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TimLoo
StrategyDirector,Foolproof
When Business Culture
kills Experience Design
@timothyloo @digishoreditch
* YOUR DESIGN PROJECT
ORGANISATIONAL
CULTURE
@timothyloo @digishoreditch
OK, so what do I
mean by culture?
@timothyloo @digishoreditch
Why should we be interested
in organisational culture?
@timothyloo @digishoreditch
Culture eats
strategy for breakfast
@timothyloo @digishoreditch
Thinking about
big company culture
@timothyloo @digishoreditch
Siloes, bloody siloes
@timothyloo @digishoreditch
Short term minded
@timothyloo @digishoreditch
Insular &
inward looking
@timothyloo @digishoreditch
IT/engineering led
@timothyloo @digishoreditch
Inflexible,
slaves to process
@timothyloo @digishoreditch
Our purpose is
to make money
@timothyloo @digishoreditch
Culture change is hard
@timothyloo @digishoreditch
So how can we affect
business culture?
@timothyloo @digishoreditch
Thinking Behaviours
@timothyloo @digishoreditch
4 behaviours
@timothyloo @digishoreditch
Organisational Behaviour 1
We can all visualise what it’s like to be a
customer dealing with u...
Experience videos
@timothyloo @digishoreditch
Use tools which quickly & memorably
communicate the functional and
emotional customer experien...
@timothyloo @digishoreditch
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 a...
“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 custo...
“I like that I can quickly place an order for the products I frequently buy.
Everything I need to know about the products ...
@timothyloo @digishoreditch
Experience design principles and
customer stories help colleagues
understand & describe
what g...
@timothyloo @digishoreditch
Organisational Behaviour 3
We physically get together to make hard
decisions & trade-offs to de...
@timothyloo @digishoreditch
@timothyloo @digishoreditch
Face to face collaboration is key to
building empathy with customers and
with colleagues
@timothyloo @digishoreditch
Organisational Behaviour 4
We measure & report on things which
are meaningful for us and the c...
@timothyloo @digishoreditch
@timothyloo @digishoreditch
We need to help make stakeholders
care about customer outcomes
through the numbers
@timothyloo @digishoreditch
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective...
@timothyloo @digishoreditch
Some of us will need to
take a central role in
affecting cultural change
@timothyloo @digishoreditch
Thank you
@timothyloo @digishoreditch
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo
Digital Shoreditch 2015: When business culture kills experience design
Digital Shoreditch 2015: When business culture kills experience design
Digital Shoreditch 2015: When business culture kills experience design
Digital Shoreditch 2015: When business culture kills experience design
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Digital Shoreditch 2015: When business culture kills experience design

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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 weve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant, the solution doesn't take. Or worse they do nothing. What do you do when the business culture is the biggest barrier?

Publié dans : Design
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Digital Shoreditch 2015: When business culture kills experience design

  1. 1. TimLoo StrategyDirector,Foolproof When Business Culture kills Experience Design
  2. 2. @timothyloo @digishoreditch * YOUR DESIGN PROJECT ORGANISATIONAL CULTURE
  3. 3. @timothyloo @digishoreditch OK, so what do I mean by culture?
  4. 4. @timothyloo @digishoreditch Why should we be interested in organisational culture?
  5. 5. @timothyloo @digishoreditch Culture eats strategy for breakfast
  6. 6. @timothyloo @digishoreditch Thinking about big company culture
  7. 7. @timothyloo @digishoreditch Siloes, bloody siloes
  8. 8. @timothyloo @digishoreditch Short term minded
  9. 9. @timothyloo @digishoreditch Insular & inward looking
  10. 10. @timothyloo @digishoreditch IT/engineering led
  11. 11. @timothyloo @digishoreditch Inflexible, slaves to process
  12. 12. @timothyloo @digishoreditch Our purpose is to make money
  13. 13. @timothyloo @digishoreditch Culture change is hard
  14. 14. @timothyloo @digishoreditch So how can we affect business culture?
  15. 15. @timothyloo @digishoreditch Thinking Behaviours
  16. 16. @timothyloo @digishoreditch 4 behaviours
  17. 17. @timothyloo @digishoreditch Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
  18. 18. Experience videos
  19. 19. @timothyloo @digishoreditch Use tools which quickly & memorably communicate the functional and emotional customer experience
  20. 20. @timothyloo @digishoreditch Organisational Behaviour 2 We know & regularly communicate what good experience looks like
  21. 21. INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH
  22. 22. 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
  23. 23. “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
  24. 24. “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
  25. 25. @timothyloo @digishoreditch Experience design principles and customer stories help colleagues understand & describe what good looks like
  26. 26. @timothyloo @digishoreditch Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
  27. 27. @timothyloo @digishoreditch
  28. 28. @timothyloo @digishoreditch Face to face collaboration is key to building empathy with customers and with colleagues
  29. 29. @timothyloo @digishoreditch Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
  30. 30. @timothyloo @digishoreditch
  31. 31. @timothyloo @digishoreditch We need to help make stakeholders care about customer outcomes through the numbers
  32. 32. @timothyloo @digishoreditch Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  33. 33. @timothyloo @digishoreditch Some of us will need to take a central role in affecting cultural change
  34. 34. @timothyloo @digishoreditch Thank you
  35. 35. @timothyloo @digishoreditch Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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