Product

• Have a vision for your product
• Build for the future
• Ensure roadmaps focus on outcomes not outputs
• Acknowledge and accept the things that people are bad at, e.g. bias, and build them into your design workshops
• Consider using machine learning as the guardian of human behaviour, rather than the other way round

Lego case study

• Surface their live chat decision tree upfront, so users feel more in control
• Celebrate the importance of an innovation culture
• Integrate vision, mission and brand experience into company culture
• Celebrate the losses as well as the wins
• Chart feeling curves as users complete tasks, see dips as opportunities to improve

CX

• “9/10 people tell their friends about bad customer service”
• “The only thing more powerful than hate is humour”
• “Everybody wants to be part of something bigger than themselves”
• “The user brings all that they are to your community”
• Studies suggest rudeness affects decision making
• Why people share content:
• To look good
• To educate someone
• To feel something

Innocent case study

• Live your brand and tone of voice internally to make social human and natural
• “We made mistakes, we had no idea what we were doing, but we got there”
• “Basically we messed about until we figured out how to make people laugh”
• Trust your staff to test and learn, the value is always worth the risk
• “If we’re 70% sure, we do it”*

*NB: I might shoot for 90% sure myself, but my context is mental health and cancer!