The course was about how to implement user centered design in organizations. It was part of the Master degree program in Business with orientation in User Centered Design. Laurea University of Applied Sciences.

1. Käyttäjät organisaation
innovaatiotoiminnan voimavarana
LAUREA (YAMK) 12.02.2011
Mariana Salgado & you

2. Day program

3. 9:00
+ program of the study unit
+ general overview of the topic
+
+ instructions for the next task
Forming groups and choosing one task.
Group work.
11:00- 12.00 Lunch
12.00
choosing material for next day presentations
Group work
15hs
Presentation of group work

4. Program for study unit

5. Second day:
+ your presentations of the articles or book chapters
+presentation of the task for next time
(reading and analyzing the ISO)
+group work (focusing on adding or contrasting the
information gained from the students presentation and the ISO
into their work)
Third day
+ your presentations of their projects
+ feedback for improving the course
+ discussion

6. Final essay
One essay per group. Three persons in each group.
+ documenting your process
+ answering the following questions
What is the company?
Describe the actual situation regarding UCD implementation
What is the strategy for implementing UCD?
How it was develop?
What characteristics of the company, the stakeholders involved and context
did you take into consideration? Why?
How do you follow ISO recommendations?
+ adding references from the literature reviewed

7. General overview

8. Different perspectives
Vocabulary varies
“design thinking” or “UCD” or “usability”
or “participatory design” or “contextual design”

9. Article Authors User studies
Meeting Innovation Requirements in Large Companies Gerald Fliegel Design Thinking
Transforming the Corporation, The Design of Procter & Roger Martin Design Thinking
Gamble
Developing a Usability Capability Assessment Timo Jokela, Marko, Netta Iivari, Katriina Nevakiivi & Mikko Usability
Approach through Experiments in Industrial Settings Rajanen
Design Thinking meets the Corporation or teaching the Tim Brown Design Thinking
fish
Of Participation in Industry: a Hybridized Possibility? Daria Loi Participatory Design,
User experience
Survey on the UCD integration in the industry Giorgio Venturi and Jimmy Troost User Centred Design
Pitching Usability to your organization Sarah Bloomer & Rachel Croft Usability
The Obstacles an Myths of Usability and Software Ahmed Seffah and Eduard Metzker Usability
Engineering
The Balancing Act. How design thinking Organizations Roger Martin Design Thinking
Embrace Reliability and Validity?
Strategy Design: Design Practices for Entrepreneurial Simon Grand Design Thinking
Strategizing

10. Moving your Idea thourgh your Organization BrendaLaurel Design
Evaluating the use-centredness of development Timo Jokela Usability
organizations: conclusions and implications
from empirical usability capability maturity
assesment
Driven User Centered Design into IT Karen Holtzblatt, Joshua Barr, Les Holtzblatt User Centred Design
Organizations- is it possible?
What Makes Strategic Usability fail? Stephanie Rosembaum Usability
Lessons Learned from the Field et al.
A Toolkit for Strategic Usability: Stephanie Rosembaum, Jannice Anne Rohn and Usability
Results from Workshop, Panels, Judee Humburg
and Surveys.
Socialization of Practice in a Process World: Pter H. Jones Participatory Design
Toward Participatory Organizations.
Bricks and Clicks: Participatory Organization Christian Briggs and Kevin Makice. Participatory Design
Design Through Microparticipation
Involving Users in the Product Development of Petteri Repo, Eva Heiskanen and Tanja Kot User Centred Design
SMEs.

11. Short discussion in groups

12. What is the way you refer to UCD?
Do you change your wording in different contexts?
In which ones? why?

13. How to start?
Evaluate conditions
External
(competitors + influences)
Internal
(how has the company
implemented and adopted UCD?)

14. But let's say we start from 0
Presentation based in the chapter 16 of the book
Rapid Contextual Design by Hotzblatt, Wendell and Wood
Do something small:
collect a little data,
Interpret it with a colleague
Share it around!

15. Do guerrilla warfare: find other other to join you
and collect little data and interpret it
without getting permission.
Then, share it around.

16. Try not to start with a big project or the most important
project in your company

17. Pick a new division that wants to make its mark.

18. Start Easy
Start with one project success
Then move to another project
Build success a bit at time

19. ALWAYS SHARE THE RESULTS.

20. Make your project visible
it is part of organizational change

21. Short discussion in groups

22. Identify key companies where UCD has been
systematically used in Finland and abroad.
Do you know how the process of integration of UCD
was?
What can we learn from them?

