uxstrat 2013: redesigning business culture and thinking around the customer - tim loo

Tim Loo Strategy Director, Foolproof

Win/Win Redesigning business culture and thinking around the customer

@timothyloo #UXSTRAT

A bit about me

Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

I’ve been the Man …

…I’m now a consultant


I really like working with big businesses


How to redesign business culture and thinking

around the customer…


…in 30 minutes


Holy crap


OK, so what is business 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?


I asked 100 UK UX leaders what are the top 3 things that stops our advice happening in business

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


Our purpose is to make money


Short term minded


Insular & inward looking


IT/engineering led


Inflexible process driven


Us versus them siloes


Me versus the matrix


For me to win, you have to lose


Most big companies aren’t organised in a way which naturally delivers great experience


Culture change is hard


It’s like saying “I am going to change my personality.” It’s possible but it is something you do with considerable thought and difficulty. Edgar Schein, 2011


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


Tools which quickly and memorably boil down experience both functionally and emotionally can help


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


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

uxstrat 2013: redesigning business culture and thinking around the customer - tim loo

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