Summary
In this talk, Sam, drawing from his ethnographic background and work with Microsoft, discusses the evolution and challenges of enterprise UX design. He references Shoshana Zuboff’s 1980s study of insurance clerks chained to desks by digitization, showing how technology can alienate and isolate workers by reducing social interaction. Sam emphasizes the unique sociological aspects of workplaces, where users resist tools they dislike and management styles (Theory X vs. Theory Y) deeply impact adoption and experience. Jonathan Gruden’s 25-year-old concerns about digital calendar adoption illustrate the tension between buyers and users in enterprise software. Sam stresses the importance of designing for users’ real work contexts and needs, not just customer buyers. He discusses the value of data exhaust—digital traces left by users—as a potential tool to empower individual productivity and well-being, citing examples like Microsoft Outlook’s social uses and Facebook’s early success with user-focused insights. He contrasts automating technologies that control workers with informing technologies that respect expertise, as seen in power plant operators’ software. Throughout, Sam calls for user-centered design that addresses workplace realities of stress, mistrust, and techno-overload to create tools that workers actually want, adopt, and benefit from.
Key Insights
-
•
Enterprise software historically prioritized buyers over users, causing poor adoption and alienation.
-
•
Digitization in workplaces can reduce valuable social interactions, leading to worker isolation.
-
•
Workers actively resist technologies they dislike, a behavior rooted in longstanding workplace sociology.
-
•
Theory X management, which assumes workers shirk work, still dominates and shapes enterprise UX.
-
•
Despite early skepticism, tools like digital calendars became widely adopted by shifting user benefit perceptions.
-
•
Data exhaust refers to the digital footprints users leave, which can be harnessed to empower users with personal insights.
-
•
Personal data is more valuable to individual users than aggregated big data used by management.
-
•
Social uses of enterprise tools, such as humorous meeting invites in Microsoft Outlook, increase adoption and productivity.
-
•
Informating technology supports user expertise and decision-making, unlike automating technology that enforces control.
-
•
Many enterprises still lack effective mobile apps, contributing to disjointed, stressful user experiences.
Notable Quotes
"Building Windows is like ordering pizza for a billion people—everyone is your user."
"The insurance clerks were chained to their desks, no longer making quick social pop-overs to colleagues."
"The quick pop over to check on a file actually leads to a whole bunch of ancillary benefits, like social bonds."
"Nobody’s going to use digital calendars because they’re just more work and no benefit."
"Workplaces are in trouble: only 13% of workers worldwide are actively engaged at work."
"One in four American workers actively distrust their employers, believing they lie regularly."
"If you’re a Theory X manager, you believe work is something people hate and must be controlled."
"Enterprise user experiences are often customer experiences, not user experiences."
"Users left data trails—data exhaust—that can actually inform and empower them if designed well."
"Zuboff called it informating technology—technology that serves users by providing insight, not just automating tasks."
Dig deeper—ask the Rosenbot:
More Videos
"Who, what, and why help ensure an insight is complete enough to stand alone."
Etienne FangPower of Insights: Why sharing is better than silos with Uber’s Insights Platform
December 16, 2019
"Becoming a UX researcher is a process that will never end, not a fixed state you reach."
Victor M. GonzalezPracticing Learners and Learning Practitioners
March 10, 2021
"Begin every research project with the end in mind by framing what impact you hope to drive."
Roberta Dombrowski Sam Duong WoloszynskiMaking Research a Team Sport
March 11, 2022
"The FDA-approved agile process is more like a controlled waterfall with strict traceability, especially for Class 3 devices."
Daniel J. RosenbergDigital Medicine Design
September 26, 2019
"Use the latest version starring feature so your team only gets updates when they’re ready, avoiding constant notifications."
Jaime CreixemsBest Practices when Creating and Maintaining a Design System
June 7, 2023
"AI is super polarizing — on one end, it’s discovering millions of new materials, on the other, it’s corrupting children’s experiences."
Tricia WangFrom Users to Shapers of AI: The Future of Research
March 25, 2024
"Designers create value by making artifacts and experiences before fully understanding the space."
Shahrzad SamadzadehWhat Is My Value? Two Takes and Some Mistakes
January 8, 2024
"The challenge for us is how might we act more skillfully under conditions of VUCA."
Jorge ArangoDesign as an Antidote to VUCA
May 9, 2019
"As a starter, I’m great at beginning things, but the company has the infrastructure to maintain them."
Louis RosenfeldThe Rosenbot and the Rosenverse: An AMA with Lou Rosenfeld
June 5, 2024
