EFFECTIVE                                         JONATHAN KAHNINTERACTIONDESIGNERSCHANGEORGANISATIONSInteraction12, 4 Feb...
2
SETH GODIN   3
“There used to be two teams inevery workplace: managementand labor. Now there’s a thirdteam: the linchpins.”Linchpin, 2010...
4
PETER MERHOLZ   5
“The frontier of user experienceis organizational. How do youget a company to sustainably,repeatedly, dependably delivergr...
6
DAVE GRAY   7
“The biggest impediment toservice innovation is not a lackof ideas. It’s the inability ofcompanies to deliver them theway ...
8
KAREN McGRANE   9
“Not a day goes by without seeingdi!ferent factions !ighting it out overwho has the better approach todesigning for humans...
10
Photo by See-ming Leehttp://www.!lickr.com/photos/seeminglee/3967329241/                                                  ...
12
SERVICE DESIGNCROSS-CHANNEL USER EXPERIENCEAGILECONTENT STRATEGYWEB GOVERNANCELEAN STARTUP                                12
HOW DO THESEPRACTICES FITTOGETHER?            SERVICE DESIGNHOW CAN     CROSS-CHANNEL USER EXPERIENCETHEY HELP   AGILEUS? ...
Photo by David Reecehttp://www.!lickr.com/photos/spursfan_ace/2328879637/                                                 ...
JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE                                  14
Photo by Wisconsin Historical Imageshttp://www.!lickr.com/photos/whsimages/954443940                                      ...
DAVE GRAY   16
“Organizations … were notdesigned to listen, adapt andrespond. They were designedto create a ceaseless, one-way!low of mat...
17
17
17
Photo by David Cornwellhttp://www.!lickr.com/photos/dave_cornwell/                                              18
CLAY SHIRKY   19
“McCallum [designed the railroad’shierarchical organizational structure] toproduce ‘such information, to be obtainedthroug...
“…the idea of limiting communications,so that they !low only from one layer ofthe hierarchy to the next, was part of theve...
21
JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE                                  22
JONATHAN KAHNIxD PROJECTSINVOLVESILOSDENIAL ABOUT CHANGEORG-CENTRIC THINKING                                   22
FROM PRODUCTTO SERVICE               23
PETER DRUCKER   24
“The next society will be aknowledge society. Knowledge willbe its key resource, and knowledgeworkers will be the dominant...
“…these characteristics: • borderlessness • upward mobility, and • potential for failurewill make the knowledge societyhig...
FROM CONSUMER TO     CUSTOMER:     A POWER SHIFT                     26
SETH GODIN   27
“Mass is no longer a scalable,predictable way to engage withthe public… Mass is dead. Herecomes weird.”We Are All Weird, 2...
TALKIN’ ‘BOUT A REVOLUTION                         FROM   TO                                     28
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
Photo by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/                                                  29
OVERWHELMINGPhoto by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/                                             ...
Photo by Michael Daleshttp://www.!lickr.com/photos/mdales/6602332085/                                                  30
ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLE                                      31
ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLEWE NEED TO FIX SOCIAL MEDIA!OUR MOBILE INTERFACE STINKS!PEOPLE CAN’...
ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLETHIS IS WHEREWE GET HIRED                           WE NEED TO FIX ...
IxD CAN’T SOLVETHESE PROBLEMSWITHOUT TACKLINGORGANISATIONALCHANGE                   32
Photo by Jonathan Kahn                         33
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
Photo by Jason Weinbergerhttp://www.!lickr.com/photos/jasonweinberger/5143388224/                                         ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
38
38
2009 (2nd ed. 2011)                      2010                             2011                                    39
COMPONENTS OF CONTENT STRATEGY© BRAIN TRAFFIC                                 40
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
LISA WELCHMAN   43
“The continued growth of theorganizational Web presence managedby informal processes and guidelinesexposes organizations t...
“Web Governance includes: • implementation of a Web   Governance Framework; • establishment of Web Policy; • codi!ication,...
COMPONENTS OF WEB OPERATIONS MANAGEMENT                                          Ab© WELCHMANPIERPOINT                    ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
ERIC RIES   48
“How do we hold people accountable forlearning at an organizational level?Traditional departments… keep peoplefocused on e...
LEAN STARTUP PRINCIPLESERIC RIES                          49
LEAN STARTUP PRINCIPLESERIC RIES1.ENTREPRENEURS ARE EVERYWHERE2. ENTREPRENEURSHIP ISMANAGEMENT3.VALIDATED LEARNING4.INNOVA...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan ...
TALKIN’ ‘BOUT A REVOLUTION                         FROM               TO      People          Consumer           Customer ...
EFFECTIVEINTERACTIONDESIGNERSCHANGEORGANISATIONS                53
SO WHAT?           54
SO WHAT?1.LEAVE YOUR COMFORT ZONE                            54
SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY  WAY                                 54
SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY  WAY3.ALWAYS REMEMBER THE CONTEXT  (REVOLUTION)           ...
SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY  WAY3.ALWAYS REMEMBER THE CONTEXT  (REVOLUTION)4.MONITOR Y...
JONATHAN KAHN THANK YOU!E!fective Interaction Designers Change OrganisationsJonathan Kahn@lucidplottogetherlondon.com     ...
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Effective Interaction Designers Change Organisations

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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.

