A Top-Down and Bottom-Up Approach to User-Centric Maturity at Scale
Summary
Vasilieos will present a case study for top-down and bottom-up approach taken at LEGO with practical information, learnings and reflections so far.
Key Insights
-
•
Enterprise UX maturity requires both top-down executive buy-in and bottom-up grassroots training.
-
•
Starting UX without support leads to ‘lipstick on a pig’ outcomes where UX is superficial.
-
•
Treating the UX department as a business with responsibilities increases influence and strategic impact.
-
•
With only seven UX designers for 400 products, focusing on highest ROI products is necessary but causes coverage gaps.
-
•
Embedding a UX partner at leadership level within business streams aligns UX vision with product strategy.
-
•
Using system usability scale (SUS) scores as a KPI standardizes measurement across a large product portfolio.
-
•
Vendor selection criteria incorporating usability prevents long-term failure from poor off-the-shelf solutions.
-
•
The UX academy trains non-designers on practical UX methods, increasing UX capacity organically by upskilling existing staff.
-
•
Securing dedicated time (20%) for UX activities within product teams is crucial for effective bottom-up adoption.
-
•
User-centric mindset spreads more successfully when peer colleagues, not external UX teams, lead the change.
Notable Quotes
"User experience is not like the sauce you put on your steak to make it taste better. It is the actual protein within the steak."
"Before, UX was usually brought in very late and expected to just put lipstick on a pig."
"We cleared three weeks of calendars to detach and look at the big picture — that was our UX reboot."
"We run our UX department as a business, with responsibilities, requirements, and expectations."
"With seven UXters for 400 products, the math doesn’t add up, so we must choose where we focus."
"A UX partner needs to develop a thick skin when engaging senior VPs and directors."
"We set the system usability scale score as a KPI for all products to improve measurement and usability."
"The UX academy gave non-designers 20% of their time to learn and practice user experience methods."
"The colleagues sitting next to you, not outsiders, are the best champions to spread UX mindset."
"One of our UX ambassadors transitioned to a full-time UX designer role after the academy."
Or choose a question:
More Videos
"An elite athlete doesn’t turn up at the Olympics and do their thing without coaches, physios, nutritionists."
Dr. Karl JeffriesThe Science of Creativity for DesignOps
January 8, 2024
"We use Alexa’s personification for good, fun, and delight, but we don’t advertise, especially because there may be kids listening."
Amy MarquezINVEST: Discussion
June 15, 2018
"The weakest insight method might win simply because of the relationship to the power structure."
Steve Portigal Chris Chapo Kelly Goto Christian RohrerDiscussion
May 13, 2015
"Constant communication is necessary; agreement emails can’t be one-and-done."
Alicia MootyDesign Staffing Models
September 30, 2021
"I believe there's really no such thing as a boring place at the state of mind."
Ana Maria Montero Barrantes Aditi Dhar Michelle Kaplan Nate Osborne Matt LaurenceThe Authentic UX Talent Show
January 8, 2024
"Junior team members don’t have to talk directly to executives; working effectively with peers can create grassroots buy-in."
Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne RogondinoTheme 1: Discussion
January 8, 2024
"Choosing a research repository is a big battle in your organization; the right decisions can really help you succeed."
Sofia QuinteroThe Product Philosophy Behind EnjoyHQ
March 10, 2021
"Large companies demand certainty, but certainty is the opposite of innovation."
Laura KleinUnique challenges of innovation in enterprises
April 23, 2020
"Data analysts and user researchers rarely work together effectively, which is one of the biggest missed opportunities."
Andrew MichaelBuilding a Product Insights Team
March 10, 2022
