Culture - You are It

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Steve Portigal

Portigal Consulting

Tuesday, November 8, 2011

Culture: Youre

Soaking In it


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www.portigal.com1 @steveportigal

Culture: Youre Soaking In It

@steveportigal


Portigal Consulting is abite-sized California firm

that helps companiesdiscover and act on new

insights about theircustomers and

themselves

UI16 Conference Nov. 2011. 2011 all materials 1


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What tomake or do

Refine &prototype

Launch

Iterate & improve

We work throughout the development cycle

Take a freshlook at people Use existing ideas

as hypothesesUse existing ideasas hypothesesUse existing ideasas hypotheses

Explore newideas


What is culture?



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What is culture?


Culture defined

How a group of people make sense of the world,through common

Experiences

Beliefs

Knowledge

Values

Attitudes

Behaviors

Meanings

Patterns

Symbols



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Youre Soaking In It?


Madge

Jan Miner played the Madge the manicurist in Palmoliveads for 27 years

Is Madge an example of culture?Advertising is obviously pop culture

Youre Soaking In It and the accompanying gesture represents a sharedexperience from a time and place



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FrancoiseTilly

Marissa

Madge: The Cultural Bridge

Madge

Madge


Cultural norms

Articulates what is normal Normal isnt right or wrong, itsthe set of background rulesthat define much of what peoplechoose or ignore

Seen in artifacts

Media Products

Advertisements

Street culture

Trends and fads



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www.portigal.com11 Steve Portigal

What is Normal?




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Ethnography and technology reveal norms

People assert their own normalcy by verballydistancing themselves from the end-points of thenormal curve

We hear these stories over and over

New technologies (especially those that enablenew, visible behaviors) are often met with distrust

Society sanctions people who violate these norms

People who aretoo

People who aretoo

Me

Thinking someone is weirdor ajerk is a manifestation

of the norms of onessociety. What is weird inone age may eventuallybecome normal over time.



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Beyond manicures: Some cultures we care about

Inside

Company cultures different organizations

Profession cultures different ways of working

Outside

Regional cultures different places

User cultures different groups of people


Company cultures

Belkin, 1982

Belkin, 1983

Belkin, 2011



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Company cultures

Communication tools

Communication preferences

Speed

Decision-making styles

Hierarchical/flat

Shared beliefs

Natural language

Internally/externally oriented

Uncover em. Work with em. Work around em. Change em.

You cant ignore em, though!

Company culture on display in an employees cubicle


Company culture meets customer culture

Executives at Harley-Davidson arealso Harley riders, and spend timewith their consumers. There is nodistinction between executives,dealers, and consumers. They areall part of the same group ofauthentic enthusiasts.

Clif Bar founders are passionate about outdoor activities andenvironmentalism. They are actively involved and encouragetheir customers to join them in their efforts, enabling peopleto be more active and reach their aspirations.



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Inauthenticity dooms culture change efforts


Not yet time to eat



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Profession cultures


Profession cultures



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Profession cultures


Regional cultures



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User cultures



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User cultures


User cultures



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Pop culture is user culture

Pop culture is a rich source of

information that can often be crucial forour work. When the public begins tocompare and contrast the voting forAmerican Idol with voting for theAmerican president, thats something wewant to pay attention to. Dismissing thiscultural data by sniffing I dont watch

American Idol isnt a relevant response.Steve Portigal

Living In the Overlap

interactions, Sep+Oct 2008


Pop quiz



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Pop quiz


Pop quiz



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Pop quiz


Pop quiz



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To know (about) him Is not to love him


Innovation means getting beyond pain points

Understanding culture is essential if wewant to use the information weve gatheredto do more than solve known pain points.



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What do pain points ultimately reveal?

While we always uncover so-called pain points, the biggeropportunity may come from understanding why how didwe get here?


Using culture (and design) to innovate

Ethnography answers more than just

What features do people want?

What do they like or dislike about our current service

or prototype?

Where is the ideal button placement?

Which version reduces error rates?

What are the three personas to share with our

marketing team?

Ethnography uncovers cultural data

What do they care about?

Where are people trying to accomplish?

What do people have in common? How are people making sense of their world?

Design doesnt just fix known problems, itaddresses cultural insights

Answers How can we help people to?



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Cultural data from

fieldwork




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Collect Your Own Stories





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What About Changing Culture?

From A Good Way to Change a Corporate Culture, Peter Bregman, HBR blog

To start a culture change we need to do two simple things:

1. Do dramatic story-worthy things that represent theculture we want to create. Then let other people tell storiesabout it.

2.Find other people who do story-worthy things that

represent the culture we want to create. Then tell storiesabout them.

We can change our stories and be changed by them.



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What About Changing Culture?

Flickr user dougbelshaw


A book by Steve Portigal

The Art and Craft of User Research Interviewing

http://rosenfeldmedia.com/books/user-interviews/

Coming in 2012!



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Portigal Consultingwww.portigal.com

@[email protected]+1-415-894-2001

Thank you!

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Culture - You are It

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