1. Using UX to change company culture
Joe Leech @mrjoe
http://www.flickr.com/photos/bartvandijk/4362990052/
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2. Hello, I’m @mrjoe, but
you can call me Joe
@mrjoe

3. 1. Symptoms of a non-customer focused
company
@mrjoe

4. If your site is based on your
organisation then your
showing your organisational
underpants.
http://www.cxpartners.co.uk/cxblog/showing_your_organisational_underpants/
@mrjoe

5. I think
we should
Personal opinion can lead to
the loudest voice leading the
design
Taking the ‘I’ out of design @mrjoe

6. 75% use the internet
They spend 38 minutes per day
online
Conversion rate is 5.3%
They spend an average of £236 per
year online
Conversion increased by 0.1% with Data dehumanises.
variant 3
http://www.techradar.com/news/internet/the-secrets-of-googles-design-team-641441/page:2#articleContent
@mrjoe

7. All this talk about users.
The term user again
dehumanises.
http://jacks.tumblr.com/post/33785796042/lets-reconsider-our-users
@mrjoe

8. 2. What to do (well, what to try)
@mrjoe

9. Hearing
Thinking
Seeing
Saying
A tool to help foster empathy =
empathy maps
© cxpartners 2005
http://www.gogamestorm.com/?p=42
@mrjoe

10. http://
thefuntimesguide.co
m/images/blogs/too-
many-cards.jpg
The words we use to describe our customers define how we view them.
29% of UK supermarket customers have more than 1 loyalty card.
They cannot be described as loyal customers. Poly-loyal means we view
them differently. We don’t take them for granted.
@mrjoe

11. I’m a new Dad, my girlfriend
has just had a baby.
We’re trying to buy our first
home but we can’t get credit.
I can’t even get a credit card.
Telling stories about our customers
makes them human, encourages
empathy and helps us help them as
people not statistics.
@mrjoe

12. Through design
we make
people’s lives better
That’s how I feel about design.
@mrjoe

13. In conclusion...
Encourage empathy
Humanise your words and approach
Tell stories
@mrjoe

14. Thank you.
I’m @mrjoe on twitter
I (we) write at
cxpartners.co.uk/blog
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