There are hold habits, there are assumptions, there are poor systems, there’s no understanding how to use metrics. Gerry: Absolutely. I’d cast my vote for Kim. Graduating with honors from the University of San Francisco, Dr. Goodwin has a BS majoring in biology with a minor in psychology. Can we articulate values as team-level principles and can we put up pairs of metrics, so that we’re measuring the impact of our decisions? Kim: Yes. They are a relatively easy change, compared to some organisations where… they maybe are not quite as invested in the human-centred values. Per Axbom Yes. And I think I think what Kim is doing here, she’s saying of showing us, that’s a good goal to have. Per Axbom And I like the example of like, recruitment systems and applying for a job. Job Title. The second piece is, we need to say, how do we measure our values as well as those goals? Right they’re, they’re very satisfying deliverables for us, because we can say, look at this thing that we made, and it feels very concrete and productive. Per Axbom if we’re more efficient than has to be helpful for them. It just ticks people off. How do we come up with a counterpoint metric? And we’ve gone global. With listeners in 189 countries from Honduras to Qatar. There’s no room for a soul in capitalism, as it’s currently conceived in the world. Let’s start off, what’s the relationship between a design system and a decision system? Other people might say, I think our user experience is still fine. And there are lots of reasons that lots of people don’t trust government, sometimes with good reason. And we have to stand by it. And those Review Boards consist of diverse interests, right? How do we put some checks and balances in there? But even before that, you must know why you’re collecting data. Another question from the Netherlands, and it’s Neil Cortson, Neil is a service designer in Koos, I was wandering if she could talk about the influence of decision frameworks and the adoption or maturity of design within the organisation, is there a link and how do we go about it? James Royal-Lawson Hello, everybody. Outside of work, I like to life heavy things and photograph wildlife and cook, all that stuff. If we have an algorithm deciding, what size and colour should the button be based on who’s clicking it? I think the design system thing is easy for people to grasp, especially in design teams and also executive teams. The things that we measure tend to be the things that we value. Colour, type, sometimes content, layout patterns, interaction patterns. Per Axbom And they just can’t do it. I think service design is probably the disciplinary, why it’s the closest to looking at the user experience holistically. Damn right. And we can’t be actualize as a community, and we can’t survive as cultures, if we’re so focused on the individual. Gerry: What do you think it is about design systems that’s so appealing to organisations? Because, hey, we don’t really do that stuff. Kim Goodwin kicked off the conference keynotes by calling on decision makers and designers alike to understand how their decision and design systems shape the world we humans experience. In my experience, I don’t think working on decision systems really is super linked to design maturity in the organisation. Goodrow, Sherry - Gopichand, Suren > Goodwin, Kiera - Goodwin, Lora > Goodwin, Kimberly - Goodwin, Kinsey > Goodwin, Kimberly. So let’s say that you’re a pharmaceutical company, developing a drug. That’s kind of a distinction I would make between skillset and value system in a way. But you ask Kim, and she has them figured out, or at least she can, she can express the answers in such a way that you understand the complexity, you understand the nuances, and you realise that we have to forge ahead anyway, with the information that we have on hand. I think that it relates much more closely to how well does the organisation already align to its own values. Kim Goodwin is the bestselling author of Designing for the Digital Age. Just what I when I talk about these things, I usually tell people to have, like, have every quarter, have a meeting around these things, talk about them, make them top of mind, because you need at least to have some sort of routine in talking about these issues, about harming people about storing their data about manipulation. Aiden McGale ‘Advice on landing your first design job’ On the show today, we have Aiden McGale, one of Ireland’s leading Design talent recruiters, and founder of – a job board that connects talent directly to businesses. Kimberley Goodwin. You know, I’m talking about making sure we get good diverse recruiting in our user research initially. That’s very difficult to do. How do you recruit them? Boosting Research and Design Adoption Kim Goodwin. So our challenge, then is to figure out what are the tiny small steps that we can take towards achieving that goal? Yeah, this helps users. UXPodcast™ is a twice-monthly digital design podcast - hosted by James Royal-Lawson and Per Axbom - sharing insights about business, technology and people since 2011. She’s hired, fired, and … I feel sorry for Kim. The world was like, I guess not everything is okay in the world of science, is it? How do you incent employees, focused on values and not just on business metrics? Per Axbom And so it should be more about communities. Per Axbom One ninety… oh, the first time. To be allowed into the review board. And so how do you enable that? James Royal-Lawson But scaling and scaling design systems. Because there’s no way we could possibly own that because too many other people are making those decisions. That’s behavioural intervention to it just happens to be beneficial behavioural intervention. This transcript has been machine generated and checked by a human. Kim Goodwin