UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo
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Transcript of UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo
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Tim Loo Strategy Director, Foolproof
Win/Win Redesigning business culture and thinking around the customer
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@timothyloo #UXSTRAT
A bit about me
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Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
I’ve been the Man …
…I’m now a consultant
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@timothyloo #UXSTRAT
I really like working with big businesses
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
How to redesign business culture and thinking
around the customer…
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@timothyloo #UXSTRAT
…in 30 minutes
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@timothyloo #UXSTRAT
Holy crap
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@timothyloo #UXSTRAT
OK, so what is business culture?
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@timothyloo #UXSTRAT
Wikipedia definition screenshot
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
Culture tells us how to behave when we can’t turn to formal directives, agreements or set of rules for guidance
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@timothyloo #UXSTRAT
It’s part co-ordination, part conscience
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@timothyloo #UXSTRAT
Why should we be interested in organisational culture?
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@timothyloo #UXSTRAT
I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business
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BUSINESS UX ADVISOR THE PROJECT
Client doesn't measure
or understand the value of UX
Ineffective communication
& persuasion
Low stakeholder engagement
in UX
Lack of commitment
to UX
Lack of budget
Driven by technology
and constraints
Consultant & agency attitudes
Lack of senior-level
client sponsor for UX
Client doesn't understand
UX processes
Inertia and resistance to
change
Lack of time
Lack of resources
Client lack of vision, strategy
and business case
Lack of consultant
skills & experience
Source: Making UX Happen survey of top 3 barriers (100 respondents)
Culture, politics &
organisational silos
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@timothyloo #UXSTRAT
Culture is a primary enabler/barrier to creating & delivering great experience
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@timothyloo #UXSTRAT
Service excellence = design x culture
Source: Uncommon Service, Frei & Morriss
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@timothyloo #UXSTRAT
Culture eats strategy for lunch
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@timothyloo #UXSTRAT
Thinking about big company culture
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@timothyloo #UXSTRAT
Our purpose is to make money
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@timothyloo #UXSTRAT
Short term minded
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@timothyloo #UXSTRAT
Insular & inward looking
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@timothyloo #UXSTRAT
IT/engineering led
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@timothyloo #UXSTRAT
Inflexible process driven
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@timothyloo #UXSTRAT
Us versus them siloes
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@timothyloo #UXSTRAT
Me versus the matrix
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@timothyloo #UXSTRAT
For me to win, you have to lose
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@timothyloo #UXSTRAT
Most big companies aren’t organised in a way which naturally delivers great experience
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@timothyloo #UXSTRAT
Culture change is hard
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@timothyloo #UXSTRAT
It’s like saying “I am going to change my personality.” It’s possible but it is something you do with considerable thought and difficulty. Edgar Schein, 2011
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@timothyloo #UXSTRAT
So how can we affect business culture?
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@timothyloo #UXSTRAT
Thinking Behaviours
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@timothyloo #UXSTRAT
4 behaviours
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@timothyloo #UXSTRAT
Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
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@timothyloo #UXSTRAT
Tools which quickly and memorably boil down experience both functionally and emotionally can help
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@timothyloo #UXSTRAT
Organisational Behaviour 2 We know & regularly communicate what good experience looks like
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@timothyloo #UXSTRAT
Experience design principles and customer stories help colleagues understand & describe what good looks like
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@timothyloo #UXSTRAT
Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
Face to face collaboration is key to building empathy with customers and with colleagues
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@timothyloo #UXSTRAT
Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
We need to help make stakeholders care about the numbers linking customer outcomes to value
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@timothyloo #UXSTRAT
Change thinking
Change behaviours
Make stakeholders collaborate and share customer perspective
Create empathy with colleagues and customers
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@timothyloo #UXSTRAT
Some of us will need to take a central role in
affecting cultural change
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@timothyloo #UXSTRAT
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@timothyloo #UXSTRAT
Thank you