Using ux to change company culture – london content strategy october 2012
9 likes2,070 views
The document discusses how using UX principles can help change a company's culture to become more customer-focused. It outlines some symptoms of a non-customer focused company, including referring to customers as "users" which dehumanizes them. It suggests taking the personal perspective out of design can prioritize certain voices. The document recommends fostering empathy for customers by encouraging teams to think about customers' experiences, and telling stories about customers to make them feel human rather than just statistics. The overall message is that changing how a company talks about and views its customers can help design with more empathy for improving people's lives.
Using ux to change company culture – london content strategy october 2012
- 1. Using UX to change company culture Joe Leech @mrjoe http://www.flickr.com/photos/bartvandijk/4362990052/ 1
- 2. Hello, I’m @mrjoe, but you can call me Joe @mrjoe
- 3. 1. Symptoms of a non-customer focused company @mrjoe
- 4. If your site is based on your organisation then your showing your organisational underpants. http://www.cxpartners.co.uk/cxblog/showing_your_organisational_underpants/ @mrjoe
- 5. I think we should Personal opinion can lead to the loudest voice leading the design Taking the ‘I’ out of design @mrjoe
- 6. 75% use the internet They spend 38 minutes per day online Conversion rate is 5.3% They spend an average of £236 per year online Conversion increased by 0.1% with Data dehumanises. variant 3 http://www.techradar.com/news/internet/the-secrets-of-googles-design-team-641441/page:2#articleContent @mrjoe
- 7. All this talk about users. The term user again dehumanises. http://jacks.tumblr.com/post/33785796042/lets-reconsider-our-users @mrjoe
- 8. 2. What to do (well, what to try) @mrjoe
- 9. Hearing Thinking Seeing Saying A tool to help foster empathy = empathy maps © cxpartners 2005 http://www.gogamestorm.com/?p=42 @mrjoe
- 10. http:// thefuntimesguide.co m/images/blogs/too- many-cards.jpg The words we use to describe our customers define how we view them. 29% of UK supermarket customers have more than 1 loyalty card. They cannot be described as loyal customers. Poly-loyal means we view them differently. We don’t take them for granted. @mrjoe
- 11. I’m a new Dad, my girlfriend has just had a baby. We’re trying to buy our first home but we can’t get credit. I can’t even get a credit card. Telling stories about our customers makes them human, encourages empathy and helps us help them as people not statistics. @mrjoe
- 12. Through design we make people’s lives better That’s how I feel about design. @mrjoe
- 13. In conclusion... Encourage empathy Humanise your words and approach Tell stories @mrjoe
- 14. Thank you. I’m @mrjoe on twitter I (we) write at cxpartners.co.uk/blog 14