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culturalization
and communicating a viable vision
alan blood
ux design manager, familysearch.org
Part 1
STORIES
Part 2
VISION
Part 3
CULTURALIZATION
Start with a story.
Everyone loves a good story.
Start with a story.
Everyone loves a good story.
experiences
are inspired by imagination,
but they materialize from
stories
Story #1
Working alongside Deloitte
Deloitte Headquarters
We had some meetings here
potential hangups
cultural/religious differences
fragmented teams on our side
team members all over the planet
vendor engagement learning curves
aggressive schedule for a broad/deep scope
we made time to eat
waffles
what we learned
make the vendor successful
they wanted to learn about our culture
we will be successful when we get our story straight
people open up when they feel safe
“Bruges” belgian waffles are rad
we were unified
Story #2
learning a bit about asia
South Korea, Japan, Taiwan
potential hangups
different diet
language barrier
aggressive schedule
unfamiliar culture and area
different people from hq for this trip
communication breakdowns with vendors
First stop, South Korea
50 million people
family history consultants
church leaders
church members
staff
vendors
vendors
south korea highlights
korean bbq is great
their records came from china
korean language was created by korea
families yearn to connect across northern border
strong national identity and links to past (deep trees)
Next, Japan
128 million people
family history consultants
church leaders
church members
staff
vendors
vendors
vendors
japan highlights
very polite people
nice taxi experiences
no compiled genealogies
cleanest restrooms on the planet
traditional and future styles juxtaposed
Last stop, Taiwan
24 million people
family history consultants
church leaders
church members
staff
taiwan highlights
sooo many scooters
the climate is more tropical
a ton of ancient chinese artifacts
not huge fans of simplified chinese...
food is amazing (but chòu dòufu reeks)
what we learned
they are really busy
they have way fast internets
countries in Asia are more different than similar
most people in Asia don’t know about the our church
Asian countries don’t really like each other
vendors were a lot like Deloitte
way different diets
experiences
are inspired by imagination,
but they materialize from
stories
Part 1
STORIES
Part 2
VISION
Part 3
CULTURALIZATION
SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION,
GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT,
MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED
TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE,
SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE,
DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY,
APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION,
DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE,
CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING,
PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE,
PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE,
ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN,
PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO,
SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME,
GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY,
TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY,
APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING,
CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION,
ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
IT’S OK.
everything’s gonna be fine
SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION,
GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT,
MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED
TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE,
SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE,
DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY,
APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION,
DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE,
CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING,
PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE,
PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE,
ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN,
PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO,
SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME,
GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY,
TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY,
APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING,
CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION,
ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
strategy
Using our understanding of what people do, think, and feel
to provide ways to help them do, think, and feel in ways
that result in an increase of joy.
THINK BIG
roadmap
Starting with viable well-defined steps, and continuing in an
upward trend with even more viable well-defined steps.
BE REALISTIC
vision
We consistently help patrons in viable ways to receive an
increase of joy in what they do, think, and feel. Patrons
return because of the increase of joy they feel in their lives.
THINK BIG, BUT BE REALISTIC
strategy + roadmap = VISION
then use stories to communicate your vision
Formulate a Hypothesis
DECIDE WHAT TO MEASURE
EXPERIMENT
BAIL or CONTINUE
communicate the experience!
keyword: “viable”
Something is viable when it’s not only
perceived to be, but actually is achievable,
meaningful, and productive.
If your solution only works
for a certain market
make that clear
explain why you targeted that market
don’t pretend
to make a one-size fits all solution
your story must
BE REALISTIC
Be ready to explain:
1) why you targeted that market
2) how and when other markets will be targeted
3) what factors drive your strategy
We call that a “roadmap”
Don’t “boil the ocean”
It’s NOT about doing and being
EVERYTHING for EVERYONE right now!
expect the UI “veneer” to enforce consistency
design one-size-fits-all data models
compromise the brand or message
ignore all cultures but your own
don’t...
We don’t need sheriffs, we need storytellers
WE DO ALL OF THAT
yet we fail in some markets
what are we missing?
you may ask...
