Time To Spit - IA Summit 2009

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Sometimes you have to be culturally inappropriate in order to be functionally appropriate. This presentation included animated video interviews with Jared Spool and Eric Reiss.

Business Technologie Design

Time
to Spit
on the Table
Being Functionally Appropriate
by Being Culturally Inappropriate

Dan Willis, Sapient IA Summit March 21, 2009

See video at http://www.youtube.com/watch?v=lbV4KcVu9VQ

“We don’t know who
discovered water ...

... but we know it
wasn’t a ﬁsh.”
--- Marshall McLuhan

“Hunting Lice by Candlelight” by Andries Both

“The group’s initial
ﬁxation on statistical
anchors ... was in step
with the analysis-
oriented corporate
norm.”

“One way past this dysfunction
was to give the meeting attendees
permission to ESCAPE from the
Hairball of their history ...”

Inappropriate meetings

Ravee Kurian, Director Business
Consulting, Sapient

See video at http://www.youtube.com/watch?v=wTSNIo9ISzE

Inappropriate meetings
Existing culture
‣ Distracted
‣ Unfocused
‣ Non-productive

Inappropriate tactics
‣ Demand accountability
‣ Make it per$onal

Results
‣ Full participation
‣ Self-policing

Inappropriate presentations

Andrei Herasimchuk, Principal,
Involution Studios

For video see http://www.youtube.com/watch?v=JA0Gl5NNgqE

Inappropriate presentations
Existing culture
‣ Engineer-dominated
‣ Fledgling interaction design expertise
‣ Microsoft haters

Inappropriate tactics
‣ Present user-centric view of product
line
‣ Suggest emulating the enemy

Results
‣ Adobe’s Creative Suite works a heck of
a lot like Microsoft Office now

Inappropriate deliverables

Eric Reiss, CEO, FatDUX Group

See video at http://www.youtube.com/watch?v=VUP4Vi-xkWY

Inappropriate deliverables
Existing culture
‣ Conditioned to expect slick IA
documentation
‣ Distance between client and
consultants

Inappropriate tactics
‣ Create low-fi materials
‣ Involve client in hands-on creation

Results
‣ Better project for the consulting
company
‣ Deeper understanding of problem for
client

Inappropriate deliverables

Jared Spool, Founding Principal,
User Interface Engineering

For video see http://www.youtube.com/watch?v=qD-CCzEh-YM

Inappropriate deliverables
Existing culture
‣ Traditional, deep-pocket investors

Inappropriate tactic
‣ Use a messy prototype to explain
functionality

Results
‣ Investors became participants
‣ Investors had fun
‣ Investors gained a deeper
understanding of the product than with
traditional materials

WARNING

Audience participation required in 5 slides

Inappropriate tips
‣ Inappropriate doesn’t always
mean rude
‣ Understand the existing
culture; gauge the ROI
‣ Get tactile
‣ Get personal
‣ Use the humor, but
constantly track the
discomfort in the room

WARNING

Audience participation required in 2 slides

Risks
‣ You may get fired
‣ You may be taken lightly
‣ Being inappropriate takes
more energy than
maintaining the status quo

Inappropriate stories, issues, or
questions?

dan@dswillis.com
http://www.uxcrank.com
twitter: @uxcrank

Please show Sapient some love. They are
smart and they are paying my hotel bill.

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Time To Spit - IA Summit 2009

1. Time to Spit on the Table Being Functionally Appropriate by Being Culturally Inappropriate Dan Willis, Sapient IA Summit March 21, 2009

2. See video at http://www.youtube.com/watch?v=lbV4KcVu9VQ

3. “We don’t know who discovered water ... ... but we know it wasn’t a ﬁsh.” --- Marshall McLuhan

4. “Hunting Lice by Candlelight” by Andries Both

6. “The group’s initial ﬁxation on statistical anchors ... was in step with the analysis- oriented corporate norm.”

7. “One way past this dysfunction was to give the meeting attendees permission to ESCAPE from the Hairball of their history ...”

8. Inappropriate meetings

9. Inappropriate meetings Ravee Kurian, Director Business Consulting, Sapient See video at http://www.youtube.com/watch?v=wTSNIo9ISzE

10. Inappropriate meetings Existing culture ‣ Distracted ‣ Unfocused ‣ Non-productive Inappropriate tactics ‣ Demand accountability ‣ Make it per$onal Results ‣ Full participation ‣ Self-policing

11. Intermission

12. Inappropriate presentations

13. Inappropriate presentations

14. Inappropriate presentations Andrei Herasimchuk, Principal, Involution Studios For video see http://www.youtube.com/watch?v=JA0Gl5NNgqE

15. Inappropriate presentations Existing culture ‣ Engineer-dominated ‣ Fledgling interaction design expertise ‣ Microsoft haters Inappropriate tactics ‣ Present user-centric view of product line ‣ Suggest emulating the enemy Results ‣ Adobe’s Creative Suite works a heck of a lot like Microsoft Office now

16. Intermission ... again

17. Inappropriate deliverables

18. Inappropriate deliverables Eric Reiss, CEO, FatDUX Group See video at http://www.youtube.com/watch?v=VUP4Vi-xkWY

19. Inappropriate deliverables Existing culture ‣ Conditioned to expect slick IA documentation ‣ Distance between client and consultants Inappropriate tactics ‣ Create low-fi materials ‣ Involve client in hands-on creation Results ‣ Better project for the consulting company ‣ Deeper understanding of problem for client

20. Inappropriate deliverables Jared Spool, Founding Principal, User Interface Engineering For video see http://www.youtube.com/watch?v=qD-CCzEh-YM

21. Inappropriate deliverables Existing culture ‣ Traditional, deep-pocket investors Inappropriate tactic ‣ Use a messy prototype to explain functionality Results ‣ Investors became participants ‣ Investors had fun ‣ Investors gained a deeper understanding of the product than with traditional materials

22.

23. WARNING Audience participation required in 5 slides

24.

25. Inappropriate tips ‣ Inappropriate doesn’t always mean rude ‣ Understand the existing culture; gauge the ROI ‣ Get tactile ‣ Get personal ‣ Use the humor, but constantly track the discomfort in the room

26.

27. WARNING Audience participation required in 2 slides

28. Risks ‣ You may get fired ‣ You may be taken lightly ‣ Being inappropriate takes more energy than maintaining the status quo

29. Inappropriate stories, issues, or questions? dan@dswillis.com http://www.uxcrank.com twitter: @uxcrank Please show Sapient some love. They are smart and they are paying my hotel bill.

Time To Spit - IA Summit 2009

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