Enterprise Experience : Experience Design as Business Strategy – Company X Case Study
Boberg, Marion (2018)
Boberg, Marion
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052810550
https://urn.fi/URN:NBN:fi:amk-2018052810550
Tiivistelmä
The objective of this study was to gather information about the need to focus on designing for Enterprise Experience (EX) in the era of digital transformation of businesses such as telecom operators or TELCO. The aim of the study was to define the concept work around the notion of Enterprise Experience (EX) and further highlight internal requirements of designing for EX.
This study was carried out as an internal project. The data were collected in two-fold. First, semi-structured interviews were conducted with six internal experts representing respectively expertise from Business, Technology and Design. Second, Company X organisational diagnostic was described based on maturity assessment of its use of design and collaborative processes. Data was analysed through content analysis, and presented to identify the frame of potential improvement.
The theoretical section explored the foundations of enterprise experience, in relation to Experience Design, Human Centered Design and by further explaining its triadic foundation in human behavioural psychology, Enterprise Architecture and Business Design. We further highlighted the rising value in integrating Design as a strategic element in the tech industry, and established a summary of the best practices observed from the field based on a set of selected companies. Finally, we exposed the meaning of the design ladder assessment and other maturity assessment and presented how they could be utilised to draw an organisational diagnostic.
The empirical part consists of understanding Company X current capabilities in relation to the application of the EX framework. Key findings were that despite the effort to create a UX team, due to our current level of maturity and the lack of clear strategic consideration of Design the EX framework application was compromised. The results suggest that to fully support our company vision and further implement the EX frame-work, Company X would beneficiate in investing more into Design.
More specifically, Company X would benefit investing in design capabilities that would further sustain strong collaboration required in the application of EX framework. Starting by creating a design unit, with design operation in charge of developing design system and creating a design thinking culture across the organisation. Further research is required to fully support the measurable impact of integrating Design as a strategic element of the company business’s strategy.
This study was carried out as an internal project. The data were collected in two-fold. First, semi-structured interviews were conducted with six internal experts representing respectively expertise from Business, Technology and Design. Second, Company X organisational diagnostic was described based on maturity assessment of its use of design and collaborative processes. Data was analysed through content analysis, and presented to identify the frame of potential improvement.
The theoretical section explored the foundations of enterprise experience, in relation to Experience Design, Human Centered Design and by further explaining its triadic foundation in human behavioural psychology, Enterprise Architecture and Business Design. We further highlighted the rising value in integrating Design as a strategic element in the tech industry, and established a summary of the best practices observed from the field based on a set of selected companies. Finally, we exposed the meaning of the design ladder assessment and other maturity assessment and presented how they could be utilised to draw an organisational diagnostic.
The empirical part consists of understanding Company X current capabilities in relation to the application of the EX framework. Key findings were that despite the effort to create a UX team, due to our current level of maturity and the lack of clear strategic consideration of Design the EX framework application was compromised. The results suggest that to fully support our company vision and further implement the EX frame-work, Company X would beneficiate in investing more into Design.
More specifically, Company X would benefit investing in design capabilities that would further sustain strong collaboration required in the application of EX framework. Starting by creating a design unit, with design operation in charge of developing design system and creating a design thinking culture across the organisation. Further research is required to fully support the measurable impact of integrating Design as a strategic element of the company business’s strategy.