Culture + Design

This talk was presented at Interactions12 (IxDA International Conference) in Dublin, Ireland (Feb. 2, 2012). In this talk I propose a framework for designers to develop a deeper understanding of cultural awareness.

Note: There were 2 video clips that were part of this presentation that aren't included here.

Transcript

1. CULTURE + DESIGN Interactions 12 #cultureUX
2. About Me Erik Dahl #cultureUX @eadahl
3. About this talk 4 VIGNETTES & CAVEATS DEFINING CULTURE 3 BUILDING BLOCKS OF CULTURE IMPLICATIONS
4. Cultural Fit
9. “The Phone Stack” Game
10. Orientation Methodology CULTURAL
11. THE REAL JOURNEY OF DISCOVER CONSISTS NOT IN SEEING NEW LANDSCAPES BUT IN HAVING NEW EYES. - MARCEL PROUST
12. YES... AND... Psychology Physiology Emotions Context Activities Motivations Goals CULTURE
13. YES... AND...
14. culture within your organization I’m NOT talking about creating
15. cross-cultural I’m NOT talking about design
16. Cultural Foil
17. MANY we are all members of CULTURES
18. So, what is culture about? Okay, great. HOW DO WE DEFINE IT? culture
19. Behavior - what people do Knowledge - what people know Artifacts - things people make and use. Culture is: - James Spradley
20. Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions. - Robert Gordon Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions. - Robert Gordon
21. The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning. - Clifford Geertz The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning. - Clifford Geertz
22. Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages. - Marcel Danesi Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages. - Marcel Danesi
23. GENERATIVEconcept of culture TAXONOMICconcept of culture NOT a these definitions point to a
24. sites of our designs become CULTURAL PRODUCTION
25. Joe Ballay on design ...it is in its transparency that it fulfills its function
26. of CULTURE 3 building blocks
27. PATTERNS building block #1
28. An underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers.
31. SEE patterns help us culture
32. SYNTAX patterns are the of culture
33. MATERIAL of culture patterns provide the
34. PATTERNS How do we suss out?
35. NOTICE be OPEN to the WORLD. Let go of your ASSUMPTIONS.
36. Sweatener, not Cleaner
37. Farmhouse, not Urban
38. 3 building blocks of culture Patterns --- --- See Syntax --- --- --- --- Material --- --- Notice Let go of Assumptions --- --- --- ---
39. STORIES building block #2
40. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves.
41. Harry Crews
42. Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
44. UNDERSTAND stories help us culture
45. SEMANTICS stories are the of culture
46. EMIC stories provide an perspective of culture
47. STORIES How do we suss out?
48. EMPATHIZE be OPEN to the PEOPLE. Build new ASSUMPTIONS.
49. Creativity Passion Authenticity Community Engaged Personal Expression
50. my expression of < value > < brand x > define general < value > ( - ) neg. brand expression ( + ) pos. brand expression A “Value-based Syllogism”
51. “It used to be that you got ahead by working harder, but now it’s about working smarter.”
52. 3 building blocks of culture Patterns Stories --- See Syntax Understand Semantics --- --- Material Emic --- Notice Let go of Assumptions Empathize Build new Assumptions --- ---
53. INTERPRETATION building block #3
54. Clifford Geertz Deep knowledge is the ability to make complex connections to central concpets.
55. We can’t just give people what they want.
56. Kim Philby “I learned more at cocktail parties than by photographing documents...”
57. KNOW interpretations help us culture
58. PRAGMATICS interpretations are the of culture
59. ETIC interpretations provides an perspective of culture
60. INTERPRETATION How do we suss out?
61. MODEL be OPEN to the OURSELVES. Challenge your ASSUMPTIONS.
62. Enculturation
63. Openings Closings It’s not always about what you notice on the clock.
64. Cultural Function
65. Cultural Form
66. 3 building blocks of culture Patterns Stories Interpretations See Syntax Understand Semantics Know Pragmatics Material Emic Etic Notice Let go of Assumptions Empathize Build new Assumptions Model Challenge Assumptions
67. IMPLICATIONS CULTURE + DESIGN
68. ULTIMATELY, CULTURE IS ALL ABOUT MEANING
69. Acknowledge... Let go of... Build... Challenge... ASSUMPTIONS
70. Cultural understanding provides a lens or orientation towards the world and our everyday lives. NEW EYES
71. Designer as... TRICKSTER
72. Summary 4 VIGNETTES & CAVEATS DEFINING CULTURE 3 BUILDING BLOCKS OF CULTURE IMPLICATIONS
73. erik@goinvo.com @eadahl thanks CULTURE + DESIGN