How to understand UX and Change Management - Start with why


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Why is it important to always start with why, when working on a project that should lead to great user experience.. made in the ignite format - 20 slides in 15 seconds...

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  • #1When I meet people I haven't meet before, they ask me – so what do you do? And most times its meant as – what do you do for a living?I think it has something to do with, that saying explaining what I do, will somehow convey why I do it, and maybe what I believe in?Its more seldom that people ask – why do you do what you do? It’s a bit of a taboo.. Why do a fireman become a fireman?
  • #2 Maybe because he can rescue innocent women..Or maybe he wants to help keep the society safe, and help he's fellow citizens, or maybe he likes the danger of being a fireman, and enjoys other people admiration when he tells about he's job, Or maybe it’s a job like all the other jobs out there?
  • #3 Staying in the world of fire fighting - Lego forgot there why in a period of time. In the beginning of the millennium their vision was to become the most recognized brand in the world amongst children and their parents. A part of this was to make smart products.As an example their 2000 model fire truck was so smart, that the children didn't’t really recognize that it was a fire truck. Lego forgot the why they existed, they don't exist to become the most recognized brand, they exist because they want to Inspire and develop the builders of tomorrow.
  • If you don’t know who they are, I can tell you that it’s the wright brothers, Martin Luther King and Steve Jobs.What they had in common was that, they all had a dream – they all new why they where doing what they were doing. And it was serving a bigger purpose than themselves, and the what was only a means to reach the goal..
  • This is Samuel Langley, he was a professor of mathematics at the United States Naval Academy. In 1898 Langley received a grant of $70.000 to develop a piloted airplane, but when the Wright brothers where the first to fly, Langley gave up the quest to build a develop and build an aeroplane.Maybe he’s why was more aboutbeing the first to fly, ratherthancontributing to solving the problem of flying for the better of mankind
  • The brothers' fundamental breakthrough was their invention of three-axis control, which enabled the pilot to steer the aircraft effectively and to maintain its equilibrium. The system is still used in planes today.Their work with bicycles in particular influenced their belief that an unstable vehicle like a flying machine could be controlled and balanced with practice.Their why was to create the best possible way of flying, for the better of mankind..
  • The answer to what is mainly directed towards the neo cortex, the part of the brain that lets us understand factual, logical information. In the olden days it was the right place to talk to, rational and logic.
  • The answer to how and why is mainly directed to the limbic system and the amygdala. The limbic system controls our emotions, and thereby to a high degree our decisions.
  • Inthe 1963 March on Washington, Martin Luther King delivered his "I Have a Dream" speech. The march was organized by a group of civil rights, labor, and religious organizations, under the theme "jobs, and freedom”The 300,000 people were organized to march to Washington without the digital social tools of our days, and 75–80% of the marchers were black and the rest were white and non-black minorities..The why was really to create a overall better society for all, by talking about civil rights for all.
  • So when developing a service, the service will go nowhere, unless your company has a big idea, understands the importance of this, and can see how understanding the users and their why, fits in with this big idea.This is something quite basic – if you don’t know exactly what your big idea is, then having eg. a social media strategy is a waste of time.
  • When you develop service, consider the brand megaphone model. The clue lies in the Brand DNA and a clear understanding of this. Any misunderstandings of your Brand DNA, will be amplified a thousand times when you develop a service personality and then translate this to the relevant touch-points. Therefore ask your self why do we do this? This will be amplified, and create you brand
  • In every digital service, there is a lot of touch points, this is for a service journey for a webshop, but it could be for a lot of other different businesses. There is a why for every touchpoint that refers back to the overall why of the service.
  • I'm not really sure that DSB think about their whys that much, it seems to e that they think of what they do. They operate trains in Denmark. And they build IT systems to let users book tickets..
  • If you look at DSBs homepage then A journey looks something like this, if you se their homepage. This is what it is, but I think there is more to a travel..
  • You get a phonecall from your family, you want to go and se them in Jutland. You go online to order tickets for you and your family. You consider what the children can do in the 4 hour long journey, you take a bus to the train, and on the train you have the possibility to get something to eat, and maybe read, work or watch a movie… I think DSBs why should be to create the most possible convenient journey, in order for the passengers to have a great travel experience.
  • When we want to make changes to existing systems, often the response is the question why? And if the question of why is un answered, the possibility of resistance to the change is high.
  • By not looking at the world and how it changes and understanding the users and their needs, a company run the risk of being trapped in a bell jar, simply not being able to live up to their why..
  • Rick Maurer talksaboutthreelevels of resistance, whentheyare given a whyexplanation, there is a higherpossibility of eleminatingsome of the resistance
  • And last, we should all be ready to learn from our mistakes, mistake is a great teacher as long as you don’t repeat the same mistake. I hope you all will ask why you do what you do, when you talk to the new people you meet during this event – thank you.
  • How to understand UX and Change Management - Start with why

    1. 1. 20001975 2010
    2. 2. ©Klaus Bundvig - 1508
    3. 3. Maurers 3 levels of resistanceLevel 1: I do not Level 2: I do not Level 3: I do not understand like it like you Rational Emotionel Relational resistance resistance resistance
    4. 4. Maurers Cycle of Change Embedding the Making the case for change change Resistance Getting started on Keeping the the right foot change alive19
    5. 5. “I’ve learned from my mistakes. I’msure I could repeat them exactly.” Comedian Peter Cook from the Frog and Peach routine