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Time To Spit - IA Summit 2009
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Time To Spit - IA Summit 2009


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Sometimes you have to be culturally inappropriate in order to be functionally appropriate. This presentation included animated video interviews with Jared Spool and Eric Reiss.

Sometimes you have to be culturally inappropriate in order to be functionally appropriate. This presentation included animated video interviews with Jared Spool and Eric Reiss.

Published in: Business, Technology, Design
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  • Transcript

    • 1. Time to Spit on the Table Being Functionally Appropriate by Being Culturally Inappropriate Dan Willis, Sapient IA Summit March 21, 2009
    • 2. See video at
    • 3. “We don’t know who discovered water ... ... but we know it wasn’t a fish.” --- Marshall McLuhan
    • 4. “Hunting Lice by Candlelight” by Andries Both
    • 5. “The group’s initial fixation on statistical anchors ... was in step with the analysis- oriented corporate norm.”
    • 6. “One way past this dysfunction was to give the meeting attendees permission to ESCAPE from the Hairball of their history ...”
    • 7. Inappropriate meetings
    • 8. Inappropriate meetings Ravee Kurian, Director Business Consulting, Sapient See video at
    • 9. Inappropriate meetings Existing culture ‣ Distracted ‣ Unfocused ‣ Non-productive Inappropriate tactics ‣ Demand accountability ‣ Make it per$onal Results ‣ Full participation ‣ Self-policing
    • 10. Intermission
    • 11. Inappropriate presentations
    • 12. Inappropriate presentations
    • 13. Inappropriate presentations Andrei Herasimchuk, Principal, Involution Studios For video see
    • 14. Inappropriate presentations Existing culture ‣ Engineer-dominated ‣ Fledgling interaction design expertise ‣ Microsoft haters Inappropriate tactics ‣ Present user-centric view of product line ‣ Suggest emulating the enemy Results ‣ Adobe’s Creative Suite works a heck of a lot like Microsoft Office now
    • 15. Intermission ... again
    • 16. Inappropriate deliverables
    • 17. Inappropriate deliverables Eric Reiss, CEO, FatDUX Group See video at
    • 18. Inappropriate deliverables Existing culture ‣ Conditioned to expect slick IA documentation ‣ Distance between client and consultants Inappropriate tactics ‣ Create low-fi materials ‣ Involve client in hands-on creation Results ‣ Better project for the consulting company ‣ Deeper understanding of problem for client
    • 19. Inappropriate deliverables Jared Spool, Founding Principal, User Interface Engineering For video see
    • 20. Inappropriate deliverables Existing culture ‣ Traditional, deep-pocket investors Inappropriate tactic ‣ Use a messy prototype to explain functionality Results ‣ Investors became participants ‣ Investors had fun ‣ Investors gained a deeper understanding of the product than with traditional materials
    • 21. WARNING Audience participation required in 5 slides
    • 22. Inappropriate tips ‣ Inappropriate doesn’t always mean rude ‣ Understand the existing culture; gauge the ROI ‣ Get tactile ‣ Get personal ‣ Use the humor, but constantly track the discomfort in the room
    • 23. WARNING Audience participation required in 2 slides
    • 24. Risks ‣ You may get fired ‣ You may be taken lightly ‣ Being inappropriate takes more energy than maintaining the status quo
    • 25. Inappropriate stories, issues, or questions? twitter: @uxcrank Please show Sapient some love. They are smart and they are paying my hotel bill.