From UXCampOttawa.org: No doubt you’re full of great new ideas to take back to your team. The question is: how will they get the most from what you’ve learned? What works in one team doesn’t always go over well in a different environment. Kim will share tools for assessing your organization’s culture and values, adapting your UX practice accordingly…and encouraging lasting change when those values just aren’t compatible with delivering great user experiences.

1. Designing how we design @KimGoodwin - UX Camp 5, Ottawa 2014 © 2014 1
@kimgoodwin
@UXCampOttawa
how we design
designing

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Tuque
n.
Canadian
for hat

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Rat (cc) Jean-Jacques Boujot, mess (cc) .pst

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KONRAD STEVE
Craftsmanship! Limited effort!

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?

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context should drive
what we design

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cultural context
should drive
how we design it

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values
should drive
how we design it

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values are the scales we
use to weigh decisions
istockphoto

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who we are
who / what
matters
how we
decide
what good
means
harder to change
more important to change

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values:
how we decide

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Deliverable: shared vision

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Plan for progressive commitment
- What problem(s) are we solving (and not)?
- For whom?
- What do they need?
- What do we need?
- What idea best meets both needs?
- What about that idea needs refining?
- What parts of that idea will we build and when?

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organization’s
decision-making
values
team’s
approach

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Dynamic
Stable
Simplified from Cameron & Quinn 2011, based on earlier works
Internal External
competing values framework

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Adhocracy
20
Dynamic
External

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Adhocracy
21
Dynamic
External

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UX pros as
whiteboard ninjas
Maximize sketches & user feedback
Minimize discussion of “process”
istockphoto

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listen first,
sketch
second

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Clan Dynamic
Internal

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Clan Dynamic
Internal

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Maximize involvement
where it makes sense
Minimize exclusion
UX pros as
coaches
istockphoto

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Effective collaboration
has defined roles
Generative
core team
(2-3 people)
Close
collaborators
Stakeholders
Others
istockphoto

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Hierarchy
Stable
Internal

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Hierarchy
Stable
Internal

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Maximize repeatable process, checkins
Minimize disruption, risk
UX pros as
design &
process
experts
GettyImages

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MarketStable
External

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MarketStable
External

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Maximize data (especially quantitative)
Minimize time & risk
UX pros as
scientists
istockphoto

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Design the
project plan for the values
istockphoto

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values:
who & what matters

38. Designing how we design @KimGoodwin - UX Camp 5, Ottawa 2014 © 2014 38The Disney Way, Capodagli & Jackson, 1998.
values
become the user experience

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change = loss

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Perceived
LOSS

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Dissatisfaction with status quo
Clarity about what to change
Understanding of how to get there
Perceived
LOSS
Adapted from Alexander Horniman, Darden School of Business

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values:
what “good” means
...in your context

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UX values
simplicity
elegance
efficiency
respect for human time & dignitybeauty
novelty accessibility
usefulness
usability
learnability
delightfulness
brevity
empathy
clarity
vision

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“Your values are like fingerprints.
Nobody’s are the same, but you
leave ‘em all over everything you do.”
- Elvis Presley*
*according to questionable online sources, but hey, it’s a good quote anyway ☺

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Whose definition of
“patients first”?
patientslikeme

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I wanted information, but
slower. A river, not a wave.
- cancer patient
You feel your entire life is out of
control. Any positive things to
make it seem you’re in control...
are empowering.
-patient with bipolar disorder

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show people how
to apply them

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“When your values are clear
to you, making decisions
becomes easier.”
- Roy Disney

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good principles are
aspirational

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With this definition of an exacerbation in mind: a considerable worsening
of your [condition] (exacerbation) which meets all the following criteria:
- Occurred over a period of 1 month or less
- Was attributed to your [condition]?
- Required hospitalization
- Was not associated with any other cause other than your [condition]
16. How many exacerbations of your [condition] have you experienced?
I feel worthless
- None of the time
- Some of the time
- Most of the time
- All of the time

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Clear – I understand what it means
Answerable – it’s information I have
Efficient – it respects my time
Relevant – describes my experience
Educational – what is & isn’t part of my condition
Harmless – doesn’t make me sad & symptomatic
Actionable – helps me change, discuss with MD

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two
last thoughts on
values

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systemsindividuals
cognition behavior
Lawrence, Dyck, Maitlis & Mauws, 2006
educators
shape intuition
evangelists
sell ideas
architects
establish systems
autocrats
dictate practices
Continuous change cycle

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istockphoto
organization’s
decision-making
values
YOUR
values

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Thanks! Where to find me:
My book:
Designing for the Digital Age
Random brain droppings:
@KimGoodwin on Twitter
Email:
KimGoodwin@me.com