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!