ALWAYS ASSUME
that you’re missing something
that’s a great question.
Part 1
STORIES
Part 2
VISION
Part 3
CULTURALIZATION
introducing
C13N
(culturalization)
focus on culture
Culturalization means that the creation of products and
services starts from the context of a specific “culture”.
do...
identify what cultures to target first with data
design appropriate features and content
stay true to brand and message
bring it under one roof
typically, we address cultural needs
with translation.
(note: that only scratches the surface)
L10N
Localization involves content translation/interpretation,
and also addresses specific differences between cultures at
a feature level.
The focus is on the products.
Localization theme
Are your products localized?
We must support patrons who speak or read languages
other than our own, as well as patrons with disabilities or
environmental limitations.
OK, BUT...
what about differing functional needs ?
I18N
Internationalization is the effort to engineer a system so
that it can support localized products by analyzing what the
high-level feature differences are between cultures.
The focus is on the system.
Internationalization theme
Is your system internationalized?
We must be built to be flexible enough to accommodate
the varying functional needs, limitations, and situations of
our patrons.
THAT’S ALL GREAT, BUT...
the message needs to be consistent,
despite the varying needs of the patrons!
G11N
Globalization is the effort to consistently convey a given
set of principles, core methods, and messaging so as to
clearly communicate and protect the name, brand, and
mission of the organization.
The focus is on the company.
Globalization theme
Is your company brand & message globalized?
We must consistently enable the message to be seen
through the identity we project, the content we provide, and
the functions we enable in the lives of our patrons.
L10N,
I18N,
and G11N
so, we have:
product needs
system needs
company needs
Vision and Roadmap
L10N, I18N, G11N
UX Design Involvement
something’s still not right...
______________+
now that we’ve covered
our needs,
let’s focus on the
PATRON
when envisioning the end user,
THINK BIGGER
(than yourself)
culturalization is:
To expose or subject to the influence of culture.
http://dictionary.reference.com/browse/culturalization
or in other words,
trying to understand!
what is culture?
The customs, arts, social institutions, and achievements
of
a particular nation, people, or other social group.
culture can be based on:
geography (e.g. Asia)
ethnicity (e.g. Scandinavians in North Seattle)
like-mindedness (e.g. LDS members)
a common set of goals or tasks (e.g. “Indexers”)
to be “cultured” means:
Having a refined understanding or appreciation of other
cultures. Having or showing good education, tastes, and
manners. It is grown or made under controlled conditions.
avoid stereotypes, labels,
and generalizations.
THEY ARE DIVISIVE
stereotypes ≠ understanding
A stereotype is a widely held but fixed and oversimplified
image or idea of a particular type of person or thing.
to culture (verb) is to cultivate
to become “cultured” spend time in an environment
that is not your own. examples:
church missions – service missions – charity work
true design is selfless
to design well, engage in selfless service
Realistic, Culturalized Roadmap
L10N, I18N, G11N
UX Design & Validation
clear and viable vision!
______________+
summary
think big with your strategy
be realistic with your roadmap
use stories to communicate vision
seek for unity in purpose and process
try harder to understand and keep trying
become cultured, leave your comfort zone
experiment to build a corpus of experience
be transparent, be open, and put people first
prepare internally to accommodate externally
always assume that you’re missing something
stories are about people, not systems or products
thanks!

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Culturalization (c13n), and Communicating a Viable Vision 

  • 2. alan blood ux design manager, familysearch.org
  • 4. Start with a story. Everyone loves a good story. Start with a story. Everyone loves a good story.
