Stop designing screens, start designing change

We may design the best product or service but if people don't adopt it, our efforts are wasted. Understanding behaviour change is key to our design success. In this presentation, we’ll talk through the use of design thinking tools to help with change and how designers can help to drive organisational transformation.

by Freya Elliot, from UX Australia 2015

Transcript

1. STOP DESIGNING SCREENS START DESIGNING CHANGE UX AUSTRALIA AUGUST 2015
2. COMMERCIAL IN CONFIDENCE 2 UX AUSTRALIA 2015 27 AUGUST 2015
3. COMMERCIAL IN CONFIDENCE 3 UX AUSTRALIA 2015 27 AUGUST 2015 Change is inevitable - except from a vending machine. Robert C Gallagher
4. COMMERCIAL IN CONFIDENCE 4 UX AUSTRALIA 2015 27 AUGUST 2015
5. COMMERCIAL IN CONFIDENCE 5 UX AUSTRALIA 2015 27 AUGUST 2015 CHANGE MANAGEMENT METHODOLOGY IMPACT ASSESS STRATEGY SPONSORSHIP COMMUNICATION TRAINING REINFORCEMENT CHANGE MANAGMENT
6. COMMERCIAL IN CONFIDENCE 6 UX AUSTRALIA 2015 27 AUGUST 2015 WHAT IS THE PROBLEM? GAP BETWEEN WHAT PEOPLE KNOW AND WHAT THEY DO HIDDEN CONFLICTS WORKING AGAINST CHANGE NO CHANCE TO PRACTICE WHAT THEY DO CULTURE WORKING AGAINST CHANGE
7. COMMERCIAL IN CONFIDENCE 7 UX AUSTRALIA 2015 27 AUGUST 2015 HOW CAN CUSTOMER CENTERED DESIGN HELP?
8. COMMERCIAL IN CONFIDENCE 8 UX AUSTRALIA 2015 27 AUGUST 2015 EMPLOYEE CENTRED DESIGN?
9. COMMERCIAL IN CONFIDENCE 9 UX AUSTRALIA 2015 27 AUGUST 2015 EMPATHY
10. COMMERCIAL IN CONFIDENCE 10 UX AUSTRALIA 2015 27 AUGUST 2015 BEST USED FOR… Telling Selling Testing Consulting Co-Creating COMPLIANCE TRANSFORMATION CULTURE CHANGE
11. COMMERCIAL IN CONFIDENCE 11 UX AUSTRALIA 2015 27 AUGUST 2015 CHALLENGE: HIDDEN CONFLICTS & DIFFERENCE BETWEEN WHAT PEOPLE KNOW AND WHAT THEY DO
12. COMMERCIAL IN CONFIDENCE 12 UX AUSTRALIA 2015 27 AUGUST 2015 PROSPECT THEORY - LOSS AVERSION Loss aversion is a strong driver of irrational behaviour. Would you agree to a lottery with a 50% chance to win $750 and a 50% chance to loose $500? + $750 - $500
13. COMMERCIAL IN CONFIDENCE 13 UX AUSTRALIA 2015 27 AUGUST 2015 CASE STUDY: FINANCIAL CALL CENTRE MAKE THE CALL CENTRE MORE CUSTOMER CENTRIC
14. COMMERCIAL IN CONFIDENCE 14 UX AUSTRALIA 2015 27 AUGUST 2015 REWARDS REWARDS AND RECOGITION PRAISE FOR PERSONAL ACHIEVEMENTS VERBATIM OF THE DAY CEO VISIT
15. COMMERCIAL IN CONFIDENCE 15 UX AUSTRALIA 2015 27 AUGUST 2015 NET PROMOTOR SCORE + 16 Within 6 months of kick off
16. COMMERCIAL IN CONFIDENCE 16 UX AUSTRALIA 2015 27 AUGUST 2015 CHALLENGE: PRACTICE (AND COMMITMENT)
17. COMMERCIAL IN CONFIDENCE 17 UX AUSTRALIA 2015 27 AUGUST 2015 CASE STUDY: SERVICE NSW
18. COMMERCIAL IN CONFIDENCE 18 UX AUSTRALIA 2015 27 AUGUST 2015 CHANGE MINDSET WITHOUT CHANGING TECHNOLOGY OR PROCESS
19. COMMERCIAL IN CONFIDENCE 19 UX AUSTRALIA 2015 27 AUGUST 2015
20. COMMERCIAL IN CONFIDENCE 20 UX AUSTRALIA 2015 27 AUGUST 2015
21. COMMERCIAL IN CONFIDENCE 21 UX AUSTRALIA 2015 27 AUGUST 2015 CUSTOMER SATISFACTION 4.8/5 HIGH VOLUME CHANGE 3 CHANNELS AT ONCE EMPLOYEE RETENTION 60% EXISTING
22. COMMERCIAL IN CONFIDENCE 22 UX AUSTRALIA 2015 27 AUGUST 2015 CHALLENGE: CULTURE WORKING AGAINST CHANGE
23. COMMERCIAL IN CONFIDENCE 23 UX AUSTRALIA 2015 27 AUGUST 2015 DAN ARIELY: PREDICTABLY IRRATIONAL SIMON SINEK: THE GOLDEN CIRCLE EXTRINSIC INTRINSIC WHAT MOTIVATES PEOPLE AT WORK? BONUS DEADLINES SCHEDULES PURPOSE AUTOMOMY MASTERY
24. COMMERCIAL IN CONFIDENCE 24 UX AUSTRALIA 2015 27 AUGUST 2015 “CAPTURE THE HEARTS AND MINDS OF TAX COLLECTORS” CASE STUDY: NEW ZEALAND INLAND REVENUE
25. COMMERCIAL IN CONFIDENCE 25 UX AUSTRALIA 2015 27 AUGUST 2015
26. COMMERCIAL IN CONFIDENCE 26 UX AUSTRALIA 2015 27 AUGUST 2015
27. COMMERCIAL IN CONFIDENCE 27 UX AUSTRALIA 2015 27 AUGUST 2015 IDEAL CONVERSATIONS Did we miss something? Add your comments and fill in the gaps! BEFORE THE CALL DURING THE CALL AFTER THE CALL CALL PREPARATION GREETING BUILDING RAPPORT FACT FINDING D O BACKGROUND SKILLS, KNOWLEDGE & TOOLS SEEK OUTCOME D O N T SUMMARISE NEXT STEPS FOLLOW UP
28. COMMERCIAL IN CONFIDENCE 28 UX AUSTRALIA 2015 27 AUGUST 2015 A GREAT PLACE TO WORK THE COLLECTIONS HOUSE OF THE FUTURE KITCHEN FRONT DOOR SECURITY FOUNDATIONS FOUNDATIONS Already laid RENOVATIONS Existing aspects to build on ADDITIONS New capabilities to add
29. COMMERCIAL IN CONFIDENCE 29 UX AUSTRALIA 2015 27 AUGUST 2015 OUTSTANDING RETURNS -7% BEST RESULT IN A DECADE $ 62M IN 2013 RATE OF RETURN OF OLD DEBT COLLECTED $5.50 TARGET $11.50 ACTUAL EMPLOYEE ENGAGEMENT 3.87 2012 4.27 2013
30. COMMERCIAL IN CONFIDENCE 30 UX AUSTRALIA 2015 27 AUGUST 2015 SUMMARY GAP BETWEEN WHAT PEOPLE KNOW AND WHAT THEY DO •  DEMONSTRATE GAIN •  REWARDS AND INCENTIVES HIDDEN CONFLICTS WORKING AGAINST CHANGE •  ENSURE ALIGNED MESSAGES •  CONTEXTUAL INQUIRIES NO CHANCE TO PRACTICE WHAT THEY DO •  A SAFE PLACE TO PRACTICE AND A COMMITMENT •  DESKTOP WALKTHROUGHS CULTURE WORKING AGAINST CHANGE •  INTRINSIC MOTIVATORS AND OWNERSHIP •  PURPOSE INTERVIEWS CO/DESIGN
31. COMMERCIAL IN CONFIDENCE 31 UX AUSTRALIA 2015 27 AUGUST 2015 QUESTIONS? Simon Sinek: The Golden Circle Dan Ariely: Predictably Irrational freya.elliott@customerexperience.com.au REFERENCED INTERESTED IN SHARING STORIES?