using ux to change company culture – london content strategy october 2012

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http://www. flickr .com/photos/bartvandijk/4362990052/ Using UX to change company culture Joe Leech @mrjoe 1

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Page 1: Using ux to change company culture – london content strategy october 2012

http://www.flickr.com/photos/bartvandijk/4362990052/

Using UX to change company cultureJoe Leech @mrjoe

1

Page 2: Using ux to change company culture – london content strategy october 2012

@mrjoe

Hello, I’m @mrjoe, but you can call me Joe

Page 3: Using ux to change company culture – london content strategy october 2012

@mrjoe

1. Symptoms of a non-customer focused company

Page 4: Using ux to change company culture – london content strategy october 2012

@mrjoe

http://www.cxpartners.co.uk/cxblog/showing_your_organisational_underpants/

If your site is based on your organisation then your showing your organisational underpants.

Page 5: Using ux to change company culture – london content strategy october 2012

@mrjoe

I think we should

Taking the ‘I’ out of design

Personal opinion can lead to the loudest voice leading the design

Page 6: Using ux to change company culture – london content strategy october 2012

@mrjoe

75% use the internetThey spend 38 minutes per day

onlineConversion rate is 5.3%

They spend an average of £236 per year online

Conversion increased by 0.1% with variant 3

http://www.techradar.com/news/internet/the-secrets-of-googles-design-team-641441/page:2#articleContent

Data dehumanises.

Page 7: Using ux to change company culture – london content strategy october 2012

@mrjoe

All this talk about users.

http://jacks.tumblr.com/post/33785796042/lets-reconsider-our-users

The term user again dehumanises.

Page 8: Using ux to change company culture – london content strategy october 2012

@mrjoe

2. What to do (well, what to try)

Page 9: Using ux to change company culture – london content strategy october 2012

@mrjoe

© cxpartners 2005

Hearing Seeing Thinking

Saying

http://www.gogamestorm.com/?p=42

A tool to help foster empathy = empathy maps

Page 10: Using ux to change company culture – london content strategy october 2012

@mrjoe

http://thefuntimesguide.com/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.

Page 11: Using ux to change company culture – london content strategy october 2012

@mrjoe

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.

Page 12: Using ux to change company culture – london content strategy october 2012

@mrjoe

Through design we make

people’s lives betterThat’s how I feel about design.

Page 13: Using ux to change company culture – london content strategy october 2012

@mrjoe

Encourage empathyHumanise your words and approach

Tell stories

In conclusion...

Page 14: Using ux to change company culture – london content strategy october 2012

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Thank you.I’m @mrjoe on twitter

I (we) write at cxpartners.co.uk/blog