UX STRATEGY:
CREATING
ORGANIZATIONAL
CHANGE
UX Malaysia

Kuala Lumpur, Malaysia

9 November 2013

Michael Lai


EXPERIENCE...
Once Upon 

…A Time…
UX practitioners &
others work together
to design, develop
and produce a 

KICK-ASS product
The KICK-ASS 

product launches
The KICK-ASS product 

is less than successful 

on the market
Different aspects 

of the organization
limit the product 

from reaching it’s 

full potential
?

How can UX help an
organization overcome
these limitations and
create greater impact?
What is an

organization?
“The greatest product
of the 20th century
has been the
organization.“
Richard Buchanan
COINS Conference 2010
“The purpose of an
organization is to
provide goods and
services to people.“
Richard Buchanan
Managing Experience (MX) 

C...
What is UX
Design?
DESIGN IS…
Design is to design a design to produce a design.

John Heskett
DESIGN IS…
Design is to design a design to produce a design.
Noun 1

John Heskett

Verb

Noun 2

Noun 3
DESIGN IS…
Design is to design a design to produce a design.
Noun 1
Noun 1:
Verb:
Noun 2:
Noun 3:

Verb

Noun 2

A general...
DESIGN IS…
“Everyone designs who
devises courses of action
aimed at changing existing
situations into preferred ones."
Her...
“User experience (UX) is an approach to
product development that incorporates direct
user feedback throughout the developm...
“Every aspect of the user's interaction 

with a product, service, or company that 

make up the user's perceptions of the...
“All aspects of the end-user's interaction with
the company, its services, and its products"
Nielsen-Norman Group,
http://...
“Creating and supporting human activities
through the mediating influences of products
(digital or tangible), services or e...
What is

strategy?
“Strategy is creating fit among a company’s
activities. The success of a strategy depends
on doing many things well— not ju...
How does UX
and strategy
fit in an
organization?
Planning Your UX Strategy by RENATO FEIJÓ on April 16, 2010
http://johnnyholland.org/2010/04/planning-your-ux-strategy/
DESIGN IS…

“courses of action aimed at changing 

existing situations into preferred ones."

IxD IS…

“creating and suppo...
The Major Functions in a Firm

or
ga
ni

za
tio

n

strategy

implementation

John Heskett
organizations
as a context 

of design
“top business schools have begun launching
new design programs or revamping old ones
in an attempt to retool their offerin...
Stanford University's d.school

the Hasso Plattner Institute of Design
Case Western Reserve University 

Weatherhead School of Management
Design & Innovation Department
Northwestern University 

Kellogg School of Management
MMM Program
The Johns Hopkins Carey Business School
Maryland Institute College of Art
M.B.A./M.A. in Design Leadership
Illinois Institute of Technology

Master of Design/Master of Business
Administration (MDes/MBA)
California College of the Arts 

3 Design MBA programs
Philadelphia University

Strategic Design MBA
UX envisions 

the future
based in the United States, Nationwide provides
insurance and financial services to protect people’s
cars, lifestyles or ho...
wanted to explore how they could evolve 

the current participant experience of their 

retirement plans and solutions
the existing service…

did not integrate the touchpoints

to create a holistic experience…
the existing service made the user feel like…

an account number…
a transaction…
they were on their own…
Short-Term Objective

Long-Term Objective

To define the ideal participant
experience and bring it to life
through multiple...
leadership realized 

change was needed in
organizational structure
and capabilities
required 5-7 years to
realign the org...
UX helps 

employees deliver
experiences
a regional bank in the United States’ Midwest
Huntington knew that its customers interacted with
the bank everyday through its employees. Whether
they were in the local...
how does an organization…

align employees to deliver a consistant
user experience
internal alignment is needed
among employees to deliver
consistent experiences

activities

(interactions) 

define

meanin...
Back to 

…Our Story…
we need to connect
with different parts of
the organization,
bridging departments
and people together
facilitate the discovery
of both user and
employee pain points
across the experience
guide the co-creation
of an ideal user
experience and
employee activities
needed to deliver the
experience
and to align the
organization to deliver
the developed user
experience
creating

organizational
change
creating
organizational change
is in fact designing an
organization
creating
organizational change
is in fact designing an
organization
find ways to connect
people to product, but
also ways to connect
employee activities to
deliver experiences
Ultimately, UX is not the sole
responsibility of UX practitioners,
a UX team or a UX leader. 

Great UX is the responsibil...
hanks.
Michael Lai


EXPERIENCE DESIGN CONSULTANT

ENLIGHT DESIGN
Mike Lai   creating organizational change v2 uxmy
Mike Lai   creating organizational change v2 uxmy
Mike Lai   creating organizational change v2 uxmy
Mike Lai   creating organizational change v2 uxmy
Mike Lai   creating organizational change v2 uxmy
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A talk by Mike Lai from Enlight at UXMY2013 on Creating organizational change

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Mike Lai creating organizational change v2 uxmy

  1. 1. UX STRATEGY: CREATING ORGANIZATIONAL CHANGE UX Malaysia
 Kuala Lumpur, Malaysia
 9 November 2013 Michael Lai
 EXPERIENCE DESIGN CONSULTANT
 ENLIGHT DESIGN
  2. 2. Once Upon 
 …A Time…
  3. 3. UX practitioners & others work together to design, develop and produce a 
 KICK-ASS product
  4. 4. The KICK-ASS 
 product launches
  5. 5. The KICK-ASS product 
 is less than successful 
 on the market
  6. 6. Different aspects 
 of the organization limit the product 
 from reaching it’s 
 full potential
  7. 7. ? How can UX help an organization overcome these limitations and create greater impact?
  8. 8. What is an
 organization?
  9. 9. “The greatest product of the 20th century has been the organization.“ Richard Buchanan COINS Conference 2010
  10. 10. “The purpose of an organization is to provide goods and services to people.“ Richard Buchanan Managing Experience (MX) 
 Conference 2013
  11. 11. What is UX Design?
  12. 12. DESIGN IS… Design is to design a design to produce a design. John Heskett
  13. 13. DESIGN IS… Design is to design a design to produce a design. Noun 1 John Heskett Verb Noun 2 Noun 3
  14. 14. DESIGN IS… Design is to design a design to produce a design. Noun 1 Noun 1: Verb: Noun 2: Noun 3: Verb Noun 2 A general concept, strategy or policy A condition or action A plan or intention for implementation The finished outcome John Heskett Noun 3
  15. 15. DESIGN IS… “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones." Herbert Simon. 1996. The Sciences of the Artificial. 3nd edition. Cambridge, Massachusetts: 
 The MIT Press.
  16. 16. “User experience (UX) is an approach to product development that incorporates direct user feedback throughout the development cycle (human-centered design) in order to reduce costs and create products and tools that meet user needs and have a high level of usability (are easy to use).“ User Experience Professionals Association (UXPA) http://uxpa.org/resources/about-ux
  17. 17. “Every aspect of the user's interaction 
 with a product, service, or company that 
 make up the user's perceptions of the whole. 
 User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UE works to coordinate these elements to allow for the best possible interaction by users.“ User Experience Professionals Association (UXPA) http://www.usabilitybok.org/glossary/
  18. 18. “All aspects of the end-user's interaction with the company, its services, and its products" Nielsen-Norman Group, http://www.nngroup.com/about/userexperience.html (27.12.2007)
  19. 19. “Creating and supporting human activities through the mediating influences of products (digital or tangible), services or even complex systems." Richard Buchanan
  20. 20. What is
 strategy?
  21. 21. “Strategy is creating fit among a company’s activities. The success of a strategy depends on doing many things well— not just a few—and integrating among them. If there is no fit among activities, there is no distinctive strategy and little sustainability.“ Michael E. Porter, “What Is Strategy?” On Strategy, 
 Harvard Business School Publishing, 2000.
  22. 22. How does UX and strategy fit in an organization?
  23. 23. Planning Your UX Strategy by RENATO FEIJÓ on April 16, 2010 http://johnnyholland.org/2010/04/planning-your-ux-strategy/
  24. 24. DESIGN IS… “courses of action aimed at changing 
 existing situations into preferred ones." IxD IS… “creating and supporting human activities." STRATEGY IS… “creating fit among a company’s activities.” ORGANIZATION “provide(s) goods and services to people”
