Case Studies

Problem

UOB wanted to embed user experience thinking across the organization—not just within design teams. Employees from compliance, branch operations, innovation, and leadership needed a practical understanding of usability and UX despite limited training time and without requiring formal certification.

Solution

Cross-functional teams worked through their own case studies, identifying usability challenges, evaluating existing processes, and applying UX principles immediately through guided workshops. Participants presented the complete story behind their design decisions, strengthening both problem-solving and stakeholder communication. Six cohorts of 20–25 participants—including vice presidents, assistant directors, managers, and the Learning & Development team—completed the program.

HFI Enterprise Program, 2024

Approach

HFI designed a five-day customized Orientation of Usability and Persuasion program by combining key concepts from the Certified Usability Analyst (CUA™) and Certified Digital Persuasion Architect (CDPA™) curricula. Tailored specifically for UOB's business context, the program blended usability, persuasion, storytelling, and workshop-based learning with participants' own real-world projects.

Outcomes

• 150+ employees trained across 6 cross-functional cohorts.
• 30% increase in customer satisfaction following adoption of user-centred practices.
• 25% reduction in customer support requests.
• 20% improvement in task completion rates through more intuitive user experiences.
• Stronger collaboration across business functions and a sustained organization-wide UX mindset that improved design communication and decision-making.