User as a resource in organizations


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The course was about how to implement user centered design in organizations. It was part of the Master degree program in Business with orientation in User Centered Design. Laurea University of Applied Sciences.

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User as a resource in organizations

  1. 1. Käyttäjät organisaationinnovaatiotoiminnan voimavaranaLAUREA (YAMK) 12.02.2011Mariana Salgado & you
  2. 2. Day program
  3. 3. 9:00 + program of the study unit + general overview of the topic + + instructions for the next taskForming groups and choosing one task.Group work.11:00- 12.00 Lunch12.00 choosing material for next day presentationsGroup work15hsPresentation of group work
  4. 4. Program for study unit
  5. 5. Second day: + your presentations of the articles or book chapters +presentation of the task for next time (reading and analyzing the ISO) +group work (focusing on adding or contrasting the information gained from the students presentation and the ISO into their work)Third day + your presentations of their projects + feedback for improving the course + discussion
  6. 6. Final essay One essay per group. Three persons in each group.+ documenting your process+ answering the following questions What is the company? Describe the actual situation regarding UCD implementation What is the strategy for implementing UCD? How it was develop? What characteristics of the company, the stakeholders involved and context did you take into consideration? Why? How do you follow ISO recommendations?+ adding references from the literature reviewed
  7. 7. General overview
  8. 8. Different perspectivesVocabulary varies“design thinking” or “UCD” or “usability”or “participatory design” or “contextual design”
  9. 9. Article Authors User studiesMeeting Innovation Requirements in Large Companies Gerald Fliegel Design ThinkingTransforming the Corporation, The Design of Procter & Roger Martin Design ThinkingGambleDeveloping a Usability Capability Assessment Timo Jokela, Marko, Netta Iivari, Katriina Nevakiivi & Mikko UsabilityApproach through Experiments in Industrial Settings RajanenDesign Thinking meets the Corporation or teaching the Tim Brown Design ThinkingfishOf Participation in Industry: a Hybridized Possibility? Daria Loi Participatory Design, User experienceSurvey on the UCD integration in the industry Giorgio Venturi and Jimmy Troost User Centred DesignPitching Usability to your organization Sarah Bloomer & Rachel Croft UsabilityThe Obstacles an Myths of Usability and Software Ahmed Seffah and Eduard Metzker UsabilityEngineeringThe Balancing Act. How design thinking Organizations Roger Martin Design ThinkingEmbrace Reliability and Validity?Strategy Design: Design Practices for Entrepreneurial Simon Grand Design ThinkingStrategizing
  10. 10. Moving your Idea thourgh your Organization BrendaLaurel DesignEvaluating the use-centredness of development Timo Jokela Usabilityorganizations: conclusions and implicationsfrom empirical usability capability maturityassesmentDriven User Centered Design into IT Karen Holtzblatt, Joshua Barr, Les Holtzblatt User Centred DesignOrganizations- is it possible?What Makes Strategic Usability fail? Stephanie Rosembaum UsabilityLessons Learned from the Field et al.A Toolkit for Strategic Usability: Stephanie Rosembaum, Jannice Anne Rohn and UsabilityResults from Workshop, Panels, Judee Humburgand Surveys.Socialization of Practice in a Process World: Pter H. Jones Participatory DesignToward Participatory Organizations.Bricks and Clicks: Participatory Organization Christian Briggs and Kevin Makice. Participatory DesignDesign Through MicroparticipationInvolving Users in the Product Development of Petteri Repo, Eva Heiskanen and Tanja Kot User Centred DesignSMEs.
  11. 11. Short discussion in groups
  12. 12. What is the way you refer to UCD?Do you change your wording in different contexts?In which ones? why?
  13. 13. How to start?Evaluate conditionsExternal(competitors + influences)Internal(how has the companyimplemented and adopted UCD?)
  14. 14. But lets say we start from 0Presentation based in the chapter 16 of the bookRapid Contextual Design by Hotzblatt, Wendell and WoodDo something small:collect a little data,Interpret it with a colleagueShare it around!
  15. 15. Do guerrilla warfare: find other other to join you and collect little data and interpret it without getting permission. Then, share it around.
  16. 16. Try not to start with a big project or the most important project in your company
  17. 17. Pick a new division that wants to make its mark.
  18. 18. Start EasyStart with one project successThen move to another projectBuild success a bit at time
  20. 20. Make your project visible it is part of organizational change
  21. 21. Short discussion in groups
  22. 22. Identify key companies where UCD has beensystematically used in Finland and abroad.Do you know how the process of integration of UCDwas?What can we learn from them?
  23. 23. Design artifacts as affinity diagrams, paper prototypes andstoryboards make the project work visible.
