when business culture kills experience design - tim loo - webvisions bcn 2014

Tim Loo Strategy Director, Foolproof

When Business Culture kills Experience Design

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* YOUR DESIGN PROJECT

ORGANISATIONAL CULTURE

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OK, so what do I mean by culture?

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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

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It’s part co-ordination, part conscience

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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

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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

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Some of us will need to take a central role in

affecting cultural change

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Thank you

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Start a conversation

Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo