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Exposure to usersIf you want to start thinking about how to solve problems for your customers, go and meet them. Build empathy for the problems that your customers face, discover what they are prepared to pay for your product or service and design the technology around this.
Make design visibleBreak down team silos to create collaboration and cooperation as a blended team. Put design visuals on the walls and decorate the space with optimistic storytelling.
Measure and reward excellence in customer experienceInevitably organisations reward sales wins and cost efficiencies, but why not have a number that measures customer satisfaction and reward based on that.
Lower the fear of failurePeople need to try things. Design is all about predictions and ultimately we don’t really know what is going to happen until the product gets into the hands of the user. So, in order to be progressive, you must allow people to test, learn, make improvements and then prove – without justifying decision, building a business case for it, and going through a six-stage sign off process. Changing the fabric of an organisation and embracing a strategic re-shift is exactly what designers are well-place to help with. If companies are prepared to adopt a sense of bravery and boldness, the benefits will seep into every area of the business. In 2014, the subject of workplace culture was so prevalent that Merrian-Webster identified it as the word of the year. With this being based on the number of “lookups” of crises that appeared in the news, it seems it remains an elusive subject for some – including these five firms. James Box is user experience director at Clearleft.
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