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Slowing Down The Machine

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2014 IA Summit in San Diego

Published in: Technology, Business, Education

Slowing Down The Machine

  1. 1. Megan Schwarz & Brian Bono Interrupting Process for the Greater Good Slowing Down The Machine #ias14 #SlowDown
  2. 2. Brian Bono Associate Creative Director at Commonwealth Megan Schwarz User Experience Architect at Team Detroit @Megan_Schwarz & @bbono333 #ias14 #SlowDown Hello. And we are...
  3. 3. The Office: 1 Client 1500 Employees A LOT OF PROCESSES @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  4. 4. We Get Shit Done. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  5. 5. Process is good. but... @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  6. 6. it can feel like a runaway train. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  7. 7. We’ve tried to change ours. @Megan_Schwarz & @bbono333 We’ve failed. So many times. #ias14 #SlowDown
  8. 8. Then we tried something different. @Megan_Schwarz & @bbono333 And it worked. #ias14 #SlowDown
  9. 9. What did we do differently? @Megan_Schwarz & @bbono333 Empathy over Logic #ias14 #SlowDown
  10. 10. Example 1: Failing with logic @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  11. 11. Organize the videos on our YouTube page to make it easier for users to find content. @Megan_Schwarz & @bbono333 Our Client’s Request #ias14 #SlowDown
  12. 12. The team completely ignored us.
  13. 13. Why did logic fail to change our process? @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  14. 14. The process isn’t inflexible. People are.
  15. 15. @Megan_Schwarz & @bbono333 #ias14 #SlowDown People have attitudes that can impact the potential for change.
  16. 16. Often unconscious mental models Elements of Organizational Culture @Megan_Schwarz & @bbono333 Assumptions Beliefs and IdeologiesValues Processes and behaviorsActions Attitudes #ias14 #SlowDown Feelings and emotions - Schein
  17. 17. Attitude is learned.
  18. 18. If you want to change attitudes, you need to understand your organizational culture. #ias14 #SlowDown@Megan_Schwarz & @bbono333
  19. 19. em·pa·thy /ˈempəTHē/ noun noun: empathy 1. the ability to understand and share the feelings of another. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  20. 20. Let’s try this again. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  21. 21. Example 2: Succeeding with empathy @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  22. 22. Next project: The Awesome App @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  23. 23. “So I have this app idea… Can you explore the possibilities ...in two months?” Our Client’s Request @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  24. 24. “Let’s build a prototype ...in two months.” Our Team’s Reaction @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  25. 25. The problem with that @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  26. 26. We needed to slow down. #ias14 #SlowDown@Megan_Schwarz & @bbono333
  27. 27. Our Team @Megan_Schwarz & @bbono333 #ias14 #SlowDown Clients Strategy UX Creative Research Executive Stakeholder PMTech Account Executive Stakeholder Executive Stakeholder
  28. 28. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsive Angst Territorial Disregard Apathy Our Teams’ Attitudes
  29. 29. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsive Angst Territorial Disregard Apathy Our Teams’ Attitudes
  30. 30. Impulsive: Project Impact
  31. 31. I am the user (or my son is… or my mom… or my best friend from high school) Impulsive: How we got here. @Megan_Schwarz & @bbono333 Assumptions People are rewarded for having answers not asking questions Values Start project by brainstorming solutions up front Actions Attitudes #ias14 #SlowDown Impulsive
  32. 32. Impulsive: Problem Approach Listened to stakeholders individually Emerged two themes: gaming & utility Organized notes onto continuum Showed Brian’s boss @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  33. 33. Impulsive: Leadership Division 012 321 Gaming Utility 3 @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  34. 34. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsiveness Doubt
  35. 35. We were on that doubt like white on rice @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  36. 36. @Megan_Schwarz & @bbono333 Impulsive: Action Brainstorming solutions was replaced with discussing research #ias14 #SlowDown
  37. 37. Impulsiveness Doubt Excitement @Megan_Schwarz & @bbono333 #ias14 #SlowDown …about research
  38. 38. @Megan_Schwarz & @bbono333 Impulsive: Result Team wanted to get involved in research planning #ias14 #SlowDown
  39. 39. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsive Angst Territorial Disregard Apathy Our Teams’ Attitudes
  40. 40. Angst: Project Impact
  41. 41. We need to be ahead of our competitors to show relevance Angst: How we got here @Megan_Schwarz & @bbono333 Assumptions Product delivery over product qualityValues Timeline set to accommodate bare minimum time needed Actions Attitudes #ias14 #SlowDown Angst
