Cooking UX with Cultural Leftovers

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This is my presentation from MidwestUX 2011. I build out a framework for understanding culture and discuss how cultural understanding can inform design decisions.

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Cooking UX with Cultural Leftovers

  1. 1. Cooking UX with cultural leftovers erik dahl midwestUXtweet with us: @lextant tweet with me: @eadahl tweet with conf: @midwestUXshare what’s next #shareUX discuss this talk: #cultureUX discuss the conf: #midwestUX
  2. 2. Cooking UX with cultural leftovers erik dahl midwestUXtweet with us: @lextant tweet with me: @eadahl tweet with conf: @midwestUXshare what’s next #shareUX discuss this talk: #cultureUX discuss the conf: #midwestUX
  3. 3. Culture is more than context
  4. 4. Culture is more than context yes People, ...and Culture. Activities, Context, Emotions, Motivations, Goals, ...
  5. 5. So, what is culture?
  6. 6. So, what is culture?Patterns + Stories = Culture
  7. 7. Culture as patterns...
  8. 8. Culture as patterns... An underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers.
  9. 9. Culture as patterns... An underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers. see syntax valid
  10. 10. Culture as stories...
  11. 11. Culture as stories... Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
  12. 12. Culture as stories... Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right. understand semantics sound
  13. 13. So, what is culture?Patterns + Stories = CultureBehaviors Place in the worldSocial Norms Understanding of one selfSignifiers How the world workssee understandsyntax semanticsvalid sound
  14. 14. How do we suss out culture?
  15. 15. How do we suss out culture?Noticebe open to...the world....the pattern.what is
  16. 16. How do we suss out culture?Notice + Empathybe open to... be open to...the world. stories....the pattern. ...the pattern.what is why is
  17. 17. How do we suss out culture?Notice + Empathy + Abstractbe open to... be open to... be open to...the world. stories. yourself....the pattern. ...the pattern. ...the pattern.what is why is so what
  18. 18. Applied culture - US Examples
  19. 19. Inappropriate signifiers
  20. 20. Inappropriate signifiers
  21. 21. Noticing is more than observing
  22. 22. Noticing is more than observingClass A / Type 2False Stray / Plaza Drift
  23. 23. Noticing is structured
  24. 24. Culture is dynamic ESSENTIALS OF GOOD MOTORING MOJO BASICS Index Finger Salute Subtle. Sublime. "’Sup!" STASH Peace Sign Though flower-powered Minis never lined the interstates leading to Woodstock, N.Y., Minis did enjoy a rather colorful bohemian past shuttling CUSTOMIZE shaggy-haired hipsters from Liverpool to Amsterdam in the 60s. Then, as now, love is all !"#$% 2,-3, >)#.?/*@$ A5B57,7!/**&5657 you need. That and petrol. Thumbs Up Appropriate when paying homage to Classic Mini owners. ROMANCE Motorer’s Oath of Honor REPEAT: “On my honor, I do solemnly pledge to be trustworthy, helpful, friendly, courteous, kind, obedient, cheerful and brave.” The Wave MUSIC :5;-<*8-9,*0 :5;-<*8-9,*1 45..56,7*8-9,*0 45..56,7*8-9,*1 Customarily, Mini-owning members of Britain’s Royal Family always presented the back of the hand, raised in a slow tight circular motion when greeting subjects. You, living in a GOOD MOJO democracy, may choose something a little less upper-crusty when acknowledging throngs of well-wishers along your parade route. Tap-on-the-Roof "Top of the Day". The motoring equivalent to politely tipping your hat. TROUBLE :55=*>-$*0 :55=*>-$*1 &()*+,-./*0 &()*+,-./*1 Winking the Lights The motoring equivalent to batting your eyes.
  25. 25. Cultural change is difficult
  26. 26. Cultural change is difficult
  27. 27. Culture is learned/taught
  28. 28. Culture is learned/taught
  29. 29. Applied culture - US Examples
  30. 30. Applied culture - US ExamplesUse culture signifiers appropriatelyNoticing is structuredCulture is dynamicChange is difficultCulture is learned/taught
  31. 31. Applied culture - Brasil Examples
  32. 32. Regional culture as a foil
  33. 33. Visual signifiers are cultural
  34. 34. Not your “typical” farm house
  35. 35. Painted trees - function
  36. 36. Painted trees - form
  37. 37. Open and closed - architecture
  38. 38. Open and closed - people
  39. 39. Coffee is pervasive and free
  40. 40. Thumbs up
  41. 41. Applied culture - Brasil Examples
  42. 42. Applied culture - Brasil ExamplesCulture as foilSignifiers are culturalLook for oppositionsIdentify hubs of interactionIdentify the boundaries of behaviors
  43. 43. What do we do with culture? Final Thoughts
  44. 44. Culture as...Patterns + Stories = Culture
  45. 45. Final thoughts
  46. 46. Final thoughts culture should inform design discuss cultural impact culture is messy design is subjective create “sound” designs
  47. 47. Who else is talking about culture? Steve Portigal, @steveportigal Founder of Portigal Consulting. Traveler, dog owner, born Canadian. Sam Ladner, @sladner Sociologist, qualitative researcher, technophile and consultant. Addicted to step aerobics. Grant McCracken, @Grant27 Im an anthropologist, ethnographer, and author of Chief Culture Officer Jan Chipchase, @janchip Strategy. Innovation. Design. Travel. Life.
  48. 48. thank you! erik dahl midwestUXtweet with us: @lextant tweet with me: @eadahl tweet the conf: @midwestUXshare what’s next #shareUX discuss this talk: #cultureUX discuss the conf: #midwestUX

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