Culturalization (c13n), and Communicating a Viable Vision 
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Transcript of Culturalization (c13n), and Communicating a Viable Vision 
culturalizationand communicating a viable vision
alan bloodux design manager, familysearch.org
Part 1
STORIESPart 2
VISIONPart 3
CULTURALIZATION
Start with a story. Everyone loves a good story.
Start with a story.Everyone loves a good story.
experiencesare inspired by imagination,
but they materialize from
stories
Story #1
Working alongside Deloitte
Deloitte Headquarters
We had some meetings here
potential hangupscultural/religious differences
fragmented teams on our sideteam members all over the planet
vendor engagement learning curvesaggressive schedule for a broad/deep scope
we made time to eat
waffles
what we learnedmake the vendor successful
they wanted to learn about our culturewe 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 #2learning a bit about asia
South Korea, Japan, Taiwan
potential hangupsdifferent diet
language barrieraggressive schedule
unfamiliar culture and areadifferent 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 highlightskorean bbq is great
their records came from chinakorean language was created by korea
families yearn to connect across northern borderstrong national identity and links to past (deep trees)
Next, Japan128 million people
family history consultants
church leaders
church members
staff
vendors
vendors
vendors
japan highlightsvery polite people
nice taxi experiencesno compiled genealogies
cleanest restrooms on the planettraditional and future styles juxtaposed
Last stop, Taiwan24 million people
family history consultants
church leaders
church members
staff
taiwan highlightssooo many scooters
the climate is more tropicala ton of ancient chinese artifacts
not huge fans of simplified chinese...food is amazing (but chòu dòufu reeks)
what we learnedthey are really busy
they have way fast internetscountries in Asia are more different than similar
most people in Asia don’t know about the our churchAsian countries don’t really like each other
vendors were a lot like Deloitteway different diets
experiencesare inspired by imagination,
but they materialize from
stories
Part 1
STORIESPart 2
VISIONPart 3
CULTURALIZATION
JURISDICTION, LEGISLATION, ORDER, ORGANIZATION, OVERSEEING, OVERSIGHT, PERFORMANCE, POLICY, POWER, PROVISION, REGULATION, RULE, RUNNING, STRATEGY, SUPERINTENDENCE, SUPERVISION, 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, GUIDANCE, HANDLING,
IT’S OK.
everything’s gonna be fine
JURISDICTION, LEGISLATION, ORDER, ORGANIZATION, OVERSEEING, OVERSIGHT, PERFORMANCE, POLICY, POWER, PROVISION, REGULATION, RULE, RUNNING, STRATEGY, SUPERINTENDENCE, SUPERVISION, 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, GUIDANCE, HANDLING,
strategyUsing 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
roadmapStarting with viable well-defined steps, and continuing in an
upward trend with even more viable well-defined steps.
BE REALISTIC
visionWe 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 HypothesisDECIDE WHAT TO MEASURE
EXPERIMENTBAIL or CONTINUEcommunicate 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 worksfor a certain market
make that clear explain why you targeted that market
don’t pretendto 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 targeted3) 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 consistencydesign one-size-fits-all data modelscompromise the brand or message
ignore all cultures but your own
don’t...
We don’t need sheriffs, we need storytellers
Realistic RoadmapL10N, I18N, G11N
UX Design & Validation
clear and viable vision______________+
WE DO ALL OF THATyet we fail in some marketswhat are we missing?
you may ask...
ALWAYS ASSUMEthat you’re missing something
that’s a great question.
Part 1
STORIESPart 2
VISIONPart 3
CULTURALIZATION
typical strategy to addresscultural needs...
LET’S TRANSLATE IT!(note: that only scratches the surface)
L10NLocalization involves content translation/interpretation,
and also addresses specific differences between cultures at a feature level.
The focus is on the products.
Localization themeAre 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 ?
I18NInternationalization 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 themeIs 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!
G11NGlobalization 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 “design language”.
Globalization themeIs your 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.
now that we’ve taken care of
our needs,let’s focus on the
PATRON
so, we have:
L10N,I18N,
and G11N
introducing
C13N
(culturalization)C13N?
focus on cultureCulturalization means that the creation of products and
services starts from the context of a specific “culture”, and doesn’t conflict with the efforts of globalization.
do...identify what cultures to target first with data
design appropriate features and contentstay true to brand and message
bring it under one roof
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 ≠ understandingA 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 cultivateto become “cultured” spend time in an environment
that is not your own. examples:
church missions – service missions – charity work
true design is selflessto design well, engage in selfless service
Realistic, Culturalized RoadmapL10N, I18N, G11N
UX Design & Validation
clear and viable vision______________+
summary
think big with your strategybe realistic with your roadmap
use stories to communicate visionseek for unity in purpose and process
try harder to understand and keep tryingbecome cultured, leave your comfort zoneexperiment to build a corpus of experience
be transparent, be open, and put people firstprepare internally to accommodate externallyalways assume that you’re missing something
stories are about people, not systems or products
thanks!