As part of the Belgian edition of UX-Conf, a round table brought together UX leaders: Tina Turay-Benoit, Lead UX at Axa; Matthieu Bachely, Digital Experience Manager at Orange; and Lucien Christ, Enterprise Experience Manager at Gaming1. Their discussions highlighted the transformative role of user experience (UX) within organizations and made it possible to identify best practices in order to cultivate a UX culture.
Unveil the actors
The discussions began with an overview of the UX landscape in each organization. Tina, who represents Axa Belgium, leads a team of five UX professionals. Matthieu, at Orange, supervises a multidisciplinary team made up of UX designers, researchers and front-end developers. As for Lucien, who supports Gaming1's Chief Experience Officer, he leads a thriving team of Experience Managers and UX specialists.
UX catalysts
The rest of the discussions made it possible to understand what prompted their companies to prioritize UX. Tina shared Axa's journey, citing the imperative to revamp their website and provide consumers with a seamless digital experience. Matthieu highlighted the essential role of data analysis as a driver of Orange's UX initiatives, while Lucien highlighted the importance of user research in persuading Gaming1 management of the importance of UX.
Cultivate a UX culture
The roundtable looked at the strategies employed to foster and develop UX culture within their organizations. Matthieu explained Orange's approach, which emphasizes data centrality and experimentation to gain internal support. Lucien advocated for a holistic understanding of UX strategy, drawing on the seminal work of Jesse James Garrett. He also highlighted the importance of cross-functional collaboration and user research in shaping UX decisions.
Tina added that fostering a UX culture requires effectively communicating the right message to different teams and making them aware of the true essence of UX. One of the most effective ways to do this is to involve business or project managers in user testing, allowing them to see first-hand the challenges real users face and how they can be solved. Witnessing user feedback is one of the most powerful tools because it directly confronts business with the reality of user experience.
Measuring the impact of UX
Participants shared their insights on how they measure the impact of UX on their businesses. Matthieu focused on conversion rates and sales metrics, while Lucien highlighted the correlation between UX improvements and revenue generation at Gaming1. Tina shed light on the unique challenges of the insurance industry, where user satisfaction plays a vital role in building trust with customers.
Overcoming challenges along the UX journey
To conclude the roundtable, participants reflected on the challenges faced in their user interface efforts. Change management emerged as a common obstacle, with each participant emphasizing the need to overcome resistance and foster a collaborative environment. Additionally, navigating the twists and turns of UX maturity within their organizations posed significant challenges, requiring patience and strategic alignment.
Conclusion
The panel discussion offered invaluable insights into the transformative potential of UX in driving business and improving customer experiences. As organizations continue to put the user first, the lessons shared by Tina, Matthieu, and Lucien serve as a roadmap for navigating the ever-changing landscape of UX innovation.
As Tina summed up very well, there is not just one UX culture and, as in other fields, this diversity is a real strength. Embracing this multiplicity is essential, especially as we focus on putting user interests first and creating exceptional experiences. This diversity is also a compelling reason to come together from time to time and share our different experiences and backgrounds, as we did at UX-Conf Belgium.
Théo Blondel, Business Manager at UX-Republic
