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Tim Loo's presentation at UX STRAT 2013
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Tim Loo Strategy Director, Foolproof
Win/Win Redesigning business culture and thinking around the customer
@timothyloo #UXSTRAT
A bit about me
Photo Credit: http://www.!ickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.!ickr.com/photos/37891053@N03/3909773517
I’ve been the Man …
…I’m now a consultant
@timothyloo #UXSTRAT
I really like working with big businesses
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@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
How to redesign business culture and thinking
around the customer…
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…in 30 minutes
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Holy crap
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OK, so what is business culture?
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Wikipedia de!nition screenshot Wikipedia de!nition screenshot
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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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It’s part co-ordination, part conscience
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Why should we be interested in organisational culture?
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I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business
BUSINESS UX ADVISOR THE PROJECT
Client doesn't measure
or understand the value of UX
Ine"ective 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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Culture is a primary enabler/barrier to creating & delivering great experience
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Service excellence = design x culture
Source: Uncommon Service, Frei & Morriss
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Culture eats strategy for lunch
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Thinking about big company culture
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Our purpose is to make money
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Short term minded
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Insular & inward looking
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IT/engineering led
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Inflexible process driven
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Us versus them siloes
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Me versus the matrix
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For me to win, you have to lose
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Most big companies aren’t organised in a way which naturally delivers great experience
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Culture change is hard g
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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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So how can we affect business culture?
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Thinking Behaviours
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4 behaviours
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Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
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Tools which quickly and memorably boil down experience both functionally and emotionally can help
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Organisational Behaviour 2 We know & regularly communicate what good experience looks like
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Experience design principles and customer stories help colleagues understand & describe what good looks like
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Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
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Face to face collaboration is key to building empathy with customers and with colleagues
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Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
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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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Change thinking
Change behaviours
Make stakeholders collaborate and share customer perspective
Create empathy with colleagues and customers
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Some of us will need to take a central role in
affecting cultural change
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@timothyloo #UXSTRAT
Thank you
@timothyloo #UXSTRAT
Start a conversation
Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo
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