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Using ux to change company culture – london content strategy october 2012
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Using ux to change company culture – london content strategy october 2012



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  • 1. Using UX to change company cultureJoe Leech @mrjoe http://www.flickr.com/photos/bartvandijk/4362990052/ 1
  • 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 thinkwe 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 3http://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.jpgThe 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 viewthem 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 customersmakes them human, encouragesempathy and helps us help them aspeople not statistics. @mrjoe
  • 12. Through design we makepeople’s lives better That’s how I feel about design. @mrjoe
  • 13. In conclusion... Encourage empathyHumanise your words and approach Tell stories @mrjoe
  • 14. Thank you.I’m @mrjoe on twitter I (we) write atcxpartners.co.uk/blog 14