Culture + Design

CULTURE + DESIGNInteractions 12#cultureUX

About MeErik Dahl@eadahl#cultureUX

About this talk4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS

Cultural Fit

“The Phone Stack” Game

CULTURALOrientation Methodology

THE REAL JOURNEY OFDISCOVER CONSISTS NOT INSEEING NEW LANDSCAPES BUTIN HAVING NEW EYES. - MARCEL PROUST

YES... AND... CULTUREPsychologyPhysiologyEmotionsContextActivitiesMotivationsGoals

YES... AND...

I’m NOT talking about creating culture within your organization

I’m NOT talking aboutcross-cultural design

Cultural Foil

we are all members ofMANYCULTURES

Okay, great.So, what is culture about? HOW DO WE DEFINE IT?

Culture is:Behavior - what people doKnowledge - what people knowArtifacts - things people make and use. - James Spradley

Culture is simply what gives meaning toactions, which it does by providing asense of coherence or patterning andpredictability. It provides the lens throughwhich one interprets events, scenes, andactions. - Robert Gordon

The concept of culture I espouse...isessentially a semiotic one. Believing with MaxWeber, that man is an animal suspended inwebs of significance he himself has spun, Itake culture to be those webs, and analysis ofit to be therefore not an experimental sciencein search of law but an interpretive one insearch of meaning. - Clifford Geertz

Culture is a system of shared meaningsthat is based on a signifying order, acomplex system of different types of signsthat cohere in predictable ways intopatterns or representation whichindividuals and groups can utilize to makeor exchange messages. - Marcel Danesi

these definitions point to a GENERATIVE concept of culture NOT a TAXONOMIC concept of culture

our designs become sites ofCULTURAL PRODUCTION

...it is in its transparencyJoe Ballay onfunction that it fulfills its design

3 building blocksof CULTURE

building block #1PATTERNS

An underlying shared system ofinformation and knowledge thatis manifest through patterns ofnorms, behaviors and signifiers.

patterns help us SEE culture

patterns are the SYNTAX of culture

patterns provide the MATERIAL of culture

How do we suss out?PATTERNS

be OPEN to the WORLD. NOTICE Let go of your ASSUMPTIONS.

Sweatener, not Cleaner

Farmhouse, not Urban

3 building blocks of culture Patterns --- --- See --- --- Syntax --- --- Material --- --- Notice --- --- Let go of --- --- Assumptions

building block #2STORIES

Clifford GeertzCulture is simply the ensemble ofstories we tell ourselves about ourselves.

Harry Crews

Truth of the matter was, stories was everything andeverything was stories. Everybody told stories. It wasa way of saying who they were in the world. It wastheir understanding of themselves. It was lettingthemselves know how they believed the world worked;the right way and the way that was not so right.

stories help usUNDERSTAND culture

stories are the SEMANTICS of culture

stories provide an EMIC perspective of culture

How do we suss out?STORIES

be OPEN to the PEOPLE.EMPATHIZE Build new ASSUMPTIONS.

CreativityPassionAuthenticityCommunityEngagedPersonal Expression

A “Value-based Syllogism” define general my expression of < value > < value > < brand x > (-) (+)neg. brand pos. brandexpression expression

“It used to be that you got ahead by workingharder, but now it’s about working smarter.”

3 building blocks of culture Patterns Stories --- See Understand --- Syntax Semantics --- Material Emic --- Notice Empathize --- Let go of Build new --- Assumptions Assumptions

building block #3INTERPRETATION

Clifford GeertzDeep knowledge is the ability to makecomplex connections to central concpets.

We can’t just give people what they want.

Kim Philby“I learned more at cocktail partiesthan by photographing documents...”

interpretations help us KNOW culture

interpretations are thePRAGMATICS of culture

interpretations provides an ETIC perspective of culture

How do we suss out?INTERPRETATION

be OPEN to the OURSELVES. MODEL Challenge your ASSUMPTIONS.

Enculturation

Openings ClosingsIt’s not always about what you notice on the clock.

Cultural Function

Cultural Form

3 building blocks of culture Patterns Stories Interpretations See Understand Know Syntax Semantics Pragmatics Material Emic Etic Notice Empathize Model Let go of Build new Challenge Assumptions Assumptions Assumptions

CULTURE + DESIGNIMPLICATIONS

MEANINGULTIMATELY, CULTURE IS ALL ABOUT

ASSUMPTIONSAcknowledge...Let go of...Build...Challenge...

NEW EYESCultural understanding provides a lensor orientation towards the world andour everyday lives.

TRICKSTER Designer as...

Summary4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS

CULTURE + DESIGNthanks@eadahl erik@goinvo.com

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Culture + Design

by Erik Dahl on Feb 02, 2012

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Culture + Design — Presentation Transcript