UX is not a
priority
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 5
cultural context should drive how we design
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 6
are symptoms
Cultureis the cause
Project issuesstated valuesartifacts & systemsshared assumptions
* Edgar Schein
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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- What’s important- Who’s important- What’s acceptable
values
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 8
organizational valuesbecomethe UX
The Disney Way, Capodagli & Jackson, 1998.
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 9
You can’t fake values
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© 2009-2014 | [email protected] | @KimGoodwinValues, culture, and leadership | UX Hong Kong, March 2014
UX valuessimplicity
elegance
efficiency
respect for human time & dignitybeauty
novelty accessibilityusefulness
usab
ility
learnability
delightfulnessclarity
brevity
empathy
skill
visi
on
collaboration
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 11
maximizing transactionspreserving data integritykeeping the sales team happy
UXREAL values
UX values: rarely core values
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Finding the real values
Founding stories
Time, money, attention
Assumed limitations
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
1. Be a pest: question values
Is this really an organizational value? A shared priority?13
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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2. USE the values(it’s much easier than changing them)
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 15
personas design
values project plan
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Competing Values Framework
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Dynamic
Stable
Simplified from Cameron & Quinn 2011, based on earlier works
Internal Externalfocus focus
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
External
Adhocracy
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracy hurdlesGeneral chaosLack of focusNo clear ownershipProcess? Eeew!
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracies valueExperimentation
Novel visionPassionate generalists
Adoption & growth
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros aswhiteboard ninjas
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros aswhiteboard ninjas
Maximize sketches, user feedback
Minimize discussion of “process”
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
Internal
Clan
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Clan hurdlesThings are SLOWHuge ineffective meetingsNo clear ownershipConflict avoidance
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans valueEmployee satisfaction
Skill buildingHarmony
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros as facilitators & coaches
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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Maximize involvement
Minimize exclusion, conflict
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
Internal
Hierarchy
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchy hurdlesRigid process & rolesInward focusRisk aversionSilos
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchies valueEfficiency & structure
Consistency & complianceTechnical expertiseRisk management
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros as experts & process mavens
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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Maximize repeatable process, clear decision points
Minimize disruption, risk
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
External
Market
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Market hurdles“Prove it”Focus on competitorsPressure to go fast
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Markets valueNear-term profit
Quantifiable resultsSpeed
Beating competitors
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros as scientists
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
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Maximize data (especially quantitative)
Minimize time & risk
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 37
3. Don’t be ruled by culture
1. Be a pest: question values2. Work with the values
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans need role definition
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Adhocracies need process
Hierarchies need a little disruption
Markets need more than numbers
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Consider today:
What are your organization’s values?
How does what you hear apply?
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Next week at the office:
Assess organizational values as a team
Review recent projects & challenges
How could working with the values help?
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
In the long term:
Are your values a good fit?
Can you envision that changing...and commit to it?
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
You can’t fake values.
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© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014
Thanks!
Hope to see you at my workshop tomorrow.
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