23. Design artifacts as affinity diagrams, paper prototypes and
storyboards make the project work visible.

25. Good design room
Quick access to information online
Internal marketing
will help to create a BUZZ you need
to get things going

26. Some companies need to get the
ROI (return of investment)
before trying something new.

27. Hang up your paper prototypes and
walk through them so
developers ans stakeholders see tangible results
early on and
use them to drive design review meetings.

28. Use key questioning:
How long did it take the team to agree on requirements?
Were you still chaning requirements till last week before
deadline? How long are your prioritization meetings when
you have no data? How many interations between the
business and IT did it take until there was agreement that the
product was desired?
Look at all these times that having data would
have shorten decisions

29. Use key questioning:
Asking questions will raise awareness about the
reality of the current process
Collect statistics and share them with the community
so we all can benefit from some numbers
Collect corporate myth and use it to help swing
people towards user-centred design

30. Short discussion in groups

31. How your organization sees UCD?
What has helped you to understand the situation?
Identify key promoters and key people against it.
What is the main discourse in your organization against
it?
How can you oppose to it?

32. Picture by Pulpolux !!!
How to overcome resistance?

33. Change implies different skill sets,
ways of thinking and ways of designing.
Picture by Pulpolux !!!

34. Develop empathy and listen to developers.
What makes their job difficult?
What excites or motivates them?
What gives them self satisfaction?

35. Picture by Truthout.org
Sometimes people resists because they assume that this new
process will expose flaws in their work.

36. This is why user data is so valuable, it helps developers know what to
build to be successful.
It gives them back the control and choices they want and need.

37. There is nothing more powerful than a field interview with a
customer to remove resistance.

38. Include everyone in interpretation sessions, take them out to visits,
and make them build the affinity.
Bring them into the visioning process!

39. Communicating and bring people in
is the way to be sure you do not become isolated

40. Picture by WarmSleepy
Don't be an evangelist, taking about UCD all the time.

41. Picture byOrange_Beard
The best road to combating resistance is
partnering and listening

42. Picture by 'Camera baba' aka Udit Kulshrestha
Develop empathy and listen to developers.
Find out what makes their job difficult,
what excites and motivates them.

43. Most knowledge about work practices is tacit
Picture by Pulpolux !!!

44. Designers need detailed data to guide what they do
and do well informed decisions. Picture by Pulpolux !!!

45. There is a need of reliable data with details for revealing
user's tacit or latent needs
Picture by Pulpolux !!!

46. We all know how to drive cars but if we ask someone what
all the detailed steps of driving are they can't tell you.
Picture by CarlosLie

47. Nothing is more effective than a field trip.
Understanding people in their own context.
Why they do what they do in a certain way?

48. Involvement & Communication

49. Communication to the organization
Let the process and the data sell themselves
Share your data with colleagues
online / on lunch
Help others implementing UCD

50. Picture by clappstar
Start small & focus on success!

51. Picture by kslavin
Recognize your success & celebrate it!

52. Short discussion in groups

53. Brainstorm strategies to bring UCD in your organization

54. My own view on the chapter

55. Picture by kevindooley
easy and clear to understand
based in common sense
optimistic and positive

56. Picture by Seattle Municipal Archives
Written for designers
There is not clear step by step strategies
The recommendations are a bit generalized

57. Instructions for next task

58. FIRST Read an article or book chapter
SECOND Make a presentation that cannot take more than 15
min on it.
Describe the article or book chapter
Extract key elements that give an answer to the question: how
UCD can integrate into organizations? Can you come out with
recommendations?
Find weak points in the article. Make a critic.
Does the article open new questions? Which ones?
How the author's views can be used in relation to your own
project?
Who is the audience for this article?

59. Group work

60. First TASK
Choose one of these:
+ Invent your own company and plan from the beginning how
to make it concrete and develop it. The company has to embrace
the concept of UCD.
+ Analyze one company and its own actions for promoting
and implementing UCD. What could be the key players to interview?
Why? What might be hidden information and what is publicly available?
+ Plan strategically how to communicate inside a certain
company the need of UCD. Who will be your key colleagues on this.
What are the tensions and contradictions that it brings out? How to overcome
them?

61. Thanks!
mariana.salgado@laurea.fi