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People, Purposes, Patterns & Problem Space by Indi Young

uxaustralia
March 17, 2021

People, Purposes, Patterns & Problem Space by Indi Young

How can your org go deep? How can it find 1000 more opportunities to support by studying the patterns that come from people's inner thinking as they pursue their purposes? Indi will unfold a way to bring this powerful perspective to your organization.
Presented at Design Research 2021.

uxaustralia

March 17, 2021
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  1. PEOPLE, PURPOSE, PATTERNS & PROBLEM SPACE Supporting Humans as They

    Are In The World @indiyoung Photo credit: “Sujetando el Mundo” by Oscar F. Hevia, Flickr oscarfh/10366187676
  2. CC BY-NC 4.0 INDI YOUNG software began as a way

    to speed up calculations … to automate processes 2
  3. CC BY-NC 4.0 INDI YOUNG we were writing code mostly

    for mathematicians, codebreakers, engineers, rocket scientists … and accountants, procurement folks, chess players … 3
  4. CC BY-NC 4.0 INDI YOUNG the software engineer’s job was

    to encode the standard operating procedure (sop) 4
  5. CC BY-NC 4.0 INDI YOUNG then we decided to prioritize:

    “user friendly” and “user-centered” we studied how well the process worked for users 6
  6. CC BY-NC 4.0 INDI YOUNG we decided to prioritize: “user

    experience” and methods like agile, design thinking, jobs-to-be-done “process” expands to include anything humans do … but we continue to look through the lens of the solution 7
  7. CC BY-NC 4.0 INDI YOUNG at the same time, along

    came “business models” ahelluvalotta money + shiny power + marketing GAFA humans = eyeballs to show ads advertisers are the users maybe labor unions will give us power 8 See: Jaron Lanier; How We Need to Remake the Internet at TED.com
  8. CC BY-NC 4.0 INDI YOUNG there are plenty of orgs

    & teams who are making solutions in support of humans with money to sustain success over the years 10
  9. CC BY-NC 4.0 INDI YOUNG 11 … but orgs still

    solve for the typical user the average user in our “market” edge cases edge cases
  10. CC BY-NC 4.0 INDI YOUNG 12 … but orgs still

    solve for the typical user for one way of being in the world the average user in our “market” edge cases edge cases
  11. CC BY-NC 4.0 INDI YOUNG 13 … but orgs still

    solve for the typical user for one way of being in the world the average user in our “market” edge cases edge cases “market” is defined by demographics, roles, job-performers … by the solution being offered
  12. CC BY-NC 4.0 INDI YOUNG 14 … but orgs still

    solve for the typical user for one way of being in the world the average user in our “market” edge cases edge cases “market” is defined by demographics, roles, job-performers … by the solution being offered no human is an “edge case”
  13. CC BY-NC 4.0 INDI YOUNG 15 1750’s 1st industrial revolution

    history of the systems oral tradition written information literacy printing newspapers social media, podcasts scientific method 1600’s controlled, repeatable experiments 1450 Guten- berg press 1200’s Movable type imperialism / colonialism 1500 Age of Ex- ploration 1800’s rise of corporate capitalism capitalism
  14. CC BY-NC 4.0 INDI YOUNG 16 more systems gift economy

    theocracy feudalism monarchy dictatorship communism indigenous environmental paternalism racism colorism feminism caste academia science business hierarchy corporate governance operations procurement quant universal basic income living wage unions
  15. CC BY-NC 4.0 INDI YOUNG 17 … but orgs still

    solve for the typical user for one way of being in the world as defined by the systems we, the privileged, swim in
  16. CC BY-NC 4.0 INDI YOUNG millions of humans are ignored,

    made to feel unwelcome, or harmed 21
  17. CC BY-NC 4.0 INDI YOUNG frustration + harm mismatched experiences

    unsupportive capabilities ignored thinking styles your circumstances ignored you are not welcomed you are called “hard to reach” lack of understanding lack of trying 22
  18. CC BY-NC 4.0 INDI YOUNG the phrase “underserved” is from

    the point of view of the system Arlan Hamilton uses the word “underestimated” from the point of view of the people 23 Ref: Arlan Hamilton, founder Backstage Capital, author: It’s About Damn Time
  19. what if you don’t consume one or more of these?

    or you don’t have “favorites?” mild harm CC BY-NC 4.0 INDI YOUNG 24
  20. “We urge the Department of Justice Civil Rights Division to

