A North Star Vision
Company: Autodesk
Role: Project Lead, Team Mentor and Coach, Strategist
THE CHALLENGE:
To provide personalized, cohesive, intuitive experiences to help customers discover, subscribe, access, manage, learn, and use their products throughout their lifecycle with Autodesk.
Integral to Autodesk’s key strategic initiatives was the creation of a unified digital experience responding to the following principles:
We know our customers as individual people representing companies
The digital experience needs to be cohesive and easy to use
Services like education, learning, and community needed to be elevated throughout
THE SOLUTION:
Planning
Using our deep knowledge of customer segments (quantitative data) and VoC feedback (qualitative data), we developed an archetype customer, named Dieter, who begins his journey as a student and grows and evolves in his career. As his needs evolve and change, Autodesk also evolves to support him along this trajectory.
Combining business strategies with customer needs, we developed 10 scenarios showing the opportunities to reach our key objectives while meeting customer expectations. These scenarios were co-created with stakeholders and SME’s across our department.
THE SOLUTION:
Resourcing
We created two design teams covering 5 scenarios each. Each team consisted of a researcher, 3 UX designers and two visual designers with expertise in different parts of the journey, a content strategist, and a prototyper.
In order to reach critical milestones, we developed a three-week sprint schedule which included multiple check-ins, critiques, and presentations.
THE SOLUTION:
Making
Using our design library standards, we created 10 coded prototypes to illustrate how potential solutions to our strategic intent might look. While several years in the future, we offered these to our product teams as a vision to help with priorities, decisions, and roadmapping.