The document discusses how organizational culture and values impact design. It notes that project issues are often symptoms of underlying cultural values rather than priorities. The presentation analyzes different types of organizational cultures (adhocracy, clan, hierarchy, market) and how UX designers can adapt their approach based on the dominant culture. It encourages designers to understand an organization's real values in order to design effectively within that culture, noting that values cannot be faked and must be worked with rather than ruled by.

1. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 1
how we design
@kimgoodwin
FBTB, Stockholm, April 2014
designing

2. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 2

3. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 3
context drives design

4. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
The long & lonely road to shipping good UX
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new
exec
bad
attitude
budget
issue
arbitrary
deadline
UX is
not a
priority

5. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 5
cultural context
should drive
how we design

6. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 6
are symptoms
Culture
is the cause
Project issues
stated values
artifacts & systems
shared assumptions
* Edgar Schein

7. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
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- What’s important
- Who’s important
- What’s acceptable
values

8. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 8
organizational values
become
the UX
The Disney Way, Capodagli & Jackson, 1998.

9. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 9
You can’t fake values

10. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinValues, culture, and leadership | UX Hong Kong, March 2014
UX values
simplicity
elegance
efficiency
respect for human time & dignitybeauty
novelty accessibility
usefulness
usability
learnability
delightfulness
clarity
brevity
empathy
skill
vision
collaboration

11. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 11
maximizing transactions
preserving data integrity
keeping the sales team happy
UX
REAL
values
UX values: rarely core values

12. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Finding the real values
Founding stories
Time, money, attention
Assumed limitations
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13. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
1. Be a pest: question values
Is this really an organizational value? A shared priority?
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14. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
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2. USE the values
(it’s much easier than changing them)

15. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 15
personas design
values project plan

16. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Competing Values Framework
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Dynamic
Stable
Simplified from Cameron & Quinn 2011, based on earlier works
Internal External
focus focus

17. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
External
Adhocracy
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18. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracy hurdles
General chaos
Lack of focus
No clear ownership
Process? Eeew!
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19. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Adhocracies value
Experimentation
Novel vision
Passionate generalists
Adoption & growth
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20. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros as
whiteboard ninjas

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

22. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Dynamic
Internal
Clan

23. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clan hurdles
Things are SLOW
Huge ineffective meetings
No clear ownership
Conflict avoidance
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24. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans value
Employee satisfaction
Skill building
Harmony
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UX pros as
facilitators & coaches

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Maximize involvement
Minimize exclusion, conflict

27. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
Internal
Hierarchy

28. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchy hurdles
Rigid process & roles
Inward focus
Risk aversion
Silos
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29. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Hierarchies value
Efficiency & structure
Consistency & compliance
Technical expertise
Risk management
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30. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
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UX pros as
experts &
process mavens

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Maximize
repeatable process,
clear decision points
Minimize disruption, risk

32. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Stable
External
Market

33. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Market hurdles
“Prove it”
Focus on competitors
Pressure to go fast
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34. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Markets value
Near-term profit
Quantifiable results
Speed
Beating competitors
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UX pros as
scientists

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Maximize data (especially quantitative)
Minimize time & risk

37. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014 37
3. Don’t be ruled by culture
1. Be a pest: question values
2. Work with the values

38. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Clans need
role definition
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Adhocracies need
process
Hierarchies need
a little disruption
Markets need
more than numbers

39. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Consider today:
What are your organization’s values?
How does what you hear apply?
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40. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Next week at the office:
Assess organizational values as a team
Review recent projects & challenges
How could working with the values help?
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41. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
In the long term:
Are your values a good fit?
Can you envision that changing
...and commit to it?
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42. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
You can’t fake values.
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43. © 2009-2014 | KimGoodwin@me.com | @KimGoodwinDesigning how we design | FBTB, April 2014
Thanks!
Hope to see you at my
workshop tomorrow.
@kimgoodwin
kimgoodwin@mac.com
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