UX-Designer / Digital-Strategy with 15+ years experience / Workshop + Design Thinking Expert

7/2021 – 2/2022

XING Experience Vision:
Goal -> Create an Experience Vision to educate and align everyone from the CEO down to every individual employee on what experience XING wants to provide their customers within 5-7 years in order to:
• Embrace a more customer-centric language across all teams
• Talk more about user needs than features
• Plan & strategize decision better
Process -> Stakeholder Interviews to understand the individual interpretations of the XING company strategy across the leadership team.
A company-wide Hackathon to get the buy-in from the whole company. Identification of common themes and opportunities for future user experiences while also working with Future Trends and Insights.
Creation of a set of "Users from the Future" (personas). Using these personas and important strategic topics, several co-creation workshops were facilitatated where everyone who wanted to participate could be part of. This resulted in the creation of the chapters (=scenarios) for a set of Experience Stories along the (professional) life cycle of a XING customer.

To make the Experience Vision narrative tangible and usable for everyone, immersive audiofiles were recorded in collaboration with XING employees who lend the personas their voices.
To make the Vision usable in everyday work, a “Vision Box” with Future Trends Cards (describing the used trends), Experience Meaning cards (the meaningful experiences XING wants to create for their users) and a whole workshop concept with a Miro Board, was created. The workshop concept was co-created with XING employees to make sure it would be beneficial for the work of different teams (e.g. marketing, sales, product etc.).

Outcome:
• Initiated a cultural change towards more long-term thinking across the whole company
• Created tangible artefacts to explore and experience the Experience Vision
• Co-Created Workshop Concepts and a Vision Toolbox to use for everyone's daily work
• Started a shift from classic number-driven KPIs to measuring customer-value and impact

Kundenberatung, Produktdesign, Trend- & Zukunftsforschung, Unternehmensstrategie, Workshop - Kundenorientierung