Well, that’s an interesting question, right. I think more companies are realising for example, that you can’t just design a product in the United States and assume it’s going to work in you know, India and China and Kenya, you have to actually have local teams designing for those cultures in many cases, because there’s just so much context. Contact Info. Also, I’ll throw a link to your excellent IXTA talk that you did in Rio in 2018. Maybe it doesn’t cause kind of like, you know, business decisions, but it might make an actual difference at the other side. And I think the same is going to be true with tech companies that are going to be trade secrets involved in some of the decisions that need to be reviewed. What’s the definition? Kim: When we have organisations where the senior executives repeatedly say, “Yes, it’s just not pragmatic to actually live up to our values.” Then that is not going to change until you have a change in executive leadership. It’s about, are you perceiving our brand well? Again, I’m picking questions out here like out of a hat. I’ve spent time in several organisations. Yeah, I mean, I have often said that, you know, things like a business model, or pricing decisions or policies, those are design decisions, in a way, if you look at designers, the thing that creates the user experience, but I think we just confuse ourselves and other people when we think of all of that as design. I have not found the time to do that because I’ve been busy with interesting client work and photographing wildlife and other things like that. Talking Shop - The HCD Network Community Updates 08/20/2019. All of these things tell me that we need to be governed in some way. It’s very difficult to do, though. Gerry: Yes, or tell me when you decided not to build something, is another way of saying that. Think about the ad model. I, I really like the idea of some kind of review board. Kim Goodwin and and those people that you’re talking about, don’t have the education or the time to be active as shareholders. Recently she began serving as VP of Product and User Experience at PatientsLikeMe, a medical research platform and a social and decision … That doesn’t mean that designers are doing all the work. James Royal-Lawson It’s, it’s still gonna be it’s still gonna have that kind of filter put on it, and it’s gonna come out the other end westernised. From Business to Buttons is the meeting place for everyone who wants hands-on … Bringing Design Closer with Gerry Scullion. Belief is what we think is true and Value is what we think should be true. The way that I frame it is, until we figure out how we can measure the things that we value, we’re going to overvalue what’s easy to measure. The needs aren’t quite sequential. Like, that Gerry fella, he just keeps on throwing massive questions to me, expecting me to answer them. Gerry: This is a good area, because one of the things that I have on my mind is a situation in an organisation where teams are working on things where if you ask one set of customers, they might go, “That’s really cool.” Then another one might go, “Well, actually, that’s kind of bad.” The design team know intrinsically that this is something that’s not truly human-centred. If you look at even some of the Silicon Valley business models. Per Axbom Thank you for sitting down with us, Kim. And based on what data that is used to train the algorithm? 34:51. That may or may not be a popular opinion. We see design systems as a tool or a tool kit for designers and developers to make better, more user centred, mostly visual and occasionally interaction design decisions. That second part is really the key. That’s what they’re… like you said, they’re measuring what they value and what they value is not sometimes what the teams align to. That in my experience is the magic question. Contact Name. Listen to UX Podcast episodes free, on demand. Sure enough, the designers might have some questions and some real concerns about the direction that things are going in, yet, the business trumps them. Per Axbom Essentially, we’re not the first industry who has ethical dilemma SN concerns? In the end, I just say I’m a designer, which maybe I’ll stop doing from now on, and take your advice. So if you think of a decision system as a parallel thing, how do we create components and tools and all of the parts that are necessary to help people across a whole organisation may more user centred, more human centred decisions? There’s too many examples. But it’s also a way to introduce some flexibility and some real world translation, right? That creates user experience, too. Kim Goodwin, three-time guest on UX Podcast and a person we have huge amounts of respect for joins us at From Business To Buttons to talk about decision systems – Design systems are often a good investment, but do they give the highest rate of return? In real life, the way that I make decisions is, I say, “I would like to optimise my fitness without sacrificing certain other things too much.” We don’t have that balance concept in the way that we use metrics most of the time in business. I think there are a number of interpretations of design maturity, right. Yeah. It’s also not really a hierarchy exactly. Welcome to UX podcast coming to you from Stockholm, Sweden. Kim Goodwin. It might be your brief to become more human-centred, so to speak. In the in the medical world, medical research world, we were quite a long way off that kind of thing, if it’s desirable, even to have a similar Review Board for for design, digital work or design work. As a consultant, if somebody calls me up and says, “Hey, help me with this”, I have a pretty easy entry point. Because we can, in theory, offer our services cheaper. Service design and design thinking? And there are actually some discussions