Designing Globally, Thinking Locally: An Argument for Design Workflow Virtualization
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Guiseppe Getto [email protected] Kirk St.Amant [email protected] East Carolina University DESIGNING GLOBALLY, THINKING LOCALLY: AN ARGUMENT FOR DESIGN WORKFLOW VIRTUALIZATION
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In this presentation for the Symposium on Communicating Complex Information (http://workshop.design4complexity.com/home.php), we present an argument for "design workflow virtualization." This is a fancy term for processes for including globally dispersed and culturally diverse stakeholders within UX design projects.
Transcript of Designing Globally, Thinking Locally: An Argument for Design Workflow Virtualization
Guiseppe Get toget [email protected]
Ki rk St .Amants [email protected]
East Caro l ina Un ivers i ty
DESIGNING GLOBALLY, THINKING
LOCALLY: AN ARGUMENT FOR
DESIGN WORKFLOW VIRTUALIZATION
The State of Global UX Research
What Is “Design Workflow Virtualization?”
From Global Users to Local Stakeholders
Implications
WHAT WE’LL COVER
User-Centered Design (UCD)
“To maximize the usability of a product, the user should be involved
from the product’s inception.” – Courage and Baxter
Design as requirements gathering followed by iteration
UCD paradigm does not go far enough towards including
users within actual design processes – Sharon, Buley, Getto
User Experience Design (UX) as contextual, participatory design
Persona (or archetypal user) development
Design process is built from “user’s own goals and measures” –
http://uxdesign.com
STATE OF GLOBAL UX RESEARCH
Problems when addressing internat ional users
The problem of “factoid-based” design – Axtel
The issue of context of use and adaptive technology – van Reijswold
Not localization but transcreation – Schaeler
Designing with internat ional users
Requires a new set of considerations – Ghemawat; Quesenbery & Szu; Sun; Rau,
Plocher, & Choong
Many (most?) large-scale product deployments in the West rely on solely Western
user bases
Designers should thus “localize” their research methodologies – Sun
Response of UX designers in the West to localization is persona development
But does this process rely on a Westernized notion of individuality (an individual
represents the whole)? When does persona development stop?
STATE OF GLOBAL UX RESEARCH, 2
“Workflow virtualization”: distr ibuted work of any kind in a virtual
environment (e.g. outsourcing)
Tax prep work
Medical records processing
Basic legal brief processing
“Design workflow virtualization”: distr ibuted design work in a
virtual environment (e.g. code, interface design, user research,
user testing, etc.)
Examples
Github
Usertesting.com
Treejack
“DESIGN WORKFLOW VIRTUALIZATION?”
“DESIGN WORKFLOW VIRTUALIZATION?”, 2
http://www.optimalworkshop.com/treejack.htm
What is the need?
International online access
Global deregulation of professions/services
Offshoring markets (cheaper, faster, and better?)
International online markets and storefronts
On-site transcreation and more . . .
“DESIGN WORKFLOW VIRTUALIZATION?”, 2
“Design locally, think globally” becomes “design globally,
think locally”
Cultural issues: what are the assumptions, values, and practices
that international users bring with them into online environments?
Technological issues: what tools, skills, resources, and preferences
do users bring with them?
Global issues: what large-scale contexts, environments, and
architectures are users accustomed to operating in?
Local issues: what micro-level contexts, environments, and
interfaces are users accustomed to?
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS
IMPLICATIONS
(Getto 2014)
Question from before: when does persona development stop?
Qi, the busy international student enrol led in an accelerated summer
wri t ing course, version 1
Cultural issues: truly valued and wanted to learn digital technologies; unafraid of
trying them out; from a province in China that had successfully blocked access to
most social media platforms
Technological issues: very proficient in Standard Edited American English; also
proficient in several digital technologies (e.g. QQ, HTML, etc.); preferred to
communicate in SEAE in school settings
Global issues: used to dealing with multiple digital platforms at once; multi-tasker
Local issues: very outspoken student in class; seemed trusted by other students;
was often the first to present problems others were having; taking multiple
accelerated classes at once
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS, 2
Question from before: when does persona development stop?
Qi, the team leader, version X
Cultural issues: was an early adopter of all technologies I introduced;
very critical of attempts to block citizen access to technology
Technological issues: introduced QQ as a way for student teams in the
class to collaborate in a bi-lingual and networked space
Global issues: helpful with improving overall class workflow
Local issues: became a kind of student representative for technological
and linguistic issues his peers were having
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS, 3
Answer: persona development should never stop
Fold international users into UX processes when they are potential
end-users
UX methods are messy, but that’s okay – Sharon
Personas as “archetypal users” (i.e. subject positions) – Turner,
Quesenbery, Foucault
UX strategy vs. simple iteration
Discussion guide (collection of personas) OR other deliverables as
living documents/containers of an ongoing investigation
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS. 4
Achieving cheaper, faster, and better with UX methods (airfare
vs. using an ICT)
Accessing international co-workers and cl ients successfully
Increasing global participation in markets
Expanding education on an international (and bi-directional) level
Avoiding (hopefully) international legal issues
IMPLICATIONS
Topics for future research
Opportunities in education
Roles of different fields/professions
Skills for addressing situations
THINGS FOR DISCUSSION