  • 5. experiences are inspired by imagination, but they materialize from stories
  • 7. Deloitte Headquarters We had some meetings here
  • 8. potential hangups cultural/religious differences fragmented teams on our side team members all over the planet vendor engagement learning curves aggressive schedule for a broad/deep scope
  • 9. we made time to eat waffles
  • 10. what we learned make the vendor successful they wanted to learn about our culture we will be successful when we get our story straight people open up when they feel safe “Bruges” belgian waffles are rad
  • 12. Story #2 learning a bit about asia South Korea, Japan, Taiwan
  • 13. potential hangups different diet language barrier aggressive schedule unfamiliar culture and area different people from hq for this trip communication breakdowns with vendors
  • 14. First stop, South Korea 50 million people
  • 18. staff
  • 21. south korea highlights korean bbq is great their records came from china korean language was created by korea families yearn to connect across northern border strong national identity and links to past (deep trees)
  • 26. staff
  • 30. japan highlights very polite people nice taxi experiences no compiled genealogies cleanest restrooms on the planet traditional and future styles juxtaposed
  • 31. Last stop, Taiwan 24 million people
  • 35. staff
  • 36. taiwan highlights sooo many scooters the climate is more tropical a ton of ancient chinese artifacts not huge fans of simplified chinese... food is amazing (but chòu dòufu reeks)
  • 37. what we learned they are really busy they have way fast internets countries in Asia are more different than similar most people in Asia don’t know about the our church Asian countries don’t really like each other vendors were a lot like Deloitte way different diets
  • 38. experiences are inspired by imagination, but they materialize from stories
  • 40. SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION, GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT, MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE, SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE, DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY, APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION, DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE, CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING, PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE, PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE, ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN, PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO, SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME, GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY, TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY, APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING, CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION, ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
  • 42. SURVEILLANCE, CHANNELS, CHARGE, CONTROL, DIRECTION, EXECUTION, GUIDANCE, HANDLING, INTENDANCE, LEADERSHIP, MANAGEMENT, MANIPULATION, ORGANIZATION, OVERSIGHT, PLAN, POLICY, POSTURE, RED TAPE, ROADMAP, REGIMEN, REGULATION, RULE, SUPERINTENDENCE, SUPERVISION, TACTICS, TREATMENT, WIELDING, CAMPAIGN, MOVE, COURSE, DEFENSE, TECHNIQUE, PLOY, SYSTEM, WAY, POLICY, SCHEME, STRATEGY, APPROACH, METHOD, MANEUVER, MEANS, TACK, PLAN, DISPOSITION, DEVICE, LINE, INTERNATIONALIZATION, TRICK, PROCEDURE, RED TAPE, CHANNELS, GENERALSHIP, MANEUVERING, PLAN OF ATTACK, WAYFINDING, PERCEPTION, VIEW, SEEING, SIGHT, PERCEIVING, RANGE OF VIEW, GUIDELINE, PLAN, DIRECTION, INSTRUCTIONS, MAP, PROTOCOL, STANDARD PROCEDURE, ACTION, APPROACH, BLUEPRINT, DESIGN, GAME PLAN, METHOD, PLAN, PLANNING, VISION, POLICY, PROCEDURE, PROGRAM, PROJECT, SCENARIO, SCHEME, SYSTEM, ANGLE, ARTIFICE, BRAINCHILD, CRAFT, CUNNING, GAME, GIMMICK, LAYOUT, PROPOSITION, SCENE, SETUP, SLANT, STORY, SUBTLETY, TACTICS, GRAND DESIGN, MANEUVERING, ADMINISTERING, AGENCY, APPLICATION, AUTHORITY, CHARGE, COMMAND, CONDUCT, CONDUCTING, CONTROL, CREATIVE DIRECTION, DISPENSATION, DISPOSITION, DISTRIBUTION, ENFORCEMENT, EXECUTION, GOVERNING, LOCALIZATION GOVERNMENT,
  • 43. strategy Using our understanding of what people do, think, and feel to provide ways to help them do, think, and feel in ways that result in an increase of joy. THINK BIG
  • 44. roadmap Starting with viable well-defined steps, and continuing in an upward trend with even more viable well-defined steps. BE REALISTIC
  • 45. vision We consistently help patrons in viable ways to receive an increase of joy in what they do, think, and feel. Patrons return because of the increase of joy they feel in their lives. THINK BIG, BUT BE REALISTIC
  • 46. strategy + roadmap = VISION then use stories to communicate your vision
  • 47. Formulate a Hypothesis DECIDE WHAT TO MEASURE EXPERIMENT BAIL or CONTINUE communicate the experience!