  24. 24. Good design roomQuick access to information online Internal marketingwill help to create a BUZZ you need to get things going
  25. 25. Some companies need to get the ROI (return of investment) before trying something new.
  26. 26. Hang up your paper prototypes and walk through them sodevelopers ans stakeholders see tangible results early on and use them to drive design review meetings.
  27. 27. Use key questioning: How long did it take the team to agree on requirements? Were you still chaning requirements till last week before deadline? How long are your prioritization meetings when you have no data? How many interations between thebusiness and IT did it take until there was agreement that the product was desired? Look at all these times that having data would have shorten decisions
  28. 28. Use key questioning: Asking questions will raise awareness about the reality of the current processCollect statistics and share them with the community so we all can benefit from some numbers Collect corporate myth and use it to help swing people towards user-centred design
  29. 29. Short discussion in groups
  30. 30. How your organization sees UCD?What has helped you to understand the situation?Identify key promoters and key people against it.What is the main discourse in your organization againstit?How can you oppose to it?
  31. 31. Picture by Pulpolux !!!How to overcome resistance? 
  32. 32. Change implies different skill sets,ways of thinking and ways of designing. Picture by Pulpolux !!!
  33. 33. Develop empathy and listen to developers. What makes their job difficult? What excites or motivates them? What gives them self satisfaction?
  34. 34. Picture by Truthout.orgSometimes people resists because they assume that this newprocess will expose flaws in their work.
  35. 35. This is why user data is so valuable, it helps developers know what to build to be successful. It gives them back the control and choices they want and need.
  36. 36. There is nothing more powerful than a field interview with acustomer to remove resistance.
  37. 37. Include everyone in interpretation sessions, take them out to visits, and make them build the affinity. Bring them into the visioning process!
  38. 38. Communicating and bring people inis the way to be sure you do not become isolated
  39. 39. Picture by WarmSleepyDont be an evangelist, taking about UCD all the time.
  40. 40. Picture byOrange_BeardThe best road to combating resistance is partnering and listening
  41. 41. Picture by Camera baba aka Udit KulshresthaDevelop empathy and listen to developers. Find out what makes their job difficult, what excites and motivates them.
  42. 42. Most knowledge about work practices is tacit Picture by Pulpolux !!!
  43. 43. Designers need detailed data to guide what they doand do well informed decisions. Picture by Pulpolux !!!
  44. 44. There is a need of reliable data with details for revealingusers tacit or latent needs Picture by Pulpolux !!!
  45. 45. We all know how to drive cars but if we ask someone whatall the detailed steps of driving are they cant tell you. Picture by CarlosLie
  46. 46. Nothing is more effective than a field trip.Understanding people in their own context.Why they do what they do in a certain way?
  47. 47. Involvement & Communication
  48. 48. Communication to the organizationLet the process and the data sell themselvesShare your data with colleaguesonline / on lunchHelp others implementing UCD
  49. 49. Picture by clappstarStart small & focus on success!
  50. 50. Picture by kslavinRecognize your success & celebrate it!
  51. 51. Short discussion in groups
  52. 52. Brainstorm strategies to bring UCD in your organization
  53. 53. My own view on the chapter
  54. 54. Picture by kevindooleyeasy and clear to understandbased in common senseoptimistic and positive
  55. 55. Picture by Seattle Municipal ArchivesWritten for designersThere is not clear step by step strategiesThe recommendations are a bit generalized
  56. 56. Instructions for next task
  57. 57. FIRST Read an article or book chapterSECOND Make a presentation that cannot take more than 15 min on it.Describe the article or book chapterExtract key elements that give an answer to the question: how UCD can integrate into organizations? Can you come out with recommendations?Find weak points in the article. Make a critic. Does the article open new questions? Which ones? How the authors views can be used in relation to your own project? Who is the audience for this article?
  58. 58. Group work
  59. 59. First TASK Choose one of these:+ Invent your own company and plan from the beginning how to make it concrete and develop it. The company has to embrace the concept of UCD.+ Analyze one company and its own actions for promoting and implementing UCD. What could be the key players to interview? Why? What might be hidden information and what is publicly available?+ Plan strategically how to communicate inside a certain company the need of UCD. Who will be your key colleagues on this. What are the tensions and contradictions that it brings out? How to overcome them?
  60. 60. Thanks!