Published on February 24, 2014
DESIGNING GLOBALLY, THINKING LOCALLY: AN ARGUMENT FOR DESIGN WORKFLOW VIRTUALIZATION Guiseppe Getto email@example.com Kirk St.Amant firstname.lastname@example.org East Carolina University
WHAT WE’LL COVER The State of Global UX Research What Is “Design Workflow Virtualization?” From Global Users to Local Stakeholders Implications
STATE OF GLOBAL UX RESEARCH 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, 2 Problems when addressing international 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 internati onal 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?
“DESIGN WORKFLOW VIRTUALIZATION?” “Workflow virtualization”: distributed work of any kind in a virtual environment (e.g. outsourcing) Tax prep work Medical records processing Basic legal brief processing “Design workflow virtualization”: distributed design work in a virtual environment (e.g. code, interface design, user research, user testing, etc.) Examples Github Usertesting.com Treejack
“DESIGN WORKFLOW VIRTUALIZATION?”, 2 http://www.optimalworkshop.com/treejack.htm
“DESIGN WORKFLOW VIRTUALIZATION?”, 2 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 transcreationand more . . .
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS “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?
IMPLICATIONS (Getto 2014)
FROM GLOBAL USERS TO LOCAL STAKEHOLDERS, 2 Question from before: when does persona development stop? Qi, the busy international student enrolled in an accelerated summer writing 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, 3 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. 4 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
IMPLICATIONS Achieving cheaper, faster, and better with UX methods (airfare vs. using an ICT) Accessing international co -workers and clients successfully Increasing global participation in markets Expanding education on an international (and bi -directional) level Avoiding (hopefully) international legal issues
THINGS FOR DISCUSSION Topics for future research Opportunities in education Roles of different fields/professions Skills for addressing situations
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