bringing change to life

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bringing change to life transforming a culture through a passion for design Bill Scott Sr. Director, UI Engineering MXConference March 16, 2014 San Francisco, CA @billwscott twitter | linkedin | gmail | facebook | paypal | about.me

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Presented on 3/16/2014 as Keynote for the MXConference. Change in an organization is really hard. This is especially true when a company that was once on the forefront of innovation finds itself having lost that luster through its own growth & success. The last couple of years there has been a transformation happening at PayPal that is touching every part of the organization to make it innovative again. At the heart of this change is a new, close partnership between design and engineering. Can your organization be changed? From Bill’s experience at Yahoo!, Netflix, PayPal and consulting with numerous companies he believes there are some core principles you can employ to drive transformation that are all centered around the customer. The question Bill will explore is “How can design be the catalyst for that change?” While this talk will be inspirational, it will take an honest (and humorous) look at what has worked and what hasn’t worked so well in trying to scale change.

TRANSCRIPT

Page 1: Bringing Change to Life

bringing change to life transforming a culture

through a passion for design

Bill Scott Sr. Director, UI Engineering !MXConference March 16, 2014 San Francisco, CA !@billwscott twitter | linkedin | gmail | facebook | paypal | about.me

Page 2: Bringing Change to Life

culture = (norms of behavior) + (underlying shared values)

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paypal vs netflix

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outside-in culturecontinuous customer feedback (get out of the building - GOOB)

customer metrics drove everything

think it. build it. ship it. tweak it

fail fast. learn fast.

lots of experimentation... build/measure/learn

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example: ps3 launch4 different “applications” launched the same day

!16 different test cells

!2 different tech blogs were simultaneously reviewing different experiences

!focus was on build/measure/learn

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In 2011, even a simple content copy change could take as much as 6 weeks

to get live to site

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inside-out culture

roll your own. disconnected delivery experience. culture of long shelf life. inward focus. risk averse.

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change is hard

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organizations contain anti-bodies that resist change

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behavior is deep seated and reinforced

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so, how can you bring change to your team, to

your company?

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two essentials to bringing change

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persistence

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persistance is based on strongly held principles

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but persistance is not stubborness

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improv

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improv is based on humility to listen and adapt to what

you hear

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but improv is not just ‘winging it’

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seven steps to bringing change

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believe something deeply

1

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believe something deeply 1

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believe something deeply 1

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believe something deeply

make the customer the foundation of your

principles.

1

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believe something deeply

make the customer the foundation of your

principles.

don’t confuse principles with programs or processes.

1

Page 26: Bringing Change to Life

believe something deeply

make the customer the foundation of your

principles.

don’t confuse principles with programs or processes.

never abandon your principles.

1

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believe something deeply

make the customer the foundation of your

principles.

don’t confuse principles with programs or processes.

never abandon your principles.

these principles will sustain you when everything goes

wrong.

1

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believe something deeplysome of my principles 1

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believe something deeply

shared understanding

some of my principles 1

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believe something deeply

shared understanding

deep collaboration

some of my principles 1

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believe something deeply

shared understanding

deep collaboration

continuous feedback

some of my principles 1

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understand the culture

2

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understand the culture 2

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understand the culture 2

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understand the culture

listen first. there is wisdom in the crowd.

2

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understand the culture

listen first. there is wisdom in the crowd.

formulate hypothesis for change and verify

them by testing.

2

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understand the culture

listen first. there is wisdom in the crowd.

formulate hypothesis for change and verify

them by testing.

never abandon your principles.

2

Page 38: Bringing Change to Life

understand the culture

listen first. there is wisdom in the crowd.

formulate hypothesis for change and verify

them by testing.

never abandon your principles.

don’t start with a recipe, process or

program.

2

Page 39: Bringing Change to Life

understand the culture

listen first. there is wisdom in the crowd.

formulate hypothesis for change and verify

them by testing.

never abandon your principles.

treat this like designing an

experience. it is contextual.

don’t start with a recipe, process or

program.

2

Page 40: Bringing Change to Life

understand the culture

listen first. there is wisdom in the crowd.

formulate hypothesis for change and verify

them by testing.

never abandon your principles.

treat this like designing an

experience. it is contextual.

don’t start with a recipe, process or

program.know your user.

2

Page 41: Bringing Change to Life

understand the culture 2culture of a long shelf life

instead of a culture of experimentation

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fix the pain points

3

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fix the pain points 3

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fix the pain points 3

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fix the pain points

change will not work if it is about you self-

promoting.

3

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fix the pain points

change will not work if it is about you self-

promoting.

start solving the key problems in the

organization.

3

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fix the pain points

change will not work if it is about you self-

promoting.

start solving the key problems in the

organization.

embrace the problem, not the solution.