  42. 42. Angst: Problem Approach Acknowledged team confusion Implemented a NO DESIGN rule Kept project idea fuzzy Didn’t take ownership over idea @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  43. 43. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Angst Compliance
  44. 44. Angst: Action The less we talked about design, the more we were ok with it @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  45. 45. Angst Compliance Comfort @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  46. 46. Angst: Result We stopped talking about design completely @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  47. 47. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Our Teams’ Attitudes Impulsive Angst Territorial Disregard Apathy
  48. 48. Territorial: Project Impact
  49. 49. My influence over the project is determined by my role Territorial: How we got here @Megan_Schwarz & @bbono333 Assumptions Subject matter experts are divided by departments Values People are only involved in the project when they can contribute Actions Attitudes #ias14 #SlowDown Territorial
  50. 50. Territorial: Problem Approach @Megan_Schwarz & @bbono333 #ias14 #SlowDown Listened to researchers Validated concerns Communicated our value Expressed willingness to learn
  51. 51. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Territorial Cooperation
  52. 52. This wasn’t enough. We were greedy.
  53. 53. Territorial: Action Started to build a UX strategy from the research @Megan_Schwarz & @bbono333 #ias14 #SlowDown and asked for more
  54. 54. Territorial Cooperation Trust @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  55. 55. Territorial: Result Developed questionnaire for user interviews together @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  56. 56. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsive Angst Territorial Disregard Apathy Our Teams’ Attitudes
  57. 57. Disregard: Project Impact
  58. 58. The optimal tools to communicate knowledge have already been defined Disregard: How we got here @Megan_Schwarz & @bbono333 Assumptions Deliverables mark milestones and demonstrate cross department involvement Values Deliverable seen as green light to move into the next phase Actions Attitudes #ias14 #SlowDown Disregard
  59. 59. Disregard: Problem Approach @Megan_Schwarz & @bbono333 Team based affinity diagramming Brainstormed ways to show results Created template for experience map Made it our own #ias14 #SlowDown
  60. 60. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  61. 61. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Disregard Interest
  62. 62. Disregard: Action @Megan_Schwarz & @bbono333 One sentence to rule them all. - Gamestorming #ias14 #SlowDown
  63. 63. Disregard Interest Commitment @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  64. 64. Disregard: Result All design discussions have connected to this sentence @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  65. 65. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Impulsive Angst Territorial Disregard Apathy Our Teams’ Attitudes
  66. 66. Apathy: Project Impact
  67. 67. Organizational culture can only be impacted by leadership Apathy: How we got here @Megan_Schwarz & @bbono333 Assumptions Organizational culture is reflective of leadership goals Values No flexibility for team culture is built into the process Actions Attitudes #ias14 #SlowDown Apathy
  68. 68. Apathy: Problem Approach @Megan_Schwarz & @bbono333 #ias14 #SlowDown Process unified team Team understood why behind what Stakeholders and clients were excited about the result
  69. 69. @Megan_Schwarz & @bbono333 #ias14 #SlowDown Apathy Support
  70. 70. Apathy: Action Teammates shared project details within departments @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  71. 71. Apathy Support Advocacy @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  72. 72. Apathy: Result People started coming to us asking about the process @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  73. 73. @Megan_Schwarz & @bbono333 #ias14 #SlowDown After Two Months The prototype was replaced with a deep understanding of our users and a clear direction for design
  74. 74. We are building on our small wins. Thats how change happens. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  75. 75. We opened their minds with empathy. Then we killed them with logic. @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  76. 76. Change doesn’t happen overnight
  77. 77. Its messy Its hard Failure is inevitable #ias4 #SlowDown@Megan_Schwarz & @bbono333 #ias14 #SlowDown Keep trying
  78. 78. The Heart of Change John Kotter and Dan Cohen Gamestorming Dave Gray, Sunni Brown, and James Macanufo Radical Innovation: Crossing Knowledge Boundaries with Interdisciplinary Teams Alan Blackwell, Lee Wilson, Alice Street, Charles Boulton, John Knell Organizational Culture and Leadership Edgar Schein Creative Intelligence: Harnessing the Power to Create, Connect, and Inspire Bruce Nussbaum Determining What Good Means http://www.slideshare.net/UXSTRAT/ux-strat-2013-dan-klyn Dan Klyn Our Friends (well, we wish they were) @Megan_Schwarz & @bbono333 #ias14 #SlowDown
  79. 79. T.Hanks

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