UX as an integrated practice in innovation projects

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(First of three blog posts in this series)

In today’s pool of startup companies delivering clean solutions in a fast and agile way, it is important for IBM to deliver tailor-made solutions with great customer experiences to our clients. This means that it is not enough to draw on an old IBM product and paint it in new colors. The client can get a better product cheaper and faster than from a competitor. To remain relevant, we must focus on the high-technical solutions IBM excels at. Simultaneously, it is essential to work as fast and user-centered as smaller competitors in order to understand potential hidden needs of the client. UX must be integrated from the very beginning as well as throughout the entire project to make sure that the team is in sync with the users’ needs and context. If UX is not taken into account before designing an interface, it is possible that uninformed decisions might already have been made and the full value of UX will be lost.

The main promise we should make to our clients is to center the project around their users and not assume that we are omniscient. UX deals with people’s expectations and assumptions – of the product we deliver, the new technology and the outcome of the implementation. If not taken into consideration, these assumptions could prove to be fatal and result in yet another redundant system, adding to the existing blur of software.

At the Danish IBM Client Innovation Center, we are 50+ consultants with profiles such as back- and front-end developers, data scientists, business analysts, and UX-consultants cooperating to provide the most optimal solution to the client. We believe that working in multi-disciplinary teams will help us advance faster and better, which will drive the UX process alongside an agile delivery process that will ultimately keep the user as our North Star.

So where in the project can UX make a difference?

This was the first blog post of three, where we will elucidate the UX and design process steps with examples from client projects. The next post will look further into research and ideation processes.

If you have any further questions, please do not hesitate to contact one os us at or

Consultant with expertise in UX & Service Design

Kira Madsen Lorenzen

Consultant within User Experience

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