Andie Nordgren: From User Focus To Participation Design (Alibis for Interaction 2014)

Summary

Andy Nordgren, Executive Producer of EVE Online, discusses the evolution of design from product-centric to user-centric and, ultimately, participation-centric approaches. She emphasizes that to create meaningful participation, designers must shift their focus from the product to the interactions between participants. Nordgren shares insights on the importance of breaking institutional ego, naming roles like 'enablers' and 'instigators' to structure participation, and moving beyond user needs to foster collaboration. Her talk offers valuable lessons on how to design systems that facilitate interaction, making participants the central focus of the design process.

Takeaways

• 😀 Focus on designing for *participation* rather than just *users* — the real goal is to create systems where users can interact meaningfully with each other.
• 😀 Shift from product-centric design to *community-centric* design: the design should not be about the company or product but about empowering users through collective interaction.
• 😀 The design process should help participants understand their agency, i.e., what they can do, how they can influence others, and how others perceive their actions.
• 😀 Institutional ego can hinder participatory design — focus less on self-promotion and more on creating experiences that empower the users.
• 😀 Traditional user-centric design can be limiting; to build deeper engagement, focus on creating environments where people can interact and affect each other's experiences.
• 😀 Use concrete methods such as defining participant roles (e.g., 'Enablers' and 'Instigators') to help users understand their role in the participatory ecosystem.
• 😀 Small shifts, like removing logos in promotional materials, can significantly alter user perception, making the experience more about them and less about the brand.
• 😀 User stories, personas, and other user-centered methods are useful tools, but they need to be expanded to focus on *interactions* between participants, not just individuals.
• 😀 The key to success in participatory design is to move beyond designing for a single user experience to designing systems that encourage collaboration and mutual influence.
• 😀 Encouraging a shift in perspective from 'user-centric' to 'participation-centric' can be challenging in organizational settings, but it's a necessary step for fostering deeper engagement.

Q & A

What is the primary focus of Andy Nordgren's speech?

The primary focus of Andy Nordgren's speech is on the evolution of design thinking from a product-centered approach to a user-centered approach, and ultimately to a participatory-centered approach, where the interactions between participants themselves become the focal point.

How does Nordgren describe the shift in design focus from product to user to participation?

Nordgren describes the shift in design focus as moving from a developer-centric perspective where the focus is on building features and solving problems, to a user-centric approach that emphasizes understanding user needs, and finally to a participation-centric approach where the focus is on how participants interact with each other and influence the experience.

What role does 'user experience design' play in Nordgren's framework?

User experience design plays a crucial role in shifting the focus from the product itself to the users. It involves understanding the needs and goals of the users through methods like user stories, user testing, and personas, which help design solutions that better support user objectives.

What was the turning point for Nordgren in her understanding of participatory design?

The turning point for Nordgren came when she read a blog by Kathy Sierra, where Sierra argued that instead of caring about what users think of the creators or product, the focus should be on how users perceive themselves after interacting with the product, leading Nordgren to rethink her approach to participatory design.

How does Nordgren propose to shift design focus in organizations that are not familiar with participatory design?

Nordgren suggests that to effectively shift design focus in organizations, you need to help the context move towards a 'participation-centric' model and reduce the institutional ego. This involves redefining roles, making the experience about the participants rather than the company or product, and applying concrete tools from the participation design toolbox.

What is meant by 'institutional ego' in the context of this speech?

'Institutional ego' refers to the tendency of organizations to focus on promoting their own brand or image rather than centering the experience around the users or participants. Nordgren stresses the importance of moving beyond this ego by prioritizing the needs and experiences of the participants.

Can you explain the concept of 'enablers' and 'instigators' in the context of participatory design for EVE Online?

In EVE Online, 'enablers' are participants who lay the groundwork for larger actions, such as preparing resources or organizing efforts, while 'instigators' are those who inspire and rally others to join ambitious projects. These roles help design the game experience around specific participant interactions and collaboration.

How did Nordgren change the branding approach for EVE Online?

Nordgren shifted EVE Online's branding approach from focusing on making the game look cool to making the players look cool. This was done by emphasizing the players' achievements and experiences, rather than the game or company itself, which helped align the game's brand with the participatory experience of its players.

Why is the shift from 'user-centric' to 'participation-centric' important in Nordgren’s design model?

The shift to 'participation-centric' design is important because it moves the focus away from just understanding user needs in relation to the product, to understanding how users interact with and affect each other within a shared space. This is essential for creating immersive and engaging experiences that foster collaboration and community among participants.

What are some practical tools and methods that Nordgren recommends for implementing participatory design?

Nordgren recommends practical tools such as naming participant roles (e.g., 'enablers' and 'instigators') to clarify involvement and responsibilities. She also highlights methods like user testing, personas, user stories, and user journeys to ensure that the focus remains on participants and their interactions, not just the product or service.