Culturalization (c13n), and Communicating a Viable Vision 
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Culturalization (c13n), and Communicating a Viable Vision 

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Design is selfless. When you design solutions for people, you need to take the time to think outside of yourself and your business and root yourself in the needs of others. This cultural......

Design is selfless. When you design solutions for people, you need to take the time to think outside of yourself and your business and root yourself in the needs of others. This cultural perspective is essential in any viable big-picture strategy. Culturalization is also critical when developing a realistic roadmap. Learn how storytelling, vision work, and culturalization weave together and contribute to a viable product and service experience for your patrons.

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  • 1. culturalization and communicating a viable vision
  • 2. alan blood ux design manager, familysearch.org
  • 3. Part 1 STORIES Part 2 VISION Part 3 CULTURALIZATION
  • 4. Start with a story. Everyone loves a good story. Start with a story. Everyone loves a good story.
  • 5. experiences are inspired by imagination, but they materialize from stories
  • 6. Story #1 Working alongside Deloitte
  • 7. Deloitte Headquarters We had some meetings here
  • 8. potential hangups cultural/religious differences fragmented teams on our side team members all over the planet vendor engagement learning curves aggressive schedule for a broad/deep scope
  • 9. we made time to eat waffles
  • 10. what we learned make the vendor successful they wanted to learn about our culture we will be successful when we get our story straight people open up when they feel safe “Bruges” belgian waffles are rad
  • 11. we were unified
  • 12. Story #2 learning a bit about asia South Korea, Japan, Taiwan
  • 13. potential hangups different diet language barrier aggressive schedule unfamiliar culture and area different people from hq for this trip communication breakdowns with vendors
  • 14. First stop, South Korea 50 million people
  • 15. family history consultants
  • 16. church leaders
  • 17. church members
  • 18. staff
  • 19. vendors
  • 20. vendors
  • 21. south korea highlights korean bbq is great their records came from china korean language was created by korea families yearn to connect across northern border strong national identity and links to past (deep trees)
  • 22. Next, Japan 128 million people
  • 23. family history consultants
  • 24. church leaders
  • 25. church members
  • 26. staff
  • 27. vendors
  • 28. vendors
  • 29. vendors
  • 30. japan highlights very polite people nice taxi experiences no compiled genealogies cleanest restrooms on the planet traditional and future styles juxtaposed
  • 31. Last stop, Taiwan 24 million people
  • 32. family history consultants
  • 33. church leaders
  • 34. church members
  • 35. staff
  • 36. taiwan highlights sooo many scooters the climate is more tropical a ton of ancient chinese artifacts not huge fans of simplified chinese... food is amazing (but chòu dòufu reeks)
  • 37. what we learned they are really busy they have way fast internets countries in Asia are more different than similar most people in Asia don’t know about the our church Asian countries don’t really like each other vendors were a lot like Deloitte way different diets
  • 38. experiences are inspired by imagination, but they materialize from stories
  • 39. Part 1 STORIES Part 2 VISION Part 3 CULTURALIZATION
  • 40. SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION, GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT, MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE, SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE, DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY, APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION, DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE, CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING, PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE, PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE, ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN, PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO, SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME, GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY, TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY, APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING, CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION, ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
  • 41. IT’S OK. everything’s gonna be fine
  • 42. SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION, GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT, MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE, SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE, DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY, APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION, DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE, CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING, PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE, PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE, ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN, PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO, SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME, GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY, TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY, APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING, CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION, ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
