Over the course of a year I led and worked in close collaboration with the Global Customer Experience team at Philips Lighting and Philips Hue to research, explore, define, and implement a customer driven UX vision for global digital experiences across Philips Lighting digital touchpoints.
My role:
Lead UX Designer
Clever°Franke
2017-2018
Philips Lighting was in the process of shifting focus from physical products to integrated software and digital experiences. We were asked to guide the Global Customer Experience Team in crafting a digital strategy and vision for how Philips and Hue would design and implement high quality customer experiences across their many diverse digital touchpoints.
For Philips Lighting, the role that digital and online touchpoints played in customer experiences had rapidly increased but the quality of these digital experiences did not match the quality of their brand promises. The project aimed to evaluate the customer experience across the different touchpoints and craft a new global UX vision that would provide a common framework to guide digital customer experience.
With key stakeholders, we considered the business case for a UX vision and how it should be approached to create the most impact. We created a narrative to capture the business strategy behind the digital transformation of the company, to help emphasize the value and need for a UX vision and help get buy-in from key stakeholders across the company.
Building on the business strategy, we set out to craft a UX vision to map where Philips Lighting should be in 3 years. We crafted an initial global UX vision on paper, outlining the purpose and need for a vision and pitched the narrative to stakeholders in seven short sessions to get feedback and make immediate changes as we went. With initial feedback, we extended the narrative beyond the vision and created design examples showing what the future of Philips Lighting could be.
To make the new global UX vision tangible, we set out to translate and apply the vision to important topic areas within Philips Lighting. For each of the below topic areas, we led a two-day workshop with relevant stakeholders and experts to define a sub-vision and touchpoint specific strategy & roadmap.
The strategic vision framework created a starting point to asses and understand, not only the vision, but what the next steps should be to achieve it. In the end, the UX vision was enthusiastically picked up and evangelized by the global marketing team and lead to collaboration across teams to implement and advance the vision across ongoing and future projects including the redesign of Lighting.Philips.com and Meethue.com
"Incredible work guys! Great to see the complete experience come together. Thanks for all the hard work & looking forward to the great things we will achieve together ." – Global Customer Experience Lead Philips Lighting