[UX-Conf Belgium Edition] Unleashing the power of UX: Best practices for setting up scaling a UX culture

In the wake of the UX-Conf Belgium, a roundtable convened, bringing together experts from leading companies – Tina Turay-Benoit, Lead UX at Axa; Matthieu Bachely, Digital Experience Manager at Orange; and Lucien Christ, Enterprise Experience Manager at Gaming1. Their insightful exchange illuminated the transformative role of user experience (UX) in driving innovation and customer satisfaction within their organizations.

Unveiling the Players

Each participant provided a window into their company’s UX landscape. Tina, representing Axa Belgium, leads a team of five dedicated UX professionals. Matthieu, hailing from Orange, oversees a multidisciplinary team comprising UX designers, researchers, and front-end developers. Meanwhile, Lucien, supporting Gaming1’s Experience Director, spearheads a burgeoning team of experience managers and UX specialistss.


The catalysts for UX

The conversation commenced with a reflection on what spurred their companies to prioritize UX. Tina shed light on Axa’s journey, citing the imperative to revamp their website and provide consumers with a seamless digital experience. Matthieu emphasized the pivotal role of data analysis as the driving force behind Orange’s UX initiatives, while Lucien underscored the importance of user research in persuading Gaming1’s top management of the criticality of UX.


Cultivating a UX culture

The roundtable delved into the strategies employed to foster and scale up UX culture within their organizations. Matthieu elaborated on Orange’s approach, emphasizing data-centricity and experimentation to garner internal support. Lucien advocated for a holistic understanding of UX strategy, drawing inspiration from Jesse James Garrett’s seminal work. He also stressed the significance 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 raising awareness about the true essence of UX. One of the most impactful ways to achieve this is by having business or project managers attend user tests, allowing them to see first-hand the challenges real users face and how they can be addressed. Witnessing users’ reactions is one of the most powerful tools, as it directly confronts business with the reality of user experiences.


Measuring UX impact

Participants shared insights into how they measure the impact of UX on their companies. Matthieu highlighted conversion rates and sales metrics, while Lucien emphasized 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 pivotal role in fostering trust with customers.


Navigating challenges along the UX journey

Wrapping up the discussion, participants reflected on the challenges encountered in their UX endeavors. Change management emerged as a common hurdle, with each participant emphasizing the need to overcome resistance and foster a collaborative environment. Additionally, navigating the intricacies of UX maturity within their organizations posed significant challenges, requiring patience and strategic alignment.



To sum it up, the roundtable offered invaluable insights into the transformative potential of UX in driving business success and enhancing customer experiences. As organizations continue to prioritize user-centricity, the lessons shared by Tina, Matthieu, and Lucien serve as a roadmap for navigating the ever-evolving landscape of UX innovation. 

As Tina aptly summed it up, there isn’t just one UX culture but a rich tapestry of them, and, as in other fields, this diversity is a genuine strength. Embracing this multiplicity is essential, especially when we are dedicated to prioritizing users’ interests and crafting exceptional experiences. This diversity is also a compelling reason to gather from time to time and share our different experiences and pathways, just as we did at the UX-Conf Belgium.


Théo Blondel, Business Manager at UX-Republic