When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014


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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?

When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

  1. TimLoo StrategyDirector,Foolproof When Business Culture kills Experience Design
  2. @timothyloo @webvisions #wvbcn * YOUR DESIGN PROJECT ORGANISATIONAL CULTURE
  3. @timothyloo @webvisions #wvbcn OK, so what do I mean by culture?
  4. @timothyloo @webvisions #wvbcn Wikipedia definition screenshot
  5. @timothyloo @webvisions #wvbcn Culture tells us how to behave when we can’t turn to formal directives, agreements or set of rules for guidance
  6. @timothyloo @webvisions #wvbcn It’s part co-ordination, part conscience
  7. @timothyloo @webvisions #wvbcn Why should we be interested in organisational culture?
  8. BUSINESS UX ADVISORTHE PROJECT Client doesn't measure or understand the value of UX Ineffective 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
  9. @timothyloo @webvisions #wvbcn Culture is a primary enabler/barrier to creating & delivering great experience
  10. @timothyloo @webvisions #wvbcn Service excellence = design x culture Source: Uncommon Service, Frei & Morriss
  11. @timothyloo @webvisions #wvbcn Culture eats strategy for lunch
  12. @timothyloo @webvisions #wvbcn Thinking about big company culture
  13. @timothyloo @webvisions #wvbcn Siloes, bloody siloes
  14. @timothyloo @webvisions #wvbcn Short term minded
  15. @timothyloo @webvisions #wvbcn Insular & inward looking
  16. @timothyloo @webvisions #wvbcn IT/engineering led
  17. @timothyloo @webvisions #wvbcn Inflexible process driven
  18. @timothyloo @webvisions #wvbcn Our purpose is to make money
  19. @timothyloo @webvisions #wvbcn For me to win, you have to lose
  20. @timothyloo @webvisions #wvbcn Culture change is hard
  21. @timothyloo @webvisions #wvbcn So how can we affect business culture?
  22. @timothyloo @webvisions #wvbcn Thinking Behaviours
  23. @timothyloo @webvisions #wvbcn 4 behaviours
  24. @timothyloo @webvisions #wvbcn Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
  25. Experience videos
  26. @timothyloo @webvisions #wvbcn Use tools which quickly & memorably communicate the functional and emotional customer experience
  27. @timothyloo @webvisions #wvbcn Organisational Behaviour 2 We know & regularly communicate what good experience looks like
  29. 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
  30. “I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.”1 Future customer stories
  31. “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 fingertips.” 2 “It’s really clear to me what products are available and when I’m realistically going to get them.” 3 Future customer stories
  32. @timothyloo @webvisions #wvbcn Experience design principles and customer stories help colleagues understand & describe what good looks like
  33. @timothyloo @webvisions #wvbcn Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
  34. @timothyloo @webvisions #wvbcn
  35. @timothyloo @webvisions #wvbcn Face to face collaboration is key to building empathy with customers and with colleagues
  36. @timothyloo @webvisions #wvbcn Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
  37. @timothyloo @webvisions #wvbcn
  38. @timothyloo @webvisions #wvbcn We need to help make stakeholders care about the numbers linking customer outcomes to value
  39. @timothyloo @webvisions #wvbcn Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  40. @timothyloo @webvisions #wvbcn Some of us will need to take a central role in affecting cultural change
  41. @timothyloo @webvisions #wvbcn Thank you
  42. @timothyloo @webvisions #wvbcn Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo