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
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89% of retail customers have said they
will (or have) stopped doing business
with a company after a single poor
customer experience.
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Most business models have focused on
self interest instead of user experience.
Tim Cook. Apple
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The focus for big players
IBM UK Government
General Electrics
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If it is so obvious,
why is it not
happening more?
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Because change is hard
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Culture, leadership and employee
engagement are the essentials for great
customer experience.
Steve Cannon
President & CEO of Mercedes-Benz USA
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Poor leadership
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Out of date structures
Marketing Sales Finance I.T.
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Incompatible culture
That is not how we
do things here.
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We can change our
company if we are
willing to play the
long game
8. Build a new structure
Product 1 Product 2 Product 3 Product 4
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9. Focus on culture
We are always making
new mistakes
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10 Quick fire suggestions
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Show, don’t tell
Prototype
Visualise the user journey
Get colleagues completing user tasks
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Get colleagues
in front of users
Open usability sessions
Record and share sessions
Make sessions mandatory
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Workshop with
stakeholders
Workshop customer journeys
Collaborative wireframing
Use user attention points
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Become
educators
not just
implementors
Write newsletters and blog
Use guerrilla tactics
Run lunchtime presentations
Consider an internal conference
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Target the
selfish gene
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Rely on data
Establish your KPI’s
“Let’s test that”
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Link to the
company wide
strategy
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Change how
you work
Ask for user tasks, not functional specs
Make testing mandatory
Establish some design principles
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Focus on close
collaboration
Interview colleagues
Embed clients in your team
Consider design sprints
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Make use of
outside experts
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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
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Success is going from failure to failure
with no loss of enthusiasm.
Not Winston Churchill apparently