    … examine whether the use of face recognition technologies has had a disparate impact on communities of color.” Joy Buolamwini, graduate researcher, MIT Media Lab Algorithmic Justice League See also: “AI, Ain’t I A Woman?” on YouTube CC BY-NC 4.0 INDI YOUNG systemic harm
  21. CC BY-NC 4.0 INDI YOUNG 28 all humans are fully

    human with many ways of being in the world
  22. CC BY-NC 4.0 INDI YOUNG 29 we can study humans

    instead of the process/solution
  23. CC BY-NC 4.0 INDI YOUNG 30 we can study humans

    instead of the process/solution but people are too complicated to study!?!
  24. CC BY-NC 4.0 INDI YOUNG 31 we can study humans

    instead of the process/solution [ ] but people are too complicated to study!?! frame each study by their purpose
  25. CC BY-NC 4.0 INDI YOUNG 33 what is people’s purpose?

    purpose: a person’s aim, intent, objective, what a person wants to accomplish, achieve, plan, put off, or make progress on
  26. CC BY-NC 4.0 INDI YOUNG 34 it is not a

    job it is not a need it is not a desired outcome it’s a state they are trying to make exist
  27. CC BY-NC 4.0 INDI YOUNG 35 X broke, and I

    will be doing Y, so I need to fix/replace X. My pet isn’t eating, and I’ll do anything to get them to eat. I’m unhappy with how I am perceived, so I resolve to change. I’m using a new API and it isn’t behaving how I expected. I am building my startup and I need to balance building the solution, creating the best culture, and finding investment. Make a reservation for a flight so that I arrive in time for X. Get a good seat for the flight.
  28. CC BY-NC 4.0 INDI YOUNG 37 what went through their

    mind as they were pursuing this purpose?
  29. CC BY-NC 4.0 INDI YOUNG 38 all humans are fully

    human the key is depth: inner thinking, emotional reactions, guiding principles
  30. CC BY-NC 4.0 INDI YOUNG Icon sources: the Noun Project

    person purpose problem space solution space your solution your org all sorts of tools the person brings to bear on their purpose • manual tools • social tools • mental tools • mechanical tools • digital tools, etc. a person is focused on their purpose and not on an organization’s solution 39
  31. CC BY-NC 4.0 INDI YOUNG Icon sources: the Noun Project

    person purpose problem space solution space there is an org behind most of the solutions, which compete with your org 40 your org’s aperture
  32. CC BY-NC 4.0 INDI YOUNG Icon sources: the Noun Project

    unfortunately, many orgs look at the situation this way female she/her age 50-75 loves Hermes scarves urban bachelor’s degree vegan has a home mortgage has children 41
  33. CC BY-NC 4.0 INDI YOUNG Icon sources: the Noun Project

    problem space solution space user, customer, client, member, patron, passenger, etc most orgs reduce a person to a user, a flat snapshot full of assumptions (no understanding of a person’s purpose) exploration of purposes related to solutions, only 42
  34. CC BY-NC 4.0 INDI YOUNG people have different thinking styles

    as they work toward a purpose for example: • sustainable, environment-conscious • large scale, commercial, reduce effort • dabble at it, hobby, on-and-off • long term goals, vision, patience • quickly get the effect wanted, labor and time saving approaches • keep to the ways that have been successful for past generations, nothing new-fangled Icon sources: the Noun Project 44
  35. CC BY-NC 4.0 INDI YOUNG Icon sources: the Noun Project

    solution space 45 problem space person purpose exploration of purposes related to solution space and problem space different thinking styles
  36. CC BY-NC 4.0 INDI YOUNG the number of purposes is

    VAST stakeholders worry: “we can’t cover all the possibilities” start mapping it out … keep adding to the map over years 46 1. what do we need to know? 2. what's the risk of going without that knowledge? 3. if it's risky, then what shall we do to sketch in that knowledge and fill in details?
  37. KNOWLEDGE CREATION source: Indi Young MARKET RESEARCH OPPORTUNITY GENERATIVE EVALUATIVE

    PEOPLES PURPOSE targeting lessen frustration; lessen harm to people reduce team’s bias; give broader perspective create differing support for differing thinking styles increase your market without being disruptive CC BY-NC 4.0 INDI YOUNG 51
  38. QUANTITATIVE QUALITATIVE OPPORTUNITY HOLISTICALLY UNDERSTAND PEOPLES APPROACHES ACROSS A VARIETY