3

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fix the pain points 3tangled up technology stack that prevented

build/test/learn

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rally the troops

4

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rally the troops 4

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rally the troops 4

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rally the troops

as you interview & listen you will find like-

minded souls.

4

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rally the troops

as you interview & listen you will find like-

minded souls.

they will often be the ones closest to the

real problems.

4

Page 54: Bringing Change to Life

rally the troops

as you interview & listen you will find like-

minded souls.

they will often be the ones closest to the

real problems.

make them your allies.

4

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rally the troops

as you interview & listen you will find like-

minded souls.

they will often be the ones closest to the

real problems.

make them your allies.

you will also find the weary, the

complacent and the perpetrators. route

around them.

4

Page 56: Bringing Change to Life

rally the troops

as you interview & listen you will find like-

minded souls.

they will often be the ones closest to the

real problems.

make them your allies.

you will also find the weary, the

complacent and the perpetrators. route

around them.

sprinkle in new DNA from the outside.

4

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prototype the change

5

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prototype the change 5

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prototype the change 5

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prototype the change

find a way to fail fast, learn fast.

5

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prototype the change

find a way to fail fast, learn fast.

a sandbox is a good way to engage a pilot

project.

5

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prototype the change

find a way to fail fast, learn fast.

a sandbox is a good way to engage a pilot

project.

measure success.

5

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prototype the change

find a way to fail fast, learn fast.

a sandbox is a good way to engage a pilot

project.

measure success.

bring your allies (and detractors) through

the change experience.

5

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prototype the change

find a way to fail fast, learn fast.

a sandbox is a good way to engage a pilot

project.

measure success.

act your way into right thinking.

bring your allies (and detractors) through

the change experience.

5

Page 65: Bringing Change to Life

prototype the change

find a way to fail fast, learn fast.

a sandbox is a good way to engage a pilot

project.

measure success.

act your way into right thinking.

bring your allies (and detractors) through

the change experience.

create a story of success.

5

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prototype the change

whiteboard to code

code to usability

product/design/engineering teams usability/customers

lean ux in action5

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tell a story

6

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tell a story 6

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tell a story 6

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tell a story

from the success formulate a story.

6

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tell a story

from the success formulate a story.

use the success (or learnings) to reinforce

your principles.

6

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tell a story

from the success formulate a story.

use the success (or learnings) to reinforce

your principles.

early on bring in experts from the

outside that reinforce your story. they

legitimize your efforts.

6

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tell a story

from the success formulate a story.

use the success (or learnings) to reinforce

your principles.

early on bring in experts from the

outside that reinforce your story. they

legitimize your efforts.

make a meme to tell the story.

6

Page 74: Bringing Change to Life

tell a story

from the success formulate a story.

use the success (or learnings) to reinforce

your principles.

early on bring in experts from the

outside that reinforce your story. they

legitimize your efforts.

make a meme to tell the story.

create ‘tweetable moments’.

6

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tell a story 6the hermes project

allowed us to tell a new story.

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keep iterating

7

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keep iterating 7

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keep iterating 7

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keep iterating

what worked last year probably won’t work

this year.

7

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keep iterating

what worked last year probably won’t work

this year.

organizations are always changing.

improvization is your friend.

7

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keep iterating

what worked last year probably won’t work

this year.

organizations are always changing.

improvization is your friend.

don’t give up.

7

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keep iterating

what worked last year probably won’t work

this year.

organizations are always changing.

improvization is your friend.

don’t give up.

keep repeating all of the previous steps.

7

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keep iterating 7with the full agile rollout,

we are rebooting our leanux methodology (v2)

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bringing change is similar to the design process

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bringing change requires persistance & improv

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questions? http://commons.wikimedia.org/wiki/File:Penny_pennies_coins_copper.jpg http://www.flickr.com/photos/cornellfungi/1874403581/ http://www.flickr.com/photos/37217398@N02/3442676067/ http://www.flickr.com/photos/hongiiv/4151964823/ http://en.wikipedia.org/wiki/File:Punishment_sisyph.jpg http://en.wikipedia.org/wiki/File:DsDNA_antibodies.jpg http://en.wikipedia.org/wiki/File:Exposed_mango_tree_roots.jpg http://www.flickr.com/photos/weesen/3589258380/sizes/l/ http://www.flickr.com/photos/weesen/3588454913/sizes/l/ http://www.flickr.com/photos/atoach/2464747591/ http://www.flickr.com/photos/janed42/5033842895/sizes/z/ http://www.flickr.com/photos/9619972@N08/1350940605/ http://www.flickr.com/photos/alanenglish/483251259/sizes/z/ http://www.flickr.com/photos/giesenbauer/4092794246/sizes/l/ http://commons.wikimedia.org/wiki/File:Tangled_cables_mrbill.jpg http://commons.wikimedia.org/wiki/File:Old_books_by_bionicteaching.jpg http://www.flickr.com/photos/mtl_shag/262471645/

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