The document discusses how using UX principles can help change a company's culture to become more customer-focused. It outlines some symptoms of a non-customer focused company, including referring to customers as "users" which dehumanizes them. It suggests taking the personal perspective out of design can prioritize certain voices. The document recommends fostering empathy for customers by encouraging teams to think about customers' experiences, and telling stories about customers to make them feel human rather than just statistics. The overall message is that changing how a company talks about and views its customers can help design with more empathy for improving people's lives.

1. Using UX to change company culture
Joe Leech @mrjoe
http://www.flickr.com/photos/bartvandijk/4362990052/
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2. Hello, I’m @mrjoe, but
you can call me Joe
@mrjoe

3. 1. Symptoms of a non-customer focused
company
@mrjoe

4. If your site is based on your
organisation then your
showing your organisational
underpants.
http://www.cxpartners.co.uk/cxblog/showing_your_organisational_underpants/
@mrjoe

5. I think
we should
Personal opinion can lead to
the loudest voice leading the
design
Taking the ‘I’ out of design @mrjoe

6. 75% use the internet
They spend 38 minutes per day
online
Conversion rate is 5.3%
They spend an average of £236 per
year online
Conversion increased by 0.1% with Data dehumanises.
variant 3
http://www.techradar.com/news/internet/the-secrets-of-googles-design-team-641441/page:2#articleContent
@mrjoe

7. All this talk about users.
The term user again
dehumanises.
http://jacks.tumblr.com/post/33785796042/lets-reconsider-our-users
@mrjoe

8. 2. What to do (well, what to try)
@mrjoe

9. Hearing
Thinking
Seeing
Saying
A tool to help foster empathy =
empathy maps
© cxpartners 2005
http://www.gogamestorm.com/?p=42
@mrjoe

10. http://
thefuntimesguide.co
m/images/blogs/too-
many-cards.jpg
The words we use to describe our customers define how we view them.
29% of UK supermarket customers have more than 1 loyalty card.
They cannot be described as loyal customers. Poly-loyal means we view
them differently. We don’t take them for granted.
@mrjoe

11. I’m a new Dad, my girlfriend
has just had a baby.
We’re trying to buy our first
home but we can’t get credit.
I can’t even get a credit card.
Telling stories about our customers
makes them human, encourages
empathy and helps us help them as
people not statistics.
@mrjoe

12. Through design
we make
people’s lives better
That’s how I feel about design.
@mrjoe

13. In conclusion...
Encourage empathy
Humanise your words and approach
Tell stories
@mrjoe

14. Thank you.
I’m @mrjoe on twitter
I (we) write at
cxpartners.co.uk/blog
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