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Winning Big in UX: Changing the problem-solving culture in organizations.

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Cognitive biases warp our perceptions of organizational culture and the problems we can help the organization solve. Biases also warp our clients' view of us, their expectations of what we can contribute, and their mental models of the role(s) we can play.

I encourage you to:
- Recognize that you are member of UX as a culture, which goes beyond your role.
- Be an agent of culture change by merging UX culture with the organizational culture in which you are immersed.
- Help organizational culture adopt the practices and values of UX culture.
- Apply your UX skills to improve problem-solving and decision-making as a way to merge the two cultures.

Presented on Sun, April 10, 2011; at MidwestUX Conference in Columbus, OH.

Published in: Design
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Winning Big in UX: Changing the problem-solving culture in organizations.

  1. 1. Winning Big in UXChanging the problem-solving culture in organizationsJay Morgan
  2. 2. Winning Big in UXChanging the problem-solving culture in organizationsJay Morgan BS, Cognitive Science MS, Applied Cognition & Neuroscience
  3. 3. Winning Big in UXChanging the problem-solving culture in organizationsJay Morgan BS, Cognitive Science Judgment, Decision-making MS, Applied Cognition & Neuroscience Mental Models Text & Discourse Comprehension
  4. 4. Winning Big in UXChanging the problem-solving culture in organizationsJay Morgan BS, Cognitive Science Judgment, Decision-making MS, Applied Cognition & Neuroscience Mental Models Text & Discourse Comprehension @jayamorgan #MidwestUX
  5. 5. Kung-fu Grip #cogsci #kungfugrip
  6. 6. Heuristics...the cognitive onesDefinition A rule of thumb... Experience-based problem-solving method... #cogsci #heuristics
  7. 7. Heuristics...the cognitive onesDefinition A rule of thumb... Experience-based problem-solving method...Representativeness“Is A like B?” #cogsci #heuristics
  8. 8. Heuristics...the cognitive onesDefinition A rule of thumb... Experience-based problem-solving method...Representativeness“Is A like B?”Anchoring & Adjustment“Start here. Get to there.” #cogsci #heuristics
  9. 9. Heuristics...the cognitive onesDefinition A rule of thumb... Experience-based problem-solving method...Representativeness“Is A like B?”Availability“How likely is that to happen?”If I remember something like it, then it seems more likely to happen.Anchoring & Adjustment“Start here. Get to there.” #cogsci #heuristics
  10. 10. What’s the biggest challenge facing UX? #tcux @fred_beecher @nicolenetland
  11. 11. What’s the biggest challenge facing UX? #tcux @fred_beecher @nicolenetland
  12. 12. Grafting UX onto Organizational Culture #grafting #cultureUX
  13. 13. You’re “The Dude”Functional Fixedness (cognitive bias) limits a person to using an object #thedude only in the way it is traditionally used #functionalfixedness #cognitivebias
  14. 14. Every Conversation a Contextual InterviewFundamental Attribution Error (cognitive bias) when determining cause of a behavior, you attribute #contextualinquiry personality traits, neglecting situational factors #deepthroat
  15. 15. Plotting Project Work NewAlternatives Existing Features Exploration Assessmen Validation #whiteboarding #process
  16. 16. Plotting Project Work NewAlternatives UER Existing Features Exploration Assessmen Validation #whiteboarding #process
  17. 17. Plotting Project Work NewAlternatives Prototype UER Prototype UER Prototype UER Prototype Existing Features Exploration Assessmen Validation #whiteboarding #process
  18. 18. UX Workflow Diagram #processdiagram #workflow
  19. 19. UX Workflow Diagram #processdiagram #workflow
  20. 20. Get them in the Situation Increase depth-of-processing. Phonetic processing << Semantic processing. Illustrate (hidden) forces in a dynamic context. Actors, objects, subjects, goals, time... Enable narrative interpretation. Let them discover resolution... #levelsofprocessing #dynamiccontext #narrative
  21. 21. They can’t solve what they can’t see.Base-rate Neglect (cognitive bias) #neverendingstory neglecting (unfamiliar) factors that #gmork influence an outcome #etreu #thenothing
  22. 22. We can’t solve it, if we don’t have confidence.Dunning-Krueger Effect (cognitive bias)(a) over-rate own competence due to low meta- #neverendingstorycognitive abilities; but #gmork(b) skilled people underestimate own abilities #etreu #thenothing
  23. 23. A Meeting Map Then Now Next Client LL ? ? Project Drag Team ? LL Force ? ? ? Divisions ? ? ? ? Agency ? Meeting ? Desired Meeting LL Lessons Learned Meeting #whiteboarding Meeting Series #meetings
  24. 24. Making Shit Up... Well-rounded Focus Lesson Drag Drag force results from inertia of systemic incongruities...or, Vision Bulge Bulge results from propulsive force of unexpressed visions, uncommunicated wishes, and/or #wellroundedfocus incomplete discovery. #lessondrag #visionbulge
  25. 25. Get them in the Situation Increase depth-of-processing. Phonetic processing << Semantic processing. Illustrate (hidden) forces in a dynamic context. Actors, objects, subjects, goals, time... Enable narrative interpretation. Let them discover resolution... #levelsofprocessing #dynamiccontext #narrative
  26. 26. Cultural Immersion #justbreathe #immersion
  27. 27. Merging Two Cultures #grafting #cultureUX
  28. 28. Cultural Ambassadors #gilbertogil #cultureUX #brasil
  29. 29. jayamorgan@gmail.comChanging the problem-solving culture in organizations @jayamorgan #MidwestUX #cultureUX

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