From strategy to product, or from service to content in its finest details, UX has many faces. And as the practice matures and evolves, companies understand the necessity of investing in Customer / User Experience and hire. But what does it mean to start UX practice in a company? What are the challenges that inevitably will arise? What are the common resistances you will have to face? How to overcome them? And how to lay the best foundations for UX growth and UX team development? This talk was given at UX Amsterdam.

1. LAUNCHING AND SCALING UX
GET OFF TO THE RIGHT START
KARINE CARDONA-SMITS
Senior Analyst / FORRESTER Research @CardonaKarine

2. KARINE CARDONA-SMITS
SENIOR ANALYST CX - FORRESTER RESEARCH
Psychologist – 15+ years of UX
practice on web and mobile
services – Senior roles in UX, UX
Strategy and Service Design
ABOUT ME
@CardonaKarine | UX Amsterdam 2019 - Launching and scaling UX

3. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
LOOKING BACK
Web dev / designPsychology UX Strategy SD CX Analyst
2001 2013 2015 2017 20181998

4. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
HOW IT FELT / LOOKED LIKE

5. UX IS NOT ONE BUT MANY
C O N T E X T D E F I N E S P R A C T I C E
S C A L I N G F O R I M PA C T
TODAY
C H A L L E N G E S O F S TA R T I N G
T H E R I G H T F O U N D AT I O N S
@CardonaKarine | UX Amsterdam 2019 - Launching and scaling UX

6. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
UX is not one but many

7. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
IN THEORY

8. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
PRODUCT MOBILE
UX/UI designer
UX architect
UX/UI developer
UX researcher
UX (copy)writer
UX analyst
UX engineer
SERVICE
CX/UX designer
DIGITAL
IN PRACTICE
+

9. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
context defines practice

10. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
one individual in a
small organisation

11. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
centralised team

12. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
deployed team reporting to
one design leadership team

13. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
Designanvendelse
The Design Ladder was developed by the
Danish Design Centre in 2001 as a communi-
cative model for illustrating the variation in
companies’ use of design.
The Design Ladder is based on the hypothe-
sis that there is a positive link between hig-
her earnings, placing a greater emphasis on
design methods in the early stages of devel-
opment and giving design a more strategic
position in the company’s overall business
strategy.
The Design Ladder consists of four steps:
The Design
Ladder
STEP 2
DESIGN AS
FORM-GIVING
Design is used as finish,
form-giving or styling
in new products/
services
STEP 3
DESIGN AS
PROCESS
Design is an integrated
element in develop-
ment processes
STEP 4
DESIGN AS
STRATEGY
Design is a key stra-
tegic element in our
business model
STEP 1
NON-DESIGN
Design is not applied
systematically
maturityadds
complexityto
the picture
https://danskdesigncenter.dk/en/design-ladder-four-steps-design-use

14. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
the OP Financial maturity journey
NON
DESIGN
15 years
DESIGN
AS A
FORM
4 years
2 years
DESIGN
AS A
PROCESS
DESIGN
AS A
STRATEGY
time
next?

15. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
small organisation
good Product Owner
easy access to data
access to clients
ability to test prototype
factors ofease

16. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
no access to data
multiple POs for one product
no vision
missing design leadership
PO TV
Marketing Director
UX
UI iOS
UI android
UI TV
Lead D
DDM
Design Group Director
PO web
PO mobile
aggravating factors

17. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
Note: I am still looking for the original author of this amazing chart to thank her/him for it :)

18. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
What you want us to doWhat we recommend

19. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
low maturity high maturity
advocate
prove value
find alliances
limited scope of action on end-product or service
definition of end-product or service
specialised design skills
team skills’ growth
talk about UX practice UX
context shapes design practice

20. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
the challenges ofstarting

21. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
where shouldwe start?

22. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
UX?
what is it
thatyou do?

23. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
resistance to change (including ourown)

24. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
complacencyin silos / tribes

25. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
set up the right foundation

26. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
organisation’s
model / maturity
personal
capabilities /
expectations
is there a
match?

27. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
definewhereyouwant to go

28. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
get the right people
(look fordiversity)
learn / staycurious /
humble / rigorous

29. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
enable action
access to data - clients / tools /
budget forresearch - testing
creative space

30. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
define the right metrics

31. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
scaling forimpact

32. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
scaling a team
requires newskills

33. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
nurture
design as a practice
and a
customer-obsessed
mindset
Illustration: Human-Centered Design at USAA / © Meriah Garret
Meriah designed these cards as one way to engage the business in design
(as part of their broader design education strategy). The cards contain the
five questions they encourage “experience makers” to talk about with their
teams to ensure they’re staying human-centered. The card is designed to fold
up and fit in the employees badge holder so they always have it with them.

34. @CardonaKarine | UX Amsterdam Jan. 2019 - Launching and scaling UX
keep an eye on organisational structure

35. LAUNCHING AND SCALING UX
GET OFF TO THE RIGHT START
KARINE CARDONA-SMITS
Senior Analyst / FORRESTER Research @CardonaKarine
THANK YOU