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Start a user experience revolution

D96335287ff55cbbfda8cc087058482b?s=47 Paul Boag
February 04, 2017

Start a user experience revolution

Do you feel like the only person at your company who understands what a huge competitive advantage a good user experience provides?

Do you feel like the only person at your company who understands what a huge competitive advantage a good user experience provides?

This presentation will change that. It shows you how to bring about change in your organisation. You don’t need to have power, position or influence to make a difference. It won’t be easy or quick, but you can start a revolution in your place of work. A revolution that will help to reshape the company into one capable of offering outstanding service. All you need is some determination and a willingness to challenge the status quo.


Paul Boag

February 04, 2017


  1. User Experience Revolution Paul Boag (@boagworld)

  2. Start with the blindly obvious

  3. Your company must change

  4. To become a user centric organisation

  5. 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
  6. 89% of retail customers have said they will (or have)

    stopped doing business with a company after a single poor customer experience.
  7. Most business models have focused on self interest instead of

    user experience. Tim Cook. Apple
  8. The focus for big players IBM UK Government General Electrics

  9. If it is so obvious, why is it not happening

  10. Because change is hard

  11. Culture, leadership and employee engagement are the essentials for great

    customer experience. Steve Cannon President & CEO of Mercedes-Benz USA
  12. Poor leadership

  13. Out of date structures Marketing Sales Finance I.T.

  14. Incompatible culture That is not how we do things here.

  15. We can change our company if we are willing to

    play the long game
  16. 1. Find likeminded people

  17. 2. Establish shared values

  18. 3. Raise the customers profile

  19. 4. Create a vision of the future

  20. 5. Get management on board

  21. 6. Work on a proof of concept

  22. 7. Establish new metrics 40 60 50 50 50 80

    60 30 20
  23. 8. Build a new structure Product 1 Product 2 Product

    3 Product 4
  24. 9. Focus on culture We are always making new mistakes

  25. 10 Quick fire suggestions

  26. Show, don’t tell Prototype Visualise the user journey Get colleagues

    completing user tasks
  27. Get colleagues in front of users Open usability sessions Record

    and share sessions Make sessions mandatory
  28. Workshop with stakeholders Workshop customer journeys Collaborative wireframing Use user

    attention points
  29. Become educators not just implementors Write newsletters and blog Use

    guerrilla tactics Run lunchtime presentations Consider an internal conference
  30. Target the selfish gene

  31. Rely on data Establish your KPI’s “Let’s test that”

  32. Link to the company wide strategy

  33. Change how you work Ask for user tasks, not functional

    specs Make testing mandatory Establish some design principles
  34. Focus on close collaboration Interview colleagues Embed clients in your

    team Consider design sprints
  35. Make use of outside experts

  36. 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
  37. Success is going from failure to failure with no loss

    of enthusiasm. Not Winston Churchill apparently
  38. boag.world/uxbook Paul Boag (@boagworld)