  25. 25. The Major Functions in a Firm or ga ni za tio n strategy implementation John Heskett
  26. 26. organizations as a context 
 of design
  27. 27. “top business schools have begun launching new design programs or revamping old ones in an attempt to retool their offerings for a world where design innovation often separates the winners from the losers.” Francesca Di Meglio, “B-Schools Are Starting to Look More Like DSchools,” September 26, 2013, BloombergBusinessweek
  28. 28. Stanford University's d.school
 the Hasso Plattner Institute of Design
  29. 29. Case Western Reserve University 
 Weatherhead School of Management Design & Innovation Department
  30. 30. Northwestern University 
 Kellogg School of Management MMM Program
  31. 31. The Johns Hopkins Carey Business School Maryland Institute College of Art M.B.A./M.A. in Design Leadership
  32. 32. Illinois Institute of Technology
 Master of Design/Master of Business Administration (MDes/MBA)
  33. 33. California College of the Arts 
 3 Design MBA programs
  34. 34. Philadelphia University
 Strategic Design MBA
  35. 35. UX envisions 
 the future
  36. 36. based in the United States, Nationwide provides insurance and financial services to protect people’s cars, lifestyles or homes & contents.
  37. 37. wanted to explore how they could evolve 
 the current participant experience of their 
 retirement plans and solutions
  38. 38. the existing service… did not integrate the touchpoints
 to create a holistic experience…
  39. 39. the existing service made the user feel like… an account number… a transaction… they were on their own…
  40. 40. Short-Term Objective Long-Term Objective To define the ideal participant experience and bring it to life through multiple prototype touchpoints. To evolve the actual participant experience toward the ideal in a practical yet aggressive manner.
 ENVISION IT MAKE IT REAL
  41. 41. leadership realized 
 change was needed in organizational structure and capabilities required 5-7 years to realign the organization to deliver these experiences broke down barriers and creates collaboration across silos, creating opportunities for future work prototypes are possibilities of the organization’s future creates a shared vision/ mission
  42. 42. UX helps 
 employees deliver experiences
  43. 43. a regional bank in the United States’ Midwest
  44. 44. Huntington knew that its customers interacted with the bank everyday through its employees. Whether they were in the local community directly touching the customers or providing support behind the scenes, they were all Huntington.
  45. 45. how does an organization… align employees to deliver a consistant user experience
  46. 46. internal alignment is needed among employees to deliver consistent experiences activities
 (interactions) 
 define meaningful 
 experiences
  47. 47. Back to 
 …Our Story…
  48. 48. we need to connect with different parts of the organization, bridging departments and people together
  49. 49. facilitate the discovery of both user and employee pain points across the experience
  50. 50. guide the co-creation of an ideal user experience and employee activities needed to deliver the experience
  51. 51. and to align the organization to deliver the developed user experience
  52. 52. creating
 organizational change
  53. 53. creating organizational change is in fact designing an organization
  54. 54. creating organizational change is in fact designing an organization
  55. 55. find ways to connect people to product, but also ways to connect employee activities to deliver experiences
  56. 56. Ultimately, UX is not the sole responsibility of UX practitioners, a UX team or a UX leader. 
 Great UX is the responsibility of everyone in an organization. It requires a whole organization working together.
  57. 57. hanks. Michael Lai
 EXPERIENCE DESIGN CONSULTANT
 ENLIGHT DESIGN
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