This is my presentation from MidwestUX 2011. I build out a framework for understanding culture and discuss how cultural understanding can inform design decisions.

1. Cooking UX with cultural leftovers
erik dahl midwestUX
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2. Cooking UX with cultural leftovers
erik dahl midwestUX
tweet with us: @lextant tweet with me: @eadahl tweet with conf: @midwestUX
share what’s next #shareUX discuss this talk: #cultureUX discuss the conf: #midwestUX

3. Culture is more than context

4. Culture is more than context
yes People,
Activities,
Context,
Emotions,
Motivations,
Goals,
...

5. Culture is more than context
yes People, ...and Culture.
Activities,
Context,
Emotions,
Motivations,
Goals,
...

6. So, what is culture?

7. So, what is culture?
Patterns

8. So, what is culture?
Patterns + Stories

9. So, what is culture?
Patterns + Stories = Culture

10. Culture as patterns...

11. Culture as patterns...
An underlying shared system of
information and knowledge that
is manifest through patterns of
norms, behaviors and signifiers.

12. Culture as patterns...
An underlying shared system of
information and knowledge that
is manifest through patterns of
norms, behaviors and signifiers.
see

13. Culture as patterns...
An underlying shared system of
information and knowledge that
is manifest through patterns of
norms, behaviors and signifiers.
see syntax

14. Culture as patterns...
An underlying shared system of
information and knowledge that
is manifest through patterns of
norms, behaviors and signifiers.
see syntax valid

15. Culture as stories...

16. Culture as stories...

17. Culture as stories...
Truth of the matter was, stories was everything
and everything was stories. Everybody told
stories. It was a way of saying who they were
in the world. It was their understanding of
themselves. It was letting themselves know
how they believed the world worked; the
right way and the way that was not so right.

18. Culture as stories...
Truth of the matter was, stories was everything
and everything was stories. Everybody told
stories. It was a way of saying who they were
in the world. It was their understanding of
themselves. It was letting themselves know
how they believed the world worked; the
right way and the way that was not so right.
understand

19. Culture as stories...
Truth of the matter was, stories was everything
and everything was stories. Everybody told
stories. It was a way of saying who they were
in the world. It was their understanding of
themselves. It was letting themselves know
how they believed the world worked; the
right way and the way that was not so right.
understand semantics

20. Culture as stories...
Truth of the matter was, stories was everything
and everything was stories. Everybody told
stories. It was a way of saying who they were
in the world. It was their understanding of
themselves. It was letting themselves know
how they believed the world worked; the
right way and the way that was not so right.
understand semantics sound

21. So, what is culture?
Patterns + Stories = Culture
Behaviors Place in the world
Social Norms Understanding of one self
Signifiers How the world works
see understand
syntax semantics
valid sound

22. How do we suss out culture?

23. How do we suss out culture?
Notice

24. How do we suss out culture?
Notice
be open to...
the world.

25. How do we suss out culture?
Notice
be open to...
the world.
...the pattern.
what is

26. How do we suss out culture?
Notice + Empathy
be open to...
the world.
...the pattern.
what is

27. How do we suss out culture?
Notice + Empathy
be open to... be open to...
the world. stories.
...the pattern.
what is

28. How do we suss out culture?
Notice + Empathy
be open to... be open to...
the world. stories.
...the pattern. ...the pattern.
what is why is

29. How do we suss out culture?
Notice + Empathy + Abstract
be open to... be open to...
the world. stories.
...the pattern. ...the pattern.
what is why is

30. How do we suss out culture?
Notice + Empathy + Abstract
be open to... be open to... be open to...
the world. stories. yourself.
...the pattern. ...the pattern.
what is why is

31. How do we suss out culture?
Notice + Empathy + Abstract
be open to... be open to... be open to...
the world. stories. yourself.
...the pattern. ...the pattern. ...the pattern.
what is why is so what

