Steve Baty | Co-founder of Meld Studios.

Mr. Steve Baty is a well-known expert in experience strategy and design in the industry. He has 18 years of experience in organizational innovation and enterprise management. He is good at using philosophical methods and design thinking to solve complex problems facing organizations. He is also active in industry organizations such as IxDA, is also the chairman of the Australian UX Conference, and has served as a judge for several well-known competitions.

Speech video

Content overview

In his speech, Mr. Steve Baty mentioned that for an organization, it is necessary to make a series of strategic decisions, invest in capabilities, and cultivate the capabilities of employees, so that the organization can compete with competitors and better serve consumption It can bring valuable services and make employees, consumers and customers more inclined to choose your products.

So how can we become a service-oriented organization? First of all, it is necessary to analyze how the organization's culture, organization's management, and employee behavior should adapt to such services. More is considered from the organizational level. First, what needs to be understood. As a service-driven organization, first of all, we must deeply understand what the customer ’s goals are, what are the steps to reach the final goal, and what do they need to meet demand. A product or a service is an important part of a customer's story, so the first thing to do is to understand the customer or consumer's story. This process requires empathy. There is a keyword empathy here, which is to understand his story and his needs from the customer's perspective. What are the important touch points and milestones in the journey of consumers and customers are crucial for this customer and consumer. To understand deeply, not only from the level of digital technology, but to treat them as a person and analyze and understand with the needs of human nature.

The first and most important point is to do a qualitative study. Quantitative research is usually done first from a statistical point of view. Quantitative can help to understand what people do, what are the different steps of their behavior, and what order of magnitude. This is quantitative research. Further qualitative research is needed. First, there must be observational research, and the whole design needs to be observed. But not just observing, but also conducting interviews to understand their habits and understand what these consumers are looking for. The goal of qualitative research is to gain a deeper understanding of these consumers and customers.

To understand when their lives need support, this needs to be entered into the consumer or customer system. The first thing to understand is what obstacles are present in their lives and what unmet needs customers or consumers have. These are potential opportunities. Customer service personnel are needed to make up for some of the shortcomings caused by the experience. In addition, it is also necessary to understand competitors and their advantages. Organizational strategy, organizational purpose, how to turn it into a service-driven. To understand what is important to customers or consumers, we must unify the needs of each other, and the organization's strategy and capabilities must be adjusted to ensure that customers and consumers feel that this is the most fancy part. Connect strategic intentions, values, and beliefs together to achieve consistency and ensure that employees and consumers feel that this is the part they are very fancy. In addition to this, it is also necessary to really implement these contents, and there needs to be a definition to truly implement it.

Not only provide services for consumers, but also have different interactions within the organization. When providing services for consumers, they can also have a new perspective to view this service. In this process, there is a part to define what success means in a new environment, for consumers, what does success mean, and for employees, what does success mean. Because human beings are most motivated when they have a driving force, it is necessary to understand how to define what is good performance and what is not good performance. You need to understand what is good quality and what is acceptable quality. , We must have an objective understanding of these contents.