    OF <SOCIAL, MENTAL, MANUAL, MECHANICAL, DIGITAL TOOLS> … IN ORDER TO SUPPORT A BROADER SET OF THINKING STYLES (AKA: FUTURES CONE, FOUNDATION, EXPLORATORY) KNOWLEDGE CREATION (data collection techniques) source: Indi Young GENERATIVE CREATE NEW IDEAS FOR A <SYSTEM, SOLUTION, PROCESS, TOOL> … IN ORDER TO SUPPORT PEOPLE WHO <DO, USE> IT EVALUATIVE UNDERSTAND AN EXISTING <SYSTEM, SOLUTION, PROCESS, TOOL> … IN ORDER TO <MAP, JUDGE, IMRPOVE, ADJUST> IT PEOPLES PURPOSE UNDERSTAND PEOPLES INNER THINKING, EMOTIONAL REACTIONS & GUIDING PRINCIPLES AS THEY PURSUE A PURPOSE listening session, empathy interview, non-directed interview user interview customer feedback card sort diary/camera study participatory design biological assessment qualitative survey cultural probe contextual inquiry eye tracking intercept survey clickstream analytics search analytics text mining predictive analytics A/B test unmoderated assessment online assessment triangulation lab usability intercept usability CC BY-NC 4.0 INDI YOUNG 52 QA testing
  39. QUANTITATIVE QUALITATIVE OPPORTUNITY HOLISTICALLY UNDERSTAND PEOPLES APPROACHES ACROSS A VARIETY

    OF <SOCIAL, MENTAL, MANUAL, MECHANICAL, DIGITAL TOOLS> … IN ORDER TO SUPPORT A BROADER SET OF THINKING STYLES (AKA: FUTURES CONE, FOUNDATION, EXPLORATORY) KNOWLEDGE CREATION (data collection techniques) source: Indi Young GENERATIVE CREATE NEW IDEAS FOR A <SYSTEM, SOLUTION, PROCESS, TOOL> … IN ORDER TO SUPPORT PEOPLE WHO <DO, USE> IT EVALUATIVE UNDERSTAND AN EXISTING <SYSTEM, SOLUTION, PROCESS, TOOL> … IN ORDER TO <MAP, JUDGE, IMRPOVE, ADJUST> IT listening session, empathy interview, non-directed interview user interview customer feedback card sort diary/camera study participatory design biological assessment qualitative survey cultural probe contextual inquiry eye tracking intercept survey clickstream analytics search analytics text mining predictive analytics A/B test unmoderated assessment online assessment triangulation lab usability intercept usability user/ux research big data analytics PEOPLES PURPOSE UNDERSTAND PEOPLES INNER THINKING, EMOTIONAL REACTIONS & GUIDING PRINCIPLES AS THEY PURSUE A PURPOSE CC BY-NC 4.0 INDI YOUNG 53 QA testing usability research
  40. KNOWLEDGE CREATION (data collection techniques) source: Indi Young QUANTITATIVE QUALITATIVE

    OPPORTUNITY GENERATIVE EVALUATIVE INNER PEOPLES PURPOSE listening session, empathy interview, non-directed interview user interview customer feedback card sort diary/camera study participatory design biological assessment qualitative survey cultural probe contextual inquiry eye tracking intercept survey clickstream analytics search analytics text mining predictive analytics A/B test unmoderated assessment online assessment triangulation lab usability intercept usability solution space user = someone with a relationship/potential to your org product backlog validated user story + prototype PRODUCT DEVELOP MENT opportunity backlog: JTBD, lean, agile, continuous dual track PRODUC T DISCOVE RY strategy product strategy may have something to do with technology, but it has everything to do bridge to other methods PEOP LE problem space person = has a variety of tools to apply maintain a single source of knowledge (and potential futures) CC BY-NC 4.0 INDI YOUNG 54 QA testing
  41. source: Indi Young PEOPLE problem space solution space user =

    someone with a relationship/potential to your org product backlog validated user story + prototype PRODUCT DEVELOPMENT opportunity backlog: JTBD, lean, agile, continuous dual track PRODUCT DISCOVERY CONTINUOUS DUAL TRACK strategy person = has a variety of tools to apply product strategy may have something to do with technology, but it has everything to do with people opportunity map (mental model thinking styles diagram above/capabilities below) + maintain a single source of knowledge (and potential futures) bridge to other methods usually hurried take time here once a year CC BY-NC 4.0 INDI YOUNG 55
  42. CC BY-NC 4.0 INDI YOUNG 58 so that is people,

    purpose, and problem space what about patterns?
  43. CC BY-NC 4.0 INDI YOUNG 59 first, frame your study

    so that patterns have a chance to emerge you can’t just go to the local cafe
  44. you are not an explorer you do not lead the

    search or return with (colonial) riches
  45. CC BY-NC 4.0 INDI YOUNG start with a germinal question

    follow wherever they go, even if it doesn’t seem associated to the topic you asked about … because it is within the purpose for them 62
  46. 1. pay rapt attention 2. build trust & rapport 3.

