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Developing in Context – A Case StudyKeita Del Valle | Corporate Sales Operations
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Designs must always be put to work in particular contexts, adopted and adapted
by people in the course of practice.~ Ackerman
Sociotechnical gap
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A New Way to Consider Context
Technology Non-Use
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Lagging AdoptionPeople haven’t begun using your technology … yet
~ Satchell & Dourish
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Active ResistanceA positive effort to resist technology
~ Satchell & Dourish
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DisenchantmentWistfulness for a world passing out of existence.
~ Satchell & Dourish
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DisenfranchisementEconomic, social, infrastructural, geographical
barriers exist.~ Satchell & Dourish
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DisplacementWhen secondhand use gives new meaning to the
word “user.”~ Satchell & Dourish
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DisinterestYour technology is not of interest to the broader
population.~ Satchell & Dourish
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Context Case Study
Urban Sustainability Display
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Background
• 3-year research project: Swarms in Urban Villages
• Study how new media can assist social interaction in urban areas
• Phase 1: Pilot study with 15 participants, 19-65, living in inner city
• Phase 2: Urban Personas & Sci Fi Scenarios
• Phase 3: Prototyping an urban screen
~ Satchell, Hearn, et al
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“When I paid for this flat, I paid for a level of anonymity. I don’t want my face on a picture board next to the lift – I’m like Jerry in that Seinfeld episode when he tries to avoid other people in his building knowing who he is.”
Develop technologies that blend into or even disappear into everyday surroundings
~ Leroy
“There are some people that want to be involved in things going on in the community. Or at least want to know about it. I’m not that guy.”
~ Mikey
~ Satchell, Hearn, et al
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“It’s bad enough that I have to live with people next to me, above and below me, without having some sort of digital display in the lobby to remind me. I am repulsed by that thought.”
Develop interfaces that provide information in an ambient manner.
~ Leroy
~ Satchell, Hearn, et al
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“If it can’t just shut down when I walk past, at least let it show mountains or something that has nothing to do with the city.”
Develop subtle or escapist displays that appeal to those who don’t want them and
doesn’t alienate those that do.
~ Leroy
~ Satchell, Hearn, et al
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Use and Non-Use in Context
Users Non-Users
Localized, mashed up, personalized content
Avoid digital reminders that they’re surrounded by others
Streamlined, relevant today-to-day
Blend in and go unnoticed by people & technology itself
Suburban nostalgia Urban nostalgia
~ Satchell, Hearn, et al
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~ Satchell, Hearn, et al
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Context Case Study
CRMs
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Background
• Company-wide mandate to use CRM
• 3 distributed sales teams
• 3-5 month study period
• Data gathering: observations, interviews, examination of artifacts
~ Cefkin, Thomas & Blomberg
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Use and Non-Use in Context
Do-it-Alike (Users) Do-it-as-you-Like (Non-Users)
Information recorded directly into CRM tool by each team member
Information tracked and recorded using whatever tools work best
Everyone responsible for interacting with & populating CRM
Team interact directly with CRM tool when deemed valuable
Focus of weekly pipeline review: CRM tool, its use, the information it contains - emphasis on process completion
Focus of weekly pipeline review: current activities, state of active opportunities, strategic initiatives
~ Cefkin, Thomas & Blomberg
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It’s risky to evaluate technology with no solid understanding of how it’ll be enacted in
practice.
“We found that allowing individual variability in how sales pipeline information was maintained and reported facilitated information exchange and enhanced meaningful interactions among team members.”
~ Cefkin, Thomas, Blomberg
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Ideas for Developing in Context
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Takeaway Ideas for Developing in Context
• Find creative approaches to “take seriously” those cases where
technology and practice aren’t coming together
• Realize non-use is often meaningful and nuanced
• Understand how excessive focus on tool use impacts work
• Develop tools that embrace flexible use and application
• Think of users as ACTIVE - creating the circumstances, contexts,
and consequences for your products.
~ Satchell & Dourish
~ Satchell & Dourish
~ Satchell & Dourish
~ Cefkin, Thomas, & Blomberg
~ Cefkin, Thomas, & Blomberg
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What is our responsibility?
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Resources
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Cited Papers
• Beyond the User: Use and Non-Use in HCI – Christine Satchell and Paul Dourish
• Suburban Nostalgia: The Community Building Potential of Urban Screens -
Christine Satchell, Greg Hearn, Marcus Foth, Ronald Schroeter
• The Implications of Enterprise-wide Pipeline Management Tools for
Organizational Relations and Exchanges – Melissa Cefkin, Jakita Thomas,
Jeanette Blomberg
• The Intellectual Challenge of CSCW: The Gap Between Social Requirements
and Technical Feasibility – Mark Ackerman
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