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When Business Culture kills Experience Design€¦ · design x culture Source: Uncommon Service,...

Date post: 19-Aug-2020
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Tim Loo Strategy Director, Foolproof When Business Culture kills Experience Design
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  • Tim Loo Strategy Director, Foolproof

    When Business Culture kills Experience Design

  • @timothyloo @webvisions #wvbcn

    * YOUR DESIGN PROJECT

    ORGANISATIONAL CULTURE

  • @timothyloo @webvisions #wvbcn

    OK, so what do I mean by culture?

  • @timothyloo @webvisions #wvbcn

    Wikipedia definition screenshot

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

  • @timothyloo @webvisions #wvbcn

    It’s part co-ordination, part conscience

  • @timothyloo @webvisions #wvbcn

    Why should we be interested in organisational culture?

  • BUSINESS UX ADVISOR THE 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 @webvisions #wvbcn

    Culture is a primary enabler/barrier to creating & delivering great experience

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    Service excellence = design x culture

    Source: Uncommon Service, Frei & Morriss

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    Culture eats strategy for lunch

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    Thinking about big company culture

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    Siloes, bloody siloes

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    Short term minded

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    Insular & inward looking

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    IT/engineering led

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    Inflexible process driven

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    Our purpose is to make money

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    For me to win, you have to lose

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    Culture change is hard

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    So how can we affect business culture?

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    Thinking Behaviours

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    4 behaviours

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

  • Experience videos

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    Use tools which quickly & memorably communicate the functional and emotional customer experience

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    Organisational Behaviour 2 We know & regularly communicate what good experience looks like

  • INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH

  • 4 Design Principle: Our expertise on tap

    §  “When I need advice or technical help I know where to go” §  “I can always access the right information when I need it”

    Experience design principles

  • “I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.” 1

    Future customer stories

  • “I like that I can quickly place an order for the products I frequently buy. Everything I need to know about the products is at my fingertips.” 2

    “It’s really clear to me what products are available and when I’m realistically going to get them.” 3

    Future customer stories

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    Experience design principles and customer stories help colleagues understand & describe what good looks like

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

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    Face to face collaboration is key to building empathy with customers and with colleagues

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

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    We need to help make stakeholders care about the numbers linking customer outcomes to value

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    Change thinking

    Change behaviours

    Make stakeholders collaborate and share customer perspective

    Create empathy with colleagues and customers

  • @timothyloo @webvisions #wvbcn

    Some of us will need to take a central role in

    affecting cultural change

  • @timothyloo @webvisions #wvbcn

    Thank you

  • @timothyloo @webvisions #wvbcn

    Start a conversation

    Tim Loo [email protected] +44 7714415677 @timothyloo


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