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Driving an experience based culture

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Closing Keynote to the Product, Customer and User Experience Summit 2014

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Driving an experience based culture

  1. 1. Product, Customer and User Experience Summit 2014 Michael Dain Senior Experience Design Lead
  2. 2. Driving An Experience-Based Culture Reinforce products & brands with an organizational strategy focused on the experience #pcx-culture
  3. 3. Hi, I’m Michael
  4. 4. I thought about your goals
  5. 5. We get inspired
  6. 6. We lose focus
  7. 7. Why isn’t this easier?
  8. 8. You are here
  9. 9. Why does customer focus fade?
  10. 10. Why is it the other companies that seem to ‘get it’?
  11. 11. Customers aren’t there They aren’t on your team They’re not in your C-suite They’re not interested in you They have their own goals
  12. 12. Product Customers product
  13. 13. Product Customers desired focus
  14. 14. We lack empathy We lack teamwork We aren’t real
  15. 15. I will empathize with usersI Will be realI will enable my team
  16. 16. Office Space joke Why are businesses not user centric? How does
  17. 17. Create good habits
  18. 18. 1. Empathize with your customers 2. Enable cross-functional teams 3. Be real
  19. 19. Leadership?
  20. 20. Value of your brand = quality of user experience
  21. 21. nest recall
  22. 22. stories
  23. 23. empathy
  24. 24. opportunity budget resources requirements time scope technology devices
  25. 25. get the picture!
  26. 26. research
  27. 27. You are here
  28. 28. –Neil Gaiman “Empathy is a tool for building people into groups, for allowing us to function as more than self- obsessed individuals.”
  29. 29. empathy 1 personas - pictures 2 research - social media 3 stand in their shoes
  30. 30. cross-functional teams
  31. 31. Information Architects Experience Designers Visual Designers Front-End Developers Platform Developers Creative Directors Back-end Developers Legal Marketing Sales
  32. 32. many hands make light work
  33. 33. write your manifesto
  34. 34. – Agile Manifesto “Working software is the primary measure of progress. ”
  35. 35. –Thought Works twist on the Agile Manifesto “The satisfaction of end-user needs balanced with the achievement of business goals is the primary measure of success. ”
  36. 36. workspace
  37. 37. get a room
  38. 38. or a (big) desk
  39. 39. decorate the walls
  40. 40. the big board
  41. 41. post-it notes
  42. 42. scrum teams
  43. 43. product
  44. 44. scrum team scrum master product owner business
  45. 45. scrum team scrum master product owner business experience design quality assurance java programmer infrastructure management UI designer business analyst platform developer
  46. 46. – Craig Larman “If you want to really change culture, you have to start with changing structure, because culture does not really change otherwise.”
  47. 47. empathy for each other responsibility to deliver
  48. 48. Every release is an experiment.
  49. 49. • “Edison, Bell, Muybridge with his time studies, Marconi. They were not particularly well established academically; they were not trained as engineers, mathematicians, or scientists; they were very creative; and they did intuitive, seat-of-the-pants, trial-and- error experiments -Alex Wilkinson New Yorker May 2014
  50. 50. –Patrick Lenconi “Great teams do not hold back with one other. They are unafraid to air their dirty laundry. They admit their mistakes, their weaknesses, and their concerns without fear of reprisal.”
  51. 51. cross-functional teams 1 manifesto 2 collaborative spaces 3 scrum teams
  52. 52. be real
  53. 53. Speak the user’s language
  54. 54. Errors 404 Alerts Contact forms Opt-in/out
  55. 55. burma shave
  56. 56. “I can’t think of a single website that has a user goal of ‘clicking around in the navigation.’ ”
  57. 57. Reflect your brand (teams) personality
  58. 58. 1. Distinguish you from competitors. 2. Elicits an emotional response that encourages long-term memory. 3. Attracts those who get you and deters those who don’t. 4. Impassions users who are your most powerful marketing channel. Aaron Walter - Designing for Emotion
  59. 59. Admit you’re human
  60. 60. Listen and adapt from your customers
  61. 61. “If I was running a company with the distinction and history of American Airlines, I would be embarrassed--no ashamed--to have a Web site with a customer experience as terrible as the one you have now...
  62. 62. –Dustin Curtis - 2009 Your Web site is abusive to your customers, it is limiting your revenue possibilities, and it is permanently destroying the brand and image of your company in the mind of every visitor."
  63. 63. –Mr X in reply - 2009 “The problem with the design of AA.com, however, lies less in our competency (or lack thereof, as you pointed out in your post) and more with the culture and processes employed here at American Airlines ”
  64. 64. virginamerica.com
  65. 65. be real 1 talk like a human 2 admit mistakes 3 listen and respond
  66. 66. I can empathize I can empower teams I can listen I can be real
  67. 67. @michaeldain michaeldain.com hi@michaeldain.com

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