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?

1. TimLoo
StrategyDirector,Foolproof
When Business Culture
kills Experience Design

2. @timothyloo @digishoreditch
* YOUR DESIGN PROJECT
ORGANISATIONAL
CULTURE

3. @timothyloo @digishoreditch
OK, so what do I
mean by culture?

5. @timothyloo @digishoreditch
Why should we be interested
in organisational culture?

6. @timothyloo @digishoreditch
Culture eats
strategy for breakfast

7. @timothyloo @digishoreditch
Thinking about
big company culture

8. @timothyloo @digishoreditch
Siloes, bloody siloes

9. @timothyloo @digishoreditch
Short term minded

10. @timothyloo @digishoreditch
Insular &
inward looking

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IT/engineering led

12. @timothyloo @digishoreditch
Inflexible,
slaves to process

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Our purpose is
to make money

14. @timothyloo @digishoreditch
Culture change is hard

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So how can we affect
business culture?

16. @timothyloo @digishoreditch
Thinking Behaviours

17. @timothyloo @digishoreditch
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

20. Experience videos

21. @timothyloo @digishoreditch
Use tools which quickly & memorably
communicate the functional and
emotional customer experience

22. @timothyloo @digishoreditch
Organisational Behaviour 2
We know & regularly communicate
what good experience looks like

23. INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH

24. 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

25. “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

26. “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

27. @timothyloo @digishoreditch
Experience design principles and
customer stories help colleagues
understand & describe
what good looks like

28. @timothyloo @digishoreditch
Organisational Behaviour 3
We physically get together to make hard
decisions & trade-offs to deliver the
right experience

30. @timothyloo @digishoreditch

31. @timothyloo @digishoreditch
Face to face collaboration is key to
building empathy with customers and
with colleagues

32. @timothyloo @digishoreditch
Organisational Behaviour 4
We measure & report on things which
are meaningful for us and the customer

34. @timothyloo @digishoreditch

35. @timothyloo @digishoreditch
We need to help make stakeholders
care about customer outcomes
through the numbers

36. @timothyloo @digishoreditch
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective
Create empathy with
colleagues and customers

37. @timothyloo @digishoreditch
Some of us will need to
take a central role in
affecting cultural change

38. @timothyloo @digishoreditch
Thank you

39. @timothyloo @digishoreditch
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo