designing how we design

© 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

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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

Cultureis the cause

Project issuesstated valuesartifacts & systemsshared assumptions

* Edgar Schein

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

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- What’s important- Who’s important- What’s acceptable

values

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 8

organizational valuesbecomethe 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 valuessimplicity

elegance

efficiency

respect for human time & dignitybeauty

novelty accessibilityusefulness

usab

ility

learnability

delightfulnessclarity

brevity

empathy

skill

visi

on

collaboration

© 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 11

maximizing transactionspreserving data integritykeeping the sales team happy

UXREAL 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

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© 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

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2. USE the values(it’s much easier than changing them)

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personas design

values project plan

© 2009-2014 | KimGoodwin@me.com | @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

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

Dynamic

External

Adhocracy

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

Adhocracy hurdlesGeneral chaosLack of focusNo clear ownershipProcess? Eeew!

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

Adhocracies valueExperimentation

Novel visionPassionate generalists

Adoption & growth

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

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UX pros aswhiteboard ninjas

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

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UX pros aswhiteboard ninjas

Maximize sketches, user feedback

Minimize discussion of “process”

© 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 hurdlesThings are SLOWHuge ineffective meetingsNo clear ownershipConflict avoidance

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

Clans valueEmployee satisfaction

Skill buildingHarmony

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UX pros as facilitators & coaches

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Maximize involvement

Minimize exclusion, conflict

© 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 hurdlesRigid process & rolesInward focusRisk aversionSilos

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

Hierarchies valueEfficiency & structure

Consistency & complianceTechnical expertiseRisk management

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UX pros as experts & process mavens

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

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Maximize repeatable process, clear decision points

Minimize disruption, risk

© 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 competitorsPressure to go fast

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

Markets valueNear-term profit

Quantifiable resultsSpeed

Beating competitors

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

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UX pros as scientists

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Maximize data (especially quantitative)

Minimize time & risk

© 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 values2. Work with the values

© 2009-2014 | KimGoodwin@me.com | @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

© 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?

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© 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?

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© 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?

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

You can’t fake values.

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

Thanks!

Hope to see you at my workshop tomorrow.

@kimgoodwinkimgoodwin@mac.com

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