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Zelah Hoekstra
As NS continued to mature its digital landscape, it became crucial to define the role of UX within the organization. The challenge: ensuring UX designers, researchers, and stakeholders had the right structure, processes, and collaboration models to create impact efficiently. My role as a UX Lead was to explore, advise, and propose a framework for structuring UX within NS.
Client:
NS
My Role:
UX Lead & Strategic Advisor
Year:
2022 - 2023
Service Provided:
UX Strategy, Organizational Design, Research & Facilitation
Explore & define:
The project started with an exploration phase, where I conducted benchmarking across leading organizations (ABN, IO, PostNL, Bol.com) and interviewed UX leads, designers, and product owners to assess needs and challenges. By leveraging maturity scans, stakeholder discussions, and "How Might We" exercises, I framed a clear problem definition to align the organization’s UX goals.
Ideate & prototype:
During the ideation and prototyping phase, I developed a strategic vision for UX integration and held multiple alignment sessions with key stakeholders, including higher management, CRO, marketing leads, and service designers. I presented structured recommendations on how UX should be positioned within NS, including proposed role adjustments and process improvements.
Results & Learnings:
Before implementation, I presented the final recommendations and structural framework, laying the groundwork for NS to refine and execute the strategy. Although I left before full execution, the work set a foundation for a more cohesive UX practice within NS, aligning design with business objectives.