    use their words, not yours 4. find areas to go to depth CC BY-NC 4.0 INDI YOUNG Photo: flickr “Only When You’ve Got the Beard Can You …” by Tim Difford timdifford/4117768132 63
  47. CC BY-NC 4.0 INDI YOUNG for research, almost all the

    time listen by phone/audio only Photo: Andrew Stawarz, “Drifting in Conversation,” flickr stawarz/4579740620 64
  48. listening deeply is like putting on a special (heavy) hat

    for a limited duration the empathetic mindset hat build/train your muscle it takes time CC BY-NC 4.0 INDI YOUNG 65
  49. CC BY-NC 4.0 INDI YOUNG 66 third, analyze the data

    in a way that avoids your bias (the systems)
  50. CC BY-NC 4.0 INDI YOUNG so you can develop stronger

    cognitive empathy with the person so you won't have to re- understand concepts later on work bottom up so you can cultivate the patterns, rather than curate them (avoid unconscious bias, avoid lens- of-the-solution categories) concepts & summaries cultivating patterns identify concepts find patterns 67
  51. feel alarmed by the pickup that whizzed by me at

    35 mph when I was at the crosswalk realize how close he came to hitting me in the crosswalk, if I had been five steps ahead of myself CC BY-NC 4.0 INDI YOUNG 68
  52. CC BY-NC 4.0 INDI YOUNG group summaries together as windows

    into a tower group towers together into blocks & neighborhoods 69
  53. Ref: Mental Modelling: Qualitative Mapping Audience Behaviors, by V Malzer

    & S von Schrader, Cornell Employment & Disability, digitalcommons.ilr.cornell.edu/edicollect/1354/ capabilities of org to support different thinking styles gaps (by tower & thinking style) CC BY-NC 4.0 INDI YOUNG 70
  54. Ref: Mental Modelling: Qualitative Mapping Audience Behaviors, by V Malzer

    & S von Schrader, Cornell Employment & Disability, digitalcommons.ilr.cornell.edu/edicollect/1354/ block towers windows (summary of a person’s inner thinking, reactions or guiding principle) capabilities of org to support different thinking styles neighborhood gaps (by tower & thinking style) CC BY-NC 4.0 INDI YOUNG 71
  55. Ref: Mental Modelling: Qualitative Mapping Audience Behaviors, by V Malzer

    & S von Schrader, Cornell Employment & Disability, digitalcommons.ilr.cornell.edu/edicollect/1354/ block towers windows (summary of a person’s inner thinking, reactions or guiding principle) capabilities of org to support different thinking styles neighborhood thinking styles gaps (by tower & thinking style) CC BY-NC 4.0 INDI YOUNG 72
  56. demographics-free** archetypes representing different philosophic approaches to a purpose, based

    on patterns across participants in deep research*, where any person can switch thinking-styles based on life event or context * derived from problem-space listening sessions about peoples purpose ** except when inner thinking is caused by demographics, such as discrimination, physiology, culture, environment thinking styles are CC BY-NC 4.0 INDI YOUNG 76
  57. Ref: Mental Modelling: Qualitative Mapping Audience Behaviors, by V Malzer

    & S von Schrader, Cornell Employment & Disability, digitalcommons.ilr.cornell.edu/edicollect/1354/ block towers windows (summary of a person’s inner thinking, reactions or guiding principle) capabilities of org to support different thinking styles neighborhood thinking styles gaps (by tower & thinking style) CC BY-NC 4.0 INDI YOUNG 81
  58. machine learning: match a person with an experience designed for

    an existing thinking style (or admit to the person this is “generic” experience) digital maturity in 10 years CC BY-NC 4.0 INDI YOUNG 82
  59. five kinds of problem-space metrics: 1. study success: what we

    want this research study to provide us 2. opportunity qualifications: whether to pursue this opportunity, and at what urgency/priority, feasibility, etc. 3. strength of support by thinking style: qualify by tower how well the support we have is helping different thinking-styles 4. awareness vs acceptance: how well we are reaching outside of our unconscious bias to understand diverse people, grow our awareness of discrimination or physiology that we’ve ignored 5. problem-space evolution: how alive the diagram is, frequency of adding layers of data or adding new concepts & towers CC BY-NC 4.0 INDI YOUNG 83
  60. Source: Guillermo Ermel, posted in Slack channel #ongoing-project-discussions  

            CC BY-NC 4.0 INDI YOUNG 84
  61. CC BY-NC 4.0 INDI YOUNG study people’s purpose, make different

    solutions for different thinking styles measure how you support that purpose 86
  62. CC BY-NC 4.0 INDI YOUNG build awareness build intentionality model

    it for others 87 See also the work of Cameron Tonkinwise https://profiles.uts.edu.au/Cameron.Tonkinwise
  63. CC BY-NC 4.0 INDI YOUNG connecting with each other, listening

    business is a social thing data insights are built socially … this is the next stage of digital maturity design justice? 88
  64. books at: audible, amazon, rosenfeldmedia (rosenfeldmedia discount code: DISAPPOINTEDFALCON20) CC

    BY-NC 4.0 INDI YOUNG indiyoung.com inclusive-software @indiyoung indiyoung indiyoung 89