In his article "Collaboration Experience," Gregg Bernstein writes about a shared element of effective in-house UX teams at innovative companies like Nike, Redbox, Adobe, and Squarespace: collaboration.
He works at MailChimp, where a centrally located esspresso machine has become an informal meeting place between colleagues, and describes a serendipitous bump-into that helped him in a time of trial. "This was good timing: I was tasked with rethinking a user pathway through our application, and Cass could provide some influential data. Running into him saved me from having to write a detailed email, or—worse—forget his input entirely."
That's a specific example of how one company strives to keep its UX team on point, and collaboration is just one of the elements that make up an effective in-house team. In the booming experience marketplace, an effective UX team is the most influential variable in reducing risk and improving upside potential.
Winning experiences originate the minds and combined efforts of effective experience-oriented teams, and there's value galore in having one. The DfE Effective In-House Team award award recognizes experience-oriented product teams, UX business units, project groups, or any other kind of in-house team that consistently designs or creates effective or exemplary digital experiences for their company.
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