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."
Or choose a question:
More Videos
"If you have to learn a workaround, you want to learn it once and reuse it again and again."
Sam ProulxOnline Shopping: Designing an Accessible Experience
June 7, 2023
"We want to build consultants who can solve problems across a variety of projects and clients."
Ignacio MartinezFair and Effective Designer Evaluation
September 25, 2024
"Pairing up as design soulmates was the first foundation that made all the difference for Signified’s design journey."
Sarah Kinkade Mariana Ortiz-ReyesDesign Management Models in the Face of Transformation
June 8, 2022
"Psychological warmth and physical warmth activate the same part of the brain, the insula."
Daniel GloydWarming the User Experience: Lessons from America's first and most radical human-centered designers
May 9, 2024
"Journalists like me are in the business of interrogating reality to get at the truth."
Patrick BoehlerFishing for Real Needs: Reimagining Journalism Needs with AI
June 10, 2025
"Many customers struggle to get anyone to listen to actual insights because of the volume and complexity of raw video data."
Andy Barraclough Betsy NelsonFrom Costly Complexity to Efficient Insights: Why UX Teams Are Switching To Voxpopme
September 23, 2024
"Many tech harms run counter to business goals and can be controversial to address."
Alexandra SchmidtWhy Ethics Can't Save Tech
November 18, 2022
"Please don’t implement the Spotify model. It works for them, it won’t work for you."
Louis RosenfeldDiscussion: What Operations can teach DesignOps
November 6, 2017
"Discomfort and growth cannot coexist. You have to embrace discomfort to push innovation forward."
Mitchell BernsteinOrganizing Chaos: How IBM is Defining Design Systems with Sketch for an Ever-Changing AI Landscape
September 29, 2021