32. Applied culture - US
Examples

33. Inappropriate signifiers

34. Inappropriate signifiers

35. Noticing is more than observing

36. Noticing is more than observing
Class A / Type 2

37. Noticing is more than observing
Class A / Type 2
False Stray / Plaza Drift

38. Noticing is structured

39. Culture is dynamic
ESSENTIALS OF GOOD MOTORING MOJO
BASICS
Index Finger Salute
Subtle. Sublime. "’Sup!"
STASH
Peace Sign
Though flower-powered Minis never lined the
interstates leading to Woodstock, N.Y., Minis did
enjoy a rather colorful bohemian past shuttling
CUSTOMIZE
shaggy-haired hipsters from Liverpool to
Amsterdam in the 60s. Then, as now, love is all !"#$% 2,-3, >)#.?/*@$ A5B57,7!/**&5657
you need. That and petrol.
Thumbs Up
Appropriate when paying homage to Classic
Mini owners.
ROMANCE
Motorer’s Oath of Honor
REPEAT: “On my honor, I do solemnly pledge
to be trustworthy, helpful, friendly, courteous,
kind, obedient, cheerful and brave.”
The Wave
MUSIC
:5;-<*8-9,*0 :5;-<*8-9,*1 45..56,7*8-9,*0 45..56,7*8-9,*1
Customarily, Mini-owning members of
Britain’s Royal Family always presented the
back of the hand, raised in a slow tight circular
motion when greeting subjects. You, living in a
GOOD MOJO
democracy, may choose something a little less
upper-crusty when acknowledging throngs of
well-wishers along your parade route.
Tap-on-the-Roof
"Top of the Day". The motoring equivalent to
politely tipping your hat.
TROUBLE
:55=*>-$*0 :55=*>-$*1 &'()*+,-./*0 &'()*+,-./*1
Winking the Lights
The motoring equivalent to batting your eyes.

40. Cultural change is difficult

41. Cultural change is difficult

42. Culture is learned/taught

43. Culture is learned/taught

44. Applied culture - US
Examples

45. Applied culture - US
Examples
Use culture signifiers appropriately
Noticing is structured
Culture is dynamic
Change is difficult
Culture is learned/taught

46. Applied culture - Brasil
Examples

47. Regional culture as a foil

48. Visual signifiers are cultural

49. Not your “typical” farm house

50. Painted trees - function

51. Painted trees - form

52. Open and closed - architecture

53. Open and closed - people

54. Coffee is pervasive and free

55. Thumbs up

56. Applied culture - Brasil
Examples

57. Applied culture - Brasil
Examples
Culture as foil
Signifiers are cultural
Look for oppositions
Identify hubs of interaction
Identify the boundaries of behaviors

58. What do we do with culture?
Final Thoughts

59. Culture as...
Patterns + Stories = Culture

60. Final thoughts

61. Final thoughts
culture should inform design

62. Final thoughts
culture should inform design
discuss cultural impact

63. Final thoughts
culture should inform design
discuss cultural impact
culture is messy

64. Final thoughts
culture should inform design
discuss cultural impact
culture is messy
design is subjective

65. Final thoughts
culture should inform design
discuss cultural impact
culture is messy
design is subjective
create “sound” designs

66. Who else is talking about culture?
Steve Portigal, @steveportigal
Founder of Portigal Consulting. Traveler, dog owner, born Canadian.
Sam Ladner, @sladner
Sociologist, qualitative researcher, technophile and consultant.
Addicted to step aerobics.
Grant McCracken, @Grant27
I'm an anthropologist, ethnographer, and author of Chief Culture Officer
Jan Chipchase, @janchip
Strategy. Innovation. Design. Travel. Life.

67. thank you!
erik dahl midwestUX
tweet with us: @lextant tweet with me: @eadahl tweet the conf: @midwestUX
share what’s next #shareUX discuss this talk: #cultureUX discuss the conf: #midwestUX