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?
9. 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
31. 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
32. “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
33. “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