User Experience RevolutionPaul Boag (@boagworld)

Start with the blindly obvious

Your company must change

To become a user centric organisation

In 10 years, a $10,000 investment in design-centric companies would have yielded returns 228% greater than the

rest of the market.

dmi.org/?DesignValue

89% of retail customers have said they will (or have) stopped doing business

with a company after a single poor customer experience.

Most business models have focused on self interest instead of user experience.

Tim Cook. Apple

The focus for big players

IBM UK GovernmentGeneral Electrics

If it is so obvious, why is it not happening more?

Because change is hard

Culture, leadership and employee engagement are the essentials for great

customer experience.

Steve Cannon President & CEO of Mercedes-Benz USA

Poor leadership

Out of date structuresMarketing Sales Finance I.T.

Incompatible cultureThat is not how we

do things here.

We can change our company if we are willing to play the long game

1. Find likeminded people

2. Establish shared values

3. Raise the customers profile

4. Create a vision of the future

5. Get management on board

6. Work on a proof of concept

7. Establish new metrics

40

60

505050

80

60

30

20

8. Build a new structureProduct 1 Product 2 Product 3 Product 4

9. Focus on cultureWe are always making

new mistakes

10 Quick fire suggestions

Show, don’t tellPrototype Visualise the user journey Get colleagues completing user tasks

Get colleagues in front of usersOpen usability sessions Record and share sessions Make sessions mandatory

Workshop with stakeholdersWorkshop customer journeys Collaborative wireframing Use user attention points

Become educators not just implementorsWrite newsletters and blog Use guerrilla tactics Run lunchtime presentations Consider an internal conference

Target the selfish gene

Rely on dataEstablish your KPI’s “Let’s test that”

Link to the company wide strategy

Change how you workAsk for user tasks, not functional specs Make testing mandatory Establish some design principles

Focus on close collaborationInterview colleagues Embed clients in your team Consider design sprints

Make use of outside experts

Remember this is a long Game

1. Find likeminded people 2. Establish shared values 3. Raise the customers profile 4. Create a vision of the future 5. Get management onboard 6. Work on a proof of concept 7. Establish new metrics 8. Build a new structure 9. Focus on culture

Success is going from failure to failure with no loss of enthusiasm.

Not Winston Churchill apparently

boag.world/uxbook

Paul Boag (@boagworld)