From UI to UX: Building Ethnographic Praxis in a Usability Engineering Culture

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In this presentation we share how our UX research team increased its scope of work from surface-level UI issues to a full portfolio of user-centered research. We use organizational ethnography and organizational change literature to develop a three phase model of research team growth. We then discuss the implications of our model for strengthening ethnographic praxis in cultures dominated by usability engineering. We conclude with a reflection on building internal bridges to facilitate change.

Business

https://www.flickr.com/photos/matthewalmonroth/5479747909
From UI to UX
Building Ethnographic Praxis in a
Usability Engineering Culture
Kirsten Bandyopadhyay & Rebecca Buck

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How did we get here?

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Problem Solving
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Style
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Problem Solving
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Style
Goal

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Executives
UX
Outsourced
Outsourced
...
Problem
Framing
Problem
Solving
Feature
& Function
Style

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Executives
Internal
UX Team
Outsourced
Usability
Analysts
...
Problem
Framing
Problem
Solving
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& Function
Style

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Executives
New role
Outsourced
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Analysts
Usability
Analysts
UX
Researchers
...
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Problem
Solving
Feature
& Function
Style

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Executives
Consolidated
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Usability
Analysts
Usability
Analysts
UX
Researchers
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Problem
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Problem
Solving
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& Function
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Usability
Team

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Usability
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UX
Researchers
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Problem
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Style
Usability
Team

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UX
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Problem
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Problem
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Feature
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Usability
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Executives
Impact at
every level
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Analysts
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Analysts
UX
Researchers
...
Problem
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Problem
Solving
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Usability
Team

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Feature & Function
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Problem Framing
Feature & Function
Style
Problem Solving
DESIGN MATURITY STAGES
Lightning Design
System

Thank you
Kirsten Bandyopadhyay & Rebecca Buck

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From UI to UX: Building Ethnographic Praxis in a Usability Engineering Culture

1. https://www.flickr.com/photos/matthewalmonroth/5479747909 From UI to UX Building Ethnographic Praxis in a Usability Engineering Culture Kirsten Bandyopadhyay & Rebecca Buck

2. New Lightning Experience

3. FROM Change Our story of TO ORGANIZATIONAL

4. http://stockarch.com/images/transport/automotive/golden-gate-highway-4807 How did we get here?

5. DESIGN MATURITY STAGES Wu and McMullin, 2006 Problem Framing Problem Solving Feature & Function Style No Conscious Design

7. DESIGN MATURITY STAGES Problem Framing Problem Solving Feature & Function Style Done by Executives Outsourced

8. DESIGN MATURITY STAGES Problem Framing Problem Solving Feature & Function Style Research team’s focus

10. DESIGN MATURITY STAGES Problem Framing Problem Solving Feature & Function Style Goal

11. Excavation

12. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives UX Outsourced Outsourced ... Problem Framing Problem Solving Feature & Function Style

13. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives Internal UX Team Outsourced Usability Analysts ... Problem Framing Problem Solving Feature & Function Style

14. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives New role Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style

15. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives Consolidated under usability Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style Usability Team

16. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives New manate ? ?Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style Usability Team

17. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives We joined ? ?Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style Usability Team

18.

19.

20.

21. ToFrom PROBLEM FRAMING IDEATION EXPERIMENTATION EVALUATION OPTIMIZATION PROBLEM FRAMING IDEATION EVALUATION OPTIMIZATION EXPERIMENTATION

22. Excavation Language Values Goals

23. Foundation

24. Problem Framing Feature & Function Style Problem Solving DESIGN MATURITY STAGES

25. There are 200 people in the deck! They were reading all 115 pages?!?

26. For Feature X:

27. Opportunity Work Space

28. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives Foundational projects ? ?Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style Usability Team

29. Foundation Utility Partners Visability

30. Construction

31.

32. Vertical Horizontalor Should the navigation be vertical or horizontal?

33. Apps :) Apps :) How do people navigate through the product? Not an app :(

34. Creating Documents Running Businesses

35.

36. Construction Processes Outcomes Experiments

37. Today http://archives.sfexaminer.com/sanfrancisco/golden-gate-bridge-foot-bicycle-traffic-to-return-to-near-normal/Content?oid=2186372

38. 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Executives Impact at every level ? ?Outsourced Usability Analysts Usability Analysts UX Researchers ... Problem Framing Problem Solving Feature & Function Style Usability Team

39. Research Walls Problem Framing Feature & Function Style Problem Solving DESIGN MATURITY STAGES Style

40. S1 Mobile Problem Framing Feature & Function Style Problem Solving DESIGN MATURITY STAGES

41. Problem Framing Feature & Function Style Problem Solving DESIGN MATURITY STAGESEarly stage prototyping

42. Jan Schmiedgen, http://www.slideshare.net/janschmiedgen/design-thinkingbootcamp

43. Problem Framing Feature & Function Style Problem Solving DESIGN MATURITY STAGES Lightning Design System

44. Thank you Kirsten Bandyopadhyay & Rebecca Buck

From UI to UX: Building Ethnographic Praxis in a Usability Engineering Culture

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