Communicating a Viable Vision Through Culturalization

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

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

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

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

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

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

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

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.

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!
______________+

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

Communicating a Viable Vision Through Culturalization

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