Session notes: Theme 2 Discussion

On the obstacles to user-centricity in enterprise

Vasileios: still lagging and not always seen as necessary, since users are colleagues rather than customers. UX is often perceived as an order-taker (building solutions) rather than a collaborator (solving problems).

Jackie: the notion that Design is just about UI and Visual Design as opposed to creating outstanding products. Another challenge is overly obsessing on customer needs and not keeping in mind business needs.

Veevi: Different functions within organizations feel like they’re only responsible for certain parts of the customer journey rather than thinking of it as a singular experience. Confusion about roles: who’s involved at what point for which responsibilities. Non-researchers conducting research. Not building a research repository to leverage previous knowledge.

Greenfield vs mature products

Jackie: Same structure and approach to board meetings, but focus on the potential for greenfield and evaluating “how are we performing” and “is there anything we should change” for mature products.

Research on a budget and establishing ReOps

Veevi: evaluate which tools you already have and be scrappy. Build a program to empower non-researchers to conduct research.

Running the UX department like a business

Vasileios: Nothing of value comes for free (think of the neighbor who’s always knocking on your door offering to help). Make it win-win and collaborative. Working with you, not for you. Have requirements for participation.