This document discusses how user experience (UX) design can help create organizational change. It provides examples of how UX helped two large companies - Nationwide insurance and a Midwest regional bank called Huntington - envision improved customer experiences and align their employees and organizational structures to deliver on this vision. The document argues that creating organizational change through UX is about designing the organization itself to connect people across departments, discover pain points, co-create ideal experiences, and align activities to consistently deliver great experiences. Ultimately, the document states that achieving great UX is a responsibility of the entire organization working together, not just the UX team.

1. UX STRATEGY:
CREATING
ORGANIZATIONAL
CHANGE
UX Malaysia
Kuala Lumpur, Malaysia
9 November 2013
Michael Lai
EXPERIENCE DESIGN CONSULTANT
ENLIGHT DESIGN

2. Once Upon
…A Time…

3. UX practitioners &
others work together
to design, develop
and produce a
KICK-ASS product

4. The KICK-ASS
product launches

5. The KICK-ASS product
is less than successful
on the market

6. Different aspects
of the organization
limit the product
from reaching it’s
full potential

7. ?
How can UX help an
organization overcome
these limitations and
create greater impact?

8. What is an
organization?

9. “The greatest product
of the 20th century
has been the
organization.“
Richard Buchanan
COINS Conference 2010

10. “The purpose of an
organization is to
provide goods and
services to people.“
Richard Buchanan
Managing Experience (MX)
Conference 2013

11. What is UX
Design?

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

13. DESIGN IS…
Design is to design a design to produce a design.
Noun 1
John Heskett
Verb
Noun 2
Noun 3

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. 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. “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. “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. “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. “Creating and supporting human activities
through the mediating influences of products
(digital or tangible), services or even complex
systems."
Richard Buchanan

20. What is
strategy?

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. How does UX
and strategy
fit in an
organization?

23. Planning Your UX Strategy by RENATO FEIJÓ on April 16, 2010
http://johnnyholland.org/2010/04/planning-your-ux-strategy/

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. The Major Functions in a Firm
or
ga
ni
za
tio
n
strategy
implementation
John Heskett

26. organizations
as a context
of design

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. Stanford University's d.school
the Hasso Plattner Institute of Design

29. Case Western Reserve University
Weatherhead School of Management
Design & Innovation Department

30. Northwestern University
Kellogg School of Management
MMM Program

31. The Johns Hopkins Carey Business School
Maryland Institute College of Art
M.B.A./M.A. in Design Leadership

32. Illinois Institute of Technology
Master of Design/Master of Business
Administration (MDes/MBA)

33. California College of the Arts
3 Design MBA programs

34. Philadelphia University
Strategic Design MBA

35. UX envisions
the future

36. based in the United States, Nationwide provides
insurance and financial services to protect people’s
cars, lifestyles or homes & contents.

37. wanted to explore how they could evolve
the current participant experience of their
retirement plans and solutions

38. the existing service…
did not integrate the touchpoints
to create a holistic experience…

39. the existing service made the user feel like…
an account number…
a transaction…
they were on their own…

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

43. 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

44. UX helps
employees deliver
experiences

45. a regional bank in the United States’ Midwest

46. 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.

47. how does an organization…
align employees to deliver a consistant
user experience

51. internal alignment is needed
among employees to deliver
consistent experiences
activities
(interactions)
define
meaningful
experiences

52. Back to
…Our Story…

53. we need to connect
with different parts of
the organization,
bridging departments
and people together

54. facilitate the discovery
of both user and
employee pain points
across the experience

55. guide the co-creation
of an ideal user
experience and
employee activities
needed to deliver the
experience

56. and to align the
organization to deliver
the developed user
experience

57. creating
organizational
change

58. creating
organizational change
is in fact designing an
organization

59. creating
organizational change
is in fact designing an
organization

60. find ways to connect
people to product, but
also ways to connect
employee activities to
deliver experiences

61. 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.

62. hanks.
Michael Lai
EXPERIENCE DESIGN CONSULTANT
ENLIGHT DESIGN