UX leader from the Middle East: Thoughts and insights

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I am always intrigued with large teams that orchestrate together to build wonderful products that solve customer’s needs, therefore I decided to talk to Åsa Andersson the UX & Creative Director of a major telecommunication company in the UAE who went through a major revamp of their digital products.

I asked Åsa the following questions to get insights about the way she works with large teams, what successes they had while building different digital products, and what challenges they had. Here what Åsa shared with me.

Mohammad: Congratulations on your latest UX and design transformation. What can we expect to see in 2018?


“You can expect to see all drops of the redesign program go Live in drops every month.

All experiences are being redesigned to truly simplify and ease each touchpoint.

We truly believe in an Agile approach and as such we find it very important to not wait and launch

until it is all finished. We go Live, we test and we learn.”


Mohammad: From your point of view, how important it is to have a UX team(s) in large organizations? Can large organizations compete in the future if they do not have UX teams? Do you hear from other teams in the company that you are an auxiliary unit?


“UX is extremely complexed and it takes many years and experience to do it right. It is essential to have

a UX team in-house and it is essential with a strong UX lead who can set up and teach the methods in which the UX, UI, HTML designers work, challenge and push and unite the outcome. It is like an orchestra where all experiences being created must make beautiful music when put together and adhere to the long-term vision.

The knowledge of a good in-house  UX team is also essential when working with consultancies. This to plug in the high-level design work delivered into the actual reality of what can be done, limitations, omnichannel understanding, lead, and consistency.

I am convinced that UX has to share a seat at the top table.

As user experience is both your conversion and your brand it should be a given.

However, for it to happen UX professionals must step up and learn to understand and talk the language of business developers.”

Mohammad: May you please share with us the UX processes you took building your new products? What can we learn from you?


“In my role, I lead the design strategy, UX, UI and HTML, storytelling. From understanding to how the users will interact with the outcome.

I am a firm believer in agile methods and decisions lead to data and user testing.

To get the best ever outcome and to make sure the outcome is to the standard we want I make sure that everybody in my team become experts in their field. I don’t expect our UI designer to do UX.

I expect him/her to do amazing UI. Our UX designers do UX but not UI. However, they do work tightly together.

All experiences will start with a “discovery” which is the key information that will drive the design strategy. We use different methods of design thinking, collecting data or interviews to collect insights.

Only when that understanding is clear and matched with our personas will the UX start.

All UX starts with early feedback and iteration. This in form of sketching.

All flows are prototyped and tested with real users before any UI design starts.

When the UI design is passed to HTML it comes with an animated guide.

I believe in agile methods and the use of  Scrum when it comes to the development of digital products.  It’s a must to dare to go Live, watch, learn and iterate. When it comes to running UX teams at du or elsewhere I believe in using the right methods always. Methods, passion and experience is a magic recipe”

Mohammad: May you please mention a success you achieved building new products? What do you think the reason for that success?


The success of the UX/design teams are methods in place, talent, (experienced )people, clear expectations, lots of drive and plenty of laughter.

Mohammad: May you please mention a failure you had building new products? What do you think the reason for that failure? How did you mitigate?


“I have worked with UX and digital design for over 15 years and have learned a lot during this time.

The worst thing any company can do is to not have a good team with knowledge and methods in place.

Following demands without insights of what the users actually need is a sure set up for failure.”

Mohammad Abu Musa

Mohammad is the founder of Users Proof. he is keen on helping companies increase their sales through better UX design and testing

By |2018-01-18T19:40:39+00:00January 9th, 2018|Articles|0 Comments

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