Towards User-and Customer-Centricity: Service Design Maturity and User Experience Capability in Organizational Transformation
Lemola, Martta ()
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024103088053
https://urn.fi/URN:NBN:fi-fe2024103088053
Tiivistelmä
This thesis investigates the service design maturity and User Experience (UX) capability within a large multinational manufacturing corporation, aiming to assess the current state and identify solutions to the challenges uncovered during the research. The case study highlights an organization implementing user- and customer-centric practices but lacking both strategic and practical solutions to achieve this transformation on an organizational level. The need for such examples in design research is emphasized, as organizations must continually adapt to the fast-paced changes in today's business environment (Burns et al., 2006). This study contributes to understanding how organizations can navigate these changes by improving their service design and UX capabilities.
A mixed-methods approach was employed, combining qualitative and quantitative research techniques. Data collection involved interviews, workshops, and a questionnaire, providing both in-depth insights and measurable results. The integration of these methods allowed qualitative data to give context to the quantitative findings, revealing a holistic picture of the organization’s service design maturity and UX capability. This methodology enabled a deeper understanding of the organizational issues, resulting in actionable recommendations for improvement.
The findings show inconsistencies in how the organization understands and implements user experience strategies. A fragmented design culture, with limited management support and a lack of prioritization for service design, hinders progress. Although some positive outcomes from service design projects were noted, the overall maturity remains low due to sporadic collaboration and organizational silos. Drivers such as successful design experiences and multi-disciplinary projects present growth opportunities, but barriers like a lack of user-centric focus, resource limitations, and resistance to change impede advancement. A strategic roadmap is recommended to guide the organization towards improving its service design maturity and UX capability, with future research suggested to examine the broader application of these insights.
A mixed-methods approach was employed, combining qualitative and quantitative research techniques. Data collection involved interviews, workshops, and a questionnaire, providing both in-depth insights and measurable results. The integration of these methods allowed qualitative data to give context to the quantitative findings, revealing a holistic picture of the organization’s service design maturity and UX capability. This methodology enabled a deeper understanding of the organizational issues, resulting in actionable recommendations for improvement.
The findings show inconsistencies in how the organization understands and implements user experience strategies. A fragmented design culture, with limited management support and a lack of prioritization for service design, hinders progress. Although some positive outcomes from service design projects were noted, the overall maturity remains low due to sporadic collaboration and organizational silos. Drivers such as successful design experiences and multi-disciplinary projects present growth opportunities, but barriers like a lack of user-centric focus, resource limitations, and resistance to change impede advancement. A strategic roadmap is recommended to guide the organization towards improving its service design maturity and UX capability, with future research suggested to examine the broader application of these insights.
Kokoelmat
- Pro gradu -tutkielmat [4461]