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Tim Loo Strategy Director, Foolproof
When Business Culture kills Experience Design
@timothyloo @digishoreditch
* YOUR DESIGN PROJECT
ORGANISATIONAL CULTURE
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OK, so what do I mean by culture?
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Why should we be interested in organisational culture?
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Culture eats strategy for breakfast
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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, slaves to process
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Our purpose is to make money
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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 customer outcomes through the numbers
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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 [email protected] +44 7714415677 @timothyloo