of that kind of thing being put in place, I think that there are government entities starting to have those discussions, even in the US, which is probably going to be the last place to regulate this sort of thing. Gerry: Yes, they reward that behaviour, they’re rewarding it. You’re not actually making the big changes. My former Director Kim Goodwin-Slater was the Associate Director of Financial Planning and Analysis (FP&A) while I worked for the Washington/Baltimore/VA area of Verizon Wireless. And she’s, of course, also aware that it’s not going to happen overnight. You get beat up in the market a little bit. It’s the Nuremberg Code actually works pretty well. ... It’s an especially good opportunity to make sure the senior people stay involved at key decision points. And I feel like we have to find a way to introduce that balance in our work, too. What does that mean? And then of course, being you, you went on to critique it, because I’m not a fan of it, actually. And the other thing and you, you compared, look at my notes, design systems or targeted ads, targeted ads. This is not the first time Kim Goodwin takes the stage at From Business to Buttons. Kim Goodwin For sure. Feel a whole new episode here. Kim Goodwin I would say design systems are often a good investment. Kim, we’re coming towards the end of the episode here. Gerry: Yes. We can divide the requirements into three categories: business, user, and technical. For sure. Kim Goodwin | Tasmania, Australia | Finance Manager | 84 connections | View Kim's homepage, profile, activity, articles are we spending our time on things that promote us as designers? Dr. Kim M Goodwin, MD is a doctor primarily located in San Diego, CA, with other offices in San Diego, CA and San Diego, CA(and 3 other locations). If you’re an insider, you may already have a good idea who the influential stakeholders are. It works great. It’s a good question. ... “It is true that we made the difficult decision to separate. That sort of thing, then the design system is only going to be as good as the ethics and guidelines that we build into that algorithm, right? Now, towards the end of the episode, I selected a bunch of questions form the This is HCD Slack channel and pitched them to Kim, which was lots of fun. What You’ll Learn ... such as conducting a pair-wise comparison or building a weighted decision matrix; James Royal-Lawson Kim says we need them, I think we need them.  We’re going to chat a bit more today. If you do any research in these areas, you’re subject to an independent review board that ensures that this happens. Kim Goodwin is a best selling author and has 20+ years of consulting and in-house UX experience. Kim: For anybody who’s not familiar with it, this arose out of the Nuremberg hearings after Nazi doctors were doing horrible experiments on people. I think we’re going to get some weird effects. Buy the book 'How to create human-centered products and services' Follow Kim Goodwin on Twitter Watch Kims talk at ILA18 Have feedback on this episode? Lorem ipsum dolor sit amet, consectetur adipiscing elit. If you want to understand the impact you’re having on somebody’s life, you have to ask them. I would like to maximise my fitness, but if I only think about that, I’m going to spend all of my time at the gym. 19:34. So I like that construction of it much better than just the individual. Per Axbom So you moved on to this decision systems? But I think that all things in moderation, right? One is, I can’t necessarily agree that designers are naturally more human-centred. In theory, I think it’s an optimistic interpretation of the ability of the masses to do that. Kim Goodwin has been doing explicit organizational change work for 12 years. James Royal-Lawson None. It allows you to work quicker, work faster, but my thing is, it can also allow you to work quicker and faster in the wrong direction. In my experience, most organisations do sincerely mean to live up to their values, but there are lots of barriers in the way, right? If you’re talking to the facilities team, for example, the people who buy furniture and setup the rooms and so on, what does feeling in control mean? All right. Per Axbom And mainly for us, because we don’t know when when do I deviate from the design system for the benefit of the user? James Royal-Lawson But I think that’s that that is essentially why I say what to do about share ownership, because, you know, we have votes, and the government’s I think, are part of the solution, We vote the government’s in. So we’re always trying to accomplish something for the sake of the business, but there’s always a trade off, we’re always losing something when we crank up that metric. Â. Lorem ipsum dolor sit amet, consectetur adipiscing elit. That starts to tell you what they value. James Royal-Lawson I mean, I, we’ve we’ve discussed, I know you and I Per, discussed the capitalism side of things, I normally defend capitalism by saying, well, shareholder ownership is part of the solution, there, where the one of the big issues we had is, Share in share ownership has been so concentrated in such a few bodies or banks or institutions. So we’re always trying to achieve some business outcome, usually, it goes back to profit. Native American scholars rightly criticised that as too individualist, that the goal of self-actualisation is actually community actualisation. That’s what I’m talking about when I say we need that just as a baseline before we even get into how we make decisions. I guess. This is where I find it helpful to turn to certain models of self-actualisation, right, yes, it’s a bit problematic, but start with Maslow, which is one everybody’s usually familiar with. It’s the organisational appetite for this new, shiny thing. I think how you go about it really depends on your starting point, right. Her must read book is the for the digital age. Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0). I think her reasoning around doing one thing at the expense of another we’re over optimising for the profit metric, even like over optimising for one thing and not finding a balance. Per Axbom And to find the better decisions you onstage brought up Maslow’s hierarchy of needs. That’s a massive question. Right? If not, it’s not a real value, it’s just marketing. So I think if we’re really wanting to make better user experiences in the world, I think we have to be active as citizens, not just as designers. Per Axbom I don’t know James, how many economists does it take to change a light bulb? She helps design teams shift their cultures to be more successful by helping them frame arguments, plan and execute multi-year change strategies, and educating CEO’s on what decisions can undermine teams. And those are probably conversations most of us can have. Gerry: Yes, it’s kind of like the Marie Antoinette guillotine, you’ve got the designers looking at the rope, going, “Do you think we should make it more ergonomic, so the blade can fall quicker?”. To my mind, if I were going to do a job interview in an organisation, for example, one of the questions I would ask is about how decisions get made. Just as we tend to do with user research, it’s better not to ask that question in the abstract, but to ask for a case specific example. I think there’s a huge benefit in design systems, but I think you’re right, there is a gap there between understanding the North Star, what it is, where the organisational is trying to achieve by implementing them. And I like that construction, because what it says is, yes, we are about helping individual self actualize. There’s not this weird physical position of hierarchy, where they’re just clearly in a position of physical dominance. Kim: That’s where I think we as designers and product folks and other people who make things have to look at the organisation and say, well, no organisation is perfect at adhering to its values, because values are usually aspirational. And people were making really extensive use of personas. And right now, we’re very focused on on the productivity metrics, and not on the long term health metrics. Without sacrificing functioning democracy and how people feel about themselves, and all of these other things that we know are so important to the human experience. Pretium est ipsum dictum lectus mauris netus. Gerry: Yes. Kim: I think they are just as subject to deluding ourselves into thinking that something is good for you because it is going to help us meet that metric that we’re being evaluated on. Are they being manipulated in a way that makes Uber more money and less money? It’s more of a design as a service perhaps. And I thought, Wow, that’s a good start. Gerry: Yes, it’s like, what? The FDA recalls your medical product because it killed people, or hopefully nothing like that will happen here. Well, as it as it would be over several years? It was a really fantastic talk and I really enjoyed it. All of those things, once you have those in place and when you have a diverse set of people and a diverse set of user research input to help you spot the issues that you might not be aware of, that’s when you’re in a position to make better use of a design system. I’m never going to eat chocolate, which would be a huge bummer, and I’m not going to see my family and friends. Kim has spent over 20 years in UX, both consulting and in-house. And so I think, you know, we need to be specific about how are those constituted? Trying to reach decision makers? That’s ridiculous. You start to get people telling you stories about how decisions get made, that revealed a ton about the culture. I don’t think that’s the case. Kim Goodwin Decisions made by business leaders create the design system used to … I never felt more connected to them by using Facebook. Kim Goodwin's 4 research works with 55 citations and 162 reads, including: Cooperative Prevention Systems to Protect Rangelands From the Spread of Invasive Plants Even so, that’s all still the surface of the user experience. It’s one of the organisations that I particularly hone-in on probably too much unfairly. So not not allow it to be something we can point out and say that’s what the designers do. It’s very hard, especially when you’ve got business buy-in and executive buy-in into these initiatives to push back. Recently she began serving as VP of Product and User Experience at PatientsLikeMe, a medical research platform and a social and decision … Kim Goodwin kicked off the conference keynotes by calling on decision makers and designers alike to understand how their decision and design systems shape the world we humans experience. Kim Goodwin Right. I go into organisations and I see the big posters on the wall and the values and people first, and all of these sorts of things on the wall. I would love to hear about her perspectives and how to best evaluate culture entering into a workplace or building/forming culture and organisational partnerships in nascent design departments. Kim Goodwin's talk on From Business to Buttons, on May 3 2019 in Stockholm. Give that person the list of roles that are usually important to involve; then advise him to include anyone else who has inform… We discussed the world of extending design systems within organisations, to decision systems to help steer the organisations towards more human-centredness. And something anyone can do to people’s privacy, their mental health or both there, I’m a... Interview, now, we need to be a team-level principle you could call it, it s! End, I just think we need them, researcher, speaker and. 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