The Tale of Two Companies: Building a Successful UX Practice in a Century-Old Enterprise
Summary
Key Insights
-
•
At Ford, shifting from protecting UX turf to a culture of sharing and collaboration was key to UX team growth and success.
-
•
Creating and sharing usability patterns internally can increase UX advocacy even among non-UX staff.
-
•
Establishing a UX Club and informal meetups helps build internal UX networks and culture.
-
•
Building a component library aligned with usability patterns paved the way for a design system before that term was widely used.
-
•
Filling unaddressed enterprise needs proactively can lead to new service areas and team spin-offs.
-
•
Letting go of tasks like front-end coding allowed CN’s UX team to focus on core design and strategy.
-
•
A clear UX vision must be sold internally and then demonstrated through results to gain broader organizational buy-in.
-
•
Managing up and across by building networks is crucial to identify UX opportunities beyond the team’s immediate scope.
-
•
User story mapping and journey workshops can transform waterfall requirements into agile backlogs and broaden UX impact.
-
•
Expanding leadership roles beyond UX (e.g., business analysis) can amplify the influence of UX in an enterprise.
Notable Quotes
"My job was to insulate my team from the pressures and not let anyone else do UX work. That was wrong."
"It was like publishing the family secret recipe, but sharing usability patterns was crucial for advocacy."
"We created a UX Club to talk shop, share struggles, and build ideas across teams."
"We didn’t know what a design system was, but by combining component libraries and usability patterns, we built one."
"Sometimes you have to fill a need even if there’s no formal name or structure for it yet."
"UX must operate beyond the pixel to have real impact in enterprise transformation."
"Be an expert but act as a collaborator. It’s a team sport."
"Managing up and across started with lots of coffees and questions to build a mental model of the organization."
"The team brought structure and clarity by mapping requirements into user journeys and stories."
"You owe it to your organization and your team to grow the practice while staying true to your vision."
Or choose a question:
More Videos
"The rebrand caused our NPS to plummet and freaked out our executives — that was the trigger to get serious."
Shipra KayanHow we Built a VoC (Voice of the Customer) Practice at Upwork from the Ground Up
September 30, 2021
"Every few years consultants come in and tidy up our mess, but as soon as they leave, we mess it all up again."
Peter MorvilleThe Architecture of Understanding
May 13, 2015
"Only one internal hire on the UX team was a huge misopportunity for us."
Renee ReidBecoming a ResearchH.E.R (Highly Enterprise Ready)
June 3, 2019
"Gestures serve as a window into the embodied mind by replaying prior embodied experiences when we communicate."
Dane DeSutterKeeping the Body in Mind: What Gestures and Embodied Actions Tell You That Users May Not
March 26, 2024
"Accessibility is a journey and a conversation—thanks for starting yours by being here today."
Sam ProulxOnline Shopping: Designing an Accessible Experience
October 3, 2023
"Sometimes vocal feedback reveals problems that digital behavior can’t see—like offline factors affecting perception."
Andrew Custage Michael MallettThe Digital Journey: Research on Consumer Frustration and Loyalty
March 29, 2023
"Silence is productive—resist the temptation to fill it immediately after asking a question."
Shelby SwitzerMaking Space for Community Knowledge-sharing in a Distributed World
December 10, 2021
"Generative AI is non-deterministic and doesn’t understand meaning, so baseline error rates exist in all tools we use."
Llewyn PaineCoexisting with AI: A practical guide for researchers to navigate tools, ethics, and integration
March 11, 2025
"We’re not going back to stability; we’re riding this wave of perpetual upheaval and must learn to surf it."
Robin BeersNavigating organizational systems: Rethinking researcher’s role in driving change
March 13, 2025
