Many companies these days would like to see design becoming a silver bullet rapidly turning their businesses around. They imagine that drawing a perfect Customer Journey and creating this intangible wow effect should do the trick. With a short-term orientation deployed in determining their business objectives, such companies fail to realize that building customer loyalty is not like getting a gift from a daddy who’s never at home.
In her presentation, Aga would like to discuss that growing UX into an organization is a long, complex and multilayered process. Based on her three-year experience with a Polish Telecom provider, she will present how the company got to appreciate the value of design and then started to use it to its strategic advantage. She will suggest a number of actions and tricks that can help the designer to convince the organization he or she works in to change their old ways into the new ones, which build long-term value for the user.
Agnieszka Szóstek helps companies to develop a user-centric approach to designing services, systems and products that aim to delight their customers, by combining the roles of a strategic adviser, managerial mentor, design consultant, researcher and designer into various internal projects from service and application design through design for internal communication to redesign of processes. She is also an experience design lecturer at the Design Department of the Warsaw Academy of Fine Arts.
Agnieszka works with Polish and international companies such as Play Telecom, Allegro, Samsung R&D, Meble VOX (furniture producer), Paradyż, PZU, Orange Labs, Netia (Internet provider), Raiffeisen bank, Touch Ideas (design consultancy) and Śląski Urząd Marszałkowski (a governmental institution).