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Megan Schwarz & Brian Bono
Interrupting Process for
the Greater Good
Slowing Down
The Machine
#ias14 #SlowDown
Brian Bono
Associate Creative Director
at Commonwealth
Megan Schwarz
User Experience Architect
at Team Detroit
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Hello. And we are...
The Office:
1 Client
1500 Employees
A LOT OF
PROCESSES
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
We Get
Shit Done.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Process
is good. but...
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
it can feel like
a runaway
train.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
We’ve tried to
change ours.
@Megan_Schwarz & @bbono333
We’ve failed.
So many times.
#ias14 #SlowDown
Then we tried
something different.
@Megan_Schwarz & @bbono333
And it worked.
#ias14 #SlowDown
What did we do
differently?
@Megan_Schwarz & @bbono333
Empathy
over
Logic
#ias14 #SlowDown
Example 1:
Failing with logic
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Organize the videos on our
YouTube page to make it easier
for users to find content.
@Megan_Schwarz & @bbono333
Our Client’s Request
#ias14 #SlowDown
The team completely
ignored us.
Why did logic fail to
change our process?
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
The process isn’t
inflexible. People are.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
People have attitudes
that can impact the
potential for change.
Often unconscious mental models
Elements of Organizational Culture
@Megan_Schwarz & @bbono333
Assumptions
Beliefs and IdeologiesValues
Processes and behaviorsActions
Attitudes
#ias14 #SlowDown
Feelings and emotions
- Schein
Attitude
is learned.
If you want to change
attitudes, you need to
understand your
organizational culture.
#ias14 #SlowDown@Megan_Schwarz & @bbono333
em·pa·thy
/ˈempəTHē/
noun
noun: empathy
1. the ability to understand and share
the feelings of another.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Let’s try this again.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Example 2:
Succeeding with
empathy
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Next project:
The Awesome App
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
“So I have this app idea…
Can you explore the possibilities
...in two months?”
Our Client’s Request
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
“Let’s build a prototype
...in two months.”
Our Team’s Reaction
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
The problem with that
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
We needed to
slow down.
#ias14 #SlowDown@Megan_Schwarz & @bbono333
Our Team
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Clients
Strategy UX Creative Research
Executive Stakeholder
PMTech Account
Executive Stakeholder
Executive Stakeholder
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive
Angst
Territorial
Disregard
Apathy
Our Teams’ Attitudes
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive
Angst
Territorial
Disregard
Apathy
Our Teams’ Attitudes
Impulsive:
Project Impact
I am the user (or my son is… or my mom…
or my best friend from high school)
Impulsive: How we got here.
@Megan_Schwarz & @bbono333
Assumptions
People are rewarded for having answers
not asking questions
Values
Start project by brainstorming
solutions up front
Actions
Attitudes
#ias14 #SlowDown
Impulsive
Impulsive: Problem Approach
Listened to stakeholders individually
Emerged two themes: gaming & utility
Organized notes onto continuum
Showed Brian’s boss
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive: Leadership Division
012 321
Gaming Utility
3
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsiveness
Doubt
We were on
that doubt like
white on rice
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333
Impulsive: Action
Brainstorming solutions
was replaced with
discussing research
#ias14 #SlowDown
Impulsiveness
Doubt
Excitement
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
…about research
@Megan_Schwarz & @bbono333
Impulsive: Result
Team wanted to get
involved in research
planning
#ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive
Angst
Territorial
Disregard
Apathy
Our Teams’ Attitudes
Angst:
Project Impact
We need to be ahead of our competitors
to show relevance
Angst: How we got here
@Megan_Schwarz & @bbono333
Assumptions
Product delivery over product qualityValues
Timeline set to accommodate bare
minimum time needed
Actions
Attitudes
#ias14 #SlowDown
Angst
Angst: Problem Approach
Acknowledged team confusion
Implemented a NO DESIGN rule
Kept project idea fuzzy
Didn’t take ownership over idea
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Angst
Compliance
Angst: Action
The less we talked about
design, the more we
were ok with it
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Angst
Compliance
Comfort
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Angst: Result
We stopped talking about
design completely
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Our Teams’ Attitudes
Impulsive
Angst
Territorial
Disregard
Apathy
Territorial:
Project Impact
My influence over the project is
determined by my role
Territorial: How we got here
@Megan_Schwarz & @bbono333
Assumptions
Subject matter experts are
divided by departments
Values
People are only involved in the
project when they can contribute
Actions
Attitudes
#ias14 #SlowDown
Territorial
Territorial: Problem Approach
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Listened to researchers
Validated concerns
Communicated our value
Expressed willingness to learn
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Territorial
Cooperation
This wasn’t enough.
We were greedy.
Territorial: Action
Started to build a UX
strategy from the research
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
and asked for more
Territorial
Cooperation
Trust
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Territorial: Result
Developed questionnaire
for user interviews
together
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive
Angst
Territorial
Disregard
Apathy
Our Teams’ Attitudes
Disregard:
Project Impact
The optimal tools to communicate
knowledge have already been defined
Disregard: How we got here
@Megan_Schwarz & @bbono333
Assumptions
Deliverables mark milestones and
demonstrate cross department involvement
Values
Deliverable seen as green light to
move into the next phase
Actions
Attitudes
#ias14 #SlowDown
Disregard
Disregard: Problem Approach
@Megan_Schwarz & @bbono333
Team based affinity diagramming
Brainstormed ways to show results
Created template for experience map
Made it our own
#ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Disregard
Interest
Disregard: Action
@Megan_Schwarz & @bbono333
One sentence to rule them all.
- Gamestorming
#ias14 #SlowDown
Disregard
Interest
Commitment
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Disregard: Result
All design discussions
have connected to this
sentence
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Impulsive
Angst
Territorial
Disregard
Apathy
Our Teams’ Attitudes
Apathy:
Project Impact
Organizational culture can only be
impacted by leadership
Apathy: How we got here
@Megan_Schwarz & @bbono333
Assumptions
Organizational culture is reflective
of leadership goals
Values
No flexibility for team culture is built
into the process
Actions
Attitudes
#ias14 #SlowDown
Apathy
Apathy: Problem Approach
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Process unified team
Team understood why behind what
Stakeholders and clients were excited
about the result
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Apathy
Support
Apathy: Action
Teammates shared
project details within
departments
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Apathy
Support
Advocacy
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Apathy: Result
People started coming
to us asking about the
process
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
After Two Months
The prototype was
replaced with a deep
understanding of our
users and a clear
direction for design
We are building
on our small wins.
Thats how
change happens.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
We opened their
minds with empathy.
Then we killed
them with logic.
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Change doesn’t
happen overnight
Its messy
Its hard
Failure is inevitable
#ias4 #SlowDown@Megan_Schwarz & @bbono333 #ias14 #SlowDown
Keep trying
The Heart of Change
John Kotter and Dan Cohen
Gamestorming
Dave Gray, Sunni Brown, and James Macanufo
Radical Innovation: Crossing Knowledge Boundaries with Interdisciplinary
Teams
Alan Blackwell, Lee Wilson, Alice Street, Charles Boulton, John Knell
Organizational Culture and Leadership
Edgar Schein
Creative Intelligence: Harnessing the Power to Create, Connect, and Inspire
Bruce Nussbaum
Determining What Good Means http://www.slideshare.net/UXSTRAT/ux-strat-2013-dan-klyn
Dan Klyn
Our Friends (well, we wish they were)
@Megan_Schwarz & @bbono333 #ias14 #SlowDown
T.Hanks

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Slowing Down The Machine