Effective Interaction Designers Change Organisations

  • 43,392 views
Uploaded on

As interaction designers, organizations are the context for our work. …

As interaction designers, organizations are the context for our work.

And when it comes to the web and other digital channels, organizations are broken. We have a problem.

However great our interaction design chops are, we can't sustainably deliver great user experiences that achieve business goals without becoming agents of change. That's right: to do our work well, we need to help our organizations deal with the huge changes that the internet revolution has created. Management sticking their heads in the sand didn't work so well over that last 15 years.

That means we need to leave our comfort zones and step away from our digital tools, to talk to colleagues and clients about the problems they face. Call it service design, multi-channel user experience, or web governance: it comes to the same thing. Does the organization have the key areas of web strategy, governance, execution, and measurement covered?

In practice, design is the easy part—creating an organizational context for design is what separates the linchpins from everyone else. You’re probably an agent of change already. In this session we'll discuss the context for our work, and how organizational denial about change, silo-centric thinking, and poor governance and strategy lead to disappointing interaction design outcomes. We'll explore methods to deal with this problem, and share practical ideas for becoming agents of change within our organizations.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • I REALLY enjoyed how featured speakers are visually represented. Their close up picture followed with their names in bold white & their quotes layered over their picture was a visual delight!

    However the content of this presentation fell short. It read s-l-o-w & boring so it was VERY difficult to keep up with where the presentation was going.
    Are you sure you want to
    Your message goes here
  • Nice deck!
    Are you sure you want to
    Your message goes here
  • This is certainly a top presentation - well researched, well put together, and nicely laid out. Nice work Jonathan, even if I don't entirely agree ;-)
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
43,392
On Slideshare
0
From Embeds
0
Number of Embeds
18

