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UX STRAT 2013: Tim Loo, Redesigning business culture and thinking around the customer
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UX STRAT 2013: Tim Loo, Redesigning business culture and thinking around the customer


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Tim Loo's presentation at UX STRAT 2013

Tim Loo's presentation at UX STRAT 2013

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  • 1. TimLoo StrategyDirector,Foolproof Win/Win Redesigning business culture and thinking around the customer
  • 2. @timothyloo #UXSTRAT A bit about me
  • 3. Photo Credit: http://www.! Photo Credit: http://www.! I’ve been the Man … …I’m now a consultant
  • 4. @timothyloo #UXSTRAT I really like working with big businesses
  • 5. @timothyloo #UXSTRAT
  • 6. @timothyloo #UXSTRAT
  • 7. @timothyloo #UXSTRAT
  • 8. @timothyloo #UXSTRAT How to redesign business culture and thinking around the customer…
  • 9. @timothyloo #UXSTRAT …in 30 minutes
  • 10. @timothyloo #UXSTRAT Holy crap
  • 11. @timothyloo #UXSTRAT OK, so what is business culture?
  • 12. @timothyloo #UXSTRAT Wikipedia de!nition screenshotWikipedia de!nition screenshot
  • 13. @timothyloo #UXSTRAT
  • 14. @timothyloo #UXSTRAT Culture tells us how to behave when we can’t turn to formal directives, agreements or set of rules for guidance
  • 15. @timothyloo #UXSTRAT It’s part co-ordination, part conscience
  • 16. @timothyloo #UXSTRAT Why should we be interested in organisational culture?
  • 17. @timothyloo #UXSTRAT I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business
  • 18. BUSINESS UX ADVISORTHE 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
  • 19. @timothyloo #UXSTRAT Culture is a primary enabler/barrier to creating & delivering great experience
  • 20. @timothyloo #UXSTRAT Service excellence = design x culture Source: Uncommon Service, Frei & Morriss
  • 21. @timothyloo #UXSTRAT Culture eats strategy for lunch
  • 22. @timothyloo #UXSTRAT Thinking about big company culture
  • 23. @timothyloo #UXSTRAT Our purpose is to make money
  • 24. @timothyloo #UXSTRAT Short term minded
  • 25. @timothyloo #UXSTRAT Insular & inward looking
  • 26. @timothyloo #UXSTRAT IT/engineering led
  • 27. @timothyloo #UXSTRAT Inflexible process driven
  • 28. @timothyloo #UXSTRAT Us versus them siloes
  • 29. @timothyloo #UXSTRAT Me versus the matrix
  • 30. @timothyloo #UXSTRAT For me to win, you have to lose
  • 31. @timothyloo #UXSTRAT Most big companies aren’t organised in a way which naturally delivers great experience
  • 32. @timothyloo #UXSTRAT Culture change is hardg
  • 33. @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
  • 34. @timothyloo #UXSTRAT So how can we affect business culture?
  • 35. @timothyloo #UXSTRAT Thinking Behaviours
  • 36. @timothyloo #UXSTRAT 4 behaviours
  • 37. @timothyloo #UXSTRAT Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
  • 38. @timothyloo #UXSTRAT Tools which quickly and memorably boil down experience both functionally and emotionally can help
  • 39. @timothyloo #UXSTRAT Organisational Behaviour 2 We know & regularly communicate what good experience looks like
  • 40. @timothyloo #UXSTRAT Experience design principles and customer stories help colleagues understand & describe what good looks like
  • 41. @timothyloo #UXSTRAT Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
  • 42. @timothyloo #UXSTRAT@timothyloo #UXSTRAT
  • 43. @timothyloo #UXSTRAT Face to face collaboration is key to building empathy with customers and with colleagues
  • 44. @timothyloo #UXSTRAT Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
  • 45. @timothyloo #UXSTRAT
  • 46. @timothyloo #UXSTRAT We need to help make stakeholders care about the numbers linking customer outcomes to value
  • 47. @timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  • 48. @timothyloo #UXSTRAT Some of us will need to take a central role in affecting cultural change
  • 49. @timothyloo #UXSTRAT
  • 50. @timothyloo #UXSTRAT Thank you
  • 51. @timothyloo #UXSTRAT Start a conversation Tim Loo +44 7714415677 @timothyloo