  • 43. strategy Using our understanding of what people do, think, and feel to provide ways to help them do, think, and feel in ways that result in an increase of joy. THINK BIG
  • 44. roadmap Starting with viable well-defined steps, and continuing in an upward trend with even more viable well-defined steps. BE REALISTIC
  • 45. vision We consistently help patrons in viable ways to receive an increase of joy in what they do, think, and feel. Patrons return because of the increase of joy they feel in their lives. THINK BIG, BUT BE REALISTIC
  • 46. strategy + roadmap = VISION then use stories to communicate your vision
  • 47. Formulate a Hypothesis DECIDE WHAT TO MEASURE EXPERIMENT BAIL or CONTINUE communicate the experience!
  • 48. keyword: “viable” Something is viable when it’s not only perceived to be, but actually is achievable, meaningful, and productive.
  • 49. If your solution only works for a certain market make that clear explain why you targeted that market
  • 50. don’t pretend to make a one-size fits all solution your story must BE REALISTIC
  • 51. Be ready to explain: 1) why you targeted that market 2) how and when other markets will be targeted 3) what factors drive your strategy We call that a “roadmap”
  • 52. Don’t “boil the ocean” It’s NOT about doing and being EVERYTHING for EVERYONE right now!
  • 53. expect the UI “veneer” to enforce consistency design one-size-fits-all data models compromise the brand or message ignore all cultures but your own don’t...
  • 54. We don’t need sheriffs, we need storytellers
  • 55. WE DO ALL OF THAT yet we fail in some markets what are we missing? you may ask...
  • 56. ALWAYS ASSUME that you’re missing something that’s a great question.
  • 57. Part 1 STORIES Part 2 VISION Part 3 CULTURALIZATION
  • 58. introducing C13N (culturalization)
  • 59. focus on culture Culturalization means that the creation of products and services starts from the context of a specific “culture”.
  • 60. do... identify what cultures to target first with data design appropriate features and content stay true to brand and message bring it under one roof
  • 61. typically, we address cultural needs with translation. (note: that only scratches the surface)
  • 62. L10N Localization involves content translation/interpretation, and also addresses specific differences between cultures at a feature level. The focus is on the products.
  • 63. Localization theme Are your products localized? We must support patrons who speak or read languages other than our own, as well as patrons with disabilities or environmental limitations.
  • 64. OK, BUT... what about differing functional needs ?
  • 65. I18N Internationalization is the effort to engineer a system so that it can support localized products by analyzing what the high-level feature differences are between cultures. The focus is on the system.
  • 66. Internationalization theme Is your system internationalized? We must be built to be flexible enough to accommodate the varying functional needs, limitations, and situations of our patrons.
  • 67. THAT’S ALL GREAT, BUT... the message needs to be consistent, despite the varying needs of the patrons!
  • 68. G11N Globalization is the effort to consistently convey a given set of principles, core methods, and messaging so as to clearly communicate and protect the name, brand, and mission of the organization. The focus is on the company.
  • 69. Globalization theme Is your company brand & message globalized? We must consistently enable the message to be seen through the identity we project, the content we provide, and the functions we enable in the lives of our patrons.
  • 70. L10N, I18N, and G11N so, we have: product needs system needs company needs
  • 71. Vision and Roadmap L10N, I18N, G11N UX Design Involvement something’s still not right... ______________+
  • 72. now that we’ve covered our needs, let’s focus on the PATRON
  • 73. when envisioning the end user, THINK BIGGER (than yourself)
  • 74. culturalization is: To expose or subject to the influence of culture. http://dictionary.reference.com/browse/culturalization or in other words, trying to understand!
  • 75. what is culture? The customs, arts, social institutions, and achievements of a particular nation, people, or other social group.
  • 76. culture can be based on: geography (e.g. Asia) ethnicity (e.g. Scandinavians in North Seattle) like-mindedness (e.g. LDS members) a common set of goals or tasks (e.g. “Indexers”)
  • 77. to be “cultured” means: Having a refined understanding or appreciation of other cultures. Having or showing good education, tastes, and manners. It is grown or made under controlled conditions.
  • 78. avoid stereotypes, labels, and generalizations. THEY ARE DIVISIVE
  • 79. stereotypes ≠ understanding A stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing.
  • 80. to culture (verb) is to cultivate to become “cultured” spend time in an environment that is not your own. examples: church missions – service missions – charity work true design is selfless to design well, engage in selfless service
  • 81. Realistic, Culturalized Roadmap L10N, I18N, G11N UX Design & Validation clear and viable vision! ______________+
  • 82. summary
  • 83. think big with your strategy be realistic with your roadmap use stories to communicate vision seek for unity in purpose and process try harder to understand and keep trying become cultured, leave your comfort zone experiment to build a corpus of experience be transparent, be open, and put people first prepare internally to accommodate externally always assume that you’re missing something stories are about people, not systems or products
  • 84. thanks!