What does it mean to “go native”?
According to Karen O’Reilly, “The term ‘going native’ refers to the danger for ethnographers to become too involved in the community under study, thus losing objectivity and distance.”
She (or whoever writes her abstracts), continues:
Going ‘native’ as a derogatory term associated with the rhetoric of colonialism. The continuing problem of what is now termed ‘over-rapport’. The lure of acceptance and its implications for lack of distance. ‘All but the dissertation’: the problem of never getting enough distance to be able to write it all up. Balancing distance and empathy, and the role of reflexivity in the participant observation oxymoron.”
Design has its own ways of experiencing, understanding and participating in human life. It differs, often radically, from other ways of experiencing, understanding and participating, for example that of a business executive, an engineer or a marketer.
Let us call these ways of understanding and participating “enworldments”. They extend far beyond perspectives or “worldviews”, because they are practical, material, instrumented, linguified, and ethnomethodic.
Participation in an enworldment reconfigures our own sense of reality, and it can temporarily change us as people. This is why in some settings we feel natural and say things like “I feel like myself”, where in others we feel subtly off, or awkward, or unnatural, or even estranged from ourselves. We feel this way until we return to a more comfortable setting. Sometimes we are born into an alien enworldment, and find our place — and with it, ourselves — later in life. A lot of romantic longing is for a person with whom we feel at home. But if we go back to our alien place of origin, we can re-lose ourselves, despite all our progress.
Enworldment is a powerful force, and if we are insufficiently aware of enworldment and its uncanny workings, it is almost automatically overpowering.
This is why I spend hours every morning reading weird philosophical books instead of chasing industry best practices in design journals and Harvard Business Review.
I do this because I have a strong sense of the importance of design’s own enworldment. By understanding it deeply, thoroughly and extensively, I can hold it more firmly and preserve it even when I immerse myself in other enworldments, as I must in order to work effectively as a designer.
My philosophical work prevents me from going native and forgetting why I do what I do.
It prevents me from going native in the corporate world, even if the leaders of my own organization, or even the thought leaders of my whole industry go native in the corporate world and forget the whole reason design matters.
For indeed, this has happened to service design, and much of the rest of the design world.
Service design has gone native. Service design is now as soullessly corporate as every other corporate function.
We put so much effort into learning the world of business management and engineering, and the management of engineering and the engineering of management that we have forgotten design’s transformative mission and we have become part of the machinery that grinds humans down into fungible resources. We have forgotten design so thoroughly, we are oblivious to the fact that we are just business consultants with briefcases full of new management methods. We just know we don’t love our jobs anymore, and that we have little besides fear and duty driving us through each joyless, dispirited man-day, and man-month between this calendar date and the terminal milestone, retirement.
We no longer even have an inspired alternative to offer.
We no longer provide ourselves the conditions needed to do design work. We work long hours, chop up our days (and souls) into the same tiny 15 and 30 minute chunks, juggle the same inconceivable mass of disparate details, glue the disparate details together with the same logical and logistical glue, talk the same endless talk as any other cog on the Chaplin machinery.
And deprived of conditions to design, we stop designing. We talk and talk instead of doing iterative trial and error . We write long reports instead of prototyping. We adopt a QA model of quality, and think we have done something right when no nitpicker can accuse us of doing something wrong. Consequently, our outputs are nothing anyone could love. We construct vast systems of parts with totals that any accountant or procurement officer must admit equals precisely the whole.
We are hired to grind with higher efficiency and effectiveness, because that is how we sell ourselves when we meet our clients where they are. We call what we sell “design”. But we are no longer judges of what is or is not design.
Service design has gone native. We are corporate.
Our only remaining contact with design is with an emptied word.
And the forgetful shake their heads knowingly at those of us who still remember who we are and why we design.
When a field goes underground, it does so like a seed under winter soil. The kernel preserves itself alive under snow, frost, frozen mulch and decay, until conditions for grown return.
It is easy to store and retrieve What. It is document fact.
It is a little harder to document and reactivate How, if know-how is lost. But How can be reconstituted step-by-step.
But Why, once lost, is nearly impossible to summon back to life, when feel-why is lost.
Why must be cultivated, kept alive, matured, propagated, and at times hidden and protected. When we lose Why we also lose our ability to sense its absence, except as phantom ache where love once was.
