Using a change-management approach to promote customer-centered design

Authors:
Stephen Sato;Andrew Panton
Affiliations:
Hewlett-Packard Company, Vancouver, WA;Hewlett-Packard Ltd., Stoke-Gifford, Bristol, UK
Venue:
Proceedings of the 2003 conference on Designing for user experiences
Year:
2003

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Abstract

Future business success is strongly linked to establishing and sustaining a superior customer experience. Through an internal company wide initiative called ìTotal Customer Experience,î Hewlett-Packard (HP) has focused on the delivery of a superior customer experience as a differentiating advantage. Using a proven change-management framework, the authors promoted a customer-centered approach to product development in designing tape drive products. This paper discusses the approach taken within the HP Tape Storage Division in Bristol, UK to introduce and successfully institutionalize customer-centered design within the tape drive development function. Compared to designing the customer-centered approach, the change-management process accounted for a major part of the authorsí time and energy. Introducing the customer-centered design approach at the appropriate phase in the change-management process was crucial to its adoption.