Change your organisation! (and survive)
In this talk, Beth Stensen, formerly with Ruter and now the interim CEO of Netlife Design, shared and discussed how Ruter started working in new and more customer-centric ways.
She talked about her dedicated cross-disciplinary team at Ruter and how they worked to continuously improve how people experience public transport. According to Beth, it's important to measure customer results, and to test everything always. You need to think and to do research, and you need to get out there and test your products with real people.
Some other tips: Hire people who are smarter than you, and do NOT mind your own business. And remember, life is too short to build shitty products.
Beth has led the establishment of design methodology and customer experience in Ruter, with a primary focus on digital services. This has been the foundation for innovation and product development at Ruter.
Later she has worked with further development of method and principles for user involvement, where the goal was to increase competence and engagement across the company.
Beth has led design projects and processes since 2001, in recent years with customer-driven innovation and service development as primary focus.
Beth is uncompromising in her belief in user-orientation and deeply resents the tech-hysteria that characterizes much of the discussions surrounding digitalisation.
Businesses should first and foremost solve real problems for real people.