UX expeditions in business-to-business heavy industry:Lessons learned

Traditionally, user experience research has focused on consumer products, and there is little research on the role of experience design in business-to-business industry. This paper shortly reports the lessons learned on introducing experience design to Finnish metals and engineering industry during a 5-year research programme. It proved important to prepare the organization to the experience thinking, to give practical means to designing for experiences, to provide distinctive experiences in all touchpoints, and to widely advertise the benefits of experience-driven design. Investing in experiences ultimately pays off by enhanced competitive advantage. We call for more research on experience design in this domain by suggesting research topics for the future