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Effective Interaction Designers Change Organisations

  1. 1. EFFECTIVE JONATHAN KAHNINTERACTIONDESIGNERSCHANGEORGANISATIONSInteraction12, 4 February 2012, DublinJonathan Kahn@lucidplottogetherlondon.com 1
  2. 2. 2
  3. 3. SETH GODIN 3
  4. 4. “There used to be two teams inevery workplace: managementand labor. Now there’s a thirdteam: the linchpins.”Linchpin, 2010SETH GODIN 3
  5. 5. 4
  6. 6. PETER MERHOLZ 5
  7. 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. 8. 6
  9. 9. DAVE GRAY 7
  10. 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. 11. 8
  12. 12. KAREN McGRANE 9
  13. 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. 14. 10
  15. 15. Photo by See-ming Leehttp://www.!lickr.com/photos/seeminglee/3967329241/ 11
  16. 16. 12
  17. 17. SERVICE DESIGNCROSS-CHANNEL USER EXPERIENCEAGILECONTENT STRATEGYWEB GOVERNANCELEAN STARTUP 12
  18. 18. HOW DO THESEPRACTICES FITTOGETHER? SERVICE DESIGNHOW CAN CROSS-CHANNEL USER EXPERIENCETHEY HELP AGILEUS? CONTENT STRATEGY WEB GOVERNANCE LEAN STARTUP 12
  19. 19. Photo by David Reecehttp://www.!lickr.com/photos/spursfan_ace/2328879637/ 13
  20. 20. JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE 14
  21. 21. Photo by Wisconsin Historical Imageshttp://www.!lickr.com/photos/whsimages/954443940 15
  22. 22. DAVE GRAY 16
  23. 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. 24. 17
  25. 25. 17
  26. 26. 17
  27. 27. Photo by David Cornwellhttp://www.!lickr.com/photos/dave_cornwell/ 18
  28. 28. CLAY SHIRKY 19
  29. 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. 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. 31. 21
  32. 32. JONATHAN KAHNIxD PROJECTSINVOLVESYSTEMIC CHANGE 22
  33. 33. JONATHAN KAHNIxD PROJECTSINVOLVESILOSDENIAL ABOUT CHANGEORG-CENTRIC THINKING 22
  34. 34. FROM PRODUCTTO SERVICE 23
  35. 35. PETER DRUCKER 24
  36. 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. 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. 38. FROM CONSUMER TO CUSTOMER: A POWER SHIFT 26
  39. 39. SETH GODIN 27
  40. 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. 41. TALKIN’ ‘BOUT A REVOLUTION FROM TO 28
  42. 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. 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. 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. 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. 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. 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. 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. 49. Photo by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/ 29
  50. 50. OVERWHELMINGPhoto by Jose Ollehttp://www.!lickr.com/photos/cheo70/2702682262/ 29
  51. 51. Photo by Michael Daleshttp://www.!lickr.com/photos/mdales/6602332085/ 30
  52. 52. ORGANISATIONS FIND SMALLER PROJECTSTHAT FEEL MANAGEABLE 31
  53. 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. 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. 55. IxD CAN’T SOLVETHESE PROBLEMSWITHOUT TACKLINGORGANISATIONALCHANGE 32
  56. 56. Photo by Jonathan Kahn 33
  57. 57. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 33
  58. 58. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 34
  59. 59. Photo by Jason Weinbergerhttp://www.!lickr.com/photos/jasonweinberger/5143388224/ 35
  60. 60. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 36
  61. 61. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 37
  62. 62. 38
  63. 63. 38
  64. 64. 2009 (2nd ed. 2011) 2010 2011 39
  65. 65. COMPONENTS OF CONTENT STRATEGY© BRAIN TRAFFIC 40
  66. 66. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 41
  67. 67. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 42
  68. 68. LISA WELCHMAN 43
  69. 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. 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. 71. COMPONENTS OF WEB OPERATIONS MANAGEMENT Ab© WELCHMANPIERPOINT Welchm identifi know e inheren clients the org govern Our co 45
  72. 72. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 46
  73. 73. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 47
  74. 74. ERIC RIES 48
  75. 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. 76. LEAN STARTUP PRINCIPLESERIC RIES 49
  77. 77. LEAN STARTUP PRINCIPLESERIC RIES1.ENTREPRENEURS ARE EVERYWHERE2. ENTREPRENEURSHIP ISMANAGEMENT3.VALIDATED LEARNING4.INNOVATION ACCOUNTING5.BUILD-MEASURE-LEARN 49
  78. 78. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 50
  79. 79. 1.SERVICE DESIGN 2.CROSS-CHANNEL UX & CONTENT STRATEGY 3.WEB & DIGITAL GOVERNANCE 4.LEAN STARTUP & AGILEPhoto by Jonathan Kahn 51
  80. 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. 81. EFFECTIVEINTERACTIONDESIGNERSCHANGEORGANISATIONS 53
  82. 82. SO WHAT? 54
  83. 83. SO WHAT?1.LEAVE YOUR COMFORT ZONE 54
  84. 84. SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY WAY 54
  85. 85. SO WHAT?1.LEAVE YOUR COMFORT ZONE2.WORK IN A MULTI-DISCIPLINARY WAY3.ALWAYS REMEMBER THE CONTEXT (REVOLUTION) 54
  86. 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. 87. JONATHAN KAHN THANK YOU!E!fective Interaction Designers Change OrganisationsJonathan Kahn@lucidplottogetherlondon.com 55

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