Technology as a Cultural Practice

by Rachel Hinman on May 26, 2010

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How do you design a mobile money service for people in rural Uganda who’ve never had a bank account? ...

How do you design a mobile money service for people in rural Uganda who’ve never had a bank account?

How do you test the usability of a mobile phone’s address book for users in rural India who’ve never had an address… yet alone an analog address book?

As cheap PCs and inexpensive mobile phones flood the global market, usability and user experience professionals will encounter more and more questions like these. Questions that challenge not only our research tools and methodologies, but our fundamental assumptions about how people engage with technology.

In this keynote, Rachel will share her thoughts on the challenges and opportunities the current cultural watershed will present to our industry as well as the metamorphosis our field must undergo in order to create great experience across different cultures.

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Technology as a Cultural Practice — Presentation Transcript

Title Technology as a Cultural Practice Rachel Hinman Senior Research Scientist - Nokia Research Center

Title 90 Mobiles in 90 Days

NPR slide

NPR slide Mobile

NPR slide

NPR slide UX as Problem Solving

Hypothesis vs. Agenda Make it Work!

Hypothesis vs. Agenda What are we missing when we frame our work as problem solving?

Hypothesis vs. Agenda Parables of the “ Problem Solving” approach

NPR slide

Hypothesis vs. Agenda NPR slide What are we missing?

Hypothesis vs. Agenda We shape our tools and thereafter our tools shape us. Marshall McLuhan

Hypothesis vs. Agenda Central Idea: Technology is a cultural practice

Hypothesis vs. Agenda Central Idea: The time has come to stop thinking of our work solely as “ problem-solving” and start thinking of it is as a form of cultural expression.

Hypothesis vs. Agenda Cultural practice?

Hypothesis vs. Agenda Everyday life rituals

Hypothesis vs. Agenda Social practices

Hypothesis vs. Agenda Medical treatment

Hypothesis vs. Agenda Forms of artistic expression

Hypothesis vs. Agenda Governance, leadership, and conflict resolution

Hypothesis vs. Agenda Power Relationships

Hypothesis vs. Agenda Cultural Institutions

Hypothesis vs. Agenda Housing

Hypothesis vs. Agenda Religion

Hypothesis vs. Agenda

Cultural Practices:

Everyday life practices

Social practices

Medical treatment practices

Forms of artistic expression

Religious and spiritual practices

Governance and leadership, conflict resolution

Cultural institutions

Power relationships

Housing and construction

Hypothesis vs. Agenda What does technology and user experience have to do with cultural practices?

Hypothesis vs. Agenda

Hypothesis vs. Agenda Edges worth tracking

Hypothesis vs. Agenda New technology makes its way almost everywhere within two years. ~ Jan Chipchase

Hypothesis vs. Agenda

CHI 2010 Themes:

Feminism in HCI

HCI and Politics

Inclusive Design

Design for Emerging Markets

Designing for Social Impact

HCI and the Environment

Hypothesis vs. Agenda

Hypothesis vs. Agenda Signals

Hypothesis vs. Agenda Uganda: Mobile Money

Hypothesis vs. Agenda

Hypothesis vs. Agenda “ How does it work?”

Hypothesis vs. Agenda 1. Create an account with authorized dealer

Hypothesis vs. Agenda 1. Create an account with authorized dealer 2. Download Mobile Money application to mobile

Hypothesis vs. Agenda 1. Create an account with authorized dealer 2. Download Mobile Money application to mobile 3. Transfer funds – Passcode, recipient’s phone #

Hypothesis vs. Agenda 1. Create an account with authorized dealer 2. Download Mobile Money application to mobile 3. Transfer funds – Passcode, recipient’s phone # 4. Recipient retrieves funds from authorized dealer (if they have the cash)

Hypothesis vs. Agenda

Hypothesis vs. Agenda ?

Hypothesis vs. Agenda

Hypothesis vs. Agenda Gestalt: Figure Ground

Hypothesis vs. Agenda McLuhan believed that to fully grasp the effect of a new technology, one must examine figure (medium) and ground (context) together, since neither is completely intelligible without the other. McLuhan argued that we must study media in their historical context, particularly in relation to the technologies that preceded them.

Hypothesis vs. Agenda

Hypothesis vs. Agenda India: Mobile Literacy

Hypothesis vs. Agenda 774 Million* *UNESCO Institute for Illiteracy http://www.uis.unesco.org/ev.php?URL_ID=6401&URL_DO=DO_TOPIC&URL_SECTION=201

Hypothesis vs. Agenda

Hypothesis vs. Agenda 774 Million* *UNESCO Institute for Illiteracy http://www.uis.unesco.org/ev.php?URL_ID=6401&URL_DO=DO_TOPIC&URL_SECTION=201

Hypothesis vs. Agenda Literacy

Hypothesis vs. Agenda

Hypothesis vs. Agenda Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society.

Hypothesis vs. Agenda The Rearview Mirror

Hypothesis vs. Agenda Mobile presents an opportunity to invent new ways for users to interact with information and each other. Opinion!

Hypothesis vs. Agenda Opinion!

Hypothesis vs. Agenda Even in situations in which a spirit of exploration and freedom exist, where faculty are free to experiment to work beyond physical and social constraints, our cognitive habits often get in the way. Marshall McLuhan called it “the rear-view mirror effect,” noting that “We see the world through a rear-view mirror. We march backwards into the future.”

Hypothesis vs. Agenda

Hypothesis vs. Agenda How can I apply this idea to my daily work?

Hypothesis vs. Agenda Less of this, more of that

Hypothesis vs. Agenda Get out of the UX Echo Chamber

Hypothesis vs. Agenda Cultural Relativism

Hypothesis vs. Agenda

Hypothesis vs. Agenda Reaching out and touching and shaping the world… allowing the world to touch and reshape us. Reuben Margolin

Hypothesis vs. Agenda Thanks!

Karen Lindemann , CEO at NetFlow - User Experience Consulting Thank you very much, Rachel. That was a fantastic presentation. I enjoyed very much your talk and was inspired by your thoughts. 1 year ago

Are you sure you want to Yes No

amarj Nice Slides. Good intro. But not sure if it gave any good insight. I felt it was just a usual presentation. But there were lots of presentations in the conference which gave us good food for thought. In fact, that's why it was such a successful conference!
For a keynote, her presentation style was boring. She was almost stuck on the table and it looked as if she was reading her notes.. Also, I wonder how people can call themselves a scientist? She is just an artist and now going around places and doing some mock ups, design, etc.. Shouldn't she call herself 'Senior Design and User Experience Researcher' rather than 'Senior Research Scientist'? 1 year ago

Cliff Tyllick at Cliff Tyllick Thanks for posting this, Rachel!

One suggestion: if you add 'upa2010' to your tags, a page that has been set up to collect all conference presentations will include this one in the list.

Great presentation. Thanks again for kicking off the conference in grand style. 1 year ago

Technology as a Cultural Practice

by Rachel Hinman on May 26, 2010

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Technology as a Cultural Practice — Presentation Transcript