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2019 | OriginalPaper | Chapter

The Purpose Quadrant: A Collaborative Workshop Method to Brand UX Teams and Raise Their Reputation in Organizations

Authors : Alexandra Matz, Anja Laufer

Published in: Design, User Experience, and Usability. Practice and Case Studies

Publisher: Springer International Publishing

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Abstract

Design and User Experience (UX) of products and services today are recognized as key differentiators. Accordingly, the respective teams in organizations have grown both in size and relevance.

However, UX and other creative teams are often included too late in projects. Sometimes they are only called in to fix a user interface at the last minute before shipment and without thoroughly researched user needs or problems. Even though the Return of Investment of UX work can be determined [28] and the value of design and UX in businesses manifested [39], the reputation of these teams still has the potential to improve.

Purpose has become an integral element in branding. Purpose-led companies perform better and products designed with a purpose resonate with customers as they match their quest for the product which does the job they need to get done [2]. Our research shows that UX teams often cannot clearly communicate how they are adding value to their projects, organizations or society. However, a purpose, a raison d’être, and an understanding of everybody’s contribution to a larger whole is key to a successful, recognized and valued team. We argue that by closing the ‘purpose gap’, the reputation and success of UX teams can be increased. This paper discusses a new method enabling UX teams to jointly develop their purpose statement and thus raise their standing and reputation.

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previous chapter Research on Automatic Fault Diagnosis Technology of IT Equipment Based on Big Data

next chapter Measuring UX Capability and Maturity in Organizations

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Title: The Purpose Quadrant: A Collaborative Workshop Method to Brand UX Teams and Raise Their Reputation in Organizations
Authors: Alexandra Matz
Anja Laufer
Publisher: Springer International Publishing
Book: Design, User Experience, and Usability. Practice and Case Studies
Print ISBN: 978-3-030-23534-5

Electronic ISBN: 978-3-030-23535-2

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-23535-2_25

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