Designing how we design

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The document discusses how organizational culture and values impact design. It notes that project issues are often symptoms of underlying cultural values rather than priorities. The presentation analyzes different types of organizational cultures (adhocracy, clan, hierarchy, market) and how UX designers can adapt their approach based on the dominant culture. It encourages designers to understand an organization's real values in order to design effectively within that culture, noting that values cannot be faked and must be worked with rather than ruled by.

Diseño Tecnología Empresariales

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 1
how we design
@kimgoodwin
FBTB, Stockholm, April 2014
designing

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 2

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 3
context drives design

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
The long & lonely road to shipping good UX
4
new
exec
bad
attitude
budget
issue
arbitrary
deadline
UX is
not a
priority

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 5
cultural context
should drive
how we design

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 6
are symptoms
Culture
is the cause
Project issues
stated values
artifacts & systems
shared assumptions
* Edgar Schein

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Main title & de-emphasized
- This is regular text
- This is emphasized text
- This is de-emphasized text
This is supplemental text
7
- What’s important
- Who’s important
- What’s acceptable
values

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 8
organizational values
become
the UX
The Disney Way, Capodagli & Jackson, 1998.

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 9
You can’t fake values

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinValues, culture, and leadership | UX Hong Kong, March 2014
UX values
simplicity
elegance
eﬃciency
respect for human time & dignitybeauty
novelty accessibility
usefulness
usability
learnability
delightfulness
clarity
brevity
empathy
skill
vision
collaboration

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 11
maximizing transactions
preserving data integrity
keeping the sales team happy
UX
REAL
values
UX values: rarely core values

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Finding the real values
Founding stories
Time, money, attention
Assumed limitations
12

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
1. Be a pest: question values
Is this really an organizational value? A shared priority?
13

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 15
personas design
values project plan

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Competing Values Framework
16
Dynamic
Stable
Simpliﬁed from Cameron & Quinn 2011, based on earlier works
Internal External
focus focus

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
External
Adhocracy
17

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracy hurdles
General chaos
Lack of focus
No clear ownership
Process? Eeew!
18

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracies value
Experimentation
Novel vision
Passionate generalists
Adoption & growth
19

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
Internal
Clan

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clan hurdles
Things are SLOW
Huge ineffective meetings
No clear ownership
Conflict avoidance
23

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans value
Employee satisfaction
Skill building
Harmony
24

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
Internal
Hierarchy

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchy hurdles
Rigid process & roles
Inward focus
Risk aversion
Silos
28

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchies value
Eﬃciency & structure
Consistency & compliance
Technical expertise
Risk management
29

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
External
Market

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Market hurdles
“Prove it”
Focus on competitors
Pressure to go fast
33

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Markets value
Near-term proﬁt
Quantiﬁable results
Speed
Beating competitors
34

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 37
3. Don’t be ruled by culture
1. Be a pest: question values
2. Work with the values

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans need
role deﬁnition
38
Adhocracies need
process
Hierarchies need
a little disruption
Markets need
more than numbers

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Consider today:
What are your organization’s values?
How does what you hear apply?
39

© 2009-2014 | KimGoodwin@me.com | @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?
40

© 2009-2014 | KimGoodwin@me.com | @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?
41

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
You can’t fake values.
42

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Thanks!
Hope to see you at my
workshop tomorrow.
@kimgoodwin
kimgoodwin@mac.com
43

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Designing how we design

4. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 The long & lonely road to shipping good UX 4 new exec bad attitude budget issue arbitrary deadline UX is not a priority

6. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 6 are symptoms Culture is the cause Project issues stated values artifacts & systems shared assumptions * Edgar Schein

7. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 7 - What’s important - Who’s important - What’s acceptable values

10. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinValues, culture, and leadership | UX Hong Kong, March 2014 UX values simplicity elegance eﬃciency respect for human time & dignitybeauty novelty accessibility usefulness usability learnability delightfulness clarity brevity empathy skill vision collaboration

11. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 11 maximizing transactions preserving data integrity keeping the sales team happy UX REAL values UX values: rarely core values

14. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 14 2. USE the values (it’s much easier than changing them)

16. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Competing Values Framework 16 Dynamic Stable Simpliﬁed from Cameron & Quinn 2011, based on earlier works Internal External focus focus

20. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 20 UX pros as whiteboard ninjas

21. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 21 UX pros as whiteboard ninjas Maximize sketches, user feedback Minimize discussion of “process”

25. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 25 UX pros as facilitators & coaches

26. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 26 Maximize involvement Minimize exclusion, conﬂict

30. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 30 UX pros as experts & process mavens

31. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 31 Maximize repeatable process, clear decision points Minimize disruption, risk

35. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 35 UX pros as scientists

36. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Main title & de-emphasized - This is regular text - This is emphasized text - This is de-emphasized text This is supplemental text 36 Maximize data (especially quantitative) Minimize time & risk

38. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 Clans need role deﬁnition 38 Adhocracies need process Hierarchies need a little disruption Markets need more than numbers

40. © 2009-2014 | KimGoodwin@me.com | @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? 40

Designing how we design

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