  • 48. keyword: “viable” Something is viable when it’s not only perceived to be, but actually is achievable, meaningful, and productive.
  • 49. If your solution only works for a certain market make that clear explain why you targeted that market
  • 50. don’t pretend to make a one-size fits all solution your story must BE REALISTIC
  • 51. Be ready to explain: 1) why you targeted that market 2) how and when other markets will be targeted 3) what factors drive your strategy We call that a “roadmap”
  • 52. Don’t “boil the ocean” It’s NOT about doing and being EVERYTHING for EVERYONE right now!
  • 53. expect the UI “veneer” to enforce consistency design one-size-fits-all data models compromise the brand or message ignore all cultures but your own don’t...
  • 54. We don’t need sheriffs, we need storytellers
  • 55. WE DO ALL OF THAT yet we fail in some markets what are we missing? you may ask...
  • 56. ALWAYS ASSUME that you’re missing something that’s a great question.
  • 59. focus on culture Culturalization means that the creation of products and services starts from the context of a specific “culture”.
  • 60. do... identify what cultures to target first with data design appropriate features and content stay true to brand and message bring it under one roof
  • 61. typically, we address cultural needs with translation. (note: that only scratches the surface)
  • 62. L10N Localization involves content translation/interpretation, and also addresses specific differences between cultures at a feature level. The focus is on the products.
  • 63. Localization theme Are your products localized? We must support patrons who speak or read languages other than our own, as well as patrons with disabilities or environmental limitations.
  • 64.
  • 65. OK, BUT... what about differing functional needs ?
  • 66. I18N Internationalization is the effort to engineer a system so that it can support localized products by analyzing what the high-level feature differences are between cultures. The focus is on the system.
  • 67. Internationalization theme Is your system internationalized? We must be built to be flexible enough to accommodate the varying functional needs, limitations, and situations of our patrons.
  • 68.
  • 69. THAT’S ALL GREAT, BUT... the message needs to be consistent, despite the varying needs of the patrons!
  • 70. G11N Globalization is the effort to consistently convey a given set of principles, core methods, and messaging so as to clearly communicate and protect the name, brand, and mission of the organization. The focus is on the company.
  • 71. Globalization theme Is your company brand & message globalized? We must consistently enable the message to be seen through the identity we project, the content we provide, and the functions we enable in the lives of our patrons.
  • 72.
  • 73. L10N, I18N, and G11N so, we have: product needs system needs company needs
  • 74. Vision and Roadmap L10N, I18N, G11N UX Design Involvement something’s still not right... ______________+
  • 75. now that we’ve covered our needs, let’s focus on the PATRON
  • 76. when envisioning the end user, THINK BIGGER (than yourself)
  • 77. culturalization is: To expose or subject to the influence of culture. http://dictionary.reference.com/browse/culturalization or in other words, trying to understand!
  • 78. what is culture? The customs, arts, social institutions, and achievements of a particular nation, people, or other social group.
  • 79. culture can be based on: geography (e.g. Asia) ethnicity (e.g. Scandinavians in North Seattle) like-mindedness (e.g. LDS members) a common set of goals or tasks (e.g. “Indexers”)
  • 80. to be “cultured” means: Having a refined understanding or appreciation of other cultures. Having or showing good education, tastes, and manners. It is grown or made under controlled conditions.
  • 81. avoid stereotypes, labels, and generalizations. THEY ARE DIVISIVE
  • 82. stereotypes ≠ understanding A stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing.
  • 83. to culture (verb) is to cultivate to become “cultured” spend time in an environment that is not your own. examples: church missions – service missions – charity work true design is selfless to design well, engage in selfless service
  • 84. Realistic, Culturalized Roadmap L10N, I18N, G11N UX Design & Validation clear and viable vision! ______________+
  • 86. think big with your strategy be realistic with your roadmap use stories to communicate vision seek for unity in purpose and process try harder to understand and keep trying become cultured, leave your comfort zone experiment to build a corpus of experience be transparent, be open, and put people first prepare internally to accommodate externally always assume that you’re missing something stories are about people, not systems or products