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

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This document discusses redesigning business culture and thinking around the customer. It summarizes that organizational culture can enable or hinder great customer experiences. The author outlines four behaviors that can affect culture change: visualizing the customer experience, communicating a shared vision of good experience, collaborating face-to-face to make decisions, and measuring meaningful metrics for customers and the business. Affecting cultural change requires changing thinking and behaviors, with stakeholders collaborating and developing empathy for colleagues and customers.

Business Technology

TimLoo
StrategyDirector,Foolproof
Win/Win
Redesigning business culture and
thinking around the customer

Photo Credit: http://www.ﬂickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.ﬂickr.com/photos/37891053@N03/3909773517
I’ve been
the Man …
…I’m now a
consultant

@timothyloo #UXSTRAT
I really like working with
big businesses

@timothyloo #UXSTRAT
How to redesign
business culture and thinking
around the customer…

@timothyloo #UXSTRAT
OK, so what is
business culture?

@timothyloo #UXSTRAT
Wikipedia deﬁnition screenshot

@timothyloo #UXSTRAT
Culture tells us how to behave when
we can’t turn to formal directives,
agreements or set of rules for guidance

@timothyloo #UXSTRAT
It’s part co-ordination, part conscience

@timothyloo #UXSTRAT
Why should we be interested
in organisational culture?

@timothyloo #UXSTRAT
I asked 100 UK UX leaders what are
the top 3 things that stops our advice
happening in business

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

@timothyloo #UXSTRAT
Culture is a primary enabler/barrier to
creating & delivering great experience

@timothyloo #UXSTRAT
Service excellence =
design x culture
Source: Uncommon Service, Frei & Morriss

@timothyloo #UXSTRAT
Culture eats
strategy for lunch

@timothyloo #UXSTRAT
Thinking about
big company culture

@timothyloo #UXSTRAT
Our purpose is
to make money

@timothyloo #UXSTRAT
Insular &
inward looking

@timothyloo #UXSTRAT
Inﬂexible process driven

@timothyloo #UXSTRAT
Us versus them siloes

@timothyloo #UXSTRAT
Me versus the matrix

@timothyloo #UXSTRAT
For me to win,
you have to lose

@timothyloo #UXSTRAT
Most big companies aren’t
organised in a way which naturally
delivers great experience

@timothyloo #UXSTRAT
Culture change is hard

@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

@timothyloo #UXSTRAT
So how can we aﬀect
business culture?

@timothyloo #UXSTRAT
Thinking Behaviours

@timothyloo #UXSTRAT
Organisational Behaviour 1
We can all visualise what it’s like to be a
customer dealing with us today

@timothyloo #UXSTRAT
Tools which quickly and memorably
boil down experience both
functionally and emotionally can help

@timothyloo #UXSTRAT
Organisational Behaviour 2
We know & regularly communicate
what good experience looks like

@timothyloo #UXSTRAT
Experience design principles and
customer stories help colleagues
understand & describe
what good looks like

@timothyloo #UXSTRAT
Organisational Behaviour 3
We physically get together to make hard
decisions & trade-oﬀs to deliver the
right experience

@timothyloo #UXSTRAT
Face to face collaboration is key to
building empathy with customers and
with colleagues

@timothyloo #UXSTRAT
Organisational Behaviour 4
We measure & report on things which
are meaningful for us and the customer

@timothyloo #UXSTRAT
We need to help make stakeholders
care about the numbers linking
customer outcomes to value

@timothyloo #UXSTRAT
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective
Create empathy with
colleagues and customers

@timothyloo #UXSTRAT
Some of us will need to
take a central role in
aﬀecting cultural change

@timothyloo #UXSTRAT
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo

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 weve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant, the solution doesn't take. Or worse they do nothing. What do you do when the business culture is the biggest barrier?

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一比一原版加拿大渥太华大学毕业证（uottawa毕业证书）如何办理

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

1. TimLoo StrategyDirector,Foolproof Win/Win Redesigning business culture and thinking around the customer

2. @timothyloo #UXSTRAT A bit about me

3. Photo Credit: http://www.ﬂickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.ﬂickr.com/photos/37891053@N03/3909773517 I’ve been the Man … …I’m now a consultant

4. @timothyloo #UXSTRAT I really like working with big businesses

5. @timothyloo #UXSTRAT

6. @timothyloo #UXSTRAT

7. @timothyloo #UXSTRAT

8. @timothyloo #UXSTRAT How to redesign business culture and thinking around the customer…

9. @timothyloo #UXSTRAT …in 30 minutes

10. @timothyloo #UXSTRAT Holy crap

11. @timothyloo #UXSTRAT OK, so what is business culture?

12. @timothyloo #UXSTRAT Wikipedia deﬁnition screenshot

13. @timothyloo #UXSTRAT

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. @timothyloo #UXSTRAT It’s part co-ordination, part conscience

16. @timothyloo #UXSTRAT Why should we be interested in organisational culture?

17. @timothyloo #UXSTRAT I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business

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. @timothyloo #UXSTRAT Culture is a primary enabler/barrier to creating & delivering great experience

20. @timothyloo #UXSTRAT Service excellence = design x culture Source: Uncommon Service, Frei & Morriss

21. @timothyloo #UXSTRAT Culture eats strategy for lunch

22. @timothyloo #UXSTRAT Thinking about big company culture

23. @timothyloo #UXSTRAT Our purpose is to make money

24. @timothyloo #UXSTRAT Short term minded

25. @timothyloo #UXSTRAT Insular & inward looking

26. @timothyloo #UXSTRAT IT/engineering led

27. @timothyloo #UXSTRAT Inﬂexible process driven

28. @timothyloo #UXSTRAT Us versus them siloes

29. @timothyloo #UXSTRAT Me versus the matrix

30. @timothyloo #UXSTRAT For me to win, you have to lose

31. @timothyloo #UXSTRAT Most big companies aren’t organised in a way which naturally delivers great experience

32.

33. @timothyloo #UXSTRAT Culture change is hard

34. @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

35. @timothyloo #UXSTRAT So how can we aﬀect business culture?

36. @timothyloo #UXSTRAT Thinking Behaviours

37. @timothyloo #UXSTRAT 4 behaviours

38. @timothyloo #UXSTRAT Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today

39.

40. @timothyloo #UXSTRAT Tools which quickly and memorably boil down experience both functionally and emotionally can help

41. @timothyloo #UXSTRAT Organisational Behaviour 2 We know & regularly communicate what good experience looks like

42. @timothyloo #UXSTRAT Experience design principles and customer stories help colleagues understand & describe what good looks like

43. @timothyloo #UXSTRAT Organisational Behaviour 3 We physically get together to make hard decisions & trade-oﬀs to deliver the right experience

44. @timothyloo #UXSTRAT

45. @timothyloo #UXSTRAT Face to face collaboration is key to building empathy with customers and with colleagues

46. @timothyloo #UXSTRAT Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer

47. @timothyloo #UXSTRAT

48. @timothyloo #UXSTRAT We need to help make stakeholders care about the numbers linking customer outcomes to value

49. @timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers

50. @timothyloo #UXSTRAT Some of us will need to take a central role in aﬀecting cultural change

51. @timothyloo #UXSTRAT

52. @timothyloo #UXSTRAT Thank you

53. @timothyloo #UXSTRAT Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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