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

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Tim Loo Strategy Director, Foolproof When Business Culture kills Experience Design

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Tim Loo's presentation at WebVisions Barcelona 2014. 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 we’ve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant from an organ donor, the solution doesn’t take. Or worse they do nothing. In most cases, it’s not the design but the culture of the organisation that is the barrier to step change improvement. So how do you redesign and “heal” the culture of an organization to better deliver customer experience design?

TRANSCRIPT

Page 1: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

Tim Loo Strategy Director, Foolproof

When Business Culture kills Experience Design

Page 2: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

* YOUR DESIGN PROJECT

ORGANISATIONAL CULTURE

Page 3: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

OK, so what do I mean by culture?

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@timothyloo @webvisions #wvbcn

Wikipedia definition screenshot

Page 5: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

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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@timothyloo @webvisions #wvbcn

It’s part co-ordination, part conscience

Page 8: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

Why should we be interested in organisational culture?

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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

Page 10: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

Service excellence = design x culture

Source: Uncommon Service, Frei & Morriss

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@timothyloo @webvisions #wvbcn

Culture eats strategy for lunch

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@timothyloo @webvisions #wvbcn

Thinking about big company culture

Page 14: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

Siloes, bloody siloes

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@timothyloo @webvisions #wvbcn

Short term minded

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@timothyloo @webvisions #wvbcn

Insular & inward looking

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@timothyloo @webvisions #wvbcn

IT/engineering led

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@timothyloo @webvisions #wvbcn

Inflexible process driven

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@timothyloo @webvisions #wvbcn

Our purpose is to make money

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@timothyloo @webvisions #wvbcn

For me to win, you have to lose

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@timothyloo @webvisions #wvbcn

Culture change is hard

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@timothyloo @webvisions #wvbcn

So how can we affect business culture?

Page 23: When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014

@timothyloo @webvisions #wvbcn

Thinking Behaviours

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@timothyloo @webvisions #wvbcn

4 behaviours

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@timothyloo @webvisions #wvbcn

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

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Experience videos

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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

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

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INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH

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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

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“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

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“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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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

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@timothyloo @webvisions #wvbcn

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

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@timothyloo @webvisions #wvbcn

Change thinking

Change behaviours

Make stakeholders collaborate and share customer perspective

Create empathy with colleagues and customers

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@timothyloo @webvisions #wvbcn

Some of us will need to take a central role in

affecting cultural change

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@timothyloo @webvisions #wvbcn

Thank you

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@timothyloo @webvisions #wvbcn

Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo