Case Study – Strengthening UX culture and research practices

CONTEXT

In addition to evolving the Design System, Telefónica aimed to strengthen its UX culture and embed user-centered thinking more deeply across the organization.

CHALLENGE

UX needed to become more integrated into existing processes, while research practices had to be professionalized and team capabilities expanded across multiple tribes.

APPROACH

• Established the User Research Lab (Ideenwerkstatt) – including stakeholder analysis, testing plans, and facilitation of user testing sessions
• Led workshops on Design Token Architecture, Design System onboarding, and the introduction of Figma Variables
• Supported recruiting efforts – conducted around 20 candidate interviews (1st & 2nd rounds) and managed pre-selection
• Organized Cross-Tribe Alignment Sessions to ensure consistent UX quality across all product areas
• Participated in Accessibility Trainings (WCAG 2.2 Basic & Expert) to deepen expertise in inclusive design

IMPACT

• Established a research culture and increased overall UX awareness within the organization
• Improved alignment and collaboration between design teams and tribes
• Built sustainable UX capabilities, strengthening Telefónica’s long-term design maturity