Design driven product innovation in enhancing user experience oriented organisational culture in B-to-B organisations

Innovations play a key role in boosting the competitiveness of companies in an environment where differentiating from competitors has become increasingly important. In this paper we argue that design provides a significant source for innovation. Furthermore, design is a major part of user experience (UX) as it is associated with positive effects and pleasurable experiences. Design is also a business philosophy focusing on customers' wants and needs. It is a management tool for developing a more customer- and user focused culture in the organization. In this paper, we therefore suggest, that design driven product innovation may enhance the adaptation of user experience oriented organizational culture. Regarding the Finnish metals and engineering industry (MEI) there is unused UX potential. UX-based differentiation could bring a competitive edge to companies operating in a field where all competitors have similar basic products with similar functions. The main challenge in establishing UX into Finnish metals and engineering industry is the traditional product and technology centered culture in the field. In order to fully utilize UX potential in their operations, we argue that organisations operating in the Finnish MEI need to adopt an UX-oriented organisational culture, which is in an important role in ensuring the success of a company in its operational environment. The aim of the paper is to investigate the challenges in enhancing a UX oriented organizational culture, in organisations operating in metals and engineering industry (MEI) in Finland in cases where design driven product innovation has been leading the way towards UX orientation. The results indicate that the challenges in enhancing UX oriented organizational culture through design driven product innovation include motivating the employees to see the value of UX and consequently the need for the new product with improved UX and design. Furthermore, UX should be connected to larger organizational goals instead of being promoted only through a new product, which would also help in seeing this value of UX for the company. To help the employees to adapt the UX-oriented culture, we argue that, UX issues should also be made a part of every employee's work and responsibilities. This would create genuine commitment. Finally, it should be understood that UX is not just about product qualities or design, but it is an overall experience, where participating the customers and users is equally important. Understanding the wide and whole meaning of UX is thus remarkably important when aiming towards UX oriented culture in organisation