Actions

Shares
Downloads
0
Comments
3
Likes
65

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. EFFECTIVE JONATHAN KAHNINTERACTIONDESIGNERSCHANGEORGANISATIONSInteraction12, 4 February 2012, DublinJonathan Kahn@lucidplottogetherlondon.com 1
  • 2. 2
  • 3. SETH GODIN 3
  • 4. “There used to be two teams inevery workplace: managementand labor. Now there’s a thirdteam: the linchpins.”Linchpin, 2010SETH GODIN 3
  • 5. 4
  • 6. PETER MERHOLZ 5
  • 7. “The frontier of user experienceis organizational. How do youget a company to sustainably,repeatedly, dependably delivergreat experiences? That’s thebiggest challenge our !ieldfaces.”http://www.peterme.com/2012/01/23/the-frontier-of-user-experience/PETER MERHOLZ 5
  • 8. 6
  • 9. DAVE GRAY 7
  • 10. “The biggest impediment toservice innovation is not a lackof ideas. It’s the inability ofcompanies to deliver them theway they are currentlystructured.”http://www.dachisgroup.com/2011/11/everything-is-a-service/DAVE GRAY 7
  • 11. 8
  • 12. KAREN McGRANE 9
  • 13. “Not a day goes by without seeingdi!ferent factions !ighting it out overwho has the better approach todesigning for humans.”http://52weeksofux.com/post/2094540762/ux-the-enemy-within(October 2010)KAREN McGRANE 9
  • 14. 10
  • 15. Photo by See-ming Leehttp://www.!lickr.com/photos/seeminglee/3967329241/ 11
  • 16. 12
  • 17. SERVICE DESIGNCROSS-CHANNEL USER EXPERIENCEAGILECONTENT STRATEGYWEB GOVERNANCELEAN STARTUP 12
  • 18. HOW DO THESEPRACTICES FITTOGETHER? SERVICE DESIGNHOW CAN CROSS-CHANNEL USER EXPERIENCETHEY HELP AGILEUS? CONTENT STRATEGY WEB GOVERNANCE LEAN STARTUP 12
  • 19. Photo by David Reecehttp://www.!lickr.com/photos/spursfan_ace/2328879637/ 13
  • 20. JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE 14
  • 21. Photo by Wisconsin Historical Imageshttp://www.!lickr.com/photos/whsimages/954443940 15
  • 22. DAVE GRAY 16
  • 23. “Organizations … were notdesigned to listen, adapt andrespond. They were designedto create a ceaseless, one-way!low of material goods andinformation.”http://www.dachisgroup.com/2011/11/everything-is-a-service/DAVE GRAY 16
  • 24. 17
  • 25. 17
  • 26. 17
  • 27. Photo by David Cornwellhttp://www.!lickr.com/photos/dave_cornwell/ 18
  • 28. CLAY SHIRKY 19
  • 29. “McCallum [designed the railroad’shierarchical organizational structure] toproduce ‘such information, to be obtainedthrough a system of daily reports andchecks, that will not embarrass principalo!!icers nor lessen their in!luence withtheir subordinates.’…”Here Comes Everybody, 2008 CLAY SHIRKY 19
  • 30. “…the idea of limiting communications,so that they !low only from one layer ofthe hierarchy to the next, was part of thevery design of the system at the dawn ofmanagerial culture.”Here Comes Everybody, 2008 CLAY SHIRKY 20
  • 31. 21
  • 32. JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE 22
  • 33. JONATHAN KAHNIxD PROJECTSINVOLVESILOSDENIAL ABOUT CHANGEORG-CENTRIC THINKING 22
  • 34. FROM PRODUCTTO SERVICE 23
  • 35. PETER DRUCKER 24
  • 36. “The next society will be aknowledge society. Knowledge willbe its key resource, and knowledgeworkers will be the dominantgroup in its workforce.”http://www.economist.com/node/770819 (Nov 2001)PETER DRUCKER 24
  • 37. “…these characteristics: • borderlessness • upward mobility, and • potential for failurewill make the knowledge societyhighly competitive, for bothorganisations and individuals.”http://www.economist.com/node/770819 (Nov 2001)PETER DRUCKER 25
  • 38. FROM CONSUMER TO CUSTOMER: A POWER SHIFT 26
  • 39. SETH GODIN 27
  • 40. “Mass is no longer a scalable,predictable way to engage withthe public… Mass is dead. Herecomes weird.”We Are All Weird, 2011SETH GODIN 27
  • 41. TALKIN’ ‘BOUT A REVOLUTION FROM TO 28
  • 42. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 43. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 44. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 45. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 46. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 47. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 48. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer THIS IS Society Output Industrial Product Knowledge Service OUR Technology Government & large orgs. Individuals & in your pocket CONTEXTCommunication & publishing Mass Individual & social Economic power Western powers BRICs 28
  • 49. Photo by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/ 29
  • 50. OVERWHELMINGPhoto by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/ 29
  • 51. Photo by Michael Daleshttp://www.!lickr.com/photos/mdales/6602332085/ 30
  • 52. ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLE 31
  • 53. ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLEWE NEED TO FIX SOCIAL MEDIA!OUR MOBILE INTERFACE STINKS!PEOPLE CAN’T FIND STUFF ON OURWEBSITE!OUR COMPETITORS AREINNOVATING! 31
  • 54. ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLETHIS IS WHEREWE GET HIRED WE NEED TO FIX SOCIAL MEDIA! OUR MOBILE INTERFACE STINKS! PEOPLE CAN’T FIND STUFF ON OUR WEBSITE! OUR COMPETITORS ARE INNOVATING! 31
  • 55. IxD CAN’T SOLVETHESE PROBLEMSWITHOUT TACKLINGORGANISATIONALCHANGE 32
  • 56. Photo by Jonathan Kahn 33
  • 57. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 33
  • 58. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 34
  • 59. Photo by Jason Weinbergerhttp://www.!lickr.com/photos/jasonweinberger/5143388224/ 35
  • 60. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 36
  • 61. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 37
  • 62. 38
  • 63. 38
  • 64. 2009 (2nd ed. 2011) 2010 2011 39
  • 65. COMPONENTS OF CONTENT STRATEGY© BRAIN TRAFFIC 40
  • 66. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 41
  • 67. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 42
  • 68. LISA WELCHMAN 43
  • 69. “The continued growth of theorganizational Web presence managedby informal processes and guidelinesexposes organizations to risk andliability.  Key risks include loss ofcredibility, loss of market share,resource waste, and risk of litigation.”http://welchmanpierpoint.com/blog/web-governance-de!inition (2009)LISA WELCHMAN 43
  • 70. “Web Governance includes: • implementation of a Web Governance Framework; • establishment of Web Policy; • codi!ication, implementation, and enforcement of Web Standards.”http://welchmanpierpoint.com/blog/web-governance-de!inition (2009)LISA WELCHMAN 44
  • 71. COMPONENTS OF WEB OPERATIONS MANAGEMENT Ab© WELCHMANPIERPOINT Welchm identifi know e inheren clients the org govern Our co 45
  • 72. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 46
  • 73. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 47
  • 74. ERIC RIES 48
  • 75. “How do we hold people accountable forlearning at an organizational level?Traditional departments… keep peoplefocused on excellence in their specialties:marketing, sales, product development.But what if the company’s best interestsare served by cross-functionalcollaboration?”The Lean Startup, 2011 ERIC RIES 48
  • 76. LEAN STARTUP PRINCIPLESERIC RIES 49
  • 77. LEAN STARTUP PRINCIPLESERIC RIES1.ENTREPRENEURS ARE EVERYWHERE2. ENTREPRENEURSHIP ISMANAGEMENT3.VALIDATED LEARNING4.INNOVATION ACCOUNTING5.BUILD-MEASURE-LEARN 49
  • 78. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 50
  • 79. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 51
  • 80. TALKIN’ ‘BOUT A REVOLUTION FROM TO People Consumer Customer Society Industrial Knowledge Output Product Service Government & Individuals & in Technology large orgs. your pocketCommunication & publishing Mass Individual & social Economic power Western powers BRICs 52
  • 81. EFFECTIVEINTERACTIONDESIGNERSCHANGEORGANISATIONS 53
  • 82. SO WHAT? 54
  • 83. SO WHAT?1.LEAVE YOUR COMFORT ZONE 54
  • 84. SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY WAY 54
  • 85. SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY WAY3.ALWAYS REMEMBER THE CONTEXT (REVOLUTION) 54
  • 86. SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY WAY3.ALWAYS REMEMBER THE CONTEXT (REVOLUTION)4.MONITOR YOUR PROGRESS: YOU’RE LIKELY TO SUCCEED 54
  • 87. JONATHAN KAHN THANK YOU!E!fective Interaction Designers Change OrganisationsJonathan Kahn@lucidplottogetherlondon.com 55