designing how we design

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© 2009-2014 | [email protected] | @KimGoodwin Designing how we design | FBTB, April 2014 1 how we design @kimgoodwin FBTB, Stockholm, April 2014 designing

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Page 1: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 1

how we design@kimgoodwin FBTB, Stockholm, April 2014

designing

Page 2: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 2

Page 3: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 3

context drives design

Page 4: Designing how we design

© 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

Page 5: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 5

cultural context should drive how we design

Page 6: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 6

are symptoms

Cultureis the cause

Project issuesstated valuesartifacts & systemsshared assumptions

* Edgar Schein

Page 7: Designing how we design

© 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.

Page 9: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014 9

You can’t fake values

Page 10: Designing how we design

© 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

Page 12: Designing how we design

© 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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Page 13: Designing how we design

© 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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Page 18: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

Adhocracy hurdlesGeneral chaosLack of focusNo clear ownershipProcess? Eeew!

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Page 19: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

Adhocracies valueExperimentation

Novel visionPassionate generalists

Adoption & growth

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Page 20: Designing how we design

© 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

Page 23: Designing how we design

© 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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Page 25: Designing how we design

© 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

Page 28: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

Hierarchy hurdlesRigid process & rolesInward focusRisk aversionSilos

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Page 29: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

Hierarchies valueEfficiency & structure

Consistency & complianceTechnical expertiseRisk management

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Page 30: Designing how we design

© 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

Page 38: Designing how we design

© 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

Page 39: Designing how we design

© 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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Page 40: Designing how we design

© 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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Page 41: Designing how we design

© 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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Page 42: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

You can’t fake values.

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Page 43: Designing how we design

© 2009-2014 | [email protected] | @KimGoodwinDesigning how we design | FBTB, April 2014

Thanks!

Hope to see you at my workshop tomorrow.

@[email protected]

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