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Agile UX: Your key to human-centered digital transformation

To meet the challenges of digital transformation, companies need to break new ground. There is no universal roadmap for this – your company must design it individually according to its own goals and requirements. However, user experience serves as a compass to help you find your direction. We explain why it is indispensable for the development of digital solutions by showing you the impact of UX on your company's success.

UX as an enabler of digital transformation

During the digital transformation process, companies are confronted with numerous questions: How can the transition to the digital world be accomplished? What does it take to stay market relevant? How do relationships with your customers change? And where do you start in the transformation of your own company? Contrary to general opinion, the focus of digital transformation is not on technologies, but on people – i.e., customers, users, employees and partners. The user experience, which consistently puts people in the forefront, is therefore considered a central aspect of digitalization. Ultimately, it is your key to a successful transition to the digital world.

Your mission: Satisfied users

The goal of UX is to design digital products, services and brands that trigger positive experiences for their users. The satisfaction of your customers becomes the primary mission of your company. To successfully put these into practice, you must align all of your actions with the needs of users. This entails a fundamental change in working methods, ways of thinking and corporate structures. Before you start implementing UX, however, you must first define the role of UX for your company. What are the goals of your company? And how can UX help achieve these goals? These questions can be answered by looking at five functions that UX can fulfil to drive your company's success. Depending on the economic conditions and the competitive situation, they are desirable for your company in different ways.

We definiere, what goals user experience should foster in your company in the future.

1. Optimizing quality

With user experience design, you can increase the quality of your products or services. Because your users are at the center of every phase of the design. This results in high-quality products or services that precisely target their needs, offer added value, and are ultimately used with pleasure. One example of quality improvement is the implementation of usability tests. Usability tests provide you with feedback from your users already in the early design phase. This is how you iteratively improve your products and safeguard high-risk decisions.

2. Generating ideas

User Experience Design supports you in finding bold and promising product and service ideas. On the one hand, user experience design involves all kinds of creative processes and methods such as design thinking, LEGO® SERIOUS PLAY® or participatory design. On the other hand, the human-centered approach involves your customers and users in the design process at an early stage. For example, you can test and discuss initial ideas and concepts with them. Thanks to their feedback, you will identify their ideas that are most promising. You can pursue them further and discard others if necessary. This helps to save resources – both in terms of time and money.

3. Retaining customers

To improve customer loyalty, consider all points of contact with your customers and users. This is less about using UX to singularly improve or innovate products and services. By focusing your company on your users, you will generate knowledge about their needs and characteristics. This knowledge not only serves product development, but also enables a sustainable and constructive dialog between your company and your customers. The goal is to communicate your core value proposition consistently, cohesively, and comprehensibly across all touchpoints. Aside from that, your company must maintain the ability to approach customers individually.

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4. Distiguishing from competitor

User experience design improves your market position by better communicating the strengths of your company and thus the added value of your products or services. With the human-centered approach, you not only optimize communication with your existing customers. You can also inspire new customers to work with you. Especially if your unique selling point is difficult to communicate. A positive UX is a competitive advantage which helps set you apart from your competition. This applies, for example, to technically similar products where the difference lies in the details. The user experience can be crucial for a purchase decision – or at least to help determine which products make the shortlist. This is because the user experience can usually be evaluated more quickly than technical details. Customers and decision-makers often do not have the time to think about the product down to the smallest technical detail. However, they can usually evaluate whether the user experience is immediately convincing.

5. Presenting brands

Your versatile, yet consistent brand is made visible and communicated to the outside world. This is one of the most challenging functions of UX because it combines communication and product design. Instead of a multitude of design specifications, the focus is on a design DNA. It is interpreted and individually shaped by different stakeholders. In practice, this means that you address different target groups individually and precisely with your products, and at the same time ensure a uniform look and feel of your brand. Market competitors cannot easily imitate this design because large parts of your organization communicate with each other and make coordinated decisions.

Next steps after defining the goals

The five dimensions of UX complement each other and may vary in strength in your organization. It is often not possible to implement all functions at the highest level – because the more functions that are to be fulfilled, the higher the costs and the effort that must be expended. For example, the goal to "optimize quality", primarily concerns product development. If this function is your focus, a human-centered approach is mainly implemented in the areas of development, design, product and project management. With the goal of "retaining customers", on the other hand, the sales department must also become active, for example, to collect feedback from your customers over a longer period of time. On the other hand, not every function is relevant for every company to be successful in the market. It should be decided individually which function of UX is to be fulfilled in your company and to which degree.

The path to your UX strategy

To successfully implement user experience design in your company, it makes sense to first look at the status quo. In our User Centricity workshop, we will help you identify your company's potential, which you can build on, as well as gaps that should be closed with the help of the UX strategy to be developed. Depending on the current market situation and the targeted market position, an individual requirements profile with individually prioritized functions of UX arises from this. Based on this, a target image can be derived upon and the path of change – your UX strategy – can be outlined.

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