Summary
How do you create the conditions for delivering a great customer experience on a rapidly changing platform? In 2016, Norway’s national railway company began building a new technology platform. As designers, we yearned to address the customer’s actual needs and desires, not just a fresh look and technical upgrade. But with no process, principles, tools, or internal design resources, where do you start?
Key Insights
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Privatization of Norway's railway system forced MSB to rethink its business model and design operations.
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Transitioning from a monopoly to competition required significant organizational change within MSB.
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Design plays a critical role in navigating through change within large corporations.
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The concept of 'Continuous Design' emphasizes balancing immediate tasks (waves) with long-term vision (horizon).
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Collaboration between designers and developers is essential for successful product outcomes.
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Implementing user feedback mechanisms is vital for understanding user needs and improving design.
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Design sprints can foster teamwork and streamline the design process in agile environments.
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Developing a shared language within a product team can enhance communication and efficiency.
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Continuous learning through user testing in real contexts is crucial for design effectiveness.
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The relationship between business goals and user needs must be carefully navigated to create value.
Notable Quotes
"Our users often feel like they're living in a construction site when we change the app."
"It's important to create feedback loops that allow us to learn about our designs in context."
"We needed to focus on the website and the app to be able to compete in the future."
"The mindset internally was still a bit in that world, and it was hard to get buy-in for new tools."
"We might think you're living in a wrecked house, but it's about trust and deeply rooted habits."
"When you do a release, what you're saying is really, 'Here's what I'm thinking about. How does this work in your world?'"
"The distinction between a time frame and achieving an outcome was key for us."
"We had to create our own processes and define our own language around design and development."
"Giving the whole team access to feedback makes them feel responsible and inspired to solve user needs."
"Our vision or strategy is a living thing that we need to iterate on continuously."
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