Michael Tuccinard, Global VP of Digital Experience at Fisher Investments, highlights the importance of embedding user experience (UX) in corporate culture. With over 25 years in the field, he stresses the need for organizations to move beyond viewing UX as just a design function, advocating for a holistic approach that centers on individual uniqueness. Through observational strategies, he identifies change catalysts within companies, fostering a culture that motivates teams to think from the customerâs perspective and embrace UX as a critical factor for success.
To ensure user experience is embedded in company culture, I strive to understand its maturity and then elevate the overall UX approach towards a holistic strategy.
I find a common challenge is that companies view UX as merely UI design. My goal is to reframe this perspective to encompass an experience focused on individual uniqueness.
There's often an underwhelming emphasis on change management in UX. Identifying a champion for this work and observing the environment helps me initiate transformative efforts.
After indeed observing, the next step is to motivate teams to adopt a customer-centric mindset by demonstrating how this perspective drives business outcomes and enhances engagement.
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