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Team Meeting

Aligning cross-functional teams for GenAI implementation

Financial services

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CLIENT

Financial Institute

01. Situation

Before my arrival, citizenM’s UX capability was fragmented:

  • Inconsistent design across platforms, with no shared principles or systems

  • Limited customer insight in product decision-making

  • UX viewed narrowly as surface-level design

  • No structured mentorship, growth paths, or VOC feedback loop

A shift was needed to move UX from execution to strategy—enabling consistent, insight-driven, and scalable guest experiences.

02. Task

Build a scalable UX function that could:

  • Increase UX maturity across tools, team, and culture

  • Establish a high-performing, user-centered team

  • Launch DesignOps systems and UX research integration

  • Position UX as a business enabler, not just a design layer

03. Action

  • Strategy: Created a long-term UX roadmap with maturity benchmarks and KPIs

  • Team Building: Doubled team size, introduced structured roles, career growth, and mentorship

  • DesignOps: Developed a design system, UX principles, and a documentation repository

  • Research: Hired the first UX researcher, launched a VOC program, and introduced continuous feedback loops

  • Org Alignment: Integrated UX into agile processes, led cross-functional workshops, and partnered with leadership to embed UX into decision-making

04. Result

  • UX maturity advanced from Level 3 to Level 5 in under a year

  • 10% increase in key customer metrics (CPS, CLV, NPS)

  • Fully formed UX function with DesignOps, research, and cross-functional credibility

  • Executive adoption of UX as a strategic capability

  • Sustained systems in place for scaling insights and quality

Illustrating the process
Strategy
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Set goal
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... team building
team
...develop design system to curb design style proliferation
digital journey
...on-boarded a researcher and start VOC program
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...repository to make insights easily retrievable
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Key takeaway

This case demonstrates the impact of user-centered content strategy and research-led design on internal engagement platforms. It also shows how UX methods can advance adoption of cultural change when grounded in behavioral insight and data visibility.

Navigator methods & frameworks used

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  • Design Thinking 

  • Lean UX Testing Protocols

  • Behavioral Design Frameworks

  • Role-Based Content Architecture

  • Content Strategy Best Practices

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– Product leader, Financial Services (post-GenAI workshop)

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