Tim Loo's presentation at WebVisions Barcelona 2014. As experience designers, we’ve all been there. The business brief to improve the customer experience is clear. The insight from the customer and the business points to obvious opportunities. As a team we’ve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant from an organ donor, the solution doesn’t take. Or worse they do nothing. In most cases, it’s not the design but the culture of the organisation that is the barrier to step change improvement. So how do you redesign and “heal” the culture of an organization to better deliver customer experience design?
Text of When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014
TimLoo StrategyDirector,Foolproof When Business Culture kills
Experience Design
@timothyloo @webvisions #wvbcn * YOUR DESIGN PROJECT
ORGANISATIONAL CULTURE
@timothyloo @webvisions #wvbcn OK, so what do I mean by
culture?
@timothyloo @webvisions #wvbcn Wikipedia denition
screenshot
@timothyloo @webvisions #wvbcn Culture tells us how to behave
when we cant turn to formal directives, agreements or set of rules
for guidance
@timothyloo @webvisions #wvbcn Its part co-ordination, part
conscience
@timothyloo @webvisions #wvbcn Why should we be interested in
organisational culture?
BUSINESS UX ADVISORTHE PROJECT Client doesn't measure or
understand the value of UX Ineective 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
@timothyloo @webvisions #wvbcn Culture is a primary
enabler/barrier to creating & delivering great experience
@timothyloo @webvisions #wvbcn Service excellence = design x
culture Source: Uncommon Service, Frei & Morriss
@timothyloo @webvisions #wvbcn Culture eats strategy for
lunch
@timothyloo @webvisions #wvbcn Thinking about big company
culture
@timothyloo @webvisions #wvbcn Organisational Behaviour 1 We
can all visualise what its like to be a customer dealing with us
today
Experience videos
@timothyloo @webvisions #wvbcn Use tools which quickly &
memorably communicate the functional and emotional customer
experience
@timothyloo @webvisions #wvbcn Organisational Behaviour 2 We
know & regularly communicate what good experience looks
like
INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH
4 Design Principle: Our expertise on tap When I need advice or
technical help I know where to go I can always access the right
information when I need it Experience design principles
Ive got options for how I want to place my order. Its the same
whether I do this online or on the phone.1 Future customer
stories
I like that I can quickly place an order for the products I
frequently buy. Everything I need to know about the products is at
my ngertips. 2 Its really clear to me what products are available
and when Im realistically going to get them. 3 Future customer
stories
@timothyloo @webvisions #wvbcn Experience design principles and
customer stories help colleagues understand & describe what
good looks like
@timothyloo @webvisions #wvbcn Organisational Behaviour 3 We
physically get together to make hard decisions & trade-os to
deliver the right experience
@timothyloo @webvisions #wvbcn
@timothyloo @webvisions #wvbcn Face to face collaboration is
key to building empathy with customers and with colleagues
@timothyloo @webvisions #wvbcn Organisational Behaviour 4 We
measure & report on things which are meaningful for us and the
customer
@timothyloo @webvisions #wvbcn
@timothyloo @webvisions #wvbcn We need to help make
stakeholders care about the numbers linking customer outcomes to
value
@timothyloo @webvisions #wvbcn Change thinking Change
behaviours Make stakeholders collaborate and share customer
perspective Create empathy with colleagues and customers
@timothyloo @webvisions #wvbcn Some of us will need to take a
central role in aecting cultural change
@timothyloo @webvisions #wvbcn Thank you
@timothyloo @webvisions #wvbcn Start a conversation Tim Loo
[email protected] +44 7714415677 @timothyloo
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