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Using ux to change company culture – london content strategy october 2012
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Transcript of Using ux to change company culture – london content strategy october 2012
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http://www.flickr.com/photos/bartvandijk/4362990052/
Using UX to change company cultureJoe Leech @mrjoe
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@mrjoe
Hello, I’m @mrjoe, but you can call me Joe
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@mrjoe
1. Symptoms of a non-customer focused company
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@mrjoe
http://www.cxpartners.co.uk/cxblog/showing_your_organisational_underpants/
If your site is based on your organisation then your showing your organisational underpants.
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@mrjoe
I think we should
Taking the ‘I’ out of design
Personal opinion can lead to the loudest voice leading the design
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@mrjoe
75% use the internetThey spend 38 minutes per day
onlineConversion rate is 5.3%
They spend an average of £236 per year online
Conversion increased by 0.1% with variant 3
http://www.techradar.com/news/internet/the-secrets-of-googles-design-team-641441/page:2#articleContent
Data dehumanises.
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@mrjoe
All this talk about users.
http://jacks.tumblr.com/post/33785796042/lets-reconsider-our-users
The term user again dehumanises.
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@mrjoe
2. What to do (well, what to try)
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@mrjoe
© cxpartners 2005
Hearing Seeing Thinking
Saying
http://www.gogamestorm.com/?p=42
A tool to help foster empathy = empathy maps
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@mrjoe
http://thefuntimesguide.com/images/blogs/too-
many-cards.jpg
The words we use to describe our customers define how we view them.
29% of UK supermarket customers have more than 1 loyalty card.They cannot be described as loyal customers. Poly-loyal means we view them differently. We don’t take them for granted.
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@mrjoe
I’m a new Dad, my girlfriend has just had a baby.
We’re trying to buy our first home but we can’t get credit.
I can’t even get a credit card.
Telling stories about our customers makes them human, encourages empathy and helps us help them as people not statistics.
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@mrjoe
Through design we make
people’s lives betterThat’s how I feel about design.
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@mrjoe
Encourage empathyHumanise your words and approach
Tell stories
In conclusion...
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Thank you.I’m @mrjoe on twitter
I (we) write at cxpartners.co.uk/blog