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TimLoo
StrategyDirector,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
@timothyloo #UXSTRAT
I really like working with
big businesses
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
How to redesign
business culture and thinking
around the customer…
@timothyloo #UXSTRAT
…in 30 minutes
@timothyloo #UXSTRAT
Holy crap
@timothyloo #UXSTRAT
OK, so what is
business culture?
@timothyloo #UXSTRAT
Wikipedia definition screenshot
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
Culture tells us how to behave when
we can’t turn to formal directives,
agreements or set of rules for guidance
@timothyloo #UXSTRAT
It’s part co-ordination, part conscience
@timothyloo #UXSTRAT
Why should we be interested
in organisational culture?
@timothyloo #UXSTRAT
I asked 100 UK UX leaders what are
the top 3 things that stops our advice
happening in business
BUSINESS UX ADVISORTHE
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
@timothyloo #UXSTRAT
Culture is a primary enabler/barrier to
creating & delivering great experience
@timothyloo #UXSTRAT
Service excellence =
design x culture
Source: Uncommon Service, Frei & Morriss
@timothyloo #UXSTRAT
Culture eats
strategy for lunch
@timothyloo #UXSTRAT
Thinking about
big company culture
@timothyloo #UXSTRAT
Our purpose is
to make money
@timothyloo #UXSTRAT
Short term minded
@timothyloo #UXSTRAT
Insular &
inward looking
@timothyloo #UXSTRAT
IT/engineering led
@timothyloo #UXSTRAT
Inflexible process driven
@timothyloo #UXSTRAT
Us versus them siloes
@timothyloo #UXSTRAT
Me versus the matrix
@timothyloo #UXSTRAT
For me to win,
you have to lose
@timothyloo #UXSTRAT
Most big companies aren’t
organised in a way which naturally
delivers great experience
UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo
@timothyloo #UXSTRAT
Culture change is hard
@timothyloo #UXSTRAT
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
@timothyloo #UXSTRAT
So how can we affect
business culture?
@timothyloo #UXSTRAT
Thinking Behaviours
@timothyloo #UXSTRAT
4 behaviours
@timothyloo #UXSTRAT
Organisational Behaviour 1
We can all visualise what it’s like to be a
customer dealing with us today
UXSTRAT 2013: Redesigning business culture and thinking around the customer - Tim Loo
@timothyloo #UXSTRAT
Tools which quickly and memorably
boil down experience both
functionally and emotionally can help
@timothyloo #UXSTRAT
Organisational Behaviour 2
We know & regularly communicate
what good experience looks like
@timothyloo #UXSTRAT
Experience design principles and
customer stories help colleagues
understand & describe
what good looks like
@timothyloo #UXSTRAT
Organisational Behaviour 3
We physically get together to make hard
decisions & trade-offs to deliver the
right experience
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
Face to face collaboration is key to
building empathy with customers and
with colleagues
@timothyloo #UXSTRAT
Organisational Behaviour 4
We measure & report on things which
are meaningful for us and the customer
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
We need to help make stakeholders
care about the numbers linking
customer outcomes to value
@timothyloo #UXSTRAT
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective
Create empathy with
colleagues and customers
@timothyloo #UXSTRAT
Some of us will need to
take a central role in
affecting cultural change
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
Thank you
@timothyloo #UXSTRAT
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo

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