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UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo


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Tim Loo's presentation to UXSTRAT 2013 - the first global conference for experience strategists

Published in: Business, Technology

UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo

  1. 1. TimLoo StrategyDirector,Foolproof Win/Win Redesigning business culture and thinking around the customer
  2. 2. @timothyloo #UXSTRAT A bit about me
  3. 3. Photo Credit: Photo Credit: I’ve been the Man … …I’m now a consultant
  4. 4. @timothyloo #UXSTRAT I really like working with big businesses
  5. 5. @timothyloo #UXSTRAT
  6. 6. @timothyloo #UXSTRAT
  7. 7. @timothyloo #UXSTRAT
  8. 8. @timothyloo #UXSTRAT How to redesign business culture and thinking around the customer…
  9. 9. @timothyloo #UXSTRAT …in 30 minutes
  10. 10. @timothyloo #UXSTRAT Holy crap
  11. 11. @timothyloo #UXSTRAT OK, so what is business culture?
  12. 12. @timothyloo #UXSTRAT Wikipedia definition screenshot
  13. 13. @timothyloo #UXSTRAT
  14. 14. @timothyloo #UXSTRAT Culture tells us how to behave when we can’t turn to formal directives, agreements or set of rules for guidance
  15. 15. @timothyloo #UXSTRAT It’s part co-ordination, part conscience
  16. 16. @timothyloo #UXSTRAT Why should we be interested in organisational culture?
  17. 17. @timothyloo #UXSTRAT I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business
  18. 18. 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
  19. 19. @timothyloo #UXSTRAT Culture is a primary enabler/barrier to creating & delivering great experience
  20. 20. @timothyloo #UXSTRAT Service excellence = design x culture Source: Uncommon Service, Frei & Morriss
  21. 21. @timothyloo #UXSTRAT Culture eats strategy for lunch
  22. 22. @timothyloo #UXSTRAT Thinking about big company culture
  23. 23. @timothyloo #UXSTRAT Our purpose is to make money
  24. 24. @timothyloo #UXSTRAT Short term minded
  25. 25. @timothyloo #UXSTRAT Insular & inward looking
  26. 26. @timothyloo #UXSTRAT IT/engineering led
  27. 27. @timothyloo #UXSTRAT Inflexible process driven
  28. 28. @timothyloo #UXSTRAT Us versus them siloes
  29. 29. @timothyloo #UXSTRAT Me versus the matrix
  30. 30. @timothyloo #UXSTRAT For me to win, you have to lose
  31. 31. @timothyloo #UXSTRAT Most big companies aren’t organised in a way which naturally delivers great experience
  32. 32. @timothyloo #UXSTRAT Culture change is hard
  33. 33. @timothyloo #UXSTRAT It’s like saying “I am going to change my personality.” It’s possible but it is something you do with considerable thought and difficulty. Edgar Schein, 2011
  34. 34. @timothyloo #UXSTRAT So how can we affect business culture?
  35. 35. @timothyloo #UXSTRAT Thinking Behaviours
  36. 36. @timothyloo #UXSTRAT 4 behaviours
  37. 37. @timothyloo #UXSTRAT Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
  38. 38. @timothyloo #UXSTRAT Tools which quickly and memorably boil down experience both functionally and emotionally can help
  39. 39. @timothyloo #UXSTRAT Organisational Behaviour 2 We know & regularly communicate what good experience looks like
  40. 40. @timothyloo #UXSTRAT Experience design principles and customer stories help colleagues understand & describe what good looks like
  41. 41. @timothyloo #UXSTRAT Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
  42. 42. @timothyloo #UXSTRAT
  43. 43. @timothyloo #UXSTRAT Face to face collaboration is key to building empathy with customers and with colleagues
  44. 44. @timothyloo #UXSTRAT Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
  45. 45. @timothyloo #UXSTRAT
  46. 46. @timothyloo #UXSTRAT We need to help make stakeholders care about the numbers linking customer outcomes to value
  47. 47. @timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  48. 48. @timothyloo #UXSTRAT Some of us will need to take a central role in affecting cultural change
  49. 49. @timothyloo #UXSTRAT
  50. 50. @timothyloo #UXSTRAT Thank you
  51. 51. @timothyloo #UXSTRAT Start a conversation Tim Loo +44 7714415677 @timothyloo