Design driven product innovation in enhancing user experience oriented organisational culture in B-to-B organisations

Abstract

Innovations play a key role in boosting the competitiveness of companies in an environment where differentiating from competitors has become increasingly important [see e.g. 1]. In this paper we argue that design provides a significant source for innovation. Furthermore, design is a major part of user experience (UX) as it is associated with positive effects and pleasurable experiences. Design is also a business philosophy focusing on customers' wants and needs. It is a management tool for developing a more customer- and user focused culture in the organization [see 2]. In this paper, we therefore suggest, that design driven product innovation may enhance the adaptation of user experience oriented organizational culture. User experience (UX) is a raising theme among practitioners and academicians. By user experience we understand users' perception of a device, product, service or system during its whole life cycle in a given context. Creating better UX means that products need to support users' hedonic needs such as stimulation and self-expression, in addition to the pragmatic ones [3]. For companies, UX can add the competitiveness through UX-based differentiation in products and services. Adopting UX as a business factor can also support strategic renewal of organizations [see e.g. 4]. Design and design innovations are a major part of improved user experience and they are argued to be able to transform the framework of their industries. They can create new segments without creating any new technology as they help in creating a superior product through their user-oriented philosophy [2,5]. Design innovation can add value by giving a profitable edge in the quest to influence customer preferences [6]. Regarding the Finnish metals and engineering industry (MEI) there is unused UX potential. UX-based differentiation could bring a competitive edge to companies operating in a field where all competitors have similar basic products with similar functions. The main challenge in establishing UX into Finnish metals and engineering industry is the traditional product and technology centered culture in the field. In order to fully utilize UX potential in their operations, we argue that organizations operating in the Finnish MEI need to adopt an UX-oriented organizational culture, which is in an important role in ensuring the success of a company in its operational environment [see 7]. The aim of the paper is to investigate the challenges in enhancing a UX oriented organizational culture, in organizations operating in metals and engineering industry (MEI) in Finland in cases where design driven product innovation has been leading the way towards UX orientation. The research material consists of 37 interviews of both the company employees and their customers. Besides various kinds of documentation and informal discussions with the company employees is utilized. The analysis was conducted through analytic induction, where the aim is to continue drafting the framework until finding those in which all the cases could be described [see e.g. 8]. The results indicate that the challenges in enhancing UX oriented organizational culture through design driven product innovation include motivating the employees to see the value of UX and consequently the need for the new product with improved UX and design. Furthermore, UX should be connected to larger organizational goals instead of being promoted only through a new product, which would also help in seeing this value of UX for the company. To help the employees to adapt the UX-oriented culture, we argue that, UX issues should also be made a part of every employee's work and responsibilities. This would create genuine commitment. Finally, it should be understood that UX is not just about product qualities or design, but it is an overall experience, where participating the customers and users is equally important. Understanding the wide and whole meaning of UX is thus remarkably important when aiming towards UX oriented culture in organizations.