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

Tim Loo Strategy Director, Foolproof

When Business Culture kills Experience Design

@timothyloo @webvisions #wvbcn

* YOUR DESIGN PROJECT

ORGANISATIONAL CULTURE


OK, so what do I mean by culture?


Wikipedia definition screenshot


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


It’s part co-ordination, part conscience


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


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


Service excellence = design x culture

Source: Uncommon Service, Frei & Morriss


Culture eats strategy for lunch


Thinking about big company culture


Siloes, bloody siloes


Short term minded


Insular & inward looking


IT/engineering led


Inflexible process driven


Our purpose is to make money


For me to win, you have to lose


Culture change is hard


So how can we affect business culture?


Thinking Behaviours


4 behaviours


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

Experience videos


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


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


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


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



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


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



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


Change thinking

Change behaviours

Make stakeholders collaborate and share customer perspective

Create empathy with colleagues and customers


Some of us will need to take a central role in

affecting cultural change


Thank you


Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo

Date post:	19-Aug-2020
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When Business Culture kills Experience Design€¦ · design x culture Source: Uncommon Service,...

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