With this article, I want to draw your attention to what kind of influence user experience actually has in your company, and where in your organisation you find the ingredients for great experience design.
⭐ What Is User Experience?
So far, many of us have learnt the buzzword “UX” or user experience. But what does it mean in reality? Wikipedia describes it as “the feeling users experience when using a product, application, system, or service.”
What does it take to create this particular feeling for your particular customer group? It is actually quite an effort to provide a consistent and easily recognisable experience — technology-wise, process-wise, and business-wise. Understanding UX strategy is key to aligning your company’s actions with the desired experience design.
🧩 Identify User Experience Across Your Organization
🔍 Start with the Basics — Your Product, Your Market, and Your Customer
In the beginning, you need to define what your product is and what features or services it consists of. For that, you need to clarify why you created that product — which market and customer group you address.
Using classical marketing models helps systemise this information. By finalising your work, you create a solid initial structure for your user experience — both in your product and in your communication. This lays the groundwork for effective implementation strategies.
🔗 Integrate Your Value Chain into Your UX Strategy
Having understood (or recalled) what your product is, take the next step: evaluate the customer journey and how you deliver your service/product (experience design and blueprinting).
This helps you collect valuable information used by many departments across the company. All your improvements in deliverables and transitions ultimately become part of your user experience — both in your product and communication.
🎭 Align Your Brand Identity with Your UX Strategy
What is your brand name? What do you want it to do? How and for what do you want customers to remember you?
In other words, you need to create your brand persona, as it will significantly shape your experience design across products and communication. For inspiration, you can read:
Aaron Walter – Design for Emotion, A Book Apart, New York, 2011.
🛠️ Use Your Ingredients to Create Great User Experience
This task depends on the size of your company and your UX strategy:
- Smaller companies may outsource to creatives or IT houses.
- Middle-sized companies often benefit more from hiring dedicated UX/UI specialists, as outsourcing becomes less efficient when the organisation grows.
- Large companies get the best results by hiring a full UX team to own and guide the entire process, ensuring consistent implementation strategies and experience design across the company.
🧠 Conclusion: Turn User Experience into a Company-Wide Strategy
User experience does not live in a single department, tool, or role—it is embedded across your entire organization. From how you define your product and understand your customer, to how your value chain operates and how your brand communicates, every layer contributes to your overall user experience.
By identifying where UX exists, integrating it into your processes, and aligning it with your brand identity, you move from isolated efforts to a cohesive UX strategy. This shift allows you to create consistent, meaningful, and scalable experience design that resonates with your customers.
Ultimately, strong implementation strategies ensure that user experience is not just an intention, but a measurable and evolving part of your business. Companies that succeed in this do not just design products—they design experiences that customers remember, trust, and return to.
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