P L A S m A P o S t E r : U N I F y I N g W o r k C U Lt U r E S W I t H A D I g I tA L P o S t E r 197 n Application developer. As most of the critical pieces of interaction required a user interface that people could interact with directly, application developers were required throughout. n Software Integrator. Each of the interfaces contained multiple software components; the role software integrator coordinated how the interactive, video, and database components worked together. the hardware for this project was purchased off the shelf. However, the cus- tom-created software required traditional development roles. Nevertheless, in the iterative development of the Plasma Poster as a service avatar and a new category of appliance, these roles had to be coupled closely with ethnographic research and visual design. 13.4 conclusion In trying to bring about cultural change, the FXPAL team chose to tackle a number of difficult experience design problems -- most notably office cultural change. their highly iterative approach was grounded in direct observation, and explored a broad range of potential solutions in a wide range of contexts