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Scaling & Maturing UX 

citizenM, a global hotel brand, wanted to deliver the best digital experience in the hotel industry. 

 

As the first full-time Head of UX, I was asked to help the Product department create a digital guest experience that matches the quality and ambiance of the hotels. Recognizing the need for a sustainable approach, I focused on growing and developing citizenM’s UX maturity first.

 

In my first eight months, I established several important initiatives. While these initiatives are still evolving, they laid the foundation for continued progress. to guide our continued growth and improvement.  

SECTOR - Global hotel group, privately owned

SETTING - UX team in Digital Product department in mid-size organization

MY ROLE - Head of UX

COMPLEXITY - High

Approach

Using an existing maturity benchmark, we assessed our company's UX at level 3. To advance to level 5 within a year, I created a strategic framework centered on the following pillars:  

  1. Growing and developing the UX team

  2. Establishing centralized UX resources, eg. design system, repository and UX metrics

  3. Training and maturing the organization

  4. Cross-functional collaboration, communication and UX advocacy

 

Assigning ownership of each pillar facilitated the roll out, enabling us to make visible impact fast.  

Transformative Impact

The most impactful changes stemmed from a few key initiatives:

  • Design System: Encouraged collaboration across departments and teams, ensuring a consistent digital experience.

  • Discovery: By visualizing our discovery process, we pinpointed overlaps, enabling efficient research handling by a single skilled researcher.

  • Service Blueprints: Developed comprehensive blueprints for the entire customer journey, enhancing our understanding of interactions and processes.

  • UX Metrics and comprehensive feedback management: Established clear metrics and centralized feedback ownership, facilitating quality control and constructive discussions with teams.

  • Role-modeling customer centricity through participatory workshops

 

Additionally, a focus on nurturing our team dynamics and integrating freelancers injected fresh perspectives, fostering team spirit and cohesion.

Next steps

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"Focusing on our UX maturity has really transformed how we work and connect with our customers. It's been a game-changer for our growth and success."

Director of Product

citizenM hotels

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