In Company Courses

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The importance of user experience in company culture

In Company Courses aim to teach the design approach and tools, so that teams can actively participate in the project, helping the company to deliver better results.

Most companies already know the importance of user experience when creating digital products and services. The biggest challenge is to create a design culture for all the teams involved with the projects.

Creating a product or service with a good experience starts with the involvement of all employees involved in the project. Listening to the practical knowledge of the Customer Service team, the definitions of the Technology team, and the Marketing and Sales objectives at the beginning of the project can bring the product close to the needs of the final consumer and within the goals of the company.

Stages of UX in a company

According to Jared Spool, a US usability researcher, a company goes through five phases until it passes the inflection point and has design as an integral part of its culture:

  1. The UX Dark Ages: At this point, there is only mention of user experience. Designs have low quality with frustrating experiences, and the company doesn’t know how to improve. Deliverables are focused on functionality and design is of little importance;
  2. Spot UX: An isolated company project focuses on UX and draws management’s attention, since the average project is of low quality. However, this success focuses only on management;
  3. Serious investment in UX: The company realizes the importance of design and starts to apply it with external help, and the most extensive projects have a defined scope. If they are successful, more investment will follow. Design starts to move from something done at the end of a project to activities that help shape its direction from the beginning;
  4. Embedding UX into teams: The company realizes that UX is worth more investment and internalizes it into the teams, with faster results and lower cost. Design is now a constant concern for the product or service, rather than just something applied to a single release.

It is in this last phase that we see organizations crossing the UX inflection point. After the organization crosses the inflection point, they find that there is still one more phase in the journey:

 UX and integrated services: User experience is now part of the organization. Non-digital product and service teams work together with digital teams to provide an enjoyable experience for customers, people users, and employees. At this stage, it becomes impossible to separate the investment in UX from the rest of what the organization offers.

Course Content

The course is suitable for all types of companies – service, commerce or industry – that wish to understand and apply UX techniques in their day-to-day digital projects.

The course content is customized according to the reality and stage of maturity of each company. The course has theoretical and practical content, and all participants do exercises to learn the main concepts of the discipline.

The course is divided into five modules:

  1. Introduction to User Experience: In this module, we cover topics introducing the discipline, showing its history, benefits for projects, related methodologies, and the stages of a UX project;
  2. Research: In this module, we present qualitative and quantitative research techniques, the differences and particularities of each type and a vision of the moment of application of each technique;
  3. Strategy: In this module, we present techniques to define strategies for the product or service, such as Business Model Canvas, Value Proposition, and Empathy Map;
  4. Concept: The focus of this module is the prototyping of the project. We present the 3 different types of prototyping – low, medium and high fidelity -, application examples and practical exercises;
  5. Learning: In this module, we present techniques for monitoring, evaluating and evolving digital products. Analytics techniques, heat map and A/B Test will be presented.

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