IBM

How to Level Up
Enterprise UX Literacy
for
Your Company &
Your Industry?

Yenwei Zheng
Senior UX & Service Designer
IBM Garage (Japan, APAC, China)
UXBACKPACKER.BLOGSPOT.COM

Select Your Character
(Raise your hand please! 🤚 )
Product Project Misc

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Project Team
from
A Media / AD Company
A Consultant / Staff
of
A Project Team
from
A IT Company
of
A Project Team
from
A Consulting Company
A Manager / Staff
of
A Digital / Innovation Team
from
A Corporation
toBtoBC
INGO WEBBY ITO CONSTANTINE NORMAN
toB toBtoBCtoB toBtoBCtoBtoBCtoC toB toBtoBCtoC toB
Product

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Product Team
from
of
A Project Team
from
A IT Company
of
A Project Team
from
A Manager / Staff
of
from
A Corporation
toBtoBC
Product

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Project Team
from
of
A Project Team
from
A IT Company
of
A Project Team
from
A Manager / Staff
of
from
A Corporation
toBtoBC
Project

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Project Team
from
of
A Project Team
from
A IT Company
of
A Project Team
from
A Manager / Staff
of
from
A Corporation
toBtoBC
Project Misc

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Project Team
from
of
A Project Team
from
A IT Company
of
A Project Team
from
A Manager / Staff
of
from
A Corporation
toBtoBC
Misc

A Manager / Staff
of
A Product / Service
from
An Internet Startup
A Manager / Staff
of
A Project Team
from
of
A Project Team
from
A IT Company
of
A Project Team
from
A Manager / Staff
of
from
A Corporation
toBtoBC
Product Project Misc

UX around
digital product
development
toBtoBC
User Client
UX CX
toC
User Client
UX CX
What fundamental contexts
do we talk within?
(A bit of definition for navigation)
toB
UX related to
Non-digital
business operation &
management
UX related to
digital
business operation &
management
User Client
UX CX

Digital Marketing
UX2007
usability
differentiation
value
1980-
Digital Design
IT Management
What does UX mean
in my company/team?
Content - Channel - Creativity
Needs - Data (internal & external)
Concept - Prototyping
Efficiency - Multi-platform
Emerging Technology
Digital Strategy
Campaign - Procurement
Needs - Data (external)

Cooperation - Diversity - Creativity
Cooperation - Development
Knowledge - Process Management
Digital Marketing
UX2007
usability
differentiation
value
1980-
Digital Design
IT Management
What does UX mean
in my company/team?
Emerging Technology
Digital Strategy

Digital Marketing
UX2007
usability
differentiation
value
1980-
Digital Design
IT Management
What does UX mean
in my company/team?
Emerging Technology
Digital Strategy
Digital - Non-Digital
CRM: User Feedbacks
Digital - Non-digital - Operation&Sales
CEM: User Behaviors
Data - Automation - AI

Digital Marketing
UX2007
usability
differentiation
value
1980-
Digital Design
IT Management
What does UX mean
in my company/team?
Emerging Technology
Digital Strategy
value
Culture - Organization - Leadership
Vision - Value
Customer Centered Makt DevelopmentMindset Empowerment
Thoughtfulness
Digital - Non-Digital
CRM: User Feedbacks
Digital - Non-digital - Operation&Sales
CEM: User Behaviors
Data - Automation - AI

What does UX mean
in my company/team?
A Manager / Staﬀ
of
A Product / Service
from
An Internet Startup
INGO
toBtoBCtoC toB

What does UX mean
in my company/team?
A Manager / Staﬀ
of
A Project Team
from
WEBBY
toBtoBCtoC

What does UX mean
in my company/team?
of
A Project Team
from
A IT Company
toBtoBC
ITO
toB

What does UX mean
in my company/team?
of
A Project Team
from
CONSTANTINE
toBtoBCtoB

What does UX mean
in my company/team?
A Manager / Staﬀ
of
from
A Corporation
NORMAN
toBtoBC toB

Skill Set 1: Craft
Skill Set 2: Research-Advisory
Skill Set 3: Catalyst-Knowledge Management
Skill Set 4: Operation-Analysis
WHY HOW WHAT
Why should we take this move? How do we achieve that? What do we need to do?
Where does my company
put a UX role?

Skill Set 1: Craft
Skill Set 2: Research-Advisory
Skill Set 3: Catalyst-Knowledge Management
Skill Set 4: Operation-Analysis
Where does my company
put a UX role?
EXECUTION
EXPLORATION - PLANNING
DEV EFFICIENCY - BUSINESS INTEGRATION
OPTIMIZATION
WHY HOW WHAT
Why should we take this move? How do we achieve that? What do we need to do?

What outcome does a UX role
provide for my company?
UX
Design
Mockup/
Prototype
UI
Design
Digital/Business
Strategy&Roadmap
Quali/Quanti/Market
Research
Service
Design
Speculative
Design
WHY HOW WHAT
EXECUTION
DEV EFFICIENCY - BUSINESS INTEGRATION
OPTIMIZATION

What outcome does a UX role
provide for my company?
WHY HOW WHAT
EXECUTION
DEVELOMENT EFFICIENCY - BUSINESS INTEGRATION
OPTIMIZATION
Data
Analysis
Operation
Improvement
Requirement
Planning
Organization/HR
Design
User Centered
Process
Universal
Language
Knowledge
Channel/Bank
Co-creation
Optimization
Overview/Process
Governance
Team Rituals/
Training

Passive Active
CX
To B
Eco system
To Employee
Self driven organization
Innovation
To C
Community
When my company talks about UX
what s its focus?

Vehicle
Sales & Distribution
Group
Sales
Planning
Marketing &
CRM
Financial
After Service
Channel
Management
& Training
Future
Business
Strategy
IT System &
Data Center
Entity
UX
Auto Broker
Group A
Auto Broker
Group B
Auto Broker
Group C
OEM
Nationwide
Broker Partners
3rd Party Digital
Partners
Auto Media
Portal
2nd Hand
Auto Portal
Digital
Conglomer
ate
1
2
3 Navigation
Service
Provider
4
Car Sharing
Service
Provider
What stakeholders should
a UX role cooperate with
in my company?

User Experience Department
Grand
UX-CX
Core UX-CX
with Council
Mission-based
Agile UX-CX
User Development User Operation
Innovation Council / Center
Marketing Strategy Operation IT
U
X
CX Union / Digital Committee
BU
Group
IT
Support
Group
Business
Cluster A
Business
Cluster B
Business
Cluster C
UX-CX
Enabler
Marketing
Channel
Mgt.
CRM
After
Service
Sales
What cooperation framework
does my company/team take?

Digital Marketing
UX2007
usability
differentiation
value
1980-
Digital Design
IT Management
For UX s sake,
how do people move in a company?
value
Strategy Team & UX Professional Hiring
-> Manager or CXO for 
Makt / Innovation / IT Dept.
Customer Service,
Omni-channel & Data Team
-> Makt / Innovation / IT Dept.
IT & Marketing Dept. Designer
-> Innovation / IT Dept.
Digital & Data Team
-> Innovation / IT Dept.

Ask yourself these questions:
Which role do you
want to play?
What are you crazy
about?
What responsibilities do you
take?

usability
differentiation
value
UX20071980-
Digital MarketingDigital Design
IT Management
Should we still use the UX term?
What is the ultimate value?
value
UX20071980-
Digital MarketingDigital Design
IT Management
Behavior Norms(any artiﬁcial rule,
process, environment)
(beyond intention,
awareness)
∑﹩
√
🧐👼
O: Touchpoint
I: HHI - HCI - CCI - Ecosystem
A: Process
E: Geo-Bio-Artiﬁcial Layer (1-)
U: ???

Yenwei Zheng
Senior UX & Service Designer
IBM Garage (Japan, APAC, China)
UXBACKPACKER.BLOGSPOT.COM
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IBM

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