user experience revolution
TRANSCRIPT
User Experience RevolutionPaul Boag (@boagworld)
Start with the blindly obvious
Your company must change
To become a user centric organisation
In 10 years, a $10,000 investment in design-centric companies would have yielded returns 228% greater than the
rest of the market.
dmi.org/?DesignValue
89% of retail customers have said they will (or have) stopped doing business
with a company after a single poor customer experience.
Most business models have focused on self interest instead of user experience.
Tim Cook. Apple
The focus for big players
IBM UK GovernmentGeneral Electrics
If it is so obvious, why is it not happening more?
Because change is hard
Culture, leadership and employee engagement are the essentials for great
customer experience.
Steve Cannon President & CEO of Mercedes-Benz USA
Poor leadership
Out of date structuresMarketing Sales Finance I.T.
Incompatible cultureThat is not how we
do things here.
We can change our company if we are willing to play the long game
1. Find likeminded people
2. Establish shared values
3. Raise the customers profile
4. Create a vision of the future
5. Get management on board
6. Work on a proof of concept
7. Establish new metrics
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8. Build a new structureProduct 1 Product 2 Product 3 Product 4
9. Focus on cultureWe are always making
new mistakes
10 Quick fire suggestions
Show, don’t tellPrototype Visualise the user journey Get colleagues completing user tasks
Get colleagues in front of usersOpen usability sessions Record and share sessions Make sessions mandatory
Workshop with stakeholdersWorkshop customer journeys Collaborative wireframing Use user attention points
Become educators not just implementorsWrite newsletters and blog Use guerrilla tactics Run lunchtime presentations Consider an internal conference
Target the selfish gene
Rely on dataEstablish your KPI’s “Let’s test that”
Link to the company wide strategy
Change how you workAsk for user tasks, not functional specs Make testing mandatory Establish some design principles
Focus on close collaborationInterview colleagues Embed clients in your team Consider design sprints
Make use of outside experts
Remember this is a long Game
1. Find likeminded people 2. Establish shared values 3. Raise the customers profile 4. Create a vision of the future 5. Get management onboard 6. Work on a proof of concept 7. Establish new metrics 8. Build a new structure 9. Focus on culture
Success is going from failure to failure with no loss of enthusiasm.
Not Winston Churchill apparently
boag.world/uxbook
Paul